How a powerful positioning turned around a newspaper brand
Lena RolandWarc
The theme of the Marketing Society's annual conference, held in London in November 2014, was 'resetting' marketers' agendas. How can brands cope with disruption? How can legacy brands adapt to an increasingly digital world?
The traditional newspaper industry has been one of the hardest hit by the shift to digital but, as Sarah Sands, editor of the London Evening Standard (ES), explained, the decline of print is by no means inevitable. She outlined how a powerful new positioning and knowing its audience had helped the paper reverse...