October 5th, 2015
What does being “the Amazon of travel” actually mean? It can’t just mean that it plans to sell lots of stuff in addition to its current offering, otherwise why not be the “Walmart of travel” or “the eBay of travel”? The point is, Ryanair can’t be like Amazon because Amazon is not a distribution channel, it is a brand with a purpose. If you’ve ever stopped to look at the Amazon logo you’ll see it has a little connector from its A to its Z – its subtle but it captures the core brand idea, which is to give perfect access, with perfect transparency of pricing, to everyone in equal measure; without setting foot outside the front door.
September 16th, 2015
Public sector employees – like nurses or police officers – are often more trusted than the institutions they represent. Getting them to speak out is a great way to build a strong brand on a budget.
September 2nd, 2015
Modern consumers live in an age of constant change, where what was once current and popular can quickly become inessential and redundant. As a result, brands are continuously trying to remain relevant and fresh, with advances in technology only making this task even more difficult.
August 10th, 2015
After its supermarket ban by Tesco, Ribena’s new ad campaign is targeting adults instead of children. But who should ultimately be held accountable in the drive to encourage healthy living?
June 26th, 2015
There’s a new kid getting respect on the retail block – just they’re not new. Lidl has been here in the UK for 21 years, but now it’s come of age with a booming business, surging public opinion, new stores galore and a thrashing of Waitrose & the gang at the Grocer of the Year Awards.
June 26th, 2015