Marketing

Articles from May 11

Adwatch 11.05.11: Cushelle
The toilet-tissue brand has too much pink and purple and not enough brown and yellow. Just over a year ago, Charmin toilet tissue rebranded to Cushelle, and for its brand 'icon' has chosen a koala bear. This latest ad makes no mistakes. To the accompaniment...
A Healthy Discount
Can Change4Life point-of-sale branding co-exist with price promotions, asks Suzy Bashford. News that the government-backed Change4Life healthy lifestyle campaign has relaxed its retail guidelines to embrace greater corporate involvement (Marketing,...
Andrew Walmsley on Digital: TV's New Companion
Marketers must adapt to how mobile devices and tablets are changing the TV viewing experience. Back in the 90s, all the talk was about convergence - the idea that technological devices would evolve to perform similar tasks. Then, we had a TV that...
Brands Prepare to Bid for Own Domain Names
URL auction will allow companies to replace '.com' with a personalised domain. Marketers are gearing up to invest hundreds of thousands of pounds in buying their own brand as online domain names, amid fears that the new URLs will provoke confusion...
Britain's Got Talent
What can the ITV talent show do to arrest a decline in its viewing figures, asks Rachel Barnes. A comparison is often drawn between the popularity of reality TV and society's love of a freak show. So, while many of us might have taken a peak at...
Editor's Comment: Coca-Cola's Life Lessons
Few brands can boast as long or as successful a history as Coca-Cola. It's become the ubiquitous American brand par excellence, and the world's most valuable, according to Interbrand. Aside from the memorably misguided, but mercifully temporary,...
Helen Edwards on Branding: A Slogan Is Forever
A strapline is no throwaway extra, but a core brand asset that marketers dismiss at their peril. Slogans come in two types, with barely anything in between. There are those, comparatively few in number, that one remembers effortlessly, with correct...
It's Time B2B Got Emotional
The interaction between B2B brands and their audiences tends to be rational and fact-driven. Nonetheless, there is growing evidence that a more emotional and brand-centric approach will be to the benefit of campaign performance. Business-to-business...
Land Rover
Its design may have been dictated by pragmatism, but after 60 years, Land Rover is still going strong. The typical Land Rover owner may be more urbanite than farmer these days, but this all-terrain vehicle has negotiated the most extreme conditions...
Making Coke's Brand Fizz
As Coca-Cola celebrates its 125th anniversary, can the brand's marketers find inspiration in past glories as they seek to ensure the success story continues, asks Alex Brownsell. The word 'icon' is overused in branding, but Coca-Cola is among the...
Marketing Mole: We'll Call You - Buyagift.Com
Lucky Mole received a Buyagift.com voucher, only to discover that the restaurant advertised would not accept it. We rang to register our disappointment. Buyagift.com: How can I help you? Mktg: Hello, I was given a voucher from Buyagift.com,...
Marketing Mole: Who Does Google Think You Are? Jennelle Tilling, Vice-President of Marketing, UK and Ireland, KFC
- The first link is to Brand Republic's search page for 'Jennelle Tilling'. - The second link is to Brand Republic's search page for 'KFC'. - The third is to Tilling's LinkedIn profile; the fourth to a story in The Guardian from 2008 about KFC's...
Marketing Promotion: Print Stands the Test of Time
Print has a new role in the era of marketing integration. Marketers from brands including Mercedes GP Petronas F1, Banana Republic and Historic Royal Palaces debate how and why. It was in 1403 that the scribes and illuminators of books petitioned...
Mr Men Owner Eyes Ties for 40th Birthday Push
The owner of the Mr Men children's characters is marking the 40th anniversary of the launch of the series of books with a drive to encourage brands to enter into licensing agreements. The characters, owned by TV production company Chorion, will...
New Look Puts Brand at Centre of Summer Drive
Fashion retailer New Look is embarking on a significant marketing drive aimed at raising the brand's profile and creating greater engagement with consumers. This week, New Look will launch a TV ad, created by Mother, to promote its summer wear....
Opinion: The Marketing Society Forum - Is Any Brand Ever a Winner When It Comes to Price Wars?
Tesco's U-turn on its promise to pay customers double the difference between its prices and Asda's - while blaming consumers for abusing the scheme - is the latest twist in an increasingly bitter feud MAYBE - CLARE FIELD, MARKETING DIRECTOR, AUNT...
Profile: Service with Style
Niall O'Keeffe, marketing director at Dixons Retail, has been revamping the business, but profits remain a tough challenge. Niall O'Keeffe's CV could make him the envy of the average British bloke. Moving from tobacco to beer to mobile phones, then...
Smiles Better
Toothbrushes and pastes might have near total penetration, but there is still room for growth in the oral hygiene market, writes Jane Bainbridge. Going to the dentist tends not to feature highly on people's lists of favourite activities. So, a recent...
Tesco Expands Clubcard Deals with E.ON Bill Trial
Tesco is taking steps to create deeper relationships with its Clubcard partner brands to meet what it says is consumer demand for greater money-saving deals. Last week, the retailer announced an expansion of its 13-year-old deal with energy provider...
The Week in Marketing
- VW UK run for Vader Volkswagen has rolled out its popular 'Darth Vader' Super Bowl ad in the UK to promote its 2012 Passat. The US ad, created by Deutsch, features a child dressed as the Star Wars character attempting to use 'The Force' to move...
What It's Really like Inside: Monster
- How does the team come up with fresh marketing ideas? We all live and breathe a digital online lifestyle and are always on the lookout for fresh inspiration from anything new in the digital space - and we consult Yoda on a daily basis. - Describe...

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