Marketing

Articles from April 1

Adwatch: Direct Line Throws Us to the Wolf - and It Works
Use of Winston Wolf character plays well on what consumers really want from an insurer. Direct Line. I remember the times when going direct was a benefit, avoiding the middleman to get a better deal from the people who actually supplied the service;...
A Marketing Promotion in Association with iStock by Getty Images
The image is everything 2015 is marked by a move to greater visual intimacy in campaigns - and iStock by Getty Images is a vast visual databank to help illustrate any story Pushed into play by changes in culture and technology, new design trends...
A Marketing Promotion in Association with the IPA: New York Citi Bikes
Bike-sharing schemes are expanding worldwide. But how effective are they for their sponsors? - Why should you care about it? With an estimated 600 bike-sharing schemes worldwide, the commercial case for brands to sponsor this popular, green and...
A Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity
Pure TV brilliance from 'This girl can' for Sport England Winner for January/February 2015 Sport England's clarion call to Britain's women to lose their inhibitions and get active, 'This girl can', won the January/February 2015 Thinkboxes Award...
Brand Storytelling: Does Your Brand Live Up to Its Underlying Promise?
Consumers are no longer willing to settle for vague brand promises Now it's up to marketers to be more precise and concrete about the connections between their products and the happiness of the customer. Every good brand promises to make its customers...
Brand Storytelling: The Other Side of the Story
As technology makes it easier to integrate interactivity into campaigns, brands must build on core truths to reap the benefit, Honda Europe's marketing director, Martin Moll, tells Stephen Graves. Brand storytelling is becoming a two-way street,...
Careers: Bite-Sized Business School - Organisational Behaviour & HR
Time to re-evaluate the body of evidence The relationship between body image and marketing is a subject of intense debate and could have a substantial impact on the bottom line, writes Caroline Gatrell. Psychology, and consumer research in marketing,...
Careers: Course Deconstruct
Advanced Industrial Marketing Strategy (AIMS) Programme, INSEAD This five-day course is aimed at B2B marketing executives. It combines theory with practical challenges. 'I've worked at AkzoNobel for 10 years, starting in R&D before moving...
Celebrate Digital Mavericks
Look left. I'm sure you don't often scour the panel in the adjacent column - but those eagle-eyed among you might have noticed something. Marketing's editorial team is 80% women. I am passionate about equality and breaking down constructed barriers....
Centre Stage: R&D Britain - How to Become a Tech Nation
The government's promotion of East London as a tech hub to drive economic growth has proved flawed. An innovative, nationwide strategy is needed, writes Shona Ghosh. Contrary to popular wisdom, the start-up ecosystem in East London will not drive...
Craft
Sir Terence Conran is a designer, retailer, and restaurateur. An ardent supporter of the creative industries, he co-founded the Design Museum and continues to serve on its board of trustees. At 83 years young, it is fair to say I have had a long...
Frontline: Hone Your Star Quality
While your app needs good reviews, you must play the optimisation game, writes Harry Lang. Do you remember playing Mouse Trap when you were a kid? It was like a tiny version of The Krypton Factor merged with The Crystal Maze in which you had to...
I Know
Co-founder and creative director of Blow Ltd Fast Beauty. Ideas are all around you. I find inspiration in so many places, but my best barometer is the collection of interesting, funny, clever women around me. My friends, the women I work with, even...
My Month: Matthew Williams
The Mondelez International marketing activation director on the challenges and perks of handling famed chocolate brands. It was a sweet day when I joined Cadbury as a young brand manager in 2001. I am pleased to have had 14 years with the business...
Political Advertising Isn't Working
Political ads have lost their bite and failed to evolve to meet the demands of the digital age, writes Suzy Bashford. The unveiling of political ads used to be a big event in the run-up to an election. Huge. Campaign launches sparked wall-to-wall...
Power 100 Voices: Trust Me, I'm a Banker
Stay true to your values, focus on your purpose and take care to preserve the covenant of trust between brand and consumer, and people will respond, writes Nigel Gilbert, chief marketing and communications officer at TSB Bank. A few short weeks...
Reaching the Missing Millions
Women are becoming ever-more disengaged from the often hyper-masculine Punch and Judy performance of British party politics What does this mean for brands, asks Nicola Kemp. Women fought and died to be given the vote; yet, at the 2010 general election,...
Shift: Find Creative Freedom in a Life Less Automated
Brands have become so enamoured by the personalisation they can achieve with big data that they've failed to consider whether they should, writes Nicola Kemp. I'm being stalked by Humpty Dumpty. He follows me across the web, offering an ever-increasing...
Social Tracker
How have the latest revelations about HSBC affected the bank's standing on social media? Consumer trust in the banks has taken a huge hit since the 2008 crash and continues to be buffeted by an ongoing series of scandals. Where once Bob Diamond...
Tech-Deciphered
Shona Ghosh cuts through the noise surrounding the connected consumer. - Brainwave: smart headband can power thought-controlled beer tap Canadian start-up InteraXon has launched its Muse headband in the UK The stylish wearable reads the wearer's...
Tech Know
Three simple lessons from tech successes For marketers in all sectors, there are valuable lessons to learn from the perhaps surprising success of BuzzFeed and Monument Valley, writes Mel Exon. There is a moment in the latest series of House of...
The Essay: Chemistry Needed - but Stick to the Agenda, Too
Everyone wants to be - or at least be seen as - collaborative, but what does that mean in practice for brands and their agencies? Fern Miller shares what she has learned. It takes all sorts, doesn't it? To build an omnichannel, data-driven, customer-centric...
The Fear Agenda
At a time when consumer trust is in diminishing supply, 'fear marketing' has reached a new nadir, writes Suzy Bashford. As human beings we are morbidly fascinated by death. We slow down on the motorway to gawp at the crumpled, blood-spattered mess...
The Marketing Society Forum: Is Winning Consumers' Trust the Biggest Challenge Brands Face Today?
Each month The Forum questions members of The Marketing Society on a hot topic. For more on membership, visit www.marketing-society.org.uk With the general election at the top of the marketing agenda and the HSBC scandal among the brand crises...
The Road to Rio
With the London 2012 Olympics enshrined in marketing history, the Team GB brand must meet ever-increasing consumer expectations, writes Nicola Kemp. The London 2012 Olympic Games may now be a distant memory, but it is testament to the event's phenomenal...
The Trouble with 'Trusted' Brands
It may seem a simple marketing goal, but being trusted is a far from one-dimensional attribute, which reflects our complex relationship with brands. It's simple enough to put 'trusted' in your brand codification. I see it a lot, often in the form:...
Tracey Follows - the Future Of
We have become accustomed to the form political power takes in the world: hierarchies within countries and regions, with some operating on a democratic basis. Now, however, technology and business are driving a transformation in the very nature of...
Trust, Hate and Brands
As consumer sentiment toward institutions, businesses and brands continues to evolve, how can brands earn their trust in this fast-changing environment? We are conducting something of an experiment in the Harris household at present. My wife went...
Trust in Politics: Contempt for Politics Is Corrosive for Democracy
The fight to earn voters' trust is key to the general election campaign, writes Harriet Harman. In marketing and advertising you think a lot about trust - trust in the product, the brand, the message. So do we politicians. If people don't trust...
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