Branding News, Articles & Analysis

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Articles: 928 Results
Volkswagen wants to become 'less German' with marketing overhaul

Volkswagen wants to become 'less German' with marketing overhaul

Volkswagen is carrying out an extensive rethink of its marketing approach as the brand prepares for a world dominated by

Tesco's customer chief: our brands need to make consumers feel valued

Tesco's customer chief: our brands need to make consumers feel valued

The decision to upscale Tesco's own brand range was motivated as much by how customers felt that Tesco saw them

Propercorn brand redesign by Propercorn

Propercorn brand redesign by Propercorn

Propercorn has unveiled a visual revamp featuring hand-drawn illustrations by seven artists from around the world.

Diageo and R/GA reveal how Guinness rediscovered its experimental spirit

Diageo and R/GA reveal how Guinness rediscovered its experimental spirit

Staying relevant in a market being shaped by the craft beer boom has meant being equally open to experimentation in

Duracell's CMO on leaving P&G and partnering with Disney

Duracell's CMO on leaving P&G and partnering with Disney

Tatiana Jouanneau remained at the marketing helm of Duracell either side of the brand's exit from Procter & Gamble in

Superbrands ranking reveals Amazon and Google still need to win the hearts of consumers

Superbrands ranking reveals Amazon and Google still need to win the hearts of consumers

The tech giants may believe they can conquer the world, but some factors of brand equity take decades to build,

What should the name Toys R Us conjure up? A magical interactive world of fun and fantasy...

What should the name Toys R Us conjure up? A magical interactive world of fun and fantasy...

As Toys R Us and Maplin collapse into administration, retailers face incredibly tough conditions, so need to pay heed to

Coca-Cola marketing boss: new Diet Coke flavours just the start of year of innovation

Coca-Cola marketing boss: new Diet Coke flavours just the start of year of innovation

Coca-Cola is set to launch a raft of new brands and flavours this year, the company's UK marketing director has

Elmwood moves into brand experience with Framework Creative acquisition

Elmwood moves into brand experience with Framework Creative acquisition

Brand design consultancy Elmwood has acquired independent digital brand experience agency Framework Creative.

50 years of the Big Mac: key moments that defined the McDonald's favourite

50 years of the Big Mac: key moments that defined the McDonald's favourite

McDonald's is marking the first half century of its famous double burger with the launch of two special editions for