Nokia’s B2B challenge and strategic thinking: Your Marketing Week
At 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.
All publicity is good publicity?
What was the biggest marketing story of last year? The thing that got the industry talking more than any other? The brand that everyone suddenly had an opinion on?
Chances are you’re thinking of Jaguar, with its unexpected and slightly leftfield rebrand generating hundreds upon hundreds of headlines. After several years of middle-of-the-road communication and disinterest, the headlights were well and truly back on the brand. That’s not to say the conversation was entirely positive – it certainly ruffled people’s feathers, but it did the job it set out to do, according to managing director Rawdon Glover.
