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Vote for your ‘Brand of the Year’

Asos, The Guardian, Harry’s, Heineken, Ikea, KFC, Lloyds Bank, Quorn and Wetherspoons will battle it out to be named ‘Brand of the Year’ at this year’s Marketing Week Masters awards.

Voting is now open for ‘Brand of the Year’ at the 2018 Marketing Week Masters awards.

The Brand of the Year will be chosen by a combination of your votes, the thoughts of our stellar panel of judges and insight from YouGov’s BrandIndex tool.

To vote, visit the original article at Marketing Week and go to the bottom of the page. Voting will be open until 25 June. The Masters winners will be unveiled 9 October in a ceremony at Tobacco Dock in London.

And if you are unsure which brand to vote for, check out some of the reasons they are on the shortlist: marketingweek.com

Here’s what Marketing Week say about our favourite to win, The Guardian:

The Guardian has undergone major changes over the past year. In January, the news organisation made the move to tabloid format, ostensibly in a bid to cut costs. But it used the opportunity to totally redesign the brand – updating its logo, changing its masthead and changing the look and feel of the newspaper, website and content. To promote that, it launched its biggest marketing push for seven years with the ‘Space for…..’ campaign, aiming to highlight its place as a global news organisation and rearticulate its values.

The rebrand is the latest move by The Guardian to rethink its brand, business model and the role it plays in the media space. It is well on its way to convincing 900,000 people to pay for its content (the official current figure is 800,000) as it transitions to become a “supporter-led organisation” and meet the goal of its owner, Guardian News and Media, to break even by 2019.

It has a unique take on getting readers to pay, eschewing a paywall model to ensure its journalism remains as widely read as possible. It has instead launched what it calls “native ad units that use the voice of editorial” to ask readers if they would consider making some sort of payment to support the content they are reading.

The business results suggest it is on track to reach its goal. GNM reported a £19m loss in the year to the end of March, half the £38m it recorded in the previous financial year. That loss is 25% better than its target, due in part to better than expected revenue growth. The figures mean GNM has cut losses to a third of the £57m it reported when the drive to reshape the business began, as it enters the final year of its turnaround plan.


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