The nominees for brand of the year have been revealed and it’s a mixed group! Up for the award this year are Asos, The Guardian, Harry’s, Heineken, Ikea, KFC, Lloyds Bank, Quorn and Wetherspoons.
The Brand of the Year will be chosen by a combination of your votes, the thoughts of a stellar panel of judges and insight from YouGov’s BrandIndex tool.
So why are the brands up for the award?
Asos continues to impress on just about every measure imaginable. Despite being part of a category under constant economic pressures – fashion retail – Asos has posted stellar financial numbers this year. The online retailer’s group revenue rose by 27% to £1.9 billion in 2017, while UK sales in the period rose by 16% to £698.2 million.
In January, the news organisation made the move to tabloid format, ostensibly in a bid to cut costs. But it used the opportunity to totally redesign the brand. Updating its logo, changing its masthead and changing the look and feel of the newspaper, website and content.
Razor brand Harry’s burst into the UK market last June. Beating Unilever-owned Dollar Shave Club’s to launch on this side of the Atlantic.
Harry’s is reportedly the fast-growing competitor to established razor brands, such as Gillette. It recently raised $112m of financing that it plans to spend on developing brands beyond male grooming, taking its total funding up to $474m.
This year saw Heineken position itself as a brand with purpose, attempt innovative ads and essentially invest a lot of faith and money into marketing.
Ikea has gone from strength-to-strength in the furniture retail market, through its effort to digitally transform the company and challenge competitors by championing diversity. For example, Ikea has successfully used consumer-facing digital technology in a sympathetic way in its new small-format, inner city stores.
KFC ran the most complained about ad of 2017, and suffered a barrage of negative headlines this year after it was forced to shut shops because of a shortage of chicken. Commentators including Marketing Week’s own Mark Ritson said the rapid strategic response ensured it overcame any negative press over temporary store closures.
Lloyds has won the LGBT equality charity Stonewall’s employer of the year award. 2018 saw it add Channel 4’s Diversity in Advertising award as well.
Quorn achieved its strongest ever year of growth in 2017, as global sales rocketed to £205m. The meat substitute brand notched up 16% global growth across 20 markets in 2017, including growth of 27% in Europe, 35% in the US and 35% in Australia.
The pub-chain is not known for its marketing prowess. Parent company JD Wetherspoon’s no-frills, low-cost beer and food offer is definitely resonating – like-for-like sales increased by 6% in its last financial year in a difficult environment, helping boost pre-tax profit by 20%
Who’s your choice?
Vote here: https://www.marketingweek.com/2018/06/18/marketing-week-masters-brand-of-the-year-vote/