When rebrands go wrong

(And how to avoid the pitfalls)

Keith Barr

Profile: Keith Barr, InterContinental Hotels Group Video

Wed, 19 Mar 2014 | By Mindi Chahal

IHG’s commercial chief Keith Barr on his global marketing challenges. 

Mastercard CMO

Profile: MasterCard global CMO

Wed, 26 Feb 2014 | By Jonathan Bacon

Raja Rajamannar on delivering a ‘Priceless’ marketing strategy.

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Profile: Waitrose managing director Mark Price

Wed, 12 Feb 2014 | By Jonathan Bacon

Why his £6.5bn brand is “not selling products, but the idea that we care”

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Q&A: Pankaj Chaddah, Zomato

Wed, 27 Nov 2013 | By Jonathan Bacon

Pankaj Chaddah, the co-founder of restaurant search website Zomato, talks about managing rapid international growth after a £23m funding injection.

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Facebook's new cheerleader

Wed, 27 Nov 2013 | By Lara O'Reilly

Nicola Mendelsohn, Facebook’s EMEA VP on making social media work for marketers.

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Profile: Yahoo's Robert Bridge

Wed, 20 Nov 2013 | By Mindi Chahal

EMEA chief marketer Robert Bridge on his plans to return the internet giant to growth.

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Profile: Kimberly Kriss, AEG Europe

Wed, 9 Oct 2013 | By Lou Cooper

Entertainment giant AEG’s chief marketer Kimberly Kriss explains how data will make the company a hit in Europe.

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Marketing the Disney way Video

12 September 2013 | By Lucy Handley

EMEA chief marketer Tricia Wilber on bringing the magic to life.

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?

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.

Staff christmas parties

How to use the Christmas bash for smarter staff engagement

Wed, 17 Sep 2014 | By Morag Cuddeford-Jones

Bigger Christmas parties are back on the agenda and the correct approach can pay dividends.

Nationalism and brands

The value of nationalism

Mon, 15 Sep 2014 | By Lucy Tesseras

The Scottish independence referendum has highlighted the issue of national identity but how important is the role of heritage for brands, particularly in today’s global market?

Tata Steel

Too many metrics: the perils of training marketers to calculate ROI

Wed, 10 Sep 2014 | By David Burrows

Fewer than one in six are confident measuring and evaluating campaign performance. 

more analysis

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?

Nationalism and brands

The value of nationalism

Mon, 15 Sep 2014 | By Lucy Tesseras

The Scottish independence referendum has highlighted the issue of national identity but how important is the role of heritage for brands, particularly in today’s global market?

Why innovation is harder than it looks

Why innovation is harder than it looks Video

Wed, 10 Sep 2014 | By Mindi Chahal

The ‘cool factor’ of innovation does not reflect the reality of the hard graft that comes with turning creative ideas into market-ready products or services, according to research seen exclusively by Marketing Week .

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