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Brand barometer: Coffee shops, which one is most prominent online?

By Gemma Charles, 25 May 12, 08:30

of nodal analysis to identify key words and phrases relevant to the target audience. This is achieved ... , third-party research into target audience behaviours, and finally nodal analysis of associated key words ... . Identification of key online websites, groups, accounts and conversations: Identified key word search strings ...

Brand Manager of the Week: Malcolm Parkinson

23 May 12, 12:00

Describe yourself in three words. Intelligent, bold and charismatic How would you define marketing? Working out what the consumer wants, then giving it to them. What would you be if you weren't a brand manager? Pilot. What advice would you give someone starting their marketing ...

Britvic repositions J2O in brand overhaul

By Loulla-Mae Eleftheriou-Smith, 23 May 12, 09:20

mouthful . The repositioning includes a packaging refresh, as revealed by Marketing last year , after ...

Unilever's Paul Polman on why 'advertising' means nothing to him, plus his vision for magic, not metrics

By Rachel Barnes, 10 May 12, 12:30

He doesn't like the words 'digital' or 'advertising'. So what does propel successful brands ... the word 'advertising'. 'If I project ourselves out five or 10 years, then I don't see Unilever ... sustainable living. Neither the word, nor the accounting line of "advertising", means anything to me,' he says ... of this whole word 'digital'. I'm not a big fan of saying to every brand that 15% of your budget needs ...

Brand Manager of the Week: Thuy Nguyen

09 May 12, 11:00

Describe yourself in three words. Enthusiastic, loyal and happy. What would you be if you weren't a brand manager? A photographer for National Geographic, or I'd work in consumer research. What advice would you give someone starting their marketing career? Work for a brand you ...

Marketing guru: 'If you're working in marketing for a tobacco company, it's time to leave the country'

By Will Harris, 09 May 12, 12:00

as the same sort of marketing academy that Mars does (or did) here. When life is more hand to mouth ...

Helen Edwards: Grand incentive to alter pack mentality

By Helen Edwards, PPA, Business columnist of the year, 02 May 12, 10:00

You've just woken up and already there's a critical text from the boss, ending with that most patronising of words: 'disappointed'. Your sense of powerlessness isn't helped by the commute to work, and the humourless jobsworth who takes you to task about your lapsed travel card. By the time you've stopped ...

Brand Manager of the Week: Andy Box

25 April 12, 09:00

Describe yourself in three words. Enthusiastic, persistent, organised. What would you be if you weren't a brand manager? An aspiring golf pro. What was your first job? Market research assistant. How did you get your first job? By stepping up from being a part-time mystery ...

Starbucks marketer Ian Cranna on changes at the coffee chain

By Gemma Charles, 19 April 12, 10:00

four years. The company has its eye on expanding into other areas; hence the ditching of the word ...

Alan Mitchell: Advertisers, face it, your consumers hate you

By Alan Mitchell, 29 March 12, 01:00

of the Advertising Association. His strongly worded wake-up call, originally written for the RSA Journal last winter ... 're worth it". But what consumers are experiencing is smaller pack sizes, bankers' bonuses, and weasel-worded ...