May 2024 Recap: What’s New in Marketing, Branding and Web
29th May 2024
Written by Amey Murray
As we move through 2024, the month of May has brought several significant developments in the realms of marketing, branding, and web technologies. The think3 team has been keeping tabs on the most significant trends and updates in the industry, and we’ve condensed it all into this blog to make your life easier! From major rebrands to ground-breaking ad buys and innovative tech updates, here’s everything you need to know.
ASDA Rebrand: A Fresh Look for Summer
On the 16th of May 2024, Asda unveiled its new brand identity, in conjunction with the launch of its ‘Serious About Summer’ campaign. This rebrand aims to visually and audibly express Asda’s core values and purpose. The rebrand covered all facets of Asda’s brand, from colour and tone of voice to typography.
Havas London, the agency who crafted the rebrand, emphasised the importance of adapting to modern channels, ensuring the new identity stands out across various platforms. Extensive customer research shaped the rebrand, aiming to distinguish Asda in the competitive grocery market while appealing to current and future customers.
Key Highlights
- Colour Palette: A refreshed colour palette, pairing Asda’s iconic green with a new dark green hue, creating a harmonious yet bold aesthetic.
- Typography: Additionally, a new typography treatment, developed with Colophon Foundry, features a playful unicase style that conveys Asda’s personality with a bold yet conversational tone.
- Graphic Stickers: Graphic stickers have also been incorporated to showcase offers and ranges consistently and creatively.
The new identity will roll out in Asda’s ‘Serious About Summer‘ campaign, featuring humorous TV ads directed by Freddie Waters. Chief Customer Officer David Hills described the rebrand as a milestone in Asda’s strategy, aiming to strengthen its connection with customers.
Skechers Secures 2025 Super Bowl Ad Space
Breaking tradition, Skechers has already secured national ad time for next year’s Super Bowl. Set for the 9th of February in New Orleans, Skechers are the first brand to make a move. Skechers President Michael Greenberg highlighted the importance of this year for athletic competition and the company’s focus on innovation, promising an impactful Super Bowl campaign.
Skechers’ early announcement follows a record quarter for the brand, with a 12.5% increase in revenue to $2.25 billion and a 46% rise in net earnings to $206.6 million. This move marks a strategic step to maintain the brand’s visibility and reinforce its position as “The Comfort Technology Company.”
Bumble Fumbles the Marketing Game
Online dating app Bumble faced significant backlash over its anti-celibacy ad campaign, which was perceived as dismissive of celibacy and asexuality. The ads, featuring phrases like “a vow of celibacy is not the answer,” sparked public outrage and led to a dramatic shift in the brand’s sentiment, dropping to 2.2% positive and 77.4% negative.
In response, Bumble issued an apology, acknowledging the harm caused by the ads and committing to removing them. The company also pledged donations to the National Domestic Violence Hotline and offered billboard space to supportive organisations.
This controversy highlights the importance of inclusive and sensitive marketing practices.
Google Launches AI Overviews in the US: A New Era for Search
Google has introduced AI Overviews in the US, leveraging generative AI to enhance search capabilities. Powered by the new Gemini model, AI Overviews provide quick answers and detailed insights, improving user satisfaction and increasing website traffic diversity.
AI Overviews are set to roll out to more countries by the end of the year, with features like adjustable language complexity and multi-step reasoning for complex queries. This innovation aims to make search more intuitive and helpful, offering planning tools for meals, holidays, and more, alongside a new AI-organised results page for inspiration.
Aston Villa Rebrand: A New Era for the Club
Aston Villa has undergone a comprehensive rebrand, led by President of Business Operations Chris Heck. The rebrand includes a return to an updated version of the club’s previous crest, simplified for clarity and global appeal.
Heck’s strategy involved extensive fan consultation and a shift to in-house operations for greater control over the brand experience. Aston Villa’s global ambitions are supported by notable players and a focus on expanding its fanbase. The club’s move to Adidas for kit manufacturing reflects a commitment to quality and player comfort.
Key Elements
- New Crest: Simplified and rooted in tradition, reflecting the club’s identity.
- Global Strategy: Leveraging social media data to expand the fanbase, particularly focusing on international markets.
- Operational Overhaul: Moving merchandising and other operations in-house for better control and consistency.
Financial challenges, including a recent loss of £119.6 million, underscore the importance of this rebrand in positioning Aston Villa for future success. The club aims to capitalise on its return to the Champions League and enhance its global presence.
think3 Team Updates
May also saw some exciting activities within the think3 team. This month, think3 had the pleasure of attending the East Midlands Chamber Golf Day, an event that provided a fantastic opportunity to connect with other professionals and industry leaders in a relaxed, informal setting. The golf day was not only a chance to showcase our somewhat interesting golfing skills but also to engage with local businesses and professionals.
Additionally, we are excited to announce that our very own Lee Marples was featured in the latest episode of Gary Parsons’ podcast, Leaders in Disguise. In this insightful interview, Lee opens up about his personal journey and the mental health challenges he has faced in the business world. This candid interview aims to shed light on the often unspoken stresses and strains of running a business.
The response to the Leaders in Disguise podcast has been overwhelmingly positive, with listeners praising its honesty and the relatability of the stories shared. Lee Marples expressed his appreciation for the platform, noting, “This is the most personal, open, and honest I’ve been about my life over the last few years. I’m grateful to Gary for letting me tell my own story in a positive way.” Be sure to tune in to Gary Parsons’ podcast to catch the full interview with Lee!
TikTok Unveils Fan Spotlight Feature in Collaboration with Billie Eilish’s Latest Album Release
In an exciting stride towards enhancing artist-fan interaction, TikTok proudly introduces Fan Spotlight, a ground-breaking feature designed with artists in mind. This innovative addition comes hand in hand with global sensation Billie Eilish‘s much-anticipated #HITMEHARDANDSOFT takeover, celebrating the launch of her latest album, “HIT ME HARD AND SOFT.”
Fan Spotlight empowers artists to shine a light on their most beloved fan creations directly within their music tab. With the ability to handpick up to five standout fan videos, artists can ‘pin’ them at the forefront of their music tab, creating a dedicated space known as ‘Fan Spotlight.’ Once chosen, creators receive notifications of this honour, and their videos are featured on the artist’s profile for up to seven days. This feature fosters a deeper connection between artists and their fanbase, amplifying fan content and appreciation within the community.
Billie Eilish’s #HITMEHARDANDSOFT takeover on TikTok is a testament to the immersive experience awaiting fans. From curated playlists to exclusive profile artwork unlocks through challenges, fans are invited to dive headfirst into the world of the album. By unlocking special entry points and encountering thematic animations, enthusiasts can fully immerse themselves in the universe of “HIT ME HARD AND SOFT.”
Since joining TikTok in 2020, Billie Eilish has garnered a staggering following, amassing over 59.3 million followers and nearly 306 million likes across her content. Her tracks have sparked a creative frenzy among users, inspiring millions of videos showcasing dance routines, makeup transformations, and other inventive interpretations.
Now, with the rollout of Fan Spotlight, TikTok extends this opportunity for artist-fan engagement to creators worldwide. This feature stands as a testament to TikTok’s commitment to fostering community and creativity, empowering artists and fans alike to connect on a deeper level.
Fan Spotlight is now available for all artists on TikTok, heralding a new era of fan appreciation and collaboration within the platform’s vibrant creative ecosystem.
Conclusion
May 2024 has been a whirlwind month in the world of marketing, branding, and web. From major rebrands to marketing blunders, these developments reflect the rapidly evolving landscape of these fields. As we look ahead, these trends and changes will undoubtedly shape future strategies and consumer experiences.
If you’re inspired by these trends and want to elevate your marketing, branding, or web presence, our team at think3 is here to help. Reach out to us today and let’s create something extraordinary together.
