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Tesco readies Clubcard scheme for web revamp

By Rachel Barnes, 26 October 10, 09:03

the change would give consumers 'simpler access and greater choice'. Alison Wright, senior marketing ...

Asda acquires Netto UK stores

By Ben Bold, 27 May 10, 11:02

LONDON - Britain's second biggest supermarket, Asda, has agreed a £778m deal to buy the 193 UK ... 's commitment to its smaller stores division." The acquisition is good news for the UK's jobs market, as Asda ... The deal, which is subject to approval from the Office of Fair Trading, gives Asda a significant ... smaller store format. Netto's no-frills positioning is also close to Asda's focus on value. Asda said ...

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 ...

Digital Report: Keep your affiliates onside

By Andrew McCormick, 28 April 10, 12:00

Marketers looking to use affiliates for the first time must ensure they take steps to protect brand ... Imagine that you have a vast remote team of marketers that gets paid only when it makes a sale ... marketing networks claim to offer. These networks aim to push customers through to a brand's website ... purchase, the affiliate network is rewarded accordingly. It sounds simple, but many marketers have ...

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 ...

Opinion: The Marketing Society Forum - Are brands going too far in their efforts to appease

By Staff, 28 April 10, 12:00

LONDON - Asda has decided to consult influential online community Mumsnet on whether it should sell ... of the recent Asda/Mumsnet 'premature sexualisation of children' story, Asda should be applauded for consulting ... this was not simply a quick PR win for Asda in the wake of Primark's incredibly unsavoury 'padded bikini tops ... conversation. NO - ADAM LEIGH, CHIEF EXECUTIVE, THE COMMUNICATIONS AGENCY Asda's decision to give Mumsnet ...

Avoiding a red card

By Joe Thomas, 27 April 10, 12:01

not appear to have put a stop to ambush marketing. It is no surprise that brands outside the list ... in on the tournament without falling foul of FIFA's rules. Its 'spoiler' marketing is based on a strong association ... with ambush marketing during the last World Cup. Its 'Believe' packaging was designed to illustrate its ...

Design Report: Planet Packaging

By Scott Billings, 21 April 10, 12:00

Marketers and designers face a tough challenge: to balance the need for 'green' packaging ... about marketing and design, because businesses want to talk about sustainability and people want to see ... branding and then, for some, subsequent allegations of 'greenwashing'. Designers and marketers talk a ... - it helps in terms of costs and production and gives you a marketing feelgood factor, but you have to do ...

Opinion: The Marketing Society Forum

By Staff, 21 April 10, 12:00

. MAYBE - Wendy Lanchin, Planning and strategy director, The Marketing Store London Product brands have ... into their DNA. For mass-market brands, retail is often a hybrid activity. Marmite's successful pop-up shop ... product and retail have been inextricably linked, at least at the luxury end of the market. Brands like ...