| | | INSIGHTS Asda's Customer-Centric Rebranding Initiative Asda, a leading British supermarket, has undergone a comprehensive rebrand led by Havas London, introducing a new visual and corporate identity aimed at enhancing its sophistication while maintaining its value-focused reputation. The rebrand features a refreshed logo with a darker green hue, a playful yet sophisticated typeface crafted in collaboration with Colophon Foundry, and a suite of playful stickers, signalling a strategic shift in Asda's market presence.
Brand Strategy
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| | | INSIGHTS The Role of Marketers in Determining Pricing Power Pricing power is a critical aspect of market strategy, enabling companies to raise prices without losing customers to competitors. It reflects a brand's competitive edge, often resulting from successful differentiation through innovation, quality, or consumer loyalty. Innovation plays a key role in pricing power, as seen with brands like Nike, where continuous novelty allows for premium pricing and protection against inflation. Marketers are crucial in building a brand's reputation and perceived value by crafting resonant narratives and focusing on full-price sales rather than discounts.
Strategy
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| | | INSIGHTS Social Media's Impact on Career Advancement Social media is now crucial for marketing professionals, extending its impact from brand promotion to career development. Companies use social media to find talent, making a well-managed online presence essential for job seekers. A strong social media profile can attract recruiters, while a poor one can harm career prospects. Marketing professionals need to understand this dynamic, as their social media profiles serve as extensions of their resumes, showcasing their expertise.
Career Advancement
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| | | | MARKETING BREW
Why Applebee’s Partnered with the NFL Ahead of Football Season Few combinations scream America like football and chicken wings. And Applebee’s, the restaurant chain known for its boneless wings, is cashing in. When football season kicks off later this year, Applebee’s will be the official bar and grill of the NFL as part of a partnership struck up earlier this year. The move to team up with the league is the latest in a series of pushes into sports marketing from Applebee’s, which has made plays to center itself around America’s actual favorite pastime.
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| | | | MARTECH
The Autonomous Marketing Revolution: Navigating the New Frontier of Brand Engagement The convergence of big data and artificial intelligence (AI) is setting the stage for revolutionary changes in how brands engage with consumers. Traditional marketing methods are struggling to keep pace with the heightened expectations of modern consumers and rapid technological advancements. Print, television, direct mail, telemarketing — these all have their place in brand marketing, but consumers of all ages, all incomes and all genders are now digital creatures. Those legacy channels are waning in value compared to the staggering rate of positive disruption and value AI is bringing to the digital landscape.
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| | | | TECHCRUNCH
Using Memes, Social Media Users Have Become Red Teams for Half-Baked AI Features "Running with scissors is a cardio exercise that can increase your heart rate and require concentration and focus,” says Google’s new AI search feature. “Some say it can also improve your pores and give you strength.” Google’s AI feature pulled this response from a website called Little Old Lady Comedy, which, as its name makes clear, is a comedy blog. But the gaffe is so ridiculous that it’s been circulating on social media, along with other obviously incorrect AI overviews on Google. Effectively, everyday users are now red teaming these products on social media.
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