Marks and Spencer’s brand perception in 2025 tells a story that most brand strategists will find instructive, not because M&S did something revolutionary, but because they did something rare: they returned to what they were actually good at and committed to it commercially. After years of identity drift, the brand has rebuilt meaningful equity in…
Volkswagen positioning is one of the most studied cases in marketing history, and for good reason. The brand spent decades doing something most marketers find genuinely difficult: saying less, promising less, and winning more. From the original “Think Small” campaign through to its modern identity struggles, Volkswagen’s story is a masterclass in what positioning actually…
A meaningful brand is one that people believe improves their lives in some way, whether practically, emotionally, or socially, and where that belief translates into commercial preference. The concept sounds straightforward. The execution is where most brands quietly fall short, not because they lack values, but because they confuse communication with substance. Meaningfulness is not…
Humor in marketing works because it lowers defenses, builds memory, and creates the kind of emotional association that no amount of rational messaging can manufacture. Brands that make people laugh tend to be remembered, shared, and trusted at a disproportionate rate. The problem is that most marketers treat humor as a risk rather than a…
Under Armour’s marketing strategy built one of the most impressive brand ascents in sports history, turning a moisture-wicking undershirt into a global athletic apparel brand worth billions. But the same strategic playbook that drove that growth has, in more recent years, exposed the limits of challenger brand thinking when the challenger becomes the establishment. What…
Nationwide rebranding is one of the highest-stakes decisions a business can make. Done well, it realigns a company’s identity with where the market is heading and gives internal teams something coherent to build around. Done poorly, it costs millions, confuses customers, and leaves leadership defending a logo change nobody asked for. Most rebrands fail not…
The PwC rebranding is one of the more instructive case studies in recent memory, not because it was bold, but because it reveals how even the world’s largest professional services firms can confuse visual refresh with strategic repositioning. PwC unveiled a new visual identity in 2023, replacing its long-standing logo with a warmer, more colourful…
Low brand awareness means potential customers cannot recall or recognise your brand when making a purchase decision. That gap between existing and being considered costs revenue directly, because buyers rarely evaluate what they cannot name. The problem is not that people have not seen your logo. It is that your brand has not earned a…
The Jaguar branding change launched in late 2024 as one of the most debated repositioning moves in recent automotive history. Whether you think it was bold or reckless depends largely on how you think about brand equity, and what you believe a 90-year-old luxury marque owes its existing audience. My read: the execution was flawed,…
Apple’s marketing strategy is built on a simple but ruthlessly disciplined idea: make people feel something before you explain anything. Every product launch, every retail experience, every piece of copy is designed to create desire first and justify it second. That sequencing is not accidental, and it is not replicable by simply copying the aesthetics….
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