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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 ...

Opinion: The Marketing Society Forum

By Staff, 05 May 10, 12:00

something new. - The Marketing Society is the most influential network of senior marketers dedicated to inspiring bolder marketing leadership. www.marketing-society.org.uk ...

Digital Report: Don't underestimate the super-affiliates

By Andrew McCormick, 28 April 10, 12:00

One of the marketing success stories of the past 12 months has been the meteoric rise of 'super ... Quidco and Rpoints have gained mass-market appeal, brands have mixed feelings about both propositions ... -comparison sites, so if brands neglect the channel, they could miss out a significant chunk of their target market ...

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 ...

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 ...

Post Office called to accounts

By Alex Brownsell, 23 March 10, 12:01

current account when market conditions 'are ready', according to marketing director Gary Hockey ... proviso. 'We are a universal brand, so the offer will be mass-market and aimed at consumers looking ... Boon novels. A former Royal Mail marketer agrees consumers might be sceptical about a Post Office ...

Special Report: Market Research - Tell me about it

By Mary Cowlett, 17 March 10, 12:00

Market research is attempting to change from an interrogative discipline into one that is more conversational. Instead of asking questions that prove what they already know, canny marketers and their research ... -burning one - is that marketers, NPD, innovators, and even sales have been realising that the results of too ...

Mark Kleinman on marketing and the City: Wider horizons

By Mark Kleinman, 10 March 10, 12:00

The Prudential is just one UK company moving its focus to emerging markets in search of growth. ... to marketers? There is, of course, history between these two giants of the sector. A little more than four ... regulatory risk in emerging markets do have some merit. Integrating its Asian operations with those of AIA ... 's future marketing investment might be better spent chasing business in faster-growing emerging markets ...