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Brand strategy

Brand strategy is an important aspect of building influence and favorability with both consumers and the market, therefore, it is important that brands put a sound strategy in place to achieve their business goals.

We probe the positions taken by, the personas adopted by and the promises made by today’s most important brands, from global market leaders such as Coca-Cola and KFC to the plucky challengers making their mark.

Garnier hands out products at a festival
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New

5 min read
Putting on an event? Here’s how to show your CEO it was worth the investment
Build A Brand
Council sequesters Waitrose billboard

New

4 min read
Was Waitrose’s wonky work willfully winding up Wandsworth Council?
Opinion
Premier Inn

New

6 min read
The Drum’s Daily Briefing: Getir gets out of UK, Premier Inn shifts focus & WeWork deal
Brand strategy
Kidney donor's lifting their t-shirts up to reveal their scars
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5 min read
Can marketing convince you to give up a kidney?
The Good Agency
ozempic
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2 days ago

5 min read
Is Ozempic’s marketing leaning into its viral weight loss reputation?
Health & Pharma
Squinty billboard

2 days ago

4 min read
The Drum’s Daily Briefing: AI ad scams and wonky billboards
Daily briefing
barbie on TV

5 days ago

2 min read
Mattel to bring 3 fast kids channels to Samsung TV Plus, with Barbie, Hot Wheels & more
streaming tv
Two men sit down for a filmed interview

5 days ago

6 min read
Unlocking growth in new markets: How to crack Southeast Asia
Open Mic
Four red lines mark a target on a grey wall

5 days ago

5 min read
How to develop a digital transformation strategy that sticks
The Drum Network

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Marketing Agencies Creative Media Sustainability Technology Awards Case Studies Predictions 2024