Just came across this report on 'brand desire' by a company called Clear.

The following item on the relative effectiveness of our work at the time of the Olympics for Nike vs their key competitor Adidas was of particular interest to us.

"By connecting to the attitudes of their target audience and building on Nike's energising brand purpose, the campaign dominated online channels… Nike saw a 25% Brand Desire increase this year to Adidas' 16% decrease."

At the Marketing Society Awards for Excellence 2013 we achieved the interesting distinction of winning an award that we didn't enter and didn't even realise on the night that we had been recognised for. It is the award for Marketing for Sustainable Consumption.

The Marketing Society awards supplement says, "There were no entries in this category but the judges felt that The Fairtrade Foundation deserved to win for demonstrating outstanding performance over a very long period of time… A stronger, globally consistent branding helped establish a bold visual identity for Fairtrade in the UK and met the need of licensees to roll out partner marketing activity internationally… With a limited budget the foundation globalised the brand, found an accessible tone of voice, made its understanding of the ethical consumer more sophisticated, took its communities online and translated all this into a commercial proposition with success."

For more info on our work with Fairtrade, see here.