Google replaces Apple as world’s most valuable brand with Lego most ‘powerful’

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It has been a bunfight between these two tech behemoths over the past few years, but now Google has replaced Apple as the world’s most valuable brand with a value of $109.5 billion (£83.8bn), according to a new report from Brand Finance.

The report, the annual Global 500, also evaluates a variety of factors, from marketing investment, to familiarity, to corporate reputation, to work out the most ‘powerful’ brand beyond brass tacks, ranking Lego as the...

By James Bourne, 02 February 2017, 0 comments. Categories: Branding, Case Studies.

How Charlotte Tilbury listened to customer feedback to transform customer service

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“Beauty is not an exclusive club—there are no unattractive women, just some that don’t know they can be beautiful. They don’t understand the power of makeup and how it can transform their outer beauty, but also their inner confidence.” Charlotte Tilbury for Byrdie.

Charlotte Tilbury aims to make "every woman the most beautiful version...

By Matt Eames, 13 January 2017, 0 comments. Categories: Branding, Case Studies, Customer Experience.

Case study: Health brand Plenish's PRO marketing campaign

When devising our marketing campaigns for the year, we ensure that initiatives genuinely support our consumers and are realistic to incorporate in everyday life, while simultaneously aligning with the brand personality.

A key value of Plenish is being proactive and as a business we need to ensure that we are living and breathing this mantra, while demonstrating our category expertise to our audience.

In September, we launched a PRO Campaign, encouraging consumers to finish 2016 strong and perform at the top...

By Kara Rosen, 22 December 2016, 0 comments. Categories: Case Studies.

How to avoid brand fatigue and stay relevant

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The relationship between your brand and the customer is susceptible to change. Loyalty is short lived and customers are easily distracted. Unless you keep up with the market’s ever-changing needs and habits, something better will come along and your brand will, inevitably, get dumped.

Where once your brand inspired fond feelings and thrilled its customers, brand fatigue evokes the opposite. It doesn’t happen overnight, but if left unchecked it can damage your business beyond...

By Guy White, 03 October 2016, 0 comments. Categories: Best Practice, Branding, Case Studies.

How BHS can become a phoenix from the ashes with its relaunch

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We all love a story with a happy ending, especially when good triumphs over bad, heroes overcome villains and twists and turns keep us on our toes. The story of British Home Stores, or BHS, is one of these stories. 

The iconic British brand, established in 1928, succumbed to the challenge of physical and digital retailing earlier this year and gave up the ghost. With tired stores, confused product lines and jaded consumers, it lost itself along the way somewhere: it became a bit...

By Kieran Kilmartin, 30 September 2016, 0 comments. Categories: Case Studies, Commerce, E-Commerce.

Volvo launches short film series on Sky Atlantic

(c)Volvo Cars UK

We all know TV ads are a common kind of marketing for high-end car companies, but Volvo has taken it one step further with its very own series of three short films. 

Human Made Stories premiered on Sky Atlantic this month to mark Volvo's new 90 series range of cars. It focuses around "people who do things differently, challenge conventions and create their own path," such as:

  • Oliver Armitage, an innovative engineer whose lifelong pursuit is making human and machine work together seamlessly. Along with his team from Cambridge, Oliver works with...

By Rachael Power, 16 September 2016, 0 comments. Categories: Case Studies.

An inside peek at ChinaJoy: What was the conference like?

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So we know digital entertainment expo and conference ChinaJoy was a few weeks ago now, but it's not very often you get an exclusive live-diary peek inside the event from a UK perspective. 

Richard Downey, new global business director, mobile, at The Specialist Works, was there for the four days and wrote this very open blog about his experience.

Read on to find out more about his Shanghai adventures:

Wednesday 27 July

After a day spent battling the combined effects of...

By Richard Downey, 04 August 2016, 0 comments. Categories: Case Studies.

Why case study creation shouldn't be a teeth-pulling exercise

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Reviews, evidence, references. People increasingly expect to do business based on trustworthy proof of prior success.

So why do so many professional services organisations and marketers struggle to produce compelling, timely case studies?

It doesn’t matter whether you call them case studies, client stories or credentials, it all looks easy on paper.

In an ideal scenario, you deliver some great work. You write up the challenge, how you solved it and the positive impact that you...

By Sarah Dillingham, 19 July 2016, 0 comments. Categories: Best Practice, Case Studies.

Theresa May is first 'ordinary' member of The Marketors to be made PM

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Unless you've been hiding under a rock - or not in the UK - you'll have heard that Theresa May has now stepped into the role of Prime Minister at Number 10. 

But what you may not have known is that Prime Minister May is a liveryman of the Worshipful Company of Marketors. According to the City livery company that promotes marketing as a force for good, the Rt Hon Theresa May MP (her proper title) has been a member for the past 17 years.

Other Prime Ministers - such as Sir Winston Churchill...

By Rachael Power, 14 July 2016, 0 comments. Categories: Case Studies.

Software startup takes aim at marketing case study problem

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All marketers love a good case study, it's a simple fact. Why? Because there's no more powerful way of getting the word of a brand across than its own customers. 

This is the simple reason influencer marketing and consumer reviews are really taking off these days, but there's no underestimating the power of a good old fashioned case study.

One new tool on the market to help businesses and brands build client and customer stories

By Rachael Power, 01 July 2016, 0 comments. Categories: Case Studies.

What Bernie Sanders' presidential campaign can teach us about email marketing

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Bernie Sanders’ election campaign team is pulling off a rather original email on-boarding strategy. The way his team used email at the start of his ongoing presidential candidate race proved to be unsuccessful, when asking volunteers to make phone calls to gather support for Bernie. We’ll call this a ‘big request’ for the sake of this article

But when Bernie's team of volunteers were asked instead for a 'small request', which was to gather at a local...

By William Astout, 17 May 2016, 0 comments. Categories: Case Studies, Email marketing.

Why marketers need to up their investment in YouTube for better ROI

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Marketers need to make more use of online video resources such as YouTube, whose ROI is rising compared to TV, according to new research.

In a meta analysis of 56 case studies across eight countries it was found that YouTube delivered a higher return on investment than TV in more than three-quarters (77%) of cases. The research was carried out with a range of partners that included BrandScience, Data2Decisions, GfK, Kantar Worldpanel, MarketingScan and MarketShare.

Lucien van der...

By Liz Morrell, 21 April 2016, 0 comments. Categories: Advertising, Case Studies, Video & Audio Marketing.

Zizzi embraces gamification for latest branding initiative

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Italian restaurant chain Zizzi has embraced the concept of gamification for the second year running to deliver a new loyalty and promotional campaign that allowed customers to compete for food and holiday prizes and the chain to radically increase its marketing database. The campaign attracted 22,000 new customer names to the brand.

Zizzi ran an eight-week online board game promotion in association with 3radical Voco, which users could access through a mobile optimised website and on...

By Liz Morrell, 14 April 2016, 0 comments. Categories: Branding, Case Studies, Gamification, Social Media Marketing.

Lessons for brands at MWC16: Creating compelling, tech-driven experiences

Picture credit: Jack Morton

Mobile World Congress (MWC) can be a strange and inhospitable environment for the uninitiated, with its cavernous aircraft hangers, huge crowds, and endless aisles of things to see. It’s also a huge challenge for the companies that attend: everyone is competing for attention, and there’s only so much of it to go around. 

For brands, the secret of success is to resist the temptation to just talk about their products, and to instead seize the opportunity to...

By Lewis Robbins, 17 March 2016, 0 comments. Categories: Advertising Technology, Best Practice, Branding, Case Studies.

How beacon technology is transforming transit from captive to captivated customers

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In the ‘mad men’ days of marketing and advertising, you would typically reach the traveller through billboards, press or television ads placed at very strategic locations or times - outdoor billboards featuring warm and exotic holidays to Marrakech or Turkey tactically placed near snow-covered airports in Glasgow.

The fundamental concept of marketing – to be where your customers are – still applies, but the difference today is the access to data and...

By Amer Hasan, 02 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Case Studies.

Why collaboration is at the heart of any brand success

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We have been doing a lot of thinking recently at Platform. With the move to our new offices in the heart of the South Lanes in Brighton has come the opportunity to think differently, to do differently and to draw the lines around how we want to work, what works for us and what good looks like for us.

As part of the move, we have had to drill down into what makes our brand, our team and our work successful; in other words, our point of difference from our competitors and how we give...

By Krishna Money, 24 February 2016, 0 comments. Categories: Branding, Case Studies.

Why driving content performance means working all the angles

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Retail is changing fast, driven by channel convergence and rapidly evolving consumer behaviour, and social and mobile in particular are putting a focus on content.  Not catalogue or product content, but engaging content experiences - editorial, user generated, social and so on.  This is the content that digitally connected consumers seek out and share – and, as a consequence, it’s also content that can have a dramatic impact on sales and brand...

By James Brooke, 16 February 2016, 0 comments. Categories: Branding, Case Studies, Content Marketing.

How big data and personalisation is revolutionising marketing in the airline industry

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Marketers often do not see the value of personalisation. This is probably because this (fairly new) concept has never really been defined. Personalisation is not easy to explain because it's such a broad concept and cannot be confined into one single definition. So let's try a different approach.

If you think of personalisation as a stand-alone recommendation, it's not that powerful. If you think of personalisation as a website visit populated based on your customer’s behaviour,...

Case study: A new brand identity for fintech company launch

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Creative marketing agency Brand & Deliver has created the brand identity for Pariti, a new financial service that has publicly launched this month after being in beta for a year.

Pariti is a money management app which sets users a manageable weekly spending target by connecting securely to the user’s bank accounts and credit cards to detect and forecast upcoming income and bills.

The brand identity features a bright, fresh colour palette coupled with a flying dot which is meant...

By Liz Morrell, 14 January 2016, 0 comments. Categories: Branding, Case Studies.