Helen Edwards On Branding
Helen Edwards: Who takes responsibility for a brand's past mistakes?
The International Olympic Committee's draconian policy toward corporate branding in Olympic venues...
Helen Edwards: Knowing when to ignore trend predictions
Every marketer needs to learn how to differentiate between the trends that...
Helen Edwards: Marketers beware the pursuit of happiness
Happiness is an elastic concept and merely associating a brand with it...
Helen Edwards: Retailers do not 'leak consumers', they lose them to brands doing it better
Poorly performing retailers who are quick to blame their plight on the...
Helen Edwards: Looking to boost the skills in your team? Think training before recuitment.
Analysing a data-rich business case, a method developed at Harvard, is a...
Editor's Comment: Welcome - New Year, new-look Marketing magazine
Ah, New Year's resolutions. How many of them play to one's vanity?...
Helen Edwards on Branding: Blurred visionaries
Too many marketers are hiding behind grand statements that actually mean little...
Helen Edwards on Branding: Virgin modesty
Sir Richard Branson's brand escapes public anger because it understands the nation's...
Helen Edwards on Branding: Make my brand
Customisation can give brands a competitive edge - if customer-satisfaction basics are...
Helen Edwards on Branding: Devoid of meaning
Marketers cannot take research into the relationship between consumers and brands at...
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