Marketing

Articles from July 27

Adwatch 27.07.11: Persil
The fault here is not the ad itself, but the rather average content that it directs you to. Unless you've been living under a rock for the past decade, you'll know that the world of marketing has changed; media-neutral, integrated comms, ideation,...
Alan Mitchell: Reinventing Marketing - Stalking Customers vs Building Trust
The launch of WPP's Xaxis database casts further doubt on behavioural advertising in relation to consumers' privacy, writes Alan Mitchell. And lo, a new Leviathan was born. Boasting 500m detailed consumer profiles, Xaxis must be the biggest marketing...
Andrew Walmsley on Digital: The Future Is Cheap
Four trends are changing the business world forever by making start-ups inexpensive and easy. In 1899, the commissioner of the US Patent Office is said to have opined: 'Everything that can be invented has been invented.' He resigned shortly after,...
Brand Manager of the Week: Cassie Gilbert, Brand and Sales Manager, the Weather Channel UK
- Describe yourself in three words. Tenacious, passionate, fun. - How do you define marketing? Creating the want/need factor and identity for a brand. - What advice would you give someone starting their marketing career today? Have passion...
Building a Brand, Inside-Out
What lies behind British Airways' decision to take steps to improve staff morale in advance of a relaunch campaign later this year, asks Suzy Bashford. If ever a brand were in need of urgent help with its internal communications strategy, it is...
Dixons and Harrods Bury Hatchet in Landmark Deal
Electronics retailer to occupy space in flagship luxury London department store. Dixons and Harrods have put a public spat behind them and signed a five-year deal under which the electronics retailer will take up residency in Harrods' flagship London...
Editor's Comment: Have You Missed the 2012 Boat?
What does 2012 mean to you? For most people, not just the marketing community, it has already become shorthand for the London Olympics. That shows you the power of this event. Ticket fiasco aside, LOCOG can be pretty proud of its achievements. On...
Greater Insight: Doug Edmonds, 2CV - the Search for Insight
Embracing diversity in research methods, sources and models of thinking is the key to a robust and effective approach to delivering the consumer insights that make businesses smart and agile. No single methodology offers the silver bullet to deliver...
Greater Insight: Matthew Harrison, B2B International - Taking a Different Approach
When it comes to the four Ps, success both in developed and developing markets depends on understanding the diverse cultures and adapting strategies to their individual requirements. Interest in developing markets such as China, India, Brazil and...
Greater Insight: Pete Comley, Join the Dots - Making the Connection
High-quality primary market research is essential, but marketers can gain a deeper understanding of the context in which they operate by combining these data with findings from multiple projects. The trouble with traditional market research is that...
Greater Insight: Round Table - Beating the Insight Industry Squeeze
Our panel of market researchers finds there is now no end of channels for gauging opinion, but that this only heightens the need to know which data will provide the most effective insights for clients. As budgets tighten, disciplines in all sectors...
Greater Insight: Sarah King, the Futures Company - Innovating for the Future
The innovation process, for product, brand or business, requires a foundation that goes beyond insight to incorporate genuine strategic thinking and well-grounded, yet provocative, foresight. Innovation; we all know how fundamental it is to success,...
Greater Insight: Wendy Gordon, Acacia Avenue - Asking the Right Question
When it comes to qualitative research, asking 'why' may be the obvious route, but doesn't always lead to the best insight. Behavioural economics provides a way of achieving better results. Qualitative research is frequently defined relatively to...
Helen Edwards on Branding: Global Theory, Local Practice
Developing an international brand strategy can bring out the worst, and best, of all those involved. Marketing is a discipline in which theory and practice can sometimes seem very distant cousins. Nowhere is this more true than in global branding...
Marketing Promotion: The Thinkboxes Winner for May/June 2011 - Pure TV Brilliance from Kerry Foods
Kerry Foods' latest campaign, promoting Wall's products, targets British men in a funny and compelling way. Research suggested, historically, that British men find it difficult to express their feelings. Wall's used this insight as a base for promoting...
Mini
When Alec Issigonis was asked to design a small family car in 1957, a major British brand was born. In 1957, engineer Alec Issigonis was assigned the task of developing a compact family car by the chairman of the British Motor Corporation, Leonard...
Premium Choice
Foster's and Carling are rolling out similar variants, but the clash may boost both. A 'happy coincidence' is how Chris McDonough, the marketing director of Molson Coors, describes the fact that his Carling brand and its rival, Foster's, two of...
Profile: The Travelling Salesman
Andrew Warner, senior marketing director, customer marketing organisation, at Expedia EMEA. Interview by Loulla-Mae Eleftheriou-Smith. Andrew Warner is eagerly describing the layout of the familiar-looking Expedia office before Marketing even gets...
Reckitt Loses Clearasil 'Ultra' Row with Boots
Clearasil brand-owner Reckitt Benckiser has been forced to back down after a two-year trademark battle with Boots over the use of the word 'ultra' in the latter's skincare range. The retailer applied to register 'Boots Skin Clear Ultra' as a trademark...
Subway Rolls out First 'Fan-Sourced' Offering
Subway has unveiled the Smokin' BBQ Chicken Temptation, its first 'crowd-sourced' sandwich, which is set to be promoted with a multi-platform campaign. The brand, which in March overtook McDonald's as the fast-food chain with the most outlets in...
Taming the Dragon
The rewards for 'breaking' the Chinese market are tremendous, but foreign brands need to prove why they should be there or risk getting lost in translation, writes Patrick Brzeski. Diageo's acquisition of one of China's best-known drinks manufacturers...
The Week in Marketing
- John Lewis goes flexi John Lewis is to introduce a smaller store format, with the first opening in Exeter city centre next year. A further 10 suitable locations for its 'flexible format' branches have been identified. They will have a selling...
Volume Up, Value Squeezed
Sales of carbonated soft drinks remain strong, although retailers' pricing demands mean volumes must grow to boost profits, writes Jane Bainbridge. The carbonated soft-drinks industry is huge: forecast to generate revenues of pounds 4.45bn in 2011,...
Volvo
The Swedish car brand is struggling to update its image and attract new buyers. Volvo once possessed the most clearly positioned brand of all automotive manufacturers. It could be defined by a single word: safety. The mere mention of the Swedish...
Westfield City in Fashion Tie-Up
The brands at London 2012 51 weeks to go. Westfield is looking to establish its soon-to-open Stratford City site as a leading fashion destination in the run-up to the London 2012 Olympics. With 12 months until the Olympics' opening ceremony,...
What It's Really like Inside: Bernard Matthews Farms
- How does the team come up with fresh marketing ideas? Recently we have been on a 'food safari' to London to see what is being sold, going everywhere from independent butchers to Borough Market via Selfridges. - What are the perks of the job?...
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