An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
Leaning on meaning could undermine your distinctive assets
Jenni RomaniukIn her first column for Marketing Week, Ehrenberg-Bass’s Jenni Romaniuk, illustrates the impact of trying to integrate ‘meaning’ into the four stages of distinctive asset creation.
Phoenix Group to rebrand as Standard Life to create ‘consistent brand image’
Amrit VirdiThe group says the change will bring its “most trusted brand” to the forefront, as it moves to a branded house strategy with Standard Life as the masterbrand.
Boldyn Network’s CMO: ‘I don’t talk B2B or B2C. I talk B-to-human’
Emily ManockFollowing a rebrand, Boldyn Network’s CMO has been working to ensure the B2B firm is more relatable by increasing its focus on storytelling and thinking about prospective customers as people rather than businesses.
Diageo’s design chief on delivering ‘adaptable’ consistency
Niamh CarrollBy tapping into “brand truths”, playing with memory structures and prioritising collaboration Diageo is targeting “triple wins”, says design boss Jeremy Lindley.
‘All wearing the same jersey’: Why Highspring connected multiple brands with a single identity
Emily ManockFormerly a series of brands under Vaco Holdings, the business rebranded under the Highspring masterbrand to streamline its offer.
Consistency and Prime’s plummeting profit: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Carlsberg’s new CMO doubling down on its brand line to Prime’s profit falling drastically, it’s been a busy week. Here is my take.
‘Impossible to move away from’: Why Carlsberg’s CMO is doubling down on ‘Probably the best’
Niamh CarrollUnder the leadership of new CMO Yves Briantais, Carlsberg will be doubling down on its well-known brand line and introducing a new purpose – “to help more people access more of the best”.
‘A new era’: Why WSL’s new owner is rebranding its top two divisions
Molly InnesThe WSL and Women’s Championship are being renamed WSL 1 and WSL 2, with a new visual identity to drive visibility and value of the women’s game.
Liverpool FC’s marketing boss on brand purpose, reuniting with Adidas and Salah’s Google Pixel selfie
Molly InnesAfter winning the Premier League last Sunday, Liverpool FC’s senior vice-president of digital says the work for marketing is building up to an “even bigger crescendo”.
B2B customers ‘don’t want boring’: Why Wise rebranded its business arm
Jasper BaumannWise currently moves about 5% of the world’s money that goes across borders, but the business sees a big opportunity for growth by targeting large enterprises with its B2B arm.
Nokia’s B2B challenge and strategic thinking: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Jaguar’s managing director defending its rebrand to Nokia’s lack of familiarity, it’s been a busy week. Here is my take.
Why charities shouldn’t underestimate the power of a rebrand
Amrit VirdiWith donations stabilising rather than increasing, charities are tapping into the power of the rebrand to modernise and stay relevant.
Marketoonist on the creative review
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Think your category is a special case? Think again
Helen EdwardsThe key pillars of brand building aren’t different for B2B, luxury and startups. The blueprints are the same, even if the results look very different.