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.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
‘Who’s in the room?’: Urgency needed to fix marketing’s socio-economic pay gap
Charlotte RogersWhile there’s no silver bullet, progressive businesses are setting out a roadmap to tackle the industry’s lack of socio-economic diversity.
‘Outthink rather than outspend’: How marketers are dealing with the challenge of more with less
Josh StephensonWith the majority of marketers having to do more with less, how can teams best prepare themselves for this new reality while protecting the quality of their work?
‘Worthy of the daylight’: How kebab brand GDK is tackling ‘deep-seated’ notions about its category
Niamh CarrollGDK (formerly known as German Doner Kebab) is tackling notions that kebabs are only a night-time food head on.
‘Hard-nosed business proposal’: How Simplyhealth secured investment for brand building
Jasper BaumannSimplyhealth is on a mission to democratise private healthcare and raise awareness, as it repositions marketing as an “engine for growth” within the business.
Disappearing CMOs and trust in influencers: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of senior marketers leaving and not being replaced to Unilever’s new CEO looking to build trust through influencer marketing, it’s been a busy week. Here is my take.
‘Everyone wants a piece of the chicken category’: KFC on leveraging its distinctiveness to win
Niamh CarrollIn a category that is more crowded than ever, KFC is focusing on doing work that no other business can do to “elevate the brand up and out”.
Ethnicity pay gap: Brands urged to ‘stop paying lip service to diversity’
Charlotte RogersMarketing’s growing ethnicity pay gap is being seen as a “wake-up call” to root out bias all the way from recruitment to retention.
‘Simplicity and clarity’: Why Channel 5 rebranded to 5 to unite streaming and linear
Grace GollaschTo boost perceptions of content quality and range, Channel 5 has rebranded to 5 across its linear, streaming and digital platforms.
The Week in Tech: Smartwatch category in decline and Bluesky thinking
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘Incredibly short-sighted’: What’s the impact of cutting senior marketing roles?
Molly InnesMarketing still isn’t valued or understood by some businesses, leading to deep problems from redundancy to skills gaps, say senior marketing leaders.
Analysts sceptical of Boohoo’s Debenhams Group rebrand
Amrit VirdiThe business will shift to a marketplace model to aid the turnaround of its youth brands.
What brands stand to gain by depicting more positive portrayals of masculinity
Jasper BaumannWith a rise in misogynistic content online, there is a case to be made for brands to introduce more progressive portrayals of masculinity, especially as new research finds these campaigns are 38% more likely to have a positive impact on brand equity.
‘More complicated’: Uncovering the current state of the pitch process
Grace GollaschBudget pressures, fragmentation of channels, intermediary pay-to-play fees and an “over-saturated” agency market, are making the traditional pitch process more “complicated and frustrating”.
How Virgin Money is ‘turning the lights back on’ with brand storytelling push
Amrit VirdiWith its new brand proposition, Virgin Money is hoping to bring banking to life for customers and set the business up for success following its buyout by Nationwide.