When rebrands go wrong

(And how to avoid the pitfalls)


BT marketing news

bt countdown 2014 304

BT Sport and Sky count down to Premier League kick-off

Fri, 8 Aug 2014 | By Sarah Vizard

Broadcasters ramp up their marketing with just a week to go until the new Premier League season.

Jose Mourinho

Mourinho takes centre stage in BT Sport ad Video

Fri, 11 Jul 2014 | By Lara O'Reilly

New-look campaign also pokes fun at last season’s Alex Oxlade-Chamberlain mistaken identity incident.


BT Sport launch pays off as BT’s brand value soars

Wed, 11 Jun 2014 | By Sarah Vizard

Creation of BT Sport has ‘revolutionised’ BT’s business model and brand positioning, report finds.

Channel 4 and BT rule out Channel 5 bid 385

Channel 4 and BT rule out Channel 5 bid

Tue, 1 Apr 2014 | By Lara O'Reilly

BT Consumer chief executive John Petter and Channel 4 boss David Abraham reveal they are not eyeing bids for Richard Desmond’s for-sale TV business.

BT Sport Supporters Club

BT rehires Matthew Warren to lead brand strategy

Fri, 28 Feb 2014 | By Russell Parsons

Warren returns to marketing after hiatus to replace Richard Bowyer. 


BT Sport marketing blitz pushes customer numbers past 2.5m

Fri, 31 Jan 2014 | By Russell Parsons

Sport and broadband gains help BT post first quarterly revenue growth in four years. 

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BT marketing analysis


The secrets of the world's most valuable brands

Wed, 21 May 2014 | By Jonathan Bacon

This year’s BrandZ 100 most valuable global brands list sees Google knock the crown off long time holder Apple.

Customer satisfaction trends

Customer satisfaction levels plummet in financial, retail and telecommunications sectors

Wed, 21 May 2014 | By Lucy Tesseras

Customer service is not improving across financial services, telecoms and retail despite considerable investment.

Secret Marketer

Annoying customers with a barrage of emails has become cheaper than delivering good service

Wed, 15 Jan 2014 | By Secret Marketer

Regular readers will know that ‘lazy marketing’ is a bugbear of mine…


Half-measures won’t stop nuisance calls and spam texts

Tue, 10 Dec 2013 | By Michael Barnett

Will the Government response kill off the spam, or lead to long-term harm for consumers and marketers?


Love it or hate it

22 August 2013 | By Lucy Tesseras

How far should Marmite and other brands push the taste and regulatory boundaries?

Mindi Chahal

Can new think tank demonstrate the value of research?

Wed, 19 Jun 2013 | By Mindi Chahal

Is The Market Research Society’s new think tank enough to convince brands of the importance of market research? 

Russell Parsons

Influence: Difficult to obtain, easy to lose

Mon, 17 Jun 2013 | By Russell Parsons

Influence has been a prominent feature on Marketingweek.co.uk this past week. Growing influence to ensure your voice as a marketer is heard in your business to be precise. 


The top 100 most valuable global brands 2013

Tue, 21 May 2013 | By Lou Cooper

This year’s BrandZ ranking of the top 100 valuable global brands sees Apple maintain its reign at number one and the value of the top brands grow by 7 per cent to $2.6 trillion

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essential read


The secrets of the world's most valuable brands

Wed, 21 May 2014 | By Jonathan Bacon

This year’s BrandZ 100 most valuable global brands list sees Google knock the crown off long time holder Apple.

BT campaigns

ITV1's ad break recreated in Lego Video

Tue, 11 Feb 2014

To promote The Lego Movie, ITV1 has run ads such as BT Flatmates and Premier Inn formed entirely out of the plastic bricks.

BT Sport Supporters Club

BT Sport readies new TV ad Video

Tue, 12 Nov 2013 | By Lara O'Reilly

Marketing shifts from showcasing the channels’ talent to highlighting the passion fans feel for live sport.


BT Sport circumvents Sky ad ban through Scottish rugby sponsorship

Tue, 30 Jul 2013 | By Sebastian Joseph

BT Sports logo to appear on rival’s rugby coverage after inking deals with Glasgow and Edinburgh teams.

BT Supporters Club

BT Sport and Comic Relief launch joint CSR initiative

Mon, 10 Jun 2013 | By Lara O'Reilly

‘The Supporters Club’ initiative aims to support grass roots sport for young people in the UK, similar to Sky Sports Living for Sport scheme

BT related brands

The Sun

News UK creates native advertising division

Thu, 18 Sep 2014 | By Lara O'Reilly

The Sun and Times publisher follows Guardian and Metro in creating a dedicated branded content division.

Virgin Trains, Arrive Awesome

Why Virgin Trains wants passengers to 'Arrive Awesome' Video

Wed, 17 Sep 2014 | By Jonathan Bacon

As it awaits a Government decision on the east coast mainline contract, the train operator is rolling out a campaign to improve its west coast service.


Virgin Trains unveils £8m brand reboot Video

Wed, 17 Sep 2014 | By Jonathan Bacon

Operator wants to become ”an irresistible travel option” after franchise win. 

Virgin Atlantic Little Red

Virgin Atlantic signals break with heritage with new ad agency Video

Tue, 5 Aug 2014 | By Branwell Johnson

Virgin Atlantic has appointed adam&eveDDB as its lead creative agency.


Virgin Holidays counters Three’s 'Holiday Spam’ apology ads with witty reply Video

Mon, 28 Jul 2014 | By Sebastian Joseph

Virgin Holidays tells Three ‘Don’t be sorry’ for all the holiday spam and urges its own customers to ‘show off’ holiday snaps.

virgin media Usain Bolt 2

Usain shows off footie skills for Virgin Media Video

Sat, 12 Jul 2014

Latest ad for Virgin Media uses Usain Bolt to promote Premier League.

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