We continue to hold the art of brand revitalisation in high esteem – and so we’re pleased to announce that, as in previous years, we will be sponsoring an award for this category at the Marketing Society Awards for Excellence 2010.
The Brand Revitalisation award celebrates brands which ‘have undertaken activity that has successfully challenged public perceptions of a product or service and achieved significant commercial gain as a result’.
If you would like to enter your brand there’s still time – though you’ll need to be quick as the deadline for submissions is Friday 5 February.
The results are announced on 7 June at the London Hilton hotel – so watch this space… and we hope to see you there!
For more information about how we can help revitalise your brand please contact Giles Lury, our Director of Branding.
Earlier this week we reported our involvement as sponsors of the Brand Revitalisation Award at the Marketing Society Awards for Excellence.
Whilst important to support best practice in the industry by sponsoring awards, it’s even better to have a hand in the best practice itself…Winner of the Customer Insight award was Sky’s advertising campaign for Sky+ featuring Michael Parkinson and other famous Sky+ devotees.
As the winning entry describes, “the breakthrough came during its regular customer closeness research sessions, where different types of TV viewers met each other along with executives from Sky. The Sky+ customer enthusiastically explained the service to Freeview users, resulting in the latter group wanting to sign up there and then. Sky realised that the solution to its problem was to tell, not sell.”
Our contribution to this? We are proud to run Sky’s Customer Closeness programme. A great addition to traditional qualitative research: executives hearing the reality of customers’ lives from the horses’ mouth never fails to reveal the truths and opportunities of a situation in an unforgettable way.
Coincidentally, I am writing this from a hotel lobby as I prepare to run tonight’s Customer Closeness session. Watch this (ad) space!
As previously reported on our blog, we sponsored the Brand Revitalisation category at the Marketing Society Awards for Excellence 2009.
The awards ceremony took place in London last night and our MD Owen Williams was pleased to present the overall winner to Hovis. A great British brand which has embarked on a considerable ‘revitalisation’ over the last year - through new packaging, product improvement and an iconic TV advert based on its rich heritage.
The results were impressive – with improved consumer perceptions building value back into the brand, leading to 12 consecutive weeks of profitable growth in the last quarter of 2008. All this in an economic era where we are told consumers are unwilling to pay more for branded ‘commodity’ products…
Hovis were not the only winners however. So many entries were received for the Brand Revitalisation award that the judges had to expand into 2 other categories! So our congratulations also to the B2B winner, BT Business, and SME winner Dylon dyes.
Great to see that strong brands can retain their value over time and continue to deliver results for brand owners – in the case of Hovis for over 120 years…
