Brand strategy lessons and Typhoo’s repurposing: Your Marketing Week
At 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 universal lessons to be learned from our Brand of the Year candidates to Typhoo adopting a challenger mindset, it’s been a busy week. Here is my take.
Universal truths
Universal truthsThe shortlist for Marketing Week’s Brand of the Year, as you might expect, are five exemplars of brand strategy excellence. Five brands at different points in their journeys. Greggs, which is becoming a case study into building mental and physical availability. McDonald’s, a model in consistent deployment of the 4Ps. Lucky Saint, which is reframing and helping grow an entire category. Octopus Energy, which has gone from challenger to market leader without losing its sense of self. And Marks & Spencer, the household name that has transformed its fortunes.
