The package holiday travel market features tough competition, but with a rise in holidaymakers choosing the package option, providers in this space have had to reexamine their brand positioning. Jeremy Owen discusses...
Articles
Racing toward a smoke-free future
Altering its corporate narrative while changing the societal perception of its products has required Philip Morris International to go all in on R&D, brand positioning and communications. Brittany Golob reports fr...
Reinvention and heritage retention in brand development at Cannes Lions
Reinventing a brand is not simply the process of crafting a new visual identity or audio brand or positioning strategy. Sometimes, reinvention – and transformation – requires a consideration of the company’s place in...
Dove promotes girls’ confidence in new campaign with Kelly Rowland
Today, it takes nothing more than a scroll through social media, to shake young girls’ self-esteem.Universal Music’s creative division Globe worked with Dove, and American singer songwriter Kelly Rowland in a new camp...
Samaritans infuses brand with hope, life and connection
Samaritans is a unique charity. It was established in 1953 by an Anglican vicar who operated an emergency telephone line, speaking to anyone with thoughts of suicide. From one person, Samaritans soon grew into a movem...
Mercedes Benz film celebrates its founding woman
Storytelling and marketing are the new power couple in brand development. Mercedes Benz is leveraging multimedia to target new audiences and arouse their enthusiasm in the brand....
Five minutes with Richard Finlow
With a longstanding brand, well-established in popular culture, Zippo Manufacturing Company, the lighters and lifestyle organisation, manages to maintain its heritage while diversifying its product portfolio and diffe...
‘Doodles’ campaign offers a sweet twist on serious message
Extracurricular activities can represent a sizable chunk of the average family budget. Parents rightly want to ensure that their children are getting as many benefits as possible from the after-school activities they...
Enough is enough for new Virgin Active positioning
Whether it’s mince pies or latkes, turkey or nut roast, the holiday season can be full of temptations to overindulge. It also means January is the biggest month of the year for fitness and gym brands, all seeking to c...
Brand profile: Kohler
Kohler’s global faucet design strategy was revolutionised due to cultural research that helped the company maximise its product range, while at the same time driving internal change within the business. Brittany Golob...