Categories Marketing Agencies Creative Media Sustainability Technology

Brand strategy

Brand strategy is an important aspect of building influence and favorability with both consumers and the market, therefore, it is important that brands put a sound strategy in place to achieve their business goals.

We probe the positions taken by, the personas adopted by and the promises made by today’s most important brands, from global market leaders such as Coca-Cola and KFC to the plucky challengers making their mark.

TCS London Marathon 2023

3 days ago

6 min read
Why Tata Consultancy Services’ long-term sponsorship strategy is a marathon, not a sprin...
B2B Marketing
NHL campaign

3 days ago

3 min read
The NHL tells hockey fans’ ‘crazy love stories’ ahead of the 2024 Stanley Cup Playof...
NHL
A mocked-up reactive easyJet ad

4 days ago

4 min read
The last word on my ‘fake’ easyJet ad
Opinion
pringles crocs collab

12 Apr 2024

2 min read
Pringles and Crocs team up in an unexpected fashion collab
Pringles
turbo tax campaign

12 Apr 2024

3 min read
Tax anxiety takes on a life of its own in TurboTax Canada horror film ‘Undone’
creativity
A row of Lucozade bottles

12 Apr 2024

4 min read
Lucozade undergoes first major brand redesign in almost 100 years
design
Abrdn rebrand 1

12 Apr 2024

4 min read
It’s time to stp tkng th pss out of the Abrdn rebrand
Opinion
A tree with a vast understory of roots

12 Apr 2024

5 min read
Purpose is far from ‘lazy strategy’ – in fact, it demands more from strategists
The Drum Network
GYmbox - 01

11 Apr 2024

7 min read
It’s time to be real about my fake ads
Opinion

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Marketing Agencies Creative Media Sustainability Technology Awards Case Studies Predictions 2024