A pedestrian initiative that’s looking lame

Walkers’ latest creative wheeze is giving away free “walk-o-meters” to “Get Britain Walking”. What a joke. It has tied up with The Sun to encourage family and friends to join in, all to help combat the bad press concerning snack foods and obesity. What next – issuing skipping ropes?

Surely, Walkers could have taken a long-term view and linked up with a brand that could help to change perceptions of Walkers. The fact is, crisps are not the healthiest of foods, but Walkers could have positioned itself as the best in this sector to promote healthy lifestyles, by working with sport and leisure brands such as Raleigh. Not only would it import its partners’ brand values, but it would also have a platform of brands to tap into rather than looking for another cheap promotional toy to give away after a few months.

Marketers have to think smarter about creating positive affinities between brands that share the same values. They should research exactly what the public feels about what brands represent, and do something new with the research. The factors that make a brand attractive to its customers might not be the same as what makes a brand attractive to another brand.

Only when marketers stop approaching brand affinity relationships as amateurs and start setting up relationships based on proper, scientific matching will we see more brand affinity deals that have real meaning to consumers.

Until then, we will all have to put up with “unhealthy relationships” between brands.

Gavan Stewart

Managing director

Touchdown Brand Affinity Marketing

London WC2

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here