BrandZ 2016
All the key trends from the 2016 list.
YouTube is pushing further into ecommerce – here’s why
Sarah VizardYouTube is pushing further into ecommerce with the launch of a ‘buy’ button. It is the latest move by the video network as it looks to take on Amazon and eBay.
Apple grows brand value 67% to top BrandZ global list
Lucy TesserasThe tech powerhouse has surged back to top spot in Millward Brown’s 10th annual list of the world’s 100 most valuable brands, achieving the first $200bn valuation and pushing Google into second, while Microsoft’s turnaround strategy propels it to third.
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Adidas is thinking big with football overhaul, but the strategy contradicts its recent moves
Alison MillingtonAfter launching a major football boot campaign with “Haters” in January, appointing a new global creative agency in March and announcing a new strategy earlier this month, Adidas appears to be aware of the challenges it faces from competitors. However, its announcement this week that it will retire its entire existing line of football boots appears somewhat contradictory to its more recent moves.
Marketing’s charity ‘Sprintathon’ returns for 2024 with £1m milestone in sight
Josh StephensonSupporting The Marketing Society and Stand Up to Cancer, the charity event has raised £910k since its inception in 2016.
Household spending, brands’ use of data, AI: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Best-in-class brand building: The B2B edition
Michaela JeffersonIn the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
‘Marketing won’t change’: Top marketers on the evolving CMO role
Molly InnesCMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.