Magazine article Marketing

Editor's Comment: Welcome - Back to Work, Though Not Back to Normal

Magazine article Marketing

Editor's Comment: Welcome - Back to Work, Though Not Back to Normal

Article excerpt

New Year or end of summer: saying adieu to the holidays and hello to a full email inbox and new deadlines is never easy.

Marketers return to work this week, to crank new campaigns into action (Andrex, Sony Mobile, Eurostar, p4-5) accompanied by feelings of anticipation and trepidation (In-depth, p14).

For, as with their political counterparts, the euphoria of the Olympics hasn't changed the fact of a double-dip recession.

So back to work go marketing chiefs, but not completely back to normal The year thus far has had lessons aplenty for marketers:

1. Where's your plan B? Prince Philip could have done with one as he braved the rains during June's Jubilee Pageant. In the world of marketing, as Eurostar's Lionel Benbassat notes (p14), having an alternative plan up your sleeve is vital as consumer confidence shifts day-to-day, not quarter-to-quarter.

2. Great design guarantees cut-through. Nike managed to claim the Olympic gold in ambush marketing this summer with its Flyknit neon trainers worn by hundreds of athletes, including Mo Farah. Only those with their aesthetic sense surgically removed would fail to find Nike's sassy shoes, and attitude, impressive.

3. Analogue brands will suffer in a digital world. …

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