Marks & Spencer: Spend It Well – 8/10
For better or worse, brand associations can be hard to shake. And even with the brightest creatives and heftiest budgets at your disposal, ‘re-branding’ is a tricky proposition.
Take Old Spice, who took the marvellous and surprising journey from a fusty old bathroom cabinet filler to one of the most daring and unusual marketers out there. That transition has been ongoing for the last decade, and has taken consistently ingenious campaigns to keep their new brand identity alive in consumers’’ minds.