Marketing

Articles from July 28

Achieving Staying Power
Loaded's branded energy drink may succeed, but will it really benefit the title, asks John Reynolds. Brand extensions have become an important additional revenue stream for publishers, particularly now that the days of titles supported by ad revenue...
Adwatch 28.07.10: The Co-Operative
The retailer's unimaginative alcohol promo ad cheapens 'Good with ...' positioning. For the good of all of us, organisations such as The Co-operative Movement should still have a place in our branding-driven world. So after it survived a takeover...
Alcohol: War of the Roses
Long dismissed as merely third-rate plonk, the biggest marketing battle in the wine trade is now between the leading rose brands, writes Nicola Clark. As recently as a decade ago, few consumers would have been proud to be seen drinking a glass of...
Andrew Walmsley on Digital: A Failure of Ambition
European businesses and investors should follow the US example of support for entrepreneurialism. Some years ago, I was at a party where a magazine was to announce its Agency of the Year. My then-company had had a pretty good one - revenues up 300%...
Beck's Bier
The slump in sales of the lager brand reflects a wider problem affecting beer, writes Jeremy Lee. Lumping beer and cider into the same category has always led to an inaccurate picture of people's consumption of these two drinks. While Kantar Worldpanel...
Brand Manager of the Week: Katie Sheppard, Head of Marketing, Match.Com
- Describe yourself in three words. Passionate, persistent and picky. - What would you be, if you weren't a brand manager? I would probably have gone into the family business. As my dad always says: 'Someone has to be an estate agent.' ...
Coffee Republic Updates Stores to Target Women
Coffee Republic is rolling out a fresh visual identity and store design as it looks to broaden its appeal. The coffee-shop chain, which launched in the UK in 1995, hired design agency Conran & Partners to lead the revamp. The first store to...
Editor's Comment: Barry Scott to Sell Condoms
Barry Scott could sell anything. Just by cleaning the odd penny and screeching 'Bang and the dirt is gone' like a deranged handyman, he's helped Cillit Bang achieve cult status. But could this no-nonsense advertising strategy work for other products?...
Greater Insight: A New Relationship
A client round table earlier this year revealed the appetite among advertisers for research that brings together information from disparate sources, gathered using non-traditional methods. At the end of last year it struck us that we're not really...
Greater Insight: Be Prepared
Changes affecting the media landscape mean the future is far from certain. However, an analysis of the forces at play shows how research can continue to help with the challenges that lie ahead. The media industry has been subject to massive disruptive...
Greater Insight: Find Your Future
Marketers must change their mindset if they are to reap the full potential of market research to gain the foresight that can help them to shape the future strategy of both their businesses and brands. As we emerge tentatively from the worst of the...
Greater Insight: Quid Pro Quo
Encouraging consumers to provide feedback on their experiences requires greater flexibility in relation to the kinds of questions asked, using online sources and sharing the resulting data. Our world is changing fast. With the advent of the digital...
Greater Insight: Round Table - Why Quality Still Trumps Quantity
Our panel of market researchers finds there is now no end of channels for gauging opinion, but that this trend only heightens the need to understand which data will provide the most effective insights. Social networks, blogs, chatrooms, review sites....
Greater Insight: Strength in Depth
Broad samples may be more costly and time-consuming for researchers, but the results can bring a depth of insight that cheaper, more two-dimensional online surveys cannot come close to matching. Forget one-trick ponies; better understanding of consumers...
Greater Insight: The Online Dimension
The web can be a cost-effective and efficient medium for information-gathering, but researchers must take steps to ensure that consumers can interact with surveys without getting bored. The quality debate dominates the online market research industry....
Greater Insight: Translating Facts into Action
Calculating the return on investment of research activity is tricky, but there are ways in which those who commission research can make sure that the results lead to tangible benefits for a brand. The truth and nothing but the truth. It is not a...
Helen Edwards on Branding: Gifted, but Still Amateurs
Wanted: chief marketing officer for publicly quoted, major media business. No experience necessary. How do you explain the recent appointment of Peter Fincham as ITV's most senior marketer, taking over from the departing Rupert Howell? Cambridge-educated...
Jaded Palate
Consumer concerns over the health, taste and value of ready meals have led to stagnation in the sector, writes Jane Bainbridge. The rise of ready meals changed the way many British people ate. They allowed the time-pressed and culinarily challenged...
Jeremy Lee on Media: It Is Broke, So Fix It
Some reckless media buying agencies are facing oblivion, and they have only themselves to blame. Trebles all 'round. Never mind the vague predictions of future intent from the IPA's quarterly Bellwether Report, there is substantive evidence that...
Kronenbourg Looks to Home
The beer brand aims to drive off-trade sales by playing on its premium credentials. Kronenbourg's recent appointment of Bartle Bogle Hegarty to its UK ad account is a clear signal that it is looking to arrest a slump in its overall sales. In...
LK Bennett to Roll out 'Real Women' Campaign
LK Bennett has turned to 'real women' rather than professional models to front a marketing campaign to celebrate the luxury fashion brand's 20th anniversary and showcase its autumn/winter collection. The brand has recruited four women of different...
Marketing Mole: We'll Call You - MAC Cosmetics
Mole was shocked that MAC had launched a range with product names referring to the most violent town outside a war zone, and felt moved to complain. MAC Hello, you are through to MAC sales. How can I help you? Mktg Hi, I'd like to speak to someone...
Marketing Promotion: 'The Growth Guys'
Accenture's Nick Smith believes that marketers should not only be optimistic as the economy recovers - they should be the drivers of high performance. Marketing: There's a lot of talk about the start of a recovery. Overall, what mindset should marketers...
Marketing Promotion: The Thinkboxes Winner for May/June 2010 - Pure TV Brilliance from Nike
This summer's World Cup provided Nike with the opportunity to show that every four years the world's best footballers have the chance to achieve legendary status and write their own future by giving the performance of their lives on the ultimate stage....
Not as Easy as It Looks
Sir Stelios' battle with easyJet highlights the potential pitfalls of brand licensing. The ongoing battle between easyJet and its founder, Sir Stelios Haji-Ioannou, may be amusing to rivals and industry observers alike, but it raises serious questions...
Opinion: The Marketing Society Forum - Is It Right for Agencies to Take the Blame When Campaigns Go Wrong?
Coca-Cola is reviewing its relationship with digital agency Lean Mean Fighting machine following the use of a pornographic-film reference in a social media promotion for its Dr Pepper brand. MAYBE Andy Nairn, Executive planning director, MCBD...
Profile: Good Nose for Business
Margerie Barbes-Petit, brand director at Nina Ricci, hopes its latest fragrance will appeal to younger consumers. Interview by Nicola Clark. Nina Ricci is in the business of selling dreams and, as brand director, it is Margerie Barbes-Petit's job...
Renault Pitches France against UK in Comic Ads
Car-maker to run tongue-in-cheek campaign as it eyes Megane sales boost. Renault is rolling out an integrated campaign encouraging British consumers to think more positively about the French car marque. The revised marketing strategy associates...
Sony Ericsson in Social Media Strategy Rethink
Sony Ericsson is overhauling its social media strategy and has shifted the account out of Dare after just six months. The mobile handset manufacturer has handed the business to integrated agency Iris, with a brief to improve its brand communications...
The Week in Marketing
- Jen's perfume debut Actress Jennifer Aniston has launched her first fragrance. The perfume, exclusively available from Harrods, is priced between pounds 23 and pounds 36. Meanwhile, Coty, the world's biggest fragrance company, has unveiled several...
Training: Knowledge Is Power
The recession is no excuse to cut back on training, writes Mary Cowlett. The evidence of past recessions shows that when budgets are under pressure, one of the first things to be cut is training. Viewed by many organisations as an easy cost to remove,...
What It's Really like Inside: GNC
- How does the team come up with fresh marketing ideas? We engage with our store associates frequently and bounce marketing ideas off them. Gaining input from our 'frontline' colleagues means that all the marketing ideas that we progress add value...