Car supermarket brand Motorpoint has bought the naming rights to the Sheffield Arena, rebranding...with a huge opportunity to promote the Motorpoint brand to a completely new customer base over the next ...
Seeking to make sense of Tesco's brand extension into house-building, and perhaps to allay a ... . It was the original brand extension pioneer, branching out, like Tesco, from grocery retail beginnings. How does that work, both then and now? How can brands be so elastic? Is there something about putting food ...
Brands seeking to challenge a 'big two' need to find strategies that will build loyalty...It's one of marketing's tougher challenges. You're the number-three brand in an established market, with a fairly steady 20% share. The big two play tag for brand leadership, with shares in the high 30s. Some tiddlers and niche brands nibble away at the market edges. You're charged with achieving strong ...
The emotional bonding that is crucial to any brand's success cannot be built using metrics alone....The BrandZ top 100 is one of those annual rankings that hit brand owners whether they like ... Optimor feels compelled to give them catchy, trademarked names: Brand Signature, Presence, Bonding ... metrics and the beguiling precision of those bar-grids can make you think you're up there in the brand ...
Peter Duffy, head of marketing at Audi UK, invested in the brand during the recession to prepare...before they would consider the products. You need to get brand-building right in a way that drives ... for their brands, Peter Duffy, head of marketing at Audi UK, can sit back every Friday night and enjoy his charge's featured role in primetime BBC One drama Ashes to Ashes - about as close as you can get to branded content ...
A vehicle recall in the US has exacerbated the brand's existing malaise in the UK....further damage to its brand would be unwelcome. Last year it was hit by an oversupply of cars in the UK ... from a plane, Honda's brand reputation could head rapidly downward. So what should Honda do next? We ... Insight hybrid in Japan in 1999. Recently, however, Honda has relied more heavily on its brand ...
Clarke, chief creative officer at digital agency LBi. Ironically, the increasing refinement of brands ... , there appears to be a growing belief among brands that increasing adspend does not guarantee marketing success ... Williams, the brand's director of communications. In a handful of sectors there was a sharp reduction ...
Many major brands were forced to scale back their marketing budgets during 2009, allowing those..., the message that adspend should be maintained during the recession to build and sustain brand awareness does ... to 'spend through the recession' were to little avail as brands struggled with swingeing budget cuts imposed ... of nearly 10% year on year - as brands struggled to get to grips with the scale and scope of the economic ...
LONDON - The company's focus on a master-brand means that if one of its models faces problems.... Once one of its main advantages, Toyota's brand architecture is about to become its biggest strategic ... on a single corporate brand. It also markets Lexus and Scion, but most of the company's sales are derived from Toyota sub-brands. That concentrated approach has distinct benefits. It fostered the single ...
Brand experiences can provide an entertaining distraction but they are limited in the number...to multiply thousands of brand interactions into millions. Websites had already become integral ... RPM. At the most basic level, filming a branded event and putting it on the web can hugely amplify ... 220,000 viewers at almost no extra cost to the brand. The possibilities offered by social networking ...
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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