Marketing

Articles from February 25

Andrew Walmsley on Digital: The Reverse Loyalty Bonus
Online brands should switch their world-view by measuring how loyal they are to consumers. Long ago, in a previous life, I did some consultancy on customer loyalty for one of the big banks. As part of it we held a workshop, where senior marketing...
Brand Health Check: Duchy Originals
The Prince of Wales' worthy venture is another victim of straitened times, writes Jeremy Lee. A tray of Duchy Originals may have become synonymous with the sort of party hosted by latter-day Margot Ledbetters, but the reality behind the venture...
British Airways Seeks Global Marketing Chief
British Airways has begun a search for a global marketing director who will be given carte blanche to shape the airline's brand strategy. The creation of the position is an indication that the carrier is to put marketing at the heart of its strategy...
Careers: What It's Really like Inside - Burberry
What is the main marketing challenge you face? Staying ahead of the competition with innovative ideas. How do you come up with fresh marketing ideas? Our new open-plan office has led to greater creativity and enhances the entrepreneurial spirit...
Deputy Editor's Comment: When Silence Isn't Golden
In the week of the Oscars, it seems appropriate to refer to a great movie cliche - the panic button. Often pressed by an embattled yet heroic president in response to, say, a nuclear missile or alien attack, it invariably involves an underground bunker,...
Digital Analysis: YouTube's Cash Problem
The video-sharing site's soon-to-be marketing director faces a tough brief, writes Fiona Ramsay. YouTube is stuck between a rock and a hard place. The video-sharing site's owner, Google, wants to make revenue from it, but the most obvious way to...
Duchy Originals to Flag Provenance in Overhaul
Duchy Originals, the organic food producer founded by Prince Charles, is to undergo its first rebrand since its launch almost two decades ago. The fresh look is aimed at reflecting the company's commitment to sustainably sourced food. The logo will...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. DO WE MEASURE UP? Q: We have recently run some marketing activity and would like to measure the success of each part of...
Luxury Brands: Dwindling Aspirations
As overindulgent consumers slash their spending, Nicola Clark looks at the fallout for luxury brands. When hip hop mogul P Diddy announced he was cutting back on his trademark bling so as to be 'sensitive' to the economic plight of lesser mortals,...
Marketing Direct: List Report 2009 - in from the Cold
The days of high-volume sales of cold mail data may be over, but demand for analytics to generate targeted data selections and quality email data is on the rise, writes Noelle McElhatton. Sales of consumer data, like every other media, bar digital,...
Marketing Direct: List Report 2009 - Why Less Is More to DM's Data Players
Welcome to the 2009 List Report, barometer of the direct marketing data sector, brought to you in association with Marketing Direct, the DM sibling of Marketing. The following pages will give you the lowdown on one of the biggest media channels...
Marketing Mole: We'll Call You - John West
The tinned-fish supplier has developed a can of tuna that eliminates the need for excess brine. But how does it work - and is the chunky seafood still fresh? John West Good morning, John West Foods. Mktg Hi, I'm just calling about a product called...
Marketing Mole: Who Does Google Think You Are? - Lance Batchelor, Chief Executive, Tesco Telecoms
- The first result is Batchelor's LinkedIn profile, which is kept up to date. - The second links to a profile published in Marketing in December 2008. - The third is an article on pcretailmag.com about Tesco's purchase of PC Guys. - The fourth...
Mark Kleinman on Marketing and the City: Better Boring Than Bust
The high-street banks must communicate their reined-in status and a less adventurous outlook. Since the government splashed out pounds 37bn on shareholdings in three of the country's biggest lenders last autumn, a joke has been doing the rounds...
Mark Ritson on Branding: Tesco, My Tesco
Low-cost rivals have distracted the supermarket from the principles that have driven its success. More than 20 years ago, I went to university. A marketing man from the start, I picked the oldest and biggest Marketing department in the country,...
News Analysis: Creating a Sense of Calm
When a brand is in trouble, is it best to create a wall of silence or talk about it, asks Alex Brownsell. There was a time when the panic button would be hit only for a handful of unscrupulous or unlucky brands. Now, however, with recession wringing...
News Analysis: Far from Black and White
Brands dismissing the grey market out of hand might come to regret it, writes Gemma Charles. A row between high-street chemist Boots and premium haircare brand Paul Mitchell has cast the spotlight back on the murky world of so-called 'grey market'...
Opinion: The Marketing Society Forum - Will Brands Be Willing to Pay to Be on Twitter?
In an attempt to regain its capital investment, the online micro-blogger has announced intentions to charge brands for use, saying it will offer them additional services and enhanced operation. YES - MATT CONNER, CLIENT SERVICES DIRECTOR, STEPHENS...
Profile: Stepping into the Spotlight
Sharon Baylay, incoming director of marketing, communications and audiences at the BBC, faces a tough challenge, writes Sarah Johnson. Given the turmoil that has enveloped the BBC in recent months, it might not perhaps seem surprising that it has...
Promotion: Pure TV Brilliance from T-Mobile - the Thinkboxes Winner for December 2008/january 2009
T-Mobile clinched the first Thinkboxes award of 2009 with a unique and vibrant take on its 'Life's for sharing' strapline. At 11 am on Tuesday, 15 January, a single commuter started dancing in the middle of London's Liverpool Street station, one...
Recall: Adwatch 25.02.09 - Citroen
The ad's 'outside inside' theme is given extra clout thanks to its undercurrent of dark realism. 'A car that brings the outside inside' says the cheery voiceover to this ad, as we see a pair of small, apparently angelic children in the back seat...
Sector Insight: Soap, Bath and Shower Products - High Tide for Shower Brands
As consumers opt for showers over baths, the category is flourishing, while the market also offers several niche opportunities. When it comes to our bathing habits the British are no longer languishing in hot baths but opting instead for the convenience...
The Week in Marketing
- Starbucks gets Ready. Starbucks has unveiled UK launch plans for its instant-coffee brand, Via Ready Brew. The product will be available from selected Starbucks stores in London from 25 March. Last week business secretary Peter Mandelson delivered...