The food retailer’s new ‘essential’ brand saw Waitrose combine quality and value to deliver dramatic growth despite the recession. Key insights

Virgin Atlantic’s distinctive brand voice has seen the once-maverick challenger brand become one of the UK’s favourite airlines. Key insights

Sainsbury’s convincingly persuaded customers it was responding to the credit crunch by adapting an existing successful campaign for more straitened times. Key insights

A campaign based on remarkable insights into the contradictions people feel about registering as organ donors dramatically changed attitudes to this difficult issue. Key insights

Marks & Spencer has put sustainability at the heart of its business. Key insights

The determination of Marks & Spencer to hold fast to its message of quality through both the good and bad times reinforced the brand’s premium positioning and its profitability. Key insights