Fellow Inc.的动态

Uncertainty is a byword among #financialservices marketers waiting to see what a new administration will bring. Some told Brand Innovators they are focused on shoring up consumer confidence, integrating new technologies and learning how to target #GenZ, who are coming into their prime earning years and could be the wealthiest generation by the end of this decade. #marketing #advertising #brands #finance

In our latest blog post, we dive into the crucial role of the Chief Brand Officer. As a role we often play for our clients, we've seen firsthand just how important it is to the life and culture of your brand and business. Check out our insights on #brandesign #brandstrategy #brandecosystem #designinnovation BOLTGROUP

Abbey National & the Wolff Olins’ experience Last year, I wrote about Abbey National ‘turning banking on its head’ when the marketeers came up with a multi-coloured, lower-case redesign of the name and removed the National bit in the name. I was reminded of the Abbey story following this week’s fun and games over corporate bullying accusations at abrdn, the business previously known as Standard Life Aberdeen. The related factor in both cases was Wolff Olins, the corporate identity consultants. The Abbey National & Wolff Olins’ experience (which sounds like the name of a 1970s' folk band) demonstrated that a change in brand identity has to be more than skin deep. The change in corporate colours - one of which was such a lurid green it reminded me of the radioactive ooze that Montgomery Burns is always trying to hide around Springfield - wasn’t supported by a difference in the customer experience, new accounts, or blockbuster rates. Wolff Olins were also behind the idea of the retitle of PwC to ‘Monday’, something that was dropped before the letterheads had to be reprinted. Wolff Olins can – of course – point to many successes including work on London 2012, and with the likes of Orange and Unilever to name but a few. ? However, the point remains: a successful rebranding is about the substance not the style. If there is no evidence of a change in the customer experience or an improvement in service or product, then a change in company colours and or a dropping of vowels will always be doomed to failure. #PR #Branding #CorpComms

Why King & Partners Doesn’t Chase Awards In an industry obsessed with trophies and accolades, it’s worth asking: what really matters? For some agencies, awards are a badge of honor. For me they’re a distraction. Here’s why : Client Results Come First. We measure success by the tangible outcomes we deliver—growth, engagement, and impact. Fostering Collaboration Over Ego. Our culture is built on teamwork and shared success—not chasing personal recognition or shiny trophies. Clients Care About Results, Not Statues. The businesses we work with want measurable outcomes, not awards that sit on a shelf. Staying Authentic. Too many awards feel like “pay-to-play.” We prefer to let our work and results speak for themselves. At the end of the day, awards don’t build brands—great work by a great team does. That’s where our focus will always be. #Advertising #Marketing #AgencyCulture #Branding

This week's story from my column in Reputation Today is about the irrelevance of aiming for 'brand loyalty' https://lnkd.in/djWNeDhT #newworld #brandbuilding #brandstrategy #brandchoice #culture

Which of your big competitors is the sleaziest? You know, the one that gives the rest of the industry a bad wrap? No, not the other guy down the street from you. I mean the company that's too big to have a real person answer the phone. I'll start. DDB, an arm of Omnicom Media Group created the Emmy Two Moms ad that was the final nail in the coffin for the US Army's brand. Instead of focusing on driving recruiting results, they put woke politics first and created the worst ad of the century. They represent everything wrong with the current marketing industry. No accountability, they make propaganda instead of advertising, and they get away with it because they are sucking on the government teat. Hey, maybe it's tilting at windmills, but I want Sherwood Fellows to win a deal against DDB one day. Brand enemies are energizing. They help you define who you are as a company and what you stand for. If you don't have enemies, why should you have raving fans either? At Sherwood Fellows, we take from the giants and give to the challengers. Whoever your brand enemy is, let us help you beat them. Ps. A special thanks to Wesley Bancroft for giving us permission to be bold and own our identity back in 2016. #brand #brandenemy #brandstrategy #thinkbig #competition

exciting times ahead

It can be so easy to be envious of purpose-driven startups who have the challenger mindset baked in, particularly when it comes to sustainability and storytelling. But that doesn't mean that heritage brands have to miss out. Brilliant thinkpiece from Astrid here on how you can tap into one of my favourite topics: the power of brand storytelling. #storytelling #purposeandpassion #bringingworktolife

The short list of the most influential CMOs United Kingdom ? ??The pacemakers of transformation! ? ?The brand impact of the CMO decides the performance of the corporate brand ? ?The personal activity value and corporate brand potential were evaluated ? ?The evaluation of the brand impact is based on the scientific Real Estate Brand Value Study ? ??Brand potential ??Brand loyalty ??Brand development ? ??The CMOs with the best Brand Impact Scores will be awarded with the CMO of the Year Award 2024 on June 4th in Berlin. ? Congratulations?to Lesley Bufton for the nomination! ? https://lnkd.in/dMiqSszS ? #mostinfluentialcmo #cmooftheyear2024 #cmo2024 #brandimpactscore #realestate #shortlist #strongestbrands2024 #unitedkingdom #rebvs24 #rebaward24 #trustworthiness #resilience #loyalty #innovation #esg #employerbrand #socialresponsibility Lesley Bufton Derwent London EUROPEAN REAL ESTATE BRAND INSTITUTE #realestate500 Telegraphenamt

See how #DFIN helped American Outdoor Brands Inc. modernize & accelerate their proxy communications with the help of our strategy and design experts. Download the full case study: https://lnkd.in/dWztMyw3