Why charities shouldn’t underestimate the power of a rebrand
Amrit VirdiWith donations stabilising rather than increasing, charities are tapping into the power of the rebrand to modernise and stay relevant.
Marketoonist on the creative review
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Think your category is a special case? Think again
Helen EdwardsThe key pillars of brand building aren’t different for B2B, luxury and startups. The blueprints are the same, even if the results look very different.
Abrdn backtracks on controversial rebrand
Amrit VirdiKeen to eliminate “distractions” with a switch back to Aberdeen, the firm is looking to build on “improved customer awareness” being driven by marketing.
Crosta Mollica on building brand associations beyond its stripes
Niamh CarrollPizza and snack brand Crosta Mollica has fully refreshed its brand, with the goal of being known for its quality and authenticity, as well as recognised for its striped packaging.
‘Breaking that tonal sameness’: Thortful on driving distinctiveness in a crowded market
Josh StephensonThe online greetings card company is hoping to build its brand awareness through a bold new look and the introduction of its own brand characters.
Lidl to scrap kid-friendly packaging on its ‘least healthy’ products
Amrit VirdiPackaging designs deemed attractive to children will be removed from Lidl’s least healthy own-brand products in the next six months.
‘Disrupt with value’: How one challenger brand hopes to reach number two in the free-from category
Grace GollaschWith an over 600% increase in marketing spend over the last seven years, free-from bakery brand We Love Cake’s head of marketing discusses the role of influencers in growing the brand’s reputation.
‘They break down without each other’: The importance of creativity and consistency in B2B
Hannah RashbassAs more B2B brands embrace creativity it’s essential the foundations of good marketing are not forgotten. As ever, consistency is crucial.
‘We needed to simplify the story’: How one B2B business rebranded after multiple acquisitions
Hannah RashbassThe London Stock Exchange Group went on a transformation journey to simplify and refine its brand architecture and message following expansion.
‘Our goal is to not exist’: Anti-poverty charity Trussell on revamping its marketing
Amrit VirdiRebranding for the first time in two decades, Trussell tapped into rich research and diagnosis to help engage people in need of support.
Why one spirits brand ditched its ‘most distinctive’ asset
Niamh CarrollSuntory Global Spirits whiskey brand Basil Hayden saw sales and brand health metrics grow after it ditched its most recognisable asset, its “bib” label.
Marketoonist on creative review by committee
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘A moment of revelry’: Why brands are joining forces to ‘move the needle’
Hannah RashbassThere has been a spate of collaborations in recent months as brands look to raise awareness and grow affinity by reaching consumers in unexpected places.
‘Dated and 80s’: How Carwow is steering Auto Express into 2024 with a brand refresh
Hannah RashbassThe Auto Express brand hasn’t been refreshed for nearly four decades but following its acquisition by Carwow earlier this year, CMO Ben Carter says the time was right to modernise its identity.
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