Women’s Voices Ring With a Resounding Roar in This New Show | At the Smithsonian

SMITHSONIAN.COM | July 16, 2019, 1:19 p.m. Patience Torlowei gasps as she turns the corner in the Smithsonian’s National Museum of African Art to see her centerpiece work Esther for the first time in five years. “Please bear with me, because I can’t contain myself,” she says. Named after her then-recently deceased mother, the hand-painted gown depicting vivid scenes of […]

How NatWest rode the rollercoaster of England’s Cricket World Cup triumph

One of the benefits of being CMO of the principle sponsor of the England and Wales Cricket Board (ECB) is that when the team reaches the final of the World Cup you get to be at Lord’s watching on. “It was a complete rollercoaster ride that went down to the absolute wire. Astonishing stuff,” exclaims NatWest CMO David Wheldon, speaking […]

Digital TV must overcome its contradictions if it wants to attract more ad dollars – Marketing Week

If you talk to a young person about linear TV, they may snigger at the idea of checking listings in a print newspaper, writing out a schedule or remembering to tune in at exactly the right time. They might think it baffling that revellers used to get home from the pub and ‘see what’s on’. These are the same youngsters […]

Vauxhall boss admits brand positioning was ‘unsustainable’ as he drives turnaround strategy – Marketing Week

Stephen Norman become managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand. When Stephen Norman took over the top job at Vauxhall, he was well aware he had a Herculean task before him as the car brand battled declining sales and a loss […]

How one company has built its brand on a single product

Going from a single sewing machine in California in 1974 to being stocked in hundreds of retailers across the globe, founder-led rucksack specialist Osprey is carving its own niche in the outdoor sector having built its reputation on a single product. Osprey’s new marketing director, Gary Burnand, says specialising in backpacks alone ensures the brand “doesn’t get distracted” by the […]

There’s a Massive Jester Floating on Austria’s Lake Constance | Travel

On July 17, the 74th season of Austria’s Bregenz Festival will begin, kicking off a monthlong celebration of opera. As in past summers, more than 200,000 people will descend on Bregenz, a lakeside city with about 29,500 people at the base of Pfänder mountain. Various performances—this season includes two versions of Don Quixote (one opera and one musical theater), a […]

Ritson on how Snickers balanced brand differentiation and distinctiveness

Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes. In 2009, Mars’ Snickers brand was in decline – losing sales and share. Its campaigns had no clear messaging to differentiate the brand from rivals, while it was under-using the distinctive assets it had […]

Monzo sees ‘insane’ growth after running first TV ad campaign

The digital bank’s marketing boss says its first TV ads “show the power of traditional advertising”, although its community and organic word-of-mouth remain key. Monzo is reaping the benefits of its first major TV ad campaign, seeing spikes in both brand awareness and app downloads that suggest more “traditional” advertising can pay off for the fintech challenger. The campaign, which […]

Being a ‘me-too’ brand is more desirable than it sounds – Marketing Week

If brands had feelings, the unkindest epithet you could deploy about any one of them would be ‘me too’. That would hurt – like commenting on your fashion-conscious friend’s ‘sensible shoes’. Brands, as any sentient member of the species would guardedly attest, are supposed to be differentiated, disruptive, revolutionary: always actively shaking things up. In that context the snippet ‘me-too […]