‘Break rules, honour traditions’: Universal brand building lessons from McDonald’s, Lucky Saint and Octopus Energy
Despite being in different categories, at different stages of growth, there are a number of brand building lessons all can learn from.
Each year, Marketing Week shortlists five brands for its most prestigious annual award: Brand of the Year. This year’s shortlist features some of the best-known and fastest growing brands in the UK, from high street giants Greggs, Marks & Spencer and McDonald’s, to category challengers Lucky Saint and Octopus Energy.
There are plenty of differences between these brands, whether it’s the sector they operate in, the size of their business, or the years of history behind them. But despite these differences, there are important brand-building lessons all marketers can learn from their success.
We asked the top marketers at each of the shortlisted brands to reflect on the universal lessons that have propelled their brands to the heights they have reached today.
