When rebrands go wrong

(And how to avoid the pitfalls)

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Trends

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.

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A sporting chance for web-savvy marketers

18 July 2013 | By Lou Cooper

Did you know cricket fans are 64 times more likely to be shopping online for men’s suits than general web surfers? New research helps marketers look beyond their brand market to reach people.

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Top Jobs

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As the NFL crisis shows, business must set standards

Wed, 24 Sep 2014 | By Ruth Mortimer

Brands need a mix of people in leadership roles to stay responsible and relevant.

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Trends World Cup infographic

What consumers are planning for the World Cup and how brands can reach them

29 May 2014 | By Lucy Handley

With the World Cup kicking off in less than two weeks, is your brand ready for the world’s biggest sporting event since the 2012 Olympic Games?

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Under Armour to exploit ‘quiet shift’ of women wearing athletic product outside the gym Video

Fri, 5 Sep 2014 | By Sebastian Joseph

Company launches biggest campaign for women.

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FA launches first brand campaign ‘to make England matter again’

Thu, 4 Sep 2014 | By Sebastian Joseph

FA says low attendance at yesterday’s Wembley match shows a ‘shake-up’ to ticket marketing is needed. 

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Man Utd leads rush from football clubs for regional sponsorships

Thu, 21 Aug 2014 | By Sebastian Joseph

United’s regional deals accounted for 60% of the localised sponsorships banked by Europe’s top clubs last season.

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Chevrolet banks on CSR to ‘fully exploit’ Man Utd brand

Mon, 18 Aug 2014 | By Sebastian Joseph

‘Traditional brand-led activations are not key to leveraging its sponsorship’, says marketing boss.

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Early England World Cup exit blamed for ‘lacklustre’ £30,000 summer beer sales rise

Fri, 15 Aug 2014 | By Sebastian Joseph

But Budweiser and Heineken register strong uplifts in key trading period, finds industry data.

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NFL ties with Nike to offer UK fans custom jerseys in ecommerce refresh

Fri, 15 Aug 2014 | By Sebastian Joseph

NFL hopes to overcome its struggles to sell to fans outside the US despite not having the scale.

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YouTube serves real-time content to football clubs and brands

Thu, 14 Aug 2014 | By Sebastian Joseph

YouTube pounces on the opportunity to drive ad revenue around the sport.

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