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Rajar chief executive de la Bedoyere to join RSPCA

By Mark Banham, 12 May 10, 01:44

augmented reality in its marketing activity last October, as part of its Big Stop Circus push. ...

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 ...

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 ...

Rewriting the rules

By Gemma Charles, 27 April 10, 12:01

LONDON - Marketers in all sectors will be affected by draft guidelines on green ad claims. ... guidance on green claims for marketers looking to build the environmental agenda into their campaigns ... an upsurge in green marketing, which has become increasingly sophisticated. It is important that marketers ... the broader range of activities, beyond marketing, that they can employ to help consumers reach more ...

Alan Mitchell on Branding: The information exchange

By Alan Mitchell, 21 April 10, 12:00

to be central to the future of marketing: the management of personal/customer data. Labour kicked it off in its ... virtually everything CRM managers and database marketers (and marketers generally) do. The politicians ...

In the political crossfire

By Gemma Charles, 19 April 10, 12:01

to end the 'premature sexualisation of children through their products and marketing'. George at Asda ... The issue of the sexualisation of children propelled the regulation of brands and marketing ... than Labour. In February, party leader David Cameron hit out at 'inappropriate marketing' and called ...

What women really want

By Nicola Clark, 14 April 10, 12:00

are reminiscent of those once used by car marketers who believed that painting a model pink was the best way ... that is well understood by brands - that female-specific marketing is often a blunt and ineffective instrument. For example, Nintendo has successfully marketed games consoles to women by making their positioning more ...