The Zoopla rebrand is one of the more interesting positioning moves in the UK property market in recent years. Not because it is radical, but because it is deliberate. Zoopla has shifted its brand identity away from being a listings aggregator and toward something that feels more like a trusted guide through one of life’s…
GARM advertising refers to the brand safety and suitability standards developed by the Global Alliance for Responsible Media, a cross-industry initiative that set out to define what kinds of content advertisers should and should not appear alongside. When GARM dissolved in 2024 following an antitrust lawsuit, it left a gap that the industry has been…
Jaguar’s 2024 rebrand is one of the most debated brand decisions in recent memory, and not in a way that suggests it went well. The company abandoned a century of equity in pursuit of a positioning so abstract it left most observers, including loyal customers, genuinely confused about what Jaguar now stands for. Whether it…
Marketing titles , the job titles organisations hand out to marketing professionals , say surprisingly little about what someone actually does, what they own, or where they sit in the commercial structure. A “Head of Growth” at one company runs paid acquisition. At another, they own product, pricing, and retention. The same title, completely different…
The BrandZ Top 100 is Kantar’s annual ranking of the world’s most valuable brands, measuring brand contribution to business value rather than just revenue or market capitalisation. It is one of the most cited datasets in global brand strategy, and one of the most misread. Most marketers encounter BrandZ as a league table and stop…
Patagonia’s “Don’t Buy This Jacket” campaign, launched as a full-page ad in The New York Times on Black Friday 2011, told consumers to think twice before purchasing its own products. It was an act of apparent commercial self-sabotage that became one of the most studied brand moves in modern marketing history. And it worked, not…
Brand-focused content goes stale for one reason: teams treat it as a production problem rather than a strategic one. They publish consistently, vary the formats, refresh the visuals, and still find themselves recycling the same ideas in slightly different clothes. Keeping brand content genuinely fresh over time means building a system around your positioning, not…
Brand elasticity is the degree to which a brand can extend into new categories, audiences, or price points without losing the credibility that made it valuable in the first place. It is not a fixed property. It shifts depending on how clearly a brand is positioned, how much trust it has built, and how coherent…
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…
CRM and loyalty programs are not the same thing, and treating them as interchangeable is one of the more expensive mistakes a marketing team can make. A CRM is a data and relationship management system. A loyalty program is a customer retention mechanic. They serve different functions, they sit in different parts of the business,…
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