Sales & Marketing news

• Barclays repositions to ‘break its brand out of the pack’

  26-09-2019 18:13
  Barclays is repositioning its brand in a move aimed at “breaking it out of the pack” and giving it a clear point of difference in the financial services sector.
  The new direction for the brand is based on the insight that 12.3 million UK adults have little or no confidence in managing their money, according to data from the FCA Financial Lives survey. The strategy will encourage people to have a more positive relationship with their finances and to see Barclays as a helping hand, ra
  
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• Custard apple and yuzu: Why Mastercard is adding taste to its brand experience

  26-09-2019 16:22
  Have you ever thought about what a brand might taste like? And not a food or drink brand like KitKat or Coca-Cola or McDonald’s, but a financial services brand?
  That’s the question that Mastercard is now answering with the launch of its brand taste. Positioned as the ‘taste of Priceless’ (its brand platform), it takes the form of two macarons – one in red and one yellow – that aim to portray the key attributes of the company’s personality, as well as har
  
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• Marketers have become too loose with language

  26-09-2019 16:10
  I hate reading menus in chain restaurants. I don’t like T-shirts with writing on them. I believe ‘wackaging’ (packaging with ‘wacky’ labels) is not far from a cult. And then there are brands being silly on social media.
  Digital media seems to have afforded marketers the chance to joke around in the margins. But few marketers are funny. So now consumers are resigned to at least a dash of bullshit in a good proportion of their marketing messages.
  (I don’t think
  
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• Keith Weed’s call to arms to the US: ‘Help us tackle the issue of public trust in advertising’

  26-09-2019 15:47
  Life has not slowed down much for Keith Weed since his retirement from his role as Unilever’s chief marketing and communications officer in May. We speak to him as he dashes from a meeting for one of the companies where he is now a board member to the airport to catch a flight to New York.
  He will be in New York with his president of the Advertising Association hat on. He is speaking at Advertising Week New York this afternoon (26 September) to issue a “call to arms” to the US
  
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• WeWork’s IPO debacle highlights the failures of modern brand building

  26-09-2019 08:00
  It’s a terrible thing to be prescient. Ask Scott Galloway. Many months ago the always opinionated, usually accurate, professor made the bold prediction that tech darling WeWork would never make it to its much vaunted IPO and its ambitious valuation of $47bn (around £38bn, giving it roughly the same value as Tesco and Whitbread).
  Famously, he christened the company the “most over-valued company in the world”. It’s not the bold tenor of that comment or its ass-crunchi
  
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• Marketing Week Top 100: The top travel, transport and hospitality marketers

  26-09-2019 08:00
  The post Marketing Week Top 100: The top travel, transport and hospitality marketers appeared first on Marketing Week.
  
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• The power of branded podcasts

  26-09-2019 02:00
  Brand mentions in a podcast deliver higher engagement and achieve cut-through even with ad avoiders, according to new research from the BBC and Neuro-Insight.
  
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• Media rebates still an issue

  26-09-2019 02:00
  Advertisers are not particularly worried about potential conflicts of interest when media planning and buying are performed by the same agency, but they are far more concerned when media rebates are not disclosed.
  
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• Kellogg taps social data for product launch

  26-09-2019 02:00
  The Kellogg Co., the food manufacturer, tapped into the power of social-media data as it rolled out Cheez-It Snap’d, a snack product aimed at people who are deeply engaged with watching TV shows and films online.
  
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• IKEA thinks small

  26-09-2019 02:00
  IKEA, the furniture retailer, is planning more city centre stores and planning studios as its experiment with smaller retail formats has succeeded in attracting consumers and boosting online sales.
  
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• How Salesforce builds trust

  26-09-2019 02:00
  Successful brands of the future will require customers' trust, but while technology is a factor in the current breakdown of trust it can also help build it, according to the CMO of Salesforce.
  
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• Chinese brands take the long view on overseas growth

  26-09-2019 02:00
  Chinese companies expanding internationally in search of growth prefer to build their presence from the ground up rather than simply acquire an existing brand, according to a new report, which also finds that branding in this context tends to be...
  
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• Adland creativity misses the mark on branding

  26-09-2019 02:00
  Many ads winning creative awards are failing to deliver meaningful branding and so limiting their effectiveness, according to research from Kantar.
  
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