Long Term Marketing Excellence

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The Sustaining the Brand Promise chapter of our book Marketing Excellence 2 contains 3 award winning case studies by Audi, Marks & Spencer and Virgin Atlantic.

The foreword to the chapter is supplied by Chris MacLeod, Director of Group Marketing at Transport for London.

“‘Brand’ must be one of the most overused terms in marketing, alongside the word ‘marketing’ itself. But once the brand positionings have been developed, the charts written and the big presentations made, the talking has to give way to the real world work of delivering and sustaining the brand promise.”
Chris MacLeod,
Director of Group Marketing, Transport for London

View entry criteria for the Long Term Excellence award

Case Studies for Long Term Marketing Excellence

In order to view the full case studies you must purchase the Marketing Excellence Book 2
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Vorsprung durch Technik Marketing. A consistently high standard of car marketing has turned Audi into an iconic, best-selling brand in the UK. Audi has championed integrated, consistent, innovative and creatively ground-breaking marketing for over 25 years with the famous strapline Vorsprung durch Technik. Read the full Audi Case Study in Marketing Excellence 2.
Quality worth paying more for. The determination of Marks & Spencer to hold fast to its message of quality through both the good and bad times reinforced the brand’s premium positioning and its profitability. Despite the recession Marks & Spencer (M&S) held its nerve by maintaining its premium pricing and continuing to invest in brand-building advertising. Read the full Marks & Spencer Case Study in Marketing Excellence 2.
Still pioneering after all these years. Virgin Atlantic’s distinctive brand voice has seen the once-maverick challenger brand become one of the UK’s favourite airlines. A distinctive brand attitude and tone of voice has provided consistency for Virgin Atlantic while at the same time offered the brand the flexibility to behave in a dynamic, multi-faceted way. Read the full Virgin Atlantic Case Study in Marketing Excellence 2.