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Helen Edwards on Branding: From checkout to grave

By Helen Edwards, 11 May 10, 03:00

, will be nothing out of the ordinary. Helen Edwards has a PhD in marketing, an MBA from London Business School ... . - Tesco is the market-leader in boys' schoolwear, and it's not hard to see why: its school trousers ...

Helen Edwards on Branding: The third way

By Helen Edwards, 05 May 10, 12:00

It's one of marketing's tougher challenges. You're the number-three brand in an established market ... . Some tiddlers and niche brands nibble away at the market edges. You're charged with achieving strong ... . However, it will take something more substantial than narrative to dramatically shift share in markets ...

Helen Edwards on Branding: Time to get touchy-feely

By Helen Edwards, 28 April 10, 12:00

if the news is bad. Other surveys may pop up through the year, but this is the one marketers take seriously ... 's something about BrandZ that can give marketers an unrealistic sense of control. Those finely calibrated ... on the Bonding, and we'll climb through this market turbulence and level off at a higher-value altitude ...

Profile: Making his marque

By Alex Brownsell, 20 April 10, 12:01

Peter Duffy, head of marketing at Audi UK, invested in the brand during the recession to prepare ... Some marketers get all the luck. While the majority face a daily battle to gain any attention for their brands, Peter Duffy, head of marketing at Audi UK, can sit back every Friday night and enjoy his charge ... of becoming the UK's most-loved premium car brand, overtaking German rival Mercedes-Benz in market share ...

Brand Health Check: Honda

By Jeremy Lee, 14 April 10, 12:00

and was forced to temporarily halt production here and go into marketing purdah - so much so that it fell outside Marketing's table of 100 top-spending advertisers in 2009. Honda has also failed to capitalise on the resurgence in sales of new cars with figures showing that it is bucking the growing market by posting a ...

Biggest brands: Top 100 online advertisers 2010

By Adam Woods, 30 March 10, 12:00

While the recession cut a swathe through above-the-line media channels, digital marketing grasped ... by the prospect of solid ROI at a time when they were striving to cut marketing costs. 'Advertising budgets ... ' online marketing abilities, allied to a general trend of online price deflation, has helped to take some ... , affiliate marketing, mobile and online display in general). Overall, financial services was the biggest ...

Biggest brands: Top 100 advertisers 2010

By Nicola Clark, 23 March 10, 10:00

Many major brands were forced to scale back their marketing budgets during 2009, allowing those ... Last year was one most marketers would prefer to forget. Industry bodies' frantic entreaties ... , imposed the most drastic cuts in their marketing budgets. In proportional terms, banking group Santander ... stood at a much-reduced 15.7m. Barclays was not far behind, slashing its marketing budget by 35 ...

Mark Ritson on Branding: Toyota's structural flaw

By Mark Ritson, 24 February 10, 12:00

on a single corporate brand. It also markets Lexus and Scion, but most of the company's sales ... marketing investment into the Toyota master-brand rather than its sub-brands for greater marketing ... ), is an associate professor of marketing and consultant to some of the world's biggest brands. 30 SECONDS ...

Special report: Experiential - From live to LOUD

By Robert McLuhan, 17 February 10, 12:00

of people they reach. Now marketers are turning to digital to amplify live events and tap into a mass ... marketing event. 'Digital is joined at the hip to experiential, and is one of the business' biggest growth ... marketing strategy,' says Keith Michaels, marketing operations manager at Vauxhall. Indeed, on this occasion ... Agencies point out that the use of social media requires a much more open approach than most marketers ...

The Work

08 February 10, 12:00

-phase promotional plan designed to ignite word of mouth, achieve mass-market reach and sustain long-term interest ... niche brand in a market hit hard by recession, luxury car marque Lexus has seen its prospect base ... , as the focus of an online marketing drive. Aims: Using online advertising and email marketing, Lexus wanted ...