In a frenzy to remain competitive or gain some sort of competitive edge; in the process, brands tend to lose sight of their biggest asset.
The next time you see Uber, you might not recognise it. That is because the company has had a massive aesthetic makeover to rival all of Donatella Versace's.
Late last week, Coca-Cola's chief marketing officer, Marcos de Quinto, revealed a new 'One Brand' global marketing strategy that for the first time unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life under the iconic brand positioning in one global creative campaign, 'Taste the Feeling'.
The liquor outlet of Spar, Tops at Spar, has rebranded its logo to align with other brands in the Spar group mother brands, Superspar, Spar and Kwikspar.
Ad blockers are to become even more of a reality for marketers and consumers in 2016. This will see the emergence of a new breed of online sales people, focused on creating an all round 360 degree "user experience", rather than just churning out content to house ads to drive people to their product.
The 'buy this, get that free', customer loyalty model is typically associated with FMCG and cheaper purchases - but not for long. With their latest brand association, Cruises International and Bentley SA are making the concept of 'partnership marketing' work for luxury brands.