When rebrands go wrong

(And how to avoid the pitfalls)

Editor's comments

Ruth Mortimer 654 400

As the NFL crisis shows, business must set standards

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

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Ritson 437 267

Tesco risks being famous for being broken

Missing money is the least of Tesco’s marketers’ woes.

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Latest Opinion

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Top Jobs

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Marketer Opinion

Hilton Jim Houlthouser

Q&A: Hilton executive vice president & global brands Jim Holthouser

Fri, 13 Jun 2014 | By Branwell Johnson

Hilton brands’ chief discusses Millennials, technology and new brand Curio.

Simon Carter Fujitsu

Fujitsu's marketing director on aiming for the boardroom

Mon, 12 May 2014 | By Jo Roberts

Fujitsu marketing director Simon Carter on proving marketing’s value to the board.

Peter Gowers Travelodge outside

Q&A: CEO of Travelodge Peter Gowers

Wed, 7 May 2014 | By Branwell Johnson

CEO of Travelodge Peter Gowers has the challenge of modernising the budget hotel brand and reconnecting with customers.

Birds Eye

Birds Eye readies £16m marketing campaign to reveal new brand positioning Video

Fri, 28 Feb 2014 | By Lucy Tesseras

Brand scraps Clarence the Bear to encourage consumers to think beyond ‘fish fingers for tea’.


Q&A: Boohoo.com's joint chief executive Carol Kane

30 January 2014 | By Lucy Tesseras

Ahead of going public Boohoo.com’s joint chief executive Carol Kane discusses global expansion, growth targets and why she likes TV advertising.

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4 lessons learnt from 4 years writing about digital marketing


Last post: Tue, 30 Sep 2014 1:44 pm

Brilliant and clear as ever! Good luck for the next step.

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Heineken primes native mobile ads after 23% brand awareness spike


Last post: Tue, 30 Sep 2014 1:09 pm

Wow, from a retail brand (consumer packaged goods), I would be keen to understand how they measure the impact of ...

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Homepride returns to TV to launch £2.3m ad push


Last post: Tue, 30 Sep 2014 9:53 am

I am just trying to work out whether it is 'everyone' or 'everybody.' Oh look! The answer is in the ...

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