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Helen Edwards: Why borderline decisions can make or break a brand

Helen Edwards, PPA Business columnist of the year — Wed, 23 May 2012 08:30:00 GMT

The reported impact of Heathrow's passport control queues on businesses in London holds lessons for brand marketers.

Editor's comment: The key to being in our Power 100: to innovate and inspire

Noelle McElhatton — Wed, 16 May 2012 00:00:00 GMT

Recession or no recession, the industry's most powerful marketers never sit still. But what are the characteristics of those at the top of the power tree?

Helen Edwards: Buy My Face's lesson in brand charm

Helen Edwards, PPA, Business columnist of the year — Wed, 14 Mar 2012 09:00:00 GMT

The success of an idea whereby two students 'sell' their faces to companies demonstrates some important branding lessons.

Marketing Guru on... the desire to 'go viral'

Will Harris — Fri, 17 Feb 2012 09:00:00 GMT

A marketer asked to produce a campaign guaranteed to 'go viral' is a marketer under pressure. There are options, however, says Will Harris, including a last-ditch attempt to talk your boss down from the ledge.

Is there a silver lining for brands in the fallout from the euro crisis?

Noelle McElhatton — Tue, 06 Dec 2011 08:00:00 GMT

If your portfolio of brands is exposed to the volatility of the so-called 'basket-case' economies of Europe, you are probably drawing up contingency plans, preparing for the worst.

Helen Edwards on Branding: Virgin modesty

Helen Edwards — Wed, 30 Nov 2011 00:00:00 GMT

Sir Richard Branson's brand escapes public anger because it understands the nation's petty envies.

Editor's Comment: TV's a lively corpse

Noelle McElhatton — Tue, 22 Nov 2011 09:00:00 GMT

'Did you see what I posted on Facebook last night?' Not much of a conversational gambit, is it, and one that hardly competes with, for example, 'What about the chauffeur in Downton Abbey, eh?'

Helen Edwards on Branding: Tackling the Aftershock

Wed, 28 Sep 2011 00:00:00 GMT

Brands must keep their promises if they are to rebuild consumer trust damaged by the financial crisis.

Editor's Comment: MasterCard's fight for relevance

Tue, 27 Sep 2011 08:00:00 GMT

In these straitened times, our purses may not be bulging with cash, but they are still brimming with plastic. Debit, credit, store and loyalty cards, and goodness knows what other rectangles of consumer magic.

Helen Edwards on Branding: The flipside of the pancake

Helen Edwards — Wed, 14 Sep 2011 00:00:00 GMT

If the current financial turmoil evolves into a flatline, pancake-shaped economy, make the most of it.