It’s time The Body Shop became exciting as well as ethical
Helen EdwardsThe Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Catching consumers’ attention is critical to FMCG brands, particularly for product launches, which makes high-impact visual design a prerequisite for success.
Marketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share their thoughts on the brand codes and tone of voice in the next installment of our series on what it takes to build brands effectively.
Our marketing columnist on the biggest branding move of the year: Twitter’s sudden transformation into X.
Experts have said there appears to be “no best practice branding logic” behind Twitter’s rebrand, describing it as “all very amateur”.
Brands need to determine whether they want their slogan to be remembered or liked, as new research shows the most memorable brand slogans are often the least liked.
It could cost Tesco £8m to remove its Clubcard prices marketing assets, following the supermarket’s second loss against Lidl at the High Court in its long-standing trademark dispute.
The demands of digital advertising mean that automation is indispensable for aligning design and marketing.
Luxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
After making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
CMO Todd Kaplan says the new visual design ushers in a “new era” for Pepsi and will help to drive brand distinction, while also turning the spotlight onto its zero sugar alternative.
Removing the famous Swiss mountain from its packaging won’t stop the chocolate brand building a desirable brand image in today’s globalised age.
A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
Kicking off a new series exploring the role of the metaverse in marketing now and tomorrow, we explore whether it’s time to start building a virtual community for your brand.
In uncertain times, having control of your digital assets is essential. Even as organisations tighten their belts, investing in marketing remains good practice.