Elsewhere, we unpicked why a growing number of brands are bringing back slogans in their advertising campaigns. Tango, Branston and Morrisons in the UK, Wendy’s and the US Army in the States have all dusted off ad slogans of old and begun to use them again. In some cases after a decade or more. A with hindsight realisation that it was never broken and never needed fixing? An attempt to tap residual recall? Desperation borne from creative bankruptcy? A cute, but cheap PR stunt? We look to provide some answers in the analysis linked to below.
Consumer group Which? says Tesco’s Clubcard Prices deals are unclear and “could be breaking the law”, but even if Tesco is forced to make prices clearer analysts suggest it won’t have “any real negative impact”.
Zendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
A number of large FMCG brand owners, including Kraft Heinz, Britvic and Reckitt, claim they have seen “minimal” impact from private label, despite statistics suggesting own brands are winning share. So what’s happening?
In the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
The brand value of UK companies fell 14% this year, compared with 1% growth in 2022, according to BrandZ’s latest UK ranking.
Boohoo expects revenues to decline by between 12% and 17% in its full 2024 financial year but says it remains committed to investing in marketing for the long-term health of its brands.
Gender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.