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From 1930s 'Brand Man' to today: the evolution of the brand manager
, is to use different words: vision, understanding, clarity and agility. Brand strategies may still be set ... responsibility ... for the general printed word plans for his brands. In short, when the brand men have ...
Departing AA chair McGuinness: 'We may be on the brink of a real renaissance'
High on the 24th floor of Aviva's offices this week, I was struck by the words of its chief marketing officer, Amanda Mackenzie. Paraphrasing, it went something like, "Advertising is infrastructure ... . He s right, and if you're the industry body it doesn't make life any easier. Amanda's words ...
Save the planet marketing 'won't change consumer behaviour'
believe they are doing as much as they can. It also found that communications and using the word "green ... , super easy, highly relevant and it creates a feelgood factor without going anywhere near the word green ...
Editor's Comment: Brands face a tough social-media choice
, in other words. Payment apps from Starbucks and PizzaExpress are a start, but until more retailers enable ...
Can a brand gain from adopting a rival's disused marketing idea? The Marketing Society Forum
create value for the rival who still 'owns' the idea. However, there are few variations of wording ... been clever to introduce the double-meaning word 'making' - its degree of vertical integration is a ...
Helen Edwards: Who takes responsibility for a brand's past mistakes?
is what good brands do. The error lies in the choice of words: "Dow was never there." Then who was ...
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