When rebrands go wrong

(And how to avoid the pitfalls)

The Marketing Week - 16/11/2012

Welcome to The Marketing Week, your guide to the good, the bad and the downright bizarre marketing highlights of the last seven days.

CAMPAIGN OF THE WEEK

Jagermeister wants to be seen as more than just a party brand and is preparing its biggest marketing campaign in the UK to convince customers. The brand says it long-running ties to popular cocktail the Jager Bomb has ‘watered down’ its brand equity in recent years but has backed its upcoming campaign to position it as a premium offering for older drinkers.

JagerPic

Jagermeister is launching its biggest UK campaign to position the brand as more than just a party drink.

A GOOD WEEK FOR…

John Lewis

John Lewis 2012 Christmas ad

Barely a week has gone since John Lewis launched its Christmas spot and the retailer has been quick to hail the advert an early success. More than half (51 per cent) of UK Twitter users have seen at least one mention of the brand over the last week, according to YouGov and it has already racked up more than 1 million views on Youtube. It does not stop there either. The retailer also saw sales at increased 11.4 per cent year-on-year in the week ending 10 November, just days after it started running teasers for its new advert.

A BAD WEEK FOR…

CMOs

Marketer

The influence of marketing in the board room, or lack thereof, is an age-old debate that was reignited earlier this week, following the report of a new study. It revealed that marketers lack credibility in the boardroom because they cannot prove the effectiveness of their campaigns. Nearly three quarters (70 per cent) of chief execs have grown frustrated by marketers inability to prove the ROI on campaigns. The report calls on CMOs to step outside of the creative “bubble” and focus on strategies that make an impact on the company’s business.

QUOTE OF THE WEEK

Asda CEO Andy Clarke, on the accusations that his Christmas advert is sexist, says:

quote

STATS OF THE WEEK

  • 99.8% - of conversations surrounding CBS’ LookforLonger campaign on Twitter were positive
  • 20% - CEOs consider their top marketers to be ROI marketers
  • £90,000 - is what Boots’ bungled Facebook competition is thought to cost to resolve

MISSING WORD ROUND

Beats by Dr Dre president Luke Wood talks to Marketing Week about the origins of the brand. Can you fill in the missing word?

“The point of Beats and Dr Dre is that he is a sound _______”

Comment on this story or email sebastian.joseph@centaur.co.uk with your answer for the chance to…appear in next week’s edition of The Marketing Week! No Googling!

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