When rebrands go wrong

(And how to avoid the pitfalls)

PayPal ad

Brand strength and flexibility behind eBay and PayPal split

Separation will create ‘more agile’ businesses positioned to capitalise on future growth.

  • pause slideshow

Editor's Choice

Our Editor - Ruth Mortimer

Our editor's selection of the most exciting articles and opinions from Marketing Week

Sarah Warby, Sainsburys

The 'mum test': why Sainsbury's new campaign is simplifying prices

Thu, 25 Sep 2014 | By Sarah Vizard

Marketing director Sarah Warby says customers are shouting at supermarkets to ‘stop making it hard work’.

Logo change

What's in a logo? Video

Wed, 24 Sep 2014 | By Jonathan Bacon

A host of brands have recently been ridiculed for changing their logos, but if you believe in the strategy, should you ignore the doubters?

Corporate NGO partnerships

Reputation is the key driver for corporate-NGO partnerships Video

Wed, 24 Sep 2014 | By Lucy Tesseras

Brands and charities are seeking longer-term, strategic partnerships that support positive changes in business practices C&E Advisory’s latest barometer finds.

Content Marketing

Content marketing must focus on brand not sales objectives

Wed, 24 Sep 2014 | By Steve Hemsley

Content helps consumers understand complex markets such as financial services, but it must focus on brand and not sales objectives.

Top Jobs

Job of the Week

Latest news

ShoppingBAsket-Product-2013_304

Health and taste to shape snacking trends for food marketers

Tue, 30 Sep 2014

Global snack food sales hit $374bn as healthier appetites among consumers in developed markets grow.

peugeot-gti-2014-304

Peugeot returns to ‘more thrilling’ ads Video

Tue, 30 Sep 2014

Car marque sees opportunity to boost brand perceptions after admitting it can be seen as less exciting than rivals.

HeinekenMobile-Campaign-2014_304

Heineken primes native mobile ads after 23% brand awareness spike

Tue, 30 Sep 2014

Heineken says mobile can be a ‘branding medium’ not just a direct response one after 23% awareness jump

MondelezPic

Mondelez names former PepsiCo marketer as Northern European boss

Mon, 29 Sep 2014

Appointment is the latest move in the company’s transition to a region-led operating model.

LadyGagaMusic-Camapign-2014_304

Universal strikes native ad deal for music videos

Mon, 29 Sep 2014

Universal to let different brands appear in different versions of the same video.

Aldi

Aldi: ‘Price cuts by big four benefit us’

Mon, 29 Sep 2014

Discount grocer claims its basket size is now the second largest in the sector.

StarbcucksBrandCampaign-Campaign-2014_304

Starbucks launches first global brand campaign Video

Mon, 29 Sep 2014

Starbucks shifts from product-led marketing to encourage fans to put down their phones and ‘get together’ at its stores.

facebook cross device 304

Facebook claims it has solved the 'cross device problem' with ad targeting platform

Mon, 29 Sep 2014

Atlas will track path to purchase regardless of site or device.

JohnLewisShop-Location-2014_304

John Lewis funds ‘micro-location’ iBeacon service following incubator scheme

Sun, 28 Sep 2014

John Lewis awards £100,000 to tech company to develop smartphone service it wants to trial.

Etihad livery

Etihad Airways 'We want to be loved in a competitive market' Video

Sat, 27 Sep 2014

Fast growing airline unveils new visual ID in quest to build a global brand, quickly.

Facebook Comparethemarket

Facebook’s first UK premium video advertiser says it will use it again

Fri, 26 Sep 2014

Comparethemarket says campaign achieved double its recall target and swung other brand metrics upwards too.

NFL-Logo-2013_304

NFL plots Germany, Brazil and Asia games to fuel expansion

Fri, 26 Sep 2014

But admits the recent domestic violence scandal could knock brand equity in international markets.

> Click here for more News