Marketing

Articles from September 7

Adwatch 07.09.11: HSBC
The bank has steered clear of product demonstration to sell peace of mind. GILES HEDGER - GROUP CHIEF STRATEGY OFFICER, LEO BURNETT If I had to teach a classroom of teenagers the difference between marketing and advertising, I would probably...
Andrew Walmsley on Digital: Heed the Word on the Tweet
There's an exciting idea that buzz about brands generated on social media can influence stock prices. Warren Buffett, 'Sage of Omaha' and world-famous investor, is no fan of the wisdom of crowds: 'A public-opinion poll is no substitute for thought.'...
A Social Adventure
Music festivals may have become a lynchpin in the experience economy, but brands are now proving that the events can also drive the social economy, writes Nicola Clark. When hip-hop stalwart Eminem asked fans at this year's V Festival to wave their...
BP Enters 'Daily Deals' Fray with Voucher Site
Energy company to offer online-exclusive, location-based customer discounts. BP has unveiled a location-based daily deals service, in a bid to boost sales at its UK petrol stations. The scheme launches with exclusive deals from BP Retail's strategic...
Brand Manager of the Week: Christina Lecky, Brand Manager, Kleenex
- Describe yourself in three words. Passionate, fun, driven. - How would you define marketing? Developing brands that are indispensable for consumers. - What would you be if you weren't a brand manager? A restaurant critic. Food is a...
Editor's Comment: Why Duopoly Is Not a Dirty Word
Choice, we are told, is how capitalism, and therefore, marketing, works. It presents us, as consumers, with a plethora of options that drives innovation, efficiency and value. Well, what a grand and neat theory. I was reminded of it as I learned...
Green & Black's
The UK's fastest-growing chocolate brand has managed to remain true to its organic principles. Successfully balancing taste and principles, Green & Black's has pioneered the concepts of organic and fairtrade, taking a 95% share of the organic...
Helen Edwards on Branding: The Inside Track
A brand's own employees can serve as the best focus group of all, as Apple's success has shown. These days, pretty much everyone acknowledges the good sense of inside-out marketing - whereby brand initiatives are marketed to the company's own people...
Jack Daniel's to Boost Focus on Live Music Ties
Jack Daniel's is bolstering its digital activity to strengthen its association with live music and attract additional drinkers to the brand. The Brown-Forman-owned whiskey brand is seeking a UK digital agency to devise a strategy for it to capitalise...
Legal & General Unveils Business-Wide Identity
Financial-services brand Legal & General is looking to present a more personable positioning to consumers and differentiate itself from competitors. The company is understood to be gearing up for its biggest direct-to-consumer push in several...
Marketing Mole: We'll Call You - Bernard Matthews
Mole is a fan of TV chefs, so when we heard Marco Pierre White's Bernard Matthews products had been axed due to poor sales, we found it tough to accept. Bernard Matthews Hello, can I help you? Mktg Yes, I am having trouble finding my favourite...
Marketing Mole: Who Does Google Think You Are? - Chris McDonough, Marketing Director, Molson Coors UK & Ireland
- The first link is to the Molson Coors website. - The second, third and fifth results are stories from industry titles about McDonough's appointment - The fourth is a profile piece about his approach to marketing. Verdict - This is an average...
Marketing Promotion: Expedia Challenges a Nalytics to Boost ROI
Gurmej Bahia, Expedia's director of customer marketing, explains why he will warn marketers at BrandMAX next month about the dangers of too much data. Understandably, how to get the best ROI from your marketing budgets is a big part of the agenda...
Microsoft Reboots Marketing Approach
As senior UK figures exit amid a restructure, Sarah Shearman explores the brand's strategic thinking. When a senior player leaves a major business, the odd eyebrow may be raised quizzically at the reasons behind the move and what might have lured...
Moneysupermarket in 'Big Brand' Ad Strategy
Price-comparison website Moneysupermarket.com plans to use its marketing to present itself as a 'big brand', in a drive to gain a long-term advantage in the sector. The aggregator is rolling out a second TV ad featuring brand character 'Geoff',...
Ocado
Despite strong sales, the share price of the online retailer has taken a nose dive. Ocado, the company that pioneered online grocery shopping in 2000, has always received mixed reactions from the City. While some investors back a business with...
Opinion: The Marketing Society Forum
Should brands that add to the obesity crisis subsidise healthier food options? A recently published medical study forecast that 11m more people in the UK will be obese by 2030, and proposed solutions include a government levy and marketing restrictions...
Private Equity: Asset Strippers or Brand Builders?
From frozen food and biscuits to fashion chains and a bicycle retailer, private equity funds have built commanding stakes in UK brands. Senior marketers are divided on the pros and cons, writes David Benady Private equity firms have a reputation...
Profile: Evolutionary Leader
Nigel Gilbert, chief marketing officer at Virgin Media, cuts a more relaxed figure than when he was at Lloyds TSB. It is hard to think of an item that would have seemed more out of place in Nigel Gilbert's old office at Lloyds Banking Group than...
Rising above Low Fares
Low-cost airlines are shifting their brand messages beyond pricing. The trade off when choosing cheap flights is cheap service. Budget airlines have boomed over the past decade as a result of this basic premise. Price-led brand messages have...
The Week in Marketing
- Airmiles relaunch Airmiles, the UK travel loyalty programme, is to be renamed Avios. The scheme is being relaunched following the merger of parent British Airways and Spanish airline Iberia to create International Airlines Group (IAG). According...
Tough Growing Conditions
Wine is still the most popular alcoholic drink in the UK, but a combination of factors means the sector is fa cing difficult challenges, writes Jane Bainbridge. It feels like only yesterday we were heralding the rise of rose as the latest wine to...
What It's Really like Inside: Brother UK
- How does the team come up with fresh marketing ideas? We meet in our Think Tank, a tropical-beach-inspired room with big comfy sofas and plasma screen TVs, and brainstorm everything from the weird to the wonderful. - What are the perks of the...
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