Categories Marketing Agencies Creative Media Sustainability Technology

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.

A hand squeezes a drop of liquid from a pipette

01 May 2024

6 min read
Why are people more concerned with treatment than prevention in global healthcare?
The Drum Network
Black and white closeup of a man lying down holding his stomach with a tub of Tums next to him and the words 'The tortured tummies department'
Premium Item

01 May 2024

5 min read
Digesting what goes into Tums owner Haleon’s health influencer strategy
Health & Pharma
Garnier hands out products at a festival
Premium Item

30 Apr 2024

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

30 Apr 2024

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

30 Apr 2024

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
Premium Item

30 Apr 2024

5 min read
Can marketing convince you to give up a kidney?
The Good Agency
ozempic
Premium Item

29 Apr 2024

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

29 Apr 2024

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

26 Apr 2024

2 min read
Mattel to bring 3 fast kids channels to Samsung TV Plus, with Barbie, Hot Wheels & more
streaming tv

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Marketing Agencies Creative Media Sustainability Technology Awards Case Studies Predictions 2024