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Editor's comment: The key to being in our Power 100: to innovate and inspire

Recession or no recession, the industry's most powerful marketers never sit still. But what are the characteristics of those at the top of the power tree?

Helen Edwards: How Tesco can learn from Starbucks

By Helen Edwards, PPA Business columnist of the year, 28 March 12, 09:00

The supermarket chain may find some inspiration to cope with troubled times from an unlikely source

Helen Edwards: The good and bad of Cadbury's brand association tendencies

By Helen Edwards, PPA, Business columnist of the year, 21 March 12, 09:00

Brand equity can thrive or wither depending on the choice of partner for a tie-up, as Cadbury's disparate relationships demonstrate.

Helen Edwards: Real value can come at a higher price

By Helen Edwards, PPA, Business columnist of the year, 29 February 12, 12:00

We often assume "value" means "cheap", but brands such as Waitrose prosper by offering compelling value at a premium price.

Editor's Comment: Brands that redefine 'value' can win

By Rachel Barnes, 29 February 12, 12:00

In the supermarket world, 'value' brands are those of the no-frills variety: the 28p can of beans or the no-nonsense sausage. So what does that make John Lewis?

Is it worth auditioning authentic, independent brand advocates? The Marketing Society Forum

22 February 12, 08:00

Supermarkets are reportedly becoming jealous of the coverage given to Morrisons by independent blogger Steve Dresser.

Helen Edwards: The fundamental flaw at the heart of Groupon's business model

By Helen Edwards, PPA Business columnist of the year, 22 February 12, 12:00

Groupon's exponential rise to prominence raises the question of whether discounts alone can sustain a brand in the long term.

Editor's comment: Clubcard: reinvent or face extinction

By Noelle McElhatton, 15 February 12, 12:00

Legend has it that in 1994, when Clubcard was unveiled to Tesco's then-chairman Lord MacLaurin, he proclaimed himself 'scared'.

SHIFT: Why marketers need to delay gratification

By Nicola Clark, 08 February 12, 10:00

In the always-on, social media-driven world, smart marketers must learn that sometimes saying 'no' to consumers and delaying gratification is key to brand-building, writes Nicola Clark.

What marketers can learn from Barbie

By Nicola Clark, 01 February 12, 12:00

What Barbie boasts in beauty, she lacks in social responsibility. If the campaign for a bald version of the doll tells us anything, writes Nicola Clark, it is that marketers cannot hide from consumer ...