When rebrands go wrong

(And how to avoid the pitfalls)


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The Marketing Week Video

Fri, 8 Aug 2014

Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.


Starbucks EMEA marketing boss on deepening engagement with the brand Video

Tue, 30 Sep 2014 | By Sebastian Joseph

Marketing boss outlines pan to harness the power of user-generated content to boost customer engagement.

PayPal ad

Brand strength and flexibility behind eBay and PayPal split

Tue, 30 Sep 2014 | By Sarah Vizard

Separation will create ‘more agile’ businesses positioned to capitalise on future growth.


Consumers ready to make big purchases despite confidence knock

Tue, 30 Sep 2014 | By Sarah Vizard

Consumers increasingly think it is the ‘right time’ to make a big purchase, says GfK.

Branwell Johnson

Customer satisfaction should be every retailer’s goal

Thu, 25 Sep 2014 | By Branwell Johnson

A key reason for Tesco’s decline is a lack of customer focus.

Ruth Mortimer 654 400

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.

Nathalie Nahai 600 366

A self-regulated gambling industry is just too risky

Wed, 24 Sep 2014 | By Nathalie Nahaï

The success of gambling businesses depends largely on people not gambling responsibly.

Ritson 437 267

Tesco risks being famous for being broken

Tue, 23 Sep 2014 | By Mark Ritson

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

Triple G brands

Why good deeds pay off for brands

Thu, 18 Sep 2014 | By Jonathan Bacon

Good actions, high-quality service and an emotional connection with consumers are more valuable to brand longevity than tangible assets like profits, research finds.

How to be an authentic brand, the rules

How to be an authentic brand

Wed, 3 Sep 2014 | By Mindi Chahal

New research shows the importance of true authenticity for brands and its effect on consumer behaviour.

Attitudes to smart technology trends

Smart homes lack consumer connection

Wed, 20 Aug 2014 | By Jonathan Bacon

Consumers cite cost and lack of usefulness as barriers to adoption.

How to be a super pub

How to be a ‘super pub’

14 August 2014 | By Mindi Chahal

Pubs need to become ‘super pubs’ to survive, according to new research.

Job of the Week

Top Jobs

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