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My secret work weapon: Don't try to guess what your audience thinks: just ask

By Marc Sands, Director of audiences and media, Tate, 02 May 12, 12:00

Apart from my gut instinct, my secret work weapon is to set up an audience panel.

EasyJet's Carolyn McCall on putting clear blue sky between the airline and its budget rivals

By Loulla-Mae Eleftheriou-Smith, 25 April 12, 08:30

The easyJet chief executive wants the carrier's repositioning to highlight its value proposition and assign its spats with competitors to history.

My Secret Work Weapon: Watch out for lazy language - decode it and be specific

By Mark Thomson, Olympics and international director, Royal Mail, 14 March 12, 08:30

Specificity, or the precision model, is something I came across about five years ago when I was sales and customer services director.

We'll Call You: Transport for London

14 March 12, 08:30

The Olympics will have a big impact on London's roads, not least due to dedicated Games Lanes and other restrictions. What will it mean for Mole's commute?

My Secret Work Weapon: Be true to your core proposition in everything you do

By Tim Wade, Head of marketing and ecommerce, Best Western, 07 March 12, 09:00

My secret work weapon is to always keep your core brand proposition in mind.

TUI Travel marketing director Jeremy Ellis on keeping clear of troubled rivals

By Loulla-Mae Eleftheriou-Smith, 23 February 12, 12:00

The 20-year company veteran is insistent its Thomson and First Choice brands have to 'stand for something'

The seven sins of content marketing

By David Benady, 22 February 12, 12:00

Providing branded output has been one of the biggest priorities in marketing in the past two years or so, but are brands overestimating how much content consumers want? David Benady unveils the bigges...

We'll Call You: TripAdvisor

15 February 12, 12:00

Mole was thinking of opening our surprisingly roomy West London burrow to paying guests. But can we be sure that local rivals can't sabotage our B&B's reviews?