All Marketing knowledge

KFC formalises global brand control mid-turnaround, pairing a fresh visual identity with senior leadership muscle — a template other legacy QSRs are watching.

Aldi's playbook again: turn a product drop into a cultural moment. A Barbie-pink store and an own-brand doll designed to earn far more attention than they cost.

A 272-year-old institution modernises with a Baby Teeth rebrand and a Judi Dench launch film — a case study in refreshing heritage without erasing it.

Guinness swaps the 'V' in 'Lovely' for its harp — turning a 1930s tagline into a flexible, ownable design system. A masterclass in distinctive brand assets.

Manchester City Women is developing a distinct brand identity rather than mirroring the men's badge — a 'statement of ambition' that signals how the commercialising women's game will monetise as a property in its own right.

DTC darling Graza is using a NASCAR sponsorship, a WNBA tie-up and a spot that fries an egg on a race car to push its olive oil — and new mayonnaise — from online cult brand to the mainstream aisle.

Hamburg soft-drinks brand fritz-kola launched a 'why not' relaunch shifting away from political activism toward personal freedom — and made its first use of Spotify audio ads.

Frankfurt private bank Metzler replaced its geometric wordmark with a handwritten logo derived from the owner family's historical signatures — a heritage brand betting on human warmth.

Audi named Martin Sander its new board member for Sales and Marketing, effective 1 October 2026, as VW Group reshuffles several top sales/marketing posts at once.

Mother Berlin localised Uber Eats' celebrity strategy, making German TV personality Bruce Darnell the face of its German campaign, replacing Hollywood's Jude Law.

Volkswagen launched the ad push for its ~€25,000 electric ID. Polo, with DDB Berlin leaning on humour and everyday practicality over tech specs.

The French public broadcaster launched a back-to-school self-promotion under the paradoxical line 'the screen that inspires screen-free time', riding the screen-time public-health wave.

Camping/holiday brand Homair launched a 'Service Après-Vacances' easing the mental load of returning from holiday, bundling partner offers and turning unread emails into discounts.

Brioche Pasquier's Pitch launched a back-to-school push via Les Gros Mots that ditches idealised classrooms for messy childhood reality, aiming to own the daily snack ritual.

Billionaire Xavier Niel, via NJJ Médias, is the frontrunner to acquire consumer magazine 60 Millions de Consommateurs from the state institute INC, which is being wound up.

Radio France's inter-union assembly voted to authorise a strike after management lined up a Valeurs Actuelles deputy editor for a France Inter slot — an editorial-independence flashpoint.

For its 70th anniversary, the child-protection charity dropped the 'SOS' to become 'Fondation Villages d'Enfance Ensemble', with a new logo by agency Lonsdale.

France's biggest classifieds platform, Leboncoin, is launching its first-ever TEDx, 'Habiter le monde qui vient', in Paris on 30 September — a brand-purpose play beyond transactional listings.

Target's newly relaunched beauty assortment of ~40 new brands includes just two Black-owned brands, reigniting criticism after its earlier DEI rollback.

Non-alcoholic beer leader Athletic Brewing named Dan Kleinman CMO and said it will spend 120% more on national media, as the NA category goes mainstream.