Marketing

Articles from August 11

A Character-Building Plan
Brand mascots can significantly bolster awareness, but is there a downside to them, asks Ed Kemp. If you don't know the difference between cheap car insurance and entrepreneurial meerkats, then you probably don't own a TV set, or perhaps you're...
Adidas Launches Mobile Apps to Expand Brand
Adidas is to launch a series of branded mobile apps as it looks to engage with consumers and move beyond selling sports footwear and apparel. The first of the launches, a free training app called miCoach, is designed to help customers to improve...
Adwatch 11.08.10: Utterly Butterly
The spread brand's focus on pain doesn't sit well with its utterly irresistible positioning. I first noticed this 20-second spot from Utterly Butterly while getting dressed. The fact that I noticed it was good from a communications point of view,...
Brand Manager of the Week: Nathan Griffiths, Trade Marketing Manager (Modern Channel), Perfetti Van Melle
- Describe yourself in three words. Funny, thoughtful, conscientious. - How would you define marketing? Explain, gain and retain. - What would you be if you weren't a brand manager? A journalist or copywriter. - What advice would...
Channel Five
The station's new proprietor will need to attract quality shows and bigger audiences. Richard Desmond, owner of porn broadcaster Channel X and now the proprietor of Five, has already used some of his existing knowledge of the TV market - he has...
Editor's Comment: Google Moves the Goalposts
If there's one thing Google is good at, it's making money. And, true to form, the internet giant last week reached deeper into brands' pockets with changes to its search advertising rules. Search is a cornerstone of many marketing strategies, with...
Experiential Leagues
Recessionary pressures on the industry have eased as brands seek new ways to reach consumers, but agencies still face a challenge to convince some of the discipline's potential. Experiential agencies are shaking off the recession blues and are cautiously...
Field Marketing Leagues
With the recession on the wane, the industry is looking forward to a period of renewed growth. However, plenty of pitfalls remain in the struggle for big wins, writes David Tiltman. Field marketing agencies have just about held their own through...
Google's Search Switch Sparks 'Bid Spike' Fears
Observers predict changes to trademark policy will fuel significant price rises. Brands have attacked Google's plans to relax its trademark policy, which search marketing experts say may cause the price of some pay-per-click ads to double. Hitherto,...
Helen Edwards on Branding: Cooking Up a Storm
Building brand equity is akin to cake-baking: the right ingredients and method are the key to success. Building brand equity is the number-one job of marketing. It is what gives a brand a premium over a generic product. Like so much in marketing,...
Inflationary Pressures
Brands and retailers will need to keep consumers on side as raw material costs rise. If the dire predictions of 'soaring' UK food inflation prove to be accurate, marketers will be called upon to exercise their ingenuity to make higher prices palatable...
Jeremy Lee on Media: Change Is as Old as the Hills
The media world has never been in stasis, so it's time to find a new excuse for its shortcomings. Why is there such incessant talk of a 'changing media landscape' and an attendant nostalgia for brighter days long-gone? It is so rife that one might...
Marketing Mole: We'll Call You - Nestle
Mole wouldn't be caught dead eating children's confectionery, even though we secretly like it. So we were intrigued by the new Milkybar for grown-ups. Nestle: Hi, this is Nestle customer services. You requested a call back? Mktg: I was just ringing...
Marketing Mole: Who Does Google Think You Are? Leendert Den Hollander - Chief Marketing Officer, Findus Group
- The first link takes us to den Hollander's LinkedIn profile. - The second and third results, about his appointment, are from Marketing and a fish industry website. - The fourth and fifth links are to directory entries for him. Verdict: Den...
Marketing Moment Kellogg's Coco Pops
- What's happened? Kellogg says that by the middle of next year, it intends to have cut the level of sugar in all existing Coco Pops products by 15%. It also plans to fortify them with vitamin D, which many children's diets lack Kellogg will also...
Marketing Promotion: Turning Shoppers into Buyers
Historically, the role of field marketing has been to ensure that products are available and highly visible in-store. However, the time is ripe for more sophisticated strategies to be applied to encourage and facilitate purchase. Rather than merely...
Opinion: The Marketing Society Forum - Do the COI's Plans to Cut Staffing Numbers by 40% Go Too Far?
The coalition government's freeze on all spend by the COI, its marketing and communications division, will lead to 287 job losses, but the move has resulted in a saving of pounds 6.5m since June. NO: LAURA BAYFORD, Director, Verdant Consulting ...
Profile: Engineering the Future
Adam Rostom, international marketing director at Dyson, has a fine balancing act to maintain with his brand. Interview by Alex Brownsell. To step into Dyson's London showroom-cum-PR hub is to stumble into something akin to a modern sculpture exhibition....
Red Overhauls Website with Ecommerce Focus
Publisher Hachette Filipacchi is overhauling its digital strategy for its older-women's lifestyle glossy title Red, with the launch of a revamped website later this year. The monthly magazine is overhauling its web offering to capitalise on the...
Reinventing Marketing: We Need to Rediscover the Real Meaning of Brand Trust
Modern marketing has become so sophisticated that it sometimes ignores the biggest factor in nurturing consumer loyalty: trust in the brand is sometimes all you need, writes Alan Mitchell. When you are trying to build a brand, what job are you asking...
Stirred, but Not Shaken
The cocktail revival has given it a new lease of life, but can the liqueurs market outgrow its image as a rar ely consumed treat, asks Jane Bainbridge. The liqueur market is in a state of flux. The traditional post-dinner tipple of a small glass...
Tapping into Tablets
How can competing brands tempt consumers away from the Apple iPad, asks Jennifer Whitehead. With Samsung, BlackBerry, Lenovo and Acer among the electronics brands planning to take on Apple's iPad in the tablet market in the latter half of the year,...
The Week in Marketing
- Diageo targets travel Diageo's Global Travel & Middle East division has hired specialist shopper marketing agency Saatchi & Saatchi X to create a series of travel retail campaigns for its drinks brands. The first will be a push encompassing...
Vauxhall Backs Lifetime Warranty with Ad Push
Vauxhall is rolling out a pounds 7m campaign to promote its offer of a 'lifetime' warranty on all new cars, as manufacturers battle to improve the perception of the quality of their products. The offer, which promises to cover all new Vauxhall vehicles...
What It's Really like Inside: Travelex
- How does the team come up with fresh marketing ideas? A combination of formal and informal methods. We look at the numbers, of course, to see what's working and what's not; we invest in quality market research; watch retail trends and adapt these...