Why retail media could learn from history’s media brand positioning playbook

Written by Simpatico PR

Posted on 2025-05-14

Whether you’re a retail media network, technology supplier or agency partner, you’ll be conscious that the retail media space has become very noisy.

This weeks Retail MediaX event in association with Internet Retailing proved the point. It was a vibrant celebration of a media sector very much on the up with some great thought-leadership on show.

But it was also very clear that selling and creating a B2B media brand with genuine equity in the retail media space has become very challenging. First mover advantage was last year – or the year before. And, competitive propositions are emerging from non-specialist adtech, martech and media agency players.

In other words, it’s tough. And yet retail media’s growth continues up-ward because the logic of connecting the point where shoppers buy to the rest of the funnel - fueled by loyalty and sales data - is so compelling. AS one speaker put it - it is re-wiring the entire media industry.

So, while everyone is shouting for attention – how can you make your proposition stand out?

B2B branding for retail media 

There are two sides to effective go to market B2B strategies. One is communications and marketing planning, channel management, networking etc. The other is great content, but within that is a trick challenge - how you articulate the proposition and what it’ll do for customers. 

You need to package the compelling logic or advantage of what you offer and at the same time grab the imagination of those you are selling to.

Learning from media's marketing past

Walking around Retail MediaX, I wandered if this generation of media leaders could learn anything from the media marketers of the past. So below is a snapshot of some of the best media branding and product launches of the last forty years or so.

Some of these may seem consumer orientated – but it’s not as simple as that. They work for B2B audiences as well – some like Metro Moment are pure B2B marketing. Each captures the essence of the proposition which in many cases is audience related or encapsulates the experience and thus the rational to buy.

Now you may think, your tech or retail media network proposition is too complex to communicate this way. You don’t offer content as part of the package and it’s too multi-faceted.

Think again. These days the best B2B marketing and B2B PR draws on consumer marketing approaches. In a crowded, noisy marketplace it is worth remembering your customers are consumers too and it’s a true-ism that after a presentation, they will only remember one thing about you.

So here goes…

Print & Newspaper Media

The Guardian – “The Whole Picture”

Emphasised its comprehensive journalism and integrity. 

The Independent – “Free Thinking”

Focused on its non-partisan, independent editorial stance.

Metro (UK) – “Metro Moment”

Highlighted the quick, digestible reading experience for commuters.

The Times – “Know Your Times”

Reinforced a sense of prestige and trust in quality reporting.

The Sun – “Forward with the People”

Previously owned by The Mirror - used in its early Rupert Murdoch years to position it as populist and people oriented.

Television Channels

Sky – “Believe in Better”

Aspirational tagline to position Sky as a premium, evolving service.

BBC Three – “Make Your Mind Up”

Used to appeal to younger audiences and promote diverse viewpoints.

Channel 4 – “Born Risky”

Reflects Channel 4’s mission to challenge conventions and promote innovation.

ITV – “TV with Heart”

Positioning itself as a warm, relatable channel with broad appeal.

CNN – “Go There”

Part of its digital expansion, promoting its on-the-ground, immersive coverage.

Streaming & Digital Media

Netflix – “See What’s Next”

Positioned the platform as forward-looking and trendsetting in entertainment.

Spotify – “Music for Everyone”

Emphasises accessibility and inclusivity in music streaming.

Apple TV+ – “Watch Apple Originals”

A direct call to action highlighting exclusive, premium content.

Disney+ – “The Stories You Love, All in One Place”

Leveraging nostalgia and familiarity of legacy content.

YouTube Premium – “More YouTube, No Interruptions”

Communicates a value proposition of ad-free and exclusive content.

Radio & Audio Media

BBC Radio 1 – “The Nation’s Favourite”

Used at times to assert its popularity and cultural relevance.

Capital FM – “London’s No.1 Hit Music Station”

Location-specific dominance and youth appeal.

Audible – “Listen More”

A simple but effective prompt to consume more audio storytelling.

Find out more about our B2B PR agency approach to thought leadership and B2B marketing at www.simpaticopr.co.uk