Help us understand: just what is a “brand’?
Ruth MortimerRuth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.
Month: July 2011
How to set your app apart
Josie AllchinBefore consumers can evaluate the worth of a branded app, they first need to know it exists. With so many apps available and so few ways to promote them within app stores themselves, this is a challenge in itself – regardless of the quality of content.
Q+A: Paul Owers, operations director at fashion retailer Jigsaw
Josie AllchinClick here to read the cover feature: The only way is app… Or is it? All you need to know about setting your app apart: click here Case Study: mobile gaming, one of the most lucrative types of app Marketing Week (MW): Why have you not developed a mobile app so far? Paul Owers (PO): […]
Can colleges leverage the “stay-ducation” trend?
MaryLou CostaIs “stay-ducation” going to be the new buzzword in university offerings? As this year’s university undergraduate intake is set to be the last under the old fee system, will there be a growing demand for a “stay-ducation” model to curb rising costs? Stay-ducation means people staying at home or in their local area to study […]
London 2012 Olympic Games: One year to go
Rosie BakerOlympic sponsors are ramping up their 2012 themed advertising activity to mark the 12 month countdown to the London Olympic Games.
British Gas feels the heat from Ofgem
Branwell JohnsonBritish Gas has come under fire from both energy regulator Ofgem and the advertising watchdog with a huge fine and ad campaign banned.
ITV pleased with “momentum” despite ad revenue drop
Russell ParsonsITV has warned that advertising revenue will drop again in July and August after reporting a 6% dip in the second quarter.
Walkers names new marketing chief
Rosie BakerPepsiCo has appointed Sebastian Micozzi to oversee marketing strategy for its Walkers snack brands in the UK.
Woodland Trust launches carbon accreditation
Rosie BakerBrands will soon be able to use the Woodland Trust “Carbon Code” logo on packaging, marketing and advertising to communicate their efforts to reduce carbon impact.
Consumers see John Lewis and Primark the same
Rosie BakerConsumers perceive that John Lewis and Primark offer the same value for money, despite their widely different brand positionings, according to a new retail study.
The only way is app… Or is it?
Michael BarnettThe rush to bring out mobile apps left many marketers questioning their strategic role. But can the development of functions unique to tablets and smartphones now give brands a genuine reason to enter this £2.3bn market?
Integration must drive a channel’s goal
Marketing WeekJudd Marcello at e-Dialog’s response to the IPA’s new publication “Datamine 3 new models of marketing effectiveness. From integration to orchestration” (MW last week) suggests the report is confused because it reaches the conclusion that “a matching luggage campaign delivers positive business results in 72% of cases, while no integration whatsoever delivers the same in […]
Reigniting the frozen sector
Marketing WeekThe proposed diversification into frozen food by Greggs (MarketingWeek.co.uk 5 July) should ignite interest and buzz in this lacklustre category. With YouGov figures that say one in four consumers rarely visit the frozen food aisle in supermarkets and almost half believing the offer is uninspiring, it’s good to see an alliance between Greggs and sector […]
Women of all ages will buy good design
Marketing WeekI totally disagree with Mark Ritson (MW last week). Good design appeals to women of all ages just look at Diane von Furstenberg, whose designs are loved by all women who can afford to buy them. Older women are not necessarily spending less and at the top end of the market, although those hit by […]
Olympic sponsors need to get employees on board
Marketing WeekI am pleased to see that BA’s employee engagement programme will involve staff in its sponsorship of 2012 Olympics and Paralympic Games. Key brands invest substantially in communicating with customers but too often underrate the value of internal marketing to their staff. It is at the point of interaction between customers and employees where the […]