When rebrands go wrong

(And how to avoid the pitfalls)


Unilever news


Unilever aims to ‘reinvent ecommerce’

Fri, 25 Jul 2014 | By Sarah Vizard

Unilever hoping to find new ways to influence shoppers’ purchasing decisions before they reach a retailer’s website.

Unilever Facebook page

Unilever puts greater focus on innovation to drive up prices

Thu, 24 Jul 2014 | By Sarah Vizard

Sales dipped in Europe as the discounters and promotions by rivals forced it to cut prices.


Unilever appoints marketer Alan Jope as new personal care president

Mon, 21 Jul 2014 | By Sarah Vizard

Jope replaces David Lewis who is taking over as Tesco chief executive in October.


Tesco replaces CEO Philip Clarke with Unilever’s Dave Lewis

Mon, 21 Jul 2014 | By Russell Parsons

Supermarket banks on Lewis’ ’expertise in business strategy, brand management and customer development’ to turnaround sales. 


Six lessons from the 2014 World Cup for marketers Video

Mon, 14 Jul 2014 | By Sebastian Joseph

Coke, Unilever, Facebook and more pick out the marketing lessons from the World Cup to study.


Unilever sells Slim-Fast as it pursues disposal strategy

Fri, 11 Jul 2014 | By Branwell Johnson

Unilever has sold the Slim-Fast brand to a private equity company.


Unilever’s UK chairman Amanda Sourry takes on global hair care role

Mon, 23 Jun 2014 | By Sarah Vizard

Sourry to lead on brands including Tresemme and Timotei.

Tech City

Unilever, John Lewis and EE launch £1m Tech City internet of things competition

Tue, 17 Jun 2014 | By Lara O'Reilly

Brands pledge marketing support to Tech City UK, Technology Strategy Board and Cambridge Wireless startup competition.

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Unilever marketing analysis

Circular economy

Brands pushed towards a circular economy

Wed, 10 Sep 2014 | By Jonathan Bacon

The waste-busting ‘circular economy’ will present marketers with new sources of revenue.

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For the brands that P&G sheds, this is the start of a stronger chapter

Wed, 6 Aug 2014 | By Ruth Mortimer

P&G’s cull presents opportunities for the entrepreneurial.

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Is Dave Lewis really the right choice for Tesco?

Tue, 22 Jul 2014 | By Mark Ritson

Tesco’s new CEO may find that without retail in his DNA he will struggle.

Dulux colour run

Is your brand a giver or a taker?

Wed, 9 Jul 2014 | By Lucy Tesseras

A new book advocates that brands balance what they ‘take’ from consumers with acts of ‘giving’.

Sarsons brand packaging

Packaging design: making shoppers mad about the brand

Wed, 26 Mar 2014 | By David Burrows

By designing packaging to include ‘biomotive triggers’, brands can stir addiction-like responses in consumers.


Stop thinking like a marketer and let the value exchange guide you

Wed, 5 Feb 2014 | By Kathy Parker

Millennials “expect brands to live in the same world they live in, speak the same language about the same…

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essential read

Brand storytelling trends

The top storytelling brands

Wed, 9 Jul 2014 | By Mindi Chahal

Apple retains its title as the UK’s top storytelling brand, while supermarkets take a tumble.

Unilever brand campaigns

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Cornetto’s Lily Allen tie-up remixes brand for the younger crowd Video

Wed, 14 May 2014 | By Sebastian Joseph

Cornetto reveals its first celebrity ambassador.


Unilever donates money to CND after Lynx Peace logo complaints Video

Tue, 13 May 2014 | By Sebastian Joseph

Unilever makes undisclosed donation to nuclear disarmament activists to placate criticisms.


Unilever’s Lynx ties with Asos for ‘Peace’ push Video

Tue, 15 Apr 2014 | By Sebastian Joseph

Unilever enlists retailer, Peace One Day and music producers to promote ‘Peace’.


Dove gives women placebo patches in latest ‘Real Beauty’ campaign Video

Thu, 10 Apr 2014 | By Sarah Vizard

Dove hopes to replicate success of its lauded ‘Real Beauty Sketches’ viral campaign.


Brands starting to shout about sustainability

Mon, 25 Nov 2013 | By Sarah Vizard

Many brands were previously reluctant to highlight CSR credentials, but the time is right to shout about it.

Unilever related brands

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P&G to ditch brand ambassadors in cost-cutting drive

Fri, 5 Sep 2014 | By Sarah Vizard

FMCG giant says move will ‘simplify’ marketing and will start with the Head & Shoulders brand.

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The supermarkets should take a leaf out of P&G’s marketing book

Thu, 7 Aug 2014 | By Sarah Vizard

P&G isn’t afraid to take drastic decisions and the supermarkets shouldn’t be either.


RB to work with Facebook to develop marketing talent

Wed, 6 Aug 2014 | By Sarah Vizard

Nine-figure global partnership deal will see two companies work on ‘innovative’ campaigns.

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For the brands that P&G sheds, this is the start of a stronger chapter

Wed, 6 Aug 2014 | By Ruth Mortimer

P&G’s cull presents opportunities for the entrepreneurial.

Ritson 437 267

Why Procter & Gamble has to cull so many brands

Tue, 5 Aug 2014 | By Mark Ritson

P&G will be looking at brand profits rather than sales to determine which to cut.


P&G's bonfire of the brands ends ties with past

Mon, 4 Aug 2014 | By Sarah Vizard

Decision to axe 100 brands leaves P&G free to focus marketing on most profitable brands.

Related sectors: fmcg

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