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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: How Tesco can learn from Starbucks

Helen Edwards, PPA Business columnist of the year — Wed, 28 Mar 2012 09:00:00 GMT

The supermarket chain may find some inspiration to cope with troubled times from an unlikely source

Helen Edwards: The good and bad of Cadbury's brand association tendencies

Helen Edwards, PPA, Business columnist of the year — Wed, 21 Mar 2012 09:00:00 GMT

Brand equity can thrive or wither depending on the choice of partner for a tie-up, as Cadbury's disparate relationships demonstrate.

Helen Edwards: Real value can come at a higher price

Helen Edwards, PPA, Business columnist of the year — Wed, 29 Feb 2012 12:00:00 GMT

We often assume "value" means "cheap", but brands such as Waitrose prosper by offering compelling value at a premium price.

Editor's Comment: Brands that redefine 'value' can win

Rachel Barnes — Wed, 29 Feb 2012 00:00:00 GMT

In the supermarket world, 'value' brands are those of the no-frills variety: the 28p can of beans or the no-nonsense sausage. So what does that make John Lewis?

Is it worth auditioning authentic, independent brand advocates? The Marketing Society Forum

Wed, 22 Feb 2012 08:00:00 GMT

Supermarkets are reportedly becoming jealous of the coverage given to Morrisons by independent blogger Steve Dresser.

Helen Edwards: The fundamental flaw at the heart of Groupon's business model

Helen Edwards, PPA Business columnist of the year — Wed, 22 Feb 2012 00:00:00 GMT

Groupon's exponential rise to prominence raises the question of whether discounts alone can sustain a brand in the long term.

Editor's comment: Clubcard: reinvent or face extinction

Noelle McElhatton — Wed, 15 Feb 2012 00:00:00 GMT

Legend has it that in 1994, when Clubcard was unveiled to Tesco's then-chairman Lord MacLaurin, he proclaimed himself 'scared'.

SHIFT: Why marketers need to delay gratification

Nicola Clark — Wed, 08 Feb 2012 10:00:00 GMT

In the always-on, social media-driven world, smart marketers must learn that sometimes saying 'no' to consumers and delaying gratification is key to brand-building, writes Nicola Clark.

What marketers can learn from Barbie

Nicola Clark — Wed, 01 Feb 2012 00:00:00 GMT

What Barbie boasts in beauty, she lacks in social responsibility. If the campaign for a bald version of the doll tells us anything, writes Nicola Clark, it is that marketers cannot hide from consumer feedback.