brands

How brands have used satire in advertising

Beer brand BrewDog recently released its ‘Pink IPA: Beer for Girls’ – a parody product designed to highlight pay and gender inequality in the UK.

The joke was not well-received. In fact, the campaign was labelled as lazy and poorly executed, even serving to exemplify the issue of sexism in marketing rather than expose it. 

Four reasons you may need to rebrand your business

Whether it’s due to a bad reputation or increasing competition in the market, rebranding is often a good option for companies looking to turn around waning fortunes.

It’s not always easy, of course. What if a rebrand alienates an existing customer-base, or backfires as a result of inconsistent or flimsy strategy? These are big questions to consider. 

The growing politicization of brands in a polarized world

From Brexit to the US presidential election, it would seem that we are living in one of the most politically-focused and politically-polarized times in recent memory.

Increasingly, the political discourse is finding its way into the brand world. Or, to be more accurate, brands are joining the political discourse.

Econsultancy’s top 10 guest posts of 2015

These days we have fewer guest posters on the Econsultancy blog, but those that remain still bring us a fresh perspective on the industry.

Here we’ve picked out the top 10 guest posts of 2015 (by page views) for your delectation.

Thanks to all our contributors.

Doctor Who: The making of a global brand [Stats]

Over the last two years, BBC Worldwide has been turning Doctor Who from (simply) a gigantic British show into a truly global icon.

Julia Kenyon, Acting Chief Brands Officer, BBC Worldwide, spoke at the Festival of Marketing about how this was achieved and included some staggering stats about the brand’s performance at ComicCon 2015, its 2014 world tour and the 2013 50th anniversary.

Knowing what you’re not: defining your design principles

Successful products and services are those with a definite point of view, those that avoid an identity crisis by knowing exactly what they’re not.

Government Digital Service (GDS) has garnered much praise for its transparent and reasoned approach to design.

And whilst smaller organisations may not need ten principles (like GDS), those with a distinctive approach to digital experiences are gaining competitive advantage.

Here’s a revealing case study, from a tech startup founded in 2011, that I think provides food for thought for any business creating new online services.

Six ways brands can ensure startup pilot success

The relationship between brands and startups has never been cozier.

The internet has fundamentally changed the way brands connect with and market to consumers, and many brands increasingly look to young startups to help them understand what innovations are coming next.