Unlocking brand strategy. McVities, Yorkshire Tea and Morrisons at The Future of Brands 2025
In a vibrant discussion at The Future of Brands event moderated by Richard Robinson of Ingenuity Plus, top marketing executives from Pladis Global, Taylors of Harrogate, and Morrison’s Supermarket delved into the enduring principles of brand strategy. The panel offered valuable lessons for anyone looking to build and sustain powerful brands.
Optimism in a shifting landscape
The panelists kicked off the conversation by sharing their sources of optimism. Dom Dwight, strategy and innovation director at Taylors of Harrogate (parent brand of Yorkshire Tea), highlighted the boundless potential of creativity, citing Channel 4’s “open house trailer” as a prime example of “unbridled, irrepressible creativity” [03:00].
Benazir Barleta-Batada, marketing director of McVitie’s, expressed excitement about the iconic brand’s 100-year chocolate digestive celebration and their unprecedented achievement of a billion editorial reach [03:30]. Rachel Eyre, chief customer and marketing officer at Morrison’s, underscored the real-world impact of factors like weather on retail strategy, particularly for their fresh food offerings [04:10].
Cutting through the noise with “fresh consistency”
In an era of information overload, brands face the challenge of capturing consumer attention. Dom Dwight praised Specsavers for their “compound creativity” and “fresh consistency,” exemplifying this with their memorable van stunt [05:18].
Domino’s was lauded for its effective “sonic branding” (“Domin-oh-hoo-hoo”), a powerful tool for cutting through the constant bombardment of messages [05:48]. Gym Shark, a newer entrant, was recognized for its mastery in “building community to create a sense of belonging and grabbing attention,” a tactic many traditional brands are still striving to perfect [06:10].
Adapting strategies while remaining relevant
Rachel Eyre shed light on Morrison’s approach to maintaining relevance. She emphasised adhering to the “eternal truths of the category” [07:13]: convenience, appropriate range, and value for money (balancing price and quality).
A crucial element of their strategy is a deep understanding of their diverse customer base, whether shopping online or in-store, and tailoring their proposition accordingly [08:09]. Eyre stressed that brand strategy must ultimately serve the business’s commercial interests to be truly effective [08:47].
The art of the creative leap for timeless brands
Benazir Barleta-Batada discussed how Pladis Global navigates the delicate balance between creative innovation and brand consistency for enduring brands like McVitie’s. Decisions for significant creative shifts are rooted in a clear strategic vision, considering consumer issues, cultural context, and retailer needs [11:15].
She highlighted Pladis’ commitment to innovation, exemplified by the success of new chocolate digestive flavours driving growth, and suggested a strategic split of 70/30 or 60/40 between consistent strategies and test-and-learn initiatives [11:47].
The power of distinctive brand assets (DBAs)
A significant portion of the discussion focused on the critical role of distinctive brand assets (DBAs). Rachel Eyre defined DBAs as instantly recognisable brand identity elements that consumers correctly attribute, such as Nike’s “Just Do It” or Coca-Cola’s iconic bottle shape [14:25].
These assets are vital for cutting through clutter, boosting brand fluency, and improving marketing ROI [15:03]. Eyre shared how Morrison’s revitalised its distinctive green and yellow color combination and the “More reasons to shop at Morrison’s” jingle, which, despite a 27-year hiatus, remained highly recognized [15:36]. Dom Dwight underscored “properness” as a key DBA for Yorkshire Tea, a consistent element that has fortified their market position [01:53].
You can watch the full video here: