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NBA gets serious about cracking UK

By John Reynolds, 25 May 12, 11:00

organisations, but can it finally build the brand in the UK this year? ... of the latter sport in the UK. Nonetheless, the NBA views the UK as a key market to grow the brand. In March ... challenger brand in the UK and this forms a big part of what we do marketing-wise. In the UK, football is king, so we have to do a lot, not just to raise awareness of the brand, but our products too ...

The changing face of music tie-ups

By Sarah Shearman, 24 May 12, 11:00

The proliferation of digital music has led big brands to shift toward collaborations with music ... after its original release, due to its use in a Levi's 501s TV ad, the power of marrying a brand with music was plain to see. Music and brands: Old school vs new wave Case Study: Smirnoff ... companies to bring their brand story to life. Pepsi's recent announcement that its first global campaign ...

Brand Manager of the Week: Malcolm Parkinson

23 May 12, 12:00

weren't a brand manager? Pilot. What advice would you give someone starting their marketing ... ? It is like running your own business; making all the business decisions for the UK. The Welch's brand has ... . If you were a brand, what would you be and why? Virgin. It is a charismatic brand that touches people ...

Apple cements most valuable brand status as UK's giants slide

By Daniel Farey-Jones, 22 May 12, 08:46

valuable global brands, while UK brands including Tesco and O2 have slipped down the table. ... The eight UK brands in last year's BrandZ top 100 lost 10% of their collective brand value ... global brands increased their brand value by 10%, with Apple's 19% increase to $183bn increasing its lead ... in fifth with a value of $76.7bn. Vodafone, the most valuable UK brand, held on to 12th place despite a ...

Will foreign ownership of British brands affect their marketing? The Marketing Society Forum

17 May 12, 01:00

MAYBE - CELIA PRONTO, MARKETING AND ECOMMERCE DIRECTOR, FORD RETAIL GROUP British brands ... , most investors will not fundamentally want to change a brand's essence or positioning, but will look ... to be reviewed to ensure cultural fit, especially where a brand has had a presence only in the UK. Any change ...

The truth about lying on your CV

By Suzy Bashford, 17 May 12, 01:00

for Brand View: Sue Swanborough, General Mills Click here for marketers' views from Twitter ... experience,' he adds. At General Mills UK Ireland, owners of brands such as Haagen-Dazs and Old El Paso ... . BRAND VIEW - Sue Swanborough, HR director, General Mills UK Ireland - What processes does General ...

Brand Manager of the Week: Natasha Whiting

16 May 12, 10:00

attracted you to your current job? OnePiece is a dynamic brand that I knew would suit me down ... fluently. If you were a brand, what would you be and why? Alexander McQueen - chic edgy ...

Helen Edwards: Get personal with your brand

By Helen Edwards, PPA Business columnist of the year, 16 May 12, 10:00

Marketers must get hands-on with their brands, so that they experience them in the same way ... One of the most profound differences between the act of consuming a brand and the task ... department of a big global brand, weaving past people intently focused on screens, and realise that, were ... if it is all that we do. Marketers must get hands-on, not only to stay sane, but also to experience the brand ...

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

By Noelle McElhatton, 16 May 12, 12:00

at number 15 - and the ascent of marketers at tech brands such as Samsung and Spotify. What makes someone ... ecosystem. As ever, we evaluated a marketer's personal brand as much as their employer's. We've also placed ... of the world's biggest brand-owners. Marc Mathieu, senior VP of marketing at Unilever, has inspired not only ...

Ocado's Jason Gissing on Bullingdon Club, Jeff Bezos and being 'shot at'

By Matt Chapman, 11 May 12, 01:00

The Ocado co-founder and commercial director is resolutely optimistic despite the brand's failure ... and brand - essentially, all aspects of retailing,' he explains. Despite the financial pressures ... .3% containing no substitute items - has proved compelling to many non-food brands, which have asked the retailer ... 's higher-margin, non-food offering. - Maintaining brand image while boosting commercial opportunities ...