Misrepresentation of our nation’s ethnic diversity drives us all mad
Marketing WeekGet the representation of diversity wrong and even the biggest brands can suffer some seriously negative consequences
Month: December 2009
The celebrity strategy is due for a rethink
Marketing WeekMarketingWeek.co.uk’s poll that asked: “Do you think retail Christmas campaigns need to feature celebrities?” merits a wider debate.
Quality data is vital
Marketing WeekFindings published in your article about direct marketing (MW19 November) will be welcomed by the direct marketing community. But to engage consumers and gain strong ongoing ROI, marketers need to use accurate customer data and insight to underpin campaigns. Research we conducted in January found that only 45% of UK firms have a documented data quality strategy, suggesting that many marketers are still having to fight to get data quality taken seriously by the business.
Banks’ brand connection is absent online
Marketing WeekWith reference to your article “Bank websites need stronger connection” (MW 12 November), a common problem with many of the savings provider websites is their lack of personality and disconnect from customer aspirations. While this may not be so with TV and offline advertising, many banks fail to carry this through to their websites. These focus on deals and rates, which can make for a very cold-feeling homepage.
Christmas chaos can spell disaster for online brands
Marketing WeekI would hope that the results of Marketing Week’s Christmas shopping survey (MW 12 November), which found that 69% of people are planning to do more Christmas shopping online this year, should come as no surprise to retailers.
Stuart Smith on hair and the ASA
Marketing WeekIt must be national bad hair week and I hadn’t noticed. Nothing else would explain the sudden profusion of hair-related controversies in the media.
Football culture? Umbro’s made for it
Marketing WeekWhen Nike spent £285m on England kit manufacturer Umbro, the Manchester-based sportswear brand set about building a new identity for itself. Louise Jack discovers that the repositioning is now complete
Branding gets personnel touch
Marketing WeekCompanies are tapping into the personal branding skills of their employees, made possible by the explosion of social media platforms, to inject their brands with personality and respond better to consumer demands.