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SYDNEY: Telstra is repositioning itself not just as a telecommunications services company but a content one as Australia media consumption habits change, according to senior executives at the company.

Article

Australian telecommunications provider Telstra has been on a mission to reposition itself from telco network provider to entertainment and lifestyle company.

News

LONDON: Cadbury, the UK chocolate brand owned by US giant Mondelez, is ditching its six-year-old “Free the Joy” marketing campaign to concentrate instead on messages that emphasise everyday moments of kindness and generosity.

News

NEW YORK: Google, the technology giant, has retained its “user-centric” brand focus in engaging consumers, while also adapting its marketing strategy to reflect new digital realities.

Article

Google, the technology giant, has evolved its marketing strategy while ensuring that its core underlying purpose remains consistent.

Article

As the category has matured, it has become as much about retention as it is about growth, and bringing magic into the lives of consumers has taken a back seat.

Article

How brands can crack the unspoken rules of Chinese consumer culture, including the role of brands in projecting personal status, emphasizing personal payoffs and offering reassurance.

Article

The marketing industry has become unhealthily obsessed with oversimplification, and marketers should not be afraid to challenge this orthodoxy.

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PARAIPABA: Drinks giant Diageo intends to use its marketing expertise to boost the image of cachaça, the Brazilian sugarcane spirit, and to increase sales of the Ypióca brand it bought five years ago.

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SHANGHAI: PSA Group, the maker of the Peugeot, Citroen and DS car marques, plans to ditch its image as a budget brand in China and instead concentrate on offering SUVs and other non-compact cars for high-end Chinese consumers.

Article

New Zealand created a business-orientated masterbrand which broke stereotypes and went beyond the country's reputation as a tourism destination.

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ORLANDO, FL: Clorox, the cleaning brand, successfully managed to overcome a case of “short-termitis” by taking a more human-centric, and purpose-driven, approach to marketing.

Article

Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.

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CANNES: The Paramount Network, a cable and satellite channel set to be officially launched by Viacom next year, believes it has some in-built advantages in terms of both brand recognition and programming as it seeks to build an audience.

Article

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.

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CHICAGO: Grant Thornton, the audit, tax and advisory firm, is emphasising its challenger brand credentials compared with the industry’s “Big Four” via an ad campaign that argues it can help move clients beyond the status quo.

Article

This event report addresses how Grant Thornton, the audit, tax and advisory firm, is using advertising to challenge the “Big Four” in this industry.

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CHICAGO: Xerox, the business solutions and technology company, is using its marketing efforts to demonstrate how it can "set the page free" by helping enterprises progress across the physical and digital worlds.

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This event report details how Xerox, the technology group, is seeking to transform its brand and wider business.

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HARIDWAR: Patanjali, the disruptive FMCG brand, is branching out in a new direction as its founder has announced he is entering the private security business.

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This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

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SYDNEY: Holden’s decision to sponsor this year’s Mardi Gras, Sydney’s annual LGBT pride parade and festival, signalled a dramatic shift in image for the iconic Australian car brand but one that is beginning to pay off according to ...

Article

This article examines the spectacular growth of the parkrun start-up and the lessons brands can learn from its success.

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This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

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This event report looks at how drinks brand Guinness reacted to a changed marketing environment, developing its global brand purpose and successfully tweaking creative when necessary.