Marketing

Articles from April 22

Adnams
The beer brand has found its principled positioning ill-suited to the recession, writes Alex Brownsell. When down to one's last pounds 10 in the pub, facing the task of making the money last all night, it is fair to assume that the carbon footprint...
Adwatch 22.04.09: B&Q
The DIY retailer has tweaked its ads to reflect the tough market and boost their authenticity. Big telly ads suggest big budgets. Recent research has taken me into people's living rooms up and down the country, and by far the most common gripe is...
Andrew Walmsley on Digital: The New Semantics
The next generation of search engines will understand what our questions actually mean. In 1895, Paul Otlet set up a search engine in the Belgian capital, Brussels. By 1896, his Universal Bibliographic Repertory had grown to 400,000 entries and...
A Night to Remember
The shortlist is announced for The Marketing Society Golden Jubilee Awards for Excellence 2009. The shortlist for the Marketing Society Awards for Excellence 2009 reads like a Who's Who of famous companies and brands, but only the very best will...
Arresting the Fall
Will a subscription service boost the Daily Mail? The Daily Mail is the latest in a line of national newspapers to unveil a subscription service. The launch, which offers readers a saving of about 25%, signals a shift in strategy for the newspaper...
Bottled-Water Alliance Rolls out First Campaign
The Natural Hydration Council (NHC) has launched its first consumer campaign, aimed at promoting the health benefits of drinking bottled water. The NHC was set up by Nestle Waters, Danone Waters and Highland Spring last September to protect the...
Editor's Comment: Is Nostalgia Killing NPD?
In troubled times, do consumers amble forlornly around the supermarket, seeking out brands from bygone eras to transport them, emotionally, to a time when they felt significantly more secure? Manufacturers are claiming this is the case, and correspondingly,...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. Playing the field Q: We are looking at moving into overseas markets best suited to our product and need someone to carry...
Marketing Mole: We'll Call You - London Mayor's Office
Some roast beef, a nice pint, a string of bunting and a bit of a knees-up - the perfect way to mark St George's Day, but where in the capital would we find them? Mayor's Office: Good morning, Greater London Authority. How can I help? Mktg: Hi,...
Marketing Mole: Who Does Google Think You Are? - Ben Pearman Marketing Director, Birds Eye
- The first result links to a 2007 news article on Pearman's appointment at Birds Eye. - The second listing is for a Facebook profile of a Ben Pearman who is a fan of MythBusters and woolly hats. - The third and fourth links push to LinkedIn...
Mark Kleinman on Marketing and the City: The Panacea That Wasn't
Does the amalgamation of Enfatico into Y&R Brands spell the end of the single-agency solution? To marketers of multinational brands who wondered whether personal computing giant Dell had devised the perfect solution to the frustrations that...
Mark Ritson on Branding: Jaguar's Repair Job
The marque may make the world's most reliable cars, but consumer perceptions are less dependable. Just when Jaguar thought things could not get any worse for the brand, the results of the annual JD Power & Associates 2009 Vehicle Dependability...
Opinion: The Marketing Society Forum
Is it risky for brands to alter their positioning during a recession? Barclaycard has signed a series of sponsorship deals in an attempt to establish an association with live music. But is the current economic climate conducive to this kind of brand...
Paid-For Search Suffers as Brands Reduce Spend
Investment in the medium has fallen for the first time, writes Fiona Ramsay. Paid-for search marketing has been hit by its first ever decline in spend, according to research conducted by Efficient Frontier. The study, which included advertisers...
Profile: Playing to the Audience
Dave Gosen, vice-president of marketing, Xbox Europe, is keen to attract a wider demographic to the brand. Interview by Nicola Clark. Microsoft's headquarters, a cluster of four nondescript grey bunkers on a forlorn Reading industrial estate, make...
Skype's Dollars 1bn Ambition
The internet call firm aims to boost revenue by targeting family and mobile users. Skype is slowly moving into the mainstream. The service, which enables users to make free phone and video calls over the internet, has grown rapidly since it was...
Special Report: Design - Banking on the Brand
Banks must use innovative methods to rekindle their image as reliable and trustworthy, and win over customers whose faith has been destroyed by the recession, writes Scott Billings. Last month, a spoof edition of the Financial Times, set in the...
Steeped in Tradition
Tea is entrenched in the British lifestyle, but herbal and speciality variants are carving out a health-based niche of their own. There's nothing like a positive health claim to get food marketers excited and consumers eagerly filling their shopping...
The Tesco Test
Long the paragon of UK grocery marketing, Tesco risks being outflanked by its rivals, writes David Benady. Tesco, the undisputed leader in UK grocery marketing for so long, has lost its spark, according to some observers. The well-oiled retail machine...
The Week in Marketing
Littlewoods in launch Littlewoods, part of the Shop Direct Group, has kicked off a summer fashion push across TV, print and online to encourage consumers to shop online with the brand. The 'Whoever you are, shop your way at Littlewoods.com' campaign...
Uniform Matters
Members of staff are an extension of the brand they work for, and what they wear matters greatly to them and consumers as well as reflecting a company's core values, writes Becky Wilkerson. When considering the most important aspects of brands,...
What It's Really like Inside: Coca-Cola Enterprises
- How do you come up with new marketing ideas? A mix of experience, consumer research and keeping our eyes and ears open. - What is the main marketing challenge you face? Encouraging more people to enjoy soft drinks and understand that we...
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