When rebrands go wrong

(And how to avoid the pitfalls)

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Trends

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.

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.

Does digital improve loyalty trends

How digital methods can improve loyalty

17 July 2014 | By Lucy Handley

Professor Byron Sharp argues that reach not frequency grows brands, yet digital means are encouraging greater loyalty finds new research.

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Top Jobs

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Coke Life is the harbinger of death for Coca-Cola

Tue, 26 Aug 2014 | By Mark Ritson

To succeed, Coke Life needs to be both low calorie and natural. It’s neither.

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Logo change

What's in a logo? Video

Wed, 24 Sep 2014 | By Jonathan Bacon

A host of brands have recently been ridiculed for changing their logos, but if you believe in the strategy, should you ignore the doubters?

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Job of the Week

Latest News

Oreo

Mondelez promotes marketer Dana Anderson to CMO

Thu, 25 Sep 2014 | By Lara O'Reilly

Cadbury owner u-turns on decision to scrap CMO role just two months after overall marketing responsibility was handed to its chief growth officer.

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Grant’s whisky ditches product-led marketing for shot into digital Video

Thu, 25 Sep 2014 | By Sebastian Joseph

Shift comes as owner William Grant & Sons plans to reframe its brands for millennials.

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Taco Bell to take bigger bite of UK market with high street push

Thu, 25 Sep 2014 | By Sebastian Joseph

Taco Bell to launch its first high street store in the UK as it looks to grow beyond the US.

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Starbucks ties with Pod to expand food offer

Wed, 24 Sep 2014 | By Sebastian Joseph

Starbucks to sell the healthy fast food maker’s products in-store in limited trial.

Asda

Asda plots refresh of own-label healthy food range

Wed, 24 Sep 2014 | By Sebastian Joseph

Supermarket trademarks several potential new names for its healthy ‘Good for you’ food range.

Irn Bru Opening Ceremony

AG Barr raises glass to Irn-Bru Commonwealth Games success Video

Tue, 23 Sep 2014 | By Lara O'Reilly

Drinks maker says sponsorship activation helped boost revenues and volumes.

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AB InBev names new UK boss as Plochaet leaves

Mon, 22 Sep 2014 | By Sebastian Joseph

AB InBev names senior European head, Steve McAllister, to replace Inge Plochaet.

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