 M&S came out on top as the best retail brand performer in a study by Marketing Week and BrandIndex, a subsidiary of YouGov. Taking third place, after Google and Amazon, the British High street giant had much to celebrate since it began its recovery in 2006. The brand scored high in its
Corporate Reputation, General Impression and Value. The report states M&S’ credit is up due to its advertising strategy and consumer reach. Its agency, Reiney Kelly Campbell Roalfe/Y&R, has created a series of ads featuring leading models, such as Erin O’Connor and sixties icon Twiggy, wearing M&S clothing and generally having fun.
 The recent Christmas ad in particular was very clever, according the BrandIndex: an homage to James Bond films, featuring a horde of beautiful models making their way across a frozen landscape to a hideout worthy of a Bond villain, for a Christmas party. Dame Shirley Bassey, famous for her Bond film theme songs, sings out a cover version of Pink’s ‘Let’s Get The Party Started’ as the soundtrack, before appearing in an M&S gown.
Even though M&S had no official links to the latest bond film, the retailer managed to get its brand inextricably associated with Bond in consumers’ minds.
In addition to its savvy advertising, a fresh eye has refined the core of M&S’ women’s clothing ranges and the company has embarked on a major store refit programme. The changes, thus, seem to be working, making the retailer number three of the country's best brand performers.
Images: M&S models
|
