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Andrew Walmsley on Digital: Starbucks' grande strategy

By Andrew Walmsley, 03 November 10, 12:00

The coffee chain is using its new Digital Network to differentiate itself from otherwise similar rivals.

Opinion: Should brands do more to cash in on the rising popularity of Halloween?

By Staff, 27 October 10, 12:00

Taking a lead from the US, over the past decade, sales of Halloween-related merchandise have soared, meaning the festival is now the third biggest by value behind Christmas and Easter.

Opinion: Was Gap right to drop its new logo after criticism on social media sites?

By Staff, 20 October 10, 12:00

Only a week after unveiling a revamped logo, clothing retailer Gap announced it would be returning with the original version following widespread derision of the new design on social networks.

Opinion: The Marketing Society Forum - Is TUI making a mistake by getting rid of its late-offer window displays?

By Staff, 08 September 10, 12:00

The tour operator is trialling an approach where it will replace posters for last-minute deals with brand-building 'aspirational' images in the windows of its Thomson and First Choice stores.

Helen Edwards on Branding: Ask why before you buy

By Helen Edwards, 17 August 10, 12:00

Those eyeing up a brand acquisition need to answer several vital questions before leaping in with a bid.

Reinventing marketing: We need to rediscover the real meaning of brand trust

By Alan Mitchell, 11 August 10, 12:00

Modern marketing has become so sophisticated that it sometimes ignores the biggest factor in nurturing consumer loyalty: trust in the brand is sometimes all you need.

Helen Edwards on Branding: In with the in-crowd

By Helen Edwards, 14 July 10, 12:00

While involving internal stakeholders is often useful, it is crucial to avoid marketing by committee.

Opinion: The Marketing Society Forum - Could digital technology breathe new life into loyalty schemes?

By Staff, 14 July 10, 12:00

The marketing director of Nectar has raised the possibility that it could use mobile technology to send cardholders targeted offers based on their location within retail partners' premises.