Brand Management

Q4 branding news review

Welcome to the Q4 edition of the Brandworkz News Review, your roundup of all thing brand, marketing and brand management. This quarterly series highlights the most valuable brand and marketing stories that made the headlines, best practice tips from third party sites, developments in the world of brand management and take a look at some of the recent rebrands that caught our eye over the last three months.

Let’s get started!

News from the world of marketing

Brand building – the modern approach

Marketing budgets took a big hit in 2020, 44% of CMOs reported a mid-year budget cut that they needed to deal with. With this in mind, Ross Timms, Head of Strategy at Rufus Leonard, argues that a new approach to brand building is necessary.

In his piece, A modern approach to brand building: Empathy, storytelling and alignment, Ross advocates leveraging the data that brands already have at their fingertips and using it with greater efficiency to deliver better results (on a smaller budget).

 

Influencing trends and trends in influencing

Another area of the marketing budget to be hit by the pandemic was influencer marketing. But things have picked up in the second half of the year with 73% of surveyed marketers reporting an increase in resources for influencer marketing.

Four trends that show how influencer marketing has evolved in 2020 looks at how the industry has changed during the pandemic and what we will see more of in 2021. Nikki Gilliland discusses the use of new platforms such as TikTok and Triller, the move away from sales-driven campaigns and the move towards new revenue streams for the influencers themselves.

News from the world of marketing

Brand building – the modern approach

Marketing budgets took a big hit in 2020, 44% of CMOs reported a mid-year budget cut that they needed to deal with. With this in mind, Ross Timms, Head of Strategy at Rufus Leonard, argues that a new approach to brand building is necessary.

In his piece, A modern approach to brand building: Empathy, storytelling and alignment, Ross advocates leveraging the data that brands already have at their fingertips and using it with greater efficiency to deliver better results (on a smaller budget).

 

Influencing trends and trends in influencing

Another area of the marketing budget to be hit by the pandemic was influencer marketing. But things have picked up in the second half of the year with 73% of surveyed marketers reporting an increase in resources for influencer marketing.

Four trends that show how influencer marketing has evolved in 2020 looks at how the industry has changed during the pandemic and what we will see more of in 2021. Nikki Gilliland discusses the use of new platforms such as TikTok and Triller, the move away from sales-driven campaigns and the move towards new revenue streams for the influencers themselves.

Recent rebrands

A popping brand refresh

Mr Pringles has been adorning the famous Pringles can for decades. As far as food mascots go, he is one of the most iconic! So, it was a bold decision that Pringles owner Kellogg’s took when they decided to give Mr Pringle a bit of makeover. He will now be sporting his iconic moustache with a more pronounced bowtie and more expressive eyebrows. You can read more about the makeover of Mr Pringles and the also iconic Pringles can here.

Also, thanks to Last Week Tonight host John Oliver, Mr Pringles has a body now! You can read more about that strange turn of events here.

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