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...
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...
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 positioning and its impact on corporate and societal change
Building a brand – either in terms of awareness or business growth – requires, among other things, a fastidious approach to brand collaborations and a keen understanding of brand positioning. At Cannes Lions, some of...
Brand profile: Inmarsat Aviation
With challenges related to awareness, market share, internal structure and business model, Inmarsat Aviation had to adopt a startup mentality and bold strategy in order to achieve success. Brittany Golob reports...
Charity branding, in conversation
Last year, the UK’s Workers’ Educational Association (WEA) undertook a comprehensive brand review. With the fruits of this labour soon to be implemented, Brittany Golob, speaks with James Ward, director of marketing,...
Brand profile: Wacoal Europe
Shaping a brand is like shaping a bra. It requires creativity, research, science and an understanding of the target audience. How has Wacoal shaped its brand to better represent women and, as a result, help shape its...