When rebrands go wrong

(And how to avoid the pitfalls)

Kathy Parker is senior vice-president of marketing innovation at Diageo. She writes about innovation culture for Marketing Week - how should marketers innovate in products, capability or marketing channels? She has recently joined as a Marketing Week columnist, taking over from her colleague Syl Saller (now chief marketing officer at Diageo).

Kathy Parker, Diageo

Diageo believes in the power of design

Wed, 6 Aug 2014 | By Kathy Parker

Great design can help create a rewarding experience with customers.

Mindi Chalal 654 400

There is no such thing as a generic customer

Wed, 1 Oct 2014 | By Mindi Chahal

Brands should be using insight to better understand specific consumer behaviour. 

Ruth Mortimer 654 400

The big messages from the Big Apple’s Advertising Week event

Wed, 1 Oct 2014 | By Ruth Mortimer

Two big themes have emerged so far: programmatic and native.

The Secret Marketer 401 245

Email withdrawal just isn’t possible

Wed, 1 Oct 2014 | By Secret Marketer

Email etiquette and email anxiety can derail best intentions.

Mark Ritson

Tweet, post and blog all you like but first talk

Wed, 1 Oct 2014 | By Mark Ritson

Forget about content marketing and social for a minute and talk to your customers. 

There's more to visual identity than a logo

2 October 2014

Our relationships with brands in the world seem to involve more kinds of verbal and visual language than ever before. And so much of what we see of a brand gets stripped down to the basics on small screens or brief flashes of content. In situations like those, a logo is a blunt tool, but phrasing and typography are the precision instruments.

Lucy Tesseras 654 400

Why are online retailers still ignoring personalisation?

Tue, 30 Sep 2014 | By Lucy Tesseras

It’s shocking that just two per cent of online retailers think personalisation is important.

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