‘Finding a really clear enemy’: Inside Purplebricks’ brand relaunch
Despite Purplebricks’ unique position in the market, the online estate agent has undergone a tumultuous few years. Now it is back with a refreshed proposition.
Despite Purplebricks’ unique position in the market, the online estate agent has undergone a tumultuous few years. Now it is back with a refreshed proposition.
Despite mounting losses, Purplebricks’ brand health is ahead of some of its biggest traditional estate agent rivals on measures including awareness, consideration and customer impression.
The online estate agent brought back its ‘Commisery’ campaign in October after putting its poor financial results down to ineffective marketing.
Former CMO Ed Hughes has been brought back into the company to once again pick up the marketing reigns, replacing Ian Cafferky who joined the business in February.
A few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
From a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
In the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.
Travel brand On the Beach reduced marketing spend from 45% of its revenue last year to 38% this year. It claims its spend is working harder with a focus on offline and an increasingly differentiated brand.