Lego is Brits’ favourite brand, but Amazon named most ‘relevant’

Lego is Brits’ favourite brand, but Amazon named most ‘relevant’

For the second year in a row, UK consumers have named Lego as their favourite brand. However, when asked to name the company they considered most relevant to their lives, Amazon took the crown. Lego has once again topped the annual Superbrands index, which each year invites 2500 British shoppers and industry experts to judge 1500 brands based on quality, reliability and distinction. For 2019, Apple moved up one place to second in the overall rankings, reversing positions with Gillette which completed the top three. Lego’s accolade follows on from a year in which the toymaker managed to stave off slow sales and return to growth. In the past 12 months, Lego has premiered its long-awaited Lego Movie sequel and reaped the rewards of uniting entertainment franchises like Disney, Star Wars, Marvel, DC Comics and Harry Potter in stores. Top 10 UK consumer brands 1. Lego2. Apple3. Gillette4. Rolex5. British Airways6. Coca-Cola7. Andrex8. Mastercard9. Visa10. Dyson Most relevant brands According to Superbrands, Amazon is the business Brits consider to be gaining the most relevance to people today. Despite consumer concerns around its working practices, how much tax it pays and its market dominance, the retailer bet off 1,595 other brands in to top the ‘relevancy index’ rankings of the Superbrands research. The relevancy index reduces the influence of longer-term goodwill and emotional bond on voters, focusing consumers’ minds on shifts in use and importance. Discount grocer, Aldi, took second place, while rival Lidl placed sixth. Revealing the nation’s growing concern over one of Britain’s top five causes of premature death, Macmillan Cancer Support came third in the relevancy rankings. Netflix clocked in at number four (moving up from eighth last year)....
UK consumers wouldn’t care if 75% of ‘tired brands’ ceased to exist

UK consumers wouldn’t care if 75% of ‘tired brands’ ceased to exist

New research from independent creative agency Impero has determined that the vast majority of UK consumers (70%) are more likely to avoid brands that they see as tired. The study of 2,000 shoppers of all ages and incomes across the UK mirrors recent studies that suggest consumers wouldn’t care if up to three-quarters of brands ceased to exist. Ben Hyde of Impero said: “Through this study, we were able to identify four pillars of brand vitality: ambition, boldness, surprise and relatability. Ambitious brands don’t follow trends, they create them; bold brands challenge the status quo and reinvent themselves; surprising brands can adapt and excite and don’t get bogged down in their own heritage; while relatable brands genuinely share the values of their target market.” Perhaps unsurprisingly, vitality is even more important to the youth. An incredible 88% of consumers aged 16-28 say they ‘probably’ or ‘definitely’ spend more with brands that are bold, surprising, ambitious and relatable Within some industry sectors, around a quarter of higher earners are spending more than £1,000 a year with brands that are ambitious, bold, surprising or relatable, over their tired competitors. Hyde added: “We believe fixing brand tiredness can boost profits and win back shoppers, and is a particularly effective way to engage younger consumers and higher earners, with significant sums at stake in key sectors. The good news for all brands is that 85% of respondents say they would go back to a formerly beloved brand if it revitalised itself to be ambitious, bold, surprising or relatable once again.” Source: Media...
Brand rankings: who do young people love?

Brand rankings: who do young people love?

According to new research led by YouGov, Netflix is the most positively talked about brand among 18-34 year olds. For the second consecutive year the streaming service leads YouGov’s Millennial Rankings with a score of 77%. Followed by Spotify at 73%. Primark and Apple share third position at 71%. Facebook and McDonalds both share a score of 70%. The rest of the top ten is made up of gaming (PlayStation: 69%), travel (Airbnb: 69%), tech (Apple iPhone: 69%) and homeware (IKEA: 68%) industries. “Netflix’s popularity shows no signs of abating,” said Michael Stacey, marketing insights manager, YouGov. “The streaming service continues to expand its offering, as well as investing in its own ‘Netflix originals’. “By its very nature Netflix’s content invites discussion, and YouGov’s rankings show that the brand has certainly harnessed the power of word of mouth recommendations to gain a loyal following among a younger generation of viewers.” There is still a strong presence from ‘affordable brands’, such Primark, McDonalds and IKEA. Even though Stacey also noted that tech features prominently in the rankings.  Cinema chain Vue (11%), Visa (9%), Google Phone (7%), and Grey Goose (6%) experienced the largest uplift in ‘positive word of mouth.’ Source :...
#flashbackfriday: Gregory & Gregory

#flashbackfriday: Gregory & Gregory

This week we were tickled by the re-brand of Greggs as hipster-foodie outlet “Gregory & Gregory.” But pastry fans can breathe a sigh of relief, as Greggs were just pranking foodies at gourmet festival, Syon’s Park Foodie Festival. Promoting their new summer menu, the chain recorded customers reactions to being told their posh snack was in fact, Greggs. Foodies Festival is a three-day event attended amongst some of the biggest names in the business including Michelin-starred chefs from the UK’s top gourmet restaurants and TV chefs. Gregory and Gregory were bebuting new menu items such as a feta and beetroot dip salad with a roast vegetable grain, an oriental chicken sticky rice salad and their first ever vegan addition – a Mexican bean wrap. When told he was in fact eating Greggs, one surprised festivalgoer said: “You wouldn’t normally find me in a Greggs but I think what they’ve done with these new salads is brilliant. I’ll certainly be popping in there for lunch in future.”...
The Media Angel in National Finals of Prestigious Marketing Awards

The Media Angel in National Finals of Prestigious Marketing Awards

For the second year running we are pleased to announce that we have been shortlisted for The Drum Marketing Awards. Our entry for “Public Sector Marketing Strategy of the Year “ was for The National Botanic Garden Of Wales’s Summer Campaign for 2017 which helped to dramatically increase their family footfall by 43%  to the Gardens . The Drum Marketing awards celebrate the best marketers and campaigns nationally and internationally. Open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies and integrated agencies we are pleased to represent Wales against some of the larger UK agencies. The Drum Marketing Awards are considered to be one of the industry’s most sought after accolades and have many prestigious judges such as Michal Szaniecki, marketing Director, Volkswagen and…. Vanessa Fitzgerald Regional Director, Northern Europe, Facebook. We created a multi faceted campaign which focused around the new British Bird of Prey Centre utilising Out of Home (OOH), On line, regional press and radio.  We are shortlisted along with some impressive national campaigns such as BBC Children in Need “Do Your Thing” and Kindered for HM Treasury and The Royal Mint. Alison Debono, MD of The Media Angel said “We are beyond thrilled to be representing Wales as finalists at The Drum Awards 2018, especially as we are in the same category as such huge brands.” The results will be revealed and the trophies handed out at the award ceremony on 30th May at the Park Plaza Westminster Bridge Hotel,...