Customer titles explore online engagement
Jo RobertsAs more brands move the readers of their print magazines down a digital route by providing exclusive online content, Jo Roberts asks if the writing is on the wall for hard copy titles.
Month: September 2011
How to give your image makeover mass appeal
Laura SnoadWhat’s in a name? Your brand’s reputation if a change in identity fails to win over consumers. Laura Snoad learns how marketers have successfully rebranded their companies and the pitfalls to avoid. Rebranding may offer the carrot of greater recognition and new interest from customers, but its ability to cause anger as Royal Mail’s brief […]
Event apps raise the bar
Marketing WeekYour article on the growing use of apps and QR codes for exhibitions and other events (Innovation Update, MW 15 September) highlights a trend that we’ve seen growing for some time. As well as the apps made specifically for trade shows to give extra information to attendees and get information from them, there are other […]
Cleaning up TV for young takes a team effort…
Marketing WeekUnicef’s call for a ban on television advertising to under-12s (MarketingWeek.co.uk 14 September) along with culture secretary Jeremy Hunt’s RTS Cambridge speech calling for a cross-media approach to regulation are signs of an increasing concern over what children are exposed to. However, this growing awareness, starting with the Bailey Report back in June, should not […]
…And scrutiny of our practices
Marketing WeekUnicef’s report into childhood consumerism highlights the huge social responsibility of the marketing industry. The Chartered Institute of Marketing believes it is time to look at what we’re doing as marketers more critically because, as highlighted in Unicef’s report, marketing can have unintended social consequences. Through a paper issued last week, the CIM is setting […]
Google Wallet is more than a one-tap payment system
Marketing WeekThe news that Google Wallet has gone live in the US has brought with it a flurry of excitement in the media (MarketingWeek.co.uk 20 September). There are, however, plenty of payment mechanisms out there already and consumers aren’t demanding another one. What is interesting about this is the opportunities beyond payments. For example, consider tapping […]
Be inspired by B2B
Marketing WeekIt comes as no surprise to see the growing power of B2B brands (Cover Story, MW 8 September), but while the high-profile sponsorship deals, celebrity endorsements and slick TV ads may get all the attention, the common factor that really underpins the success of the top B2B brands is the relentless pursuit of customer insight. […]
Forever 21 story could affect almost any brand
Ruth MortimerThe world’s a funny old place, full of contradictions. The global economy is on its knees and yet luxury firm Hermes, where handbags can cost an astronomical £50,000, is worth nearly €28bn. Technology retailer Apple has more cash than the US government. It appears accessories are worth more to us than whole countries. ’Fast fashion’ […]
The Met may never crush negative brand perceptions
Wally OlinsThe tragedy of the Met is that it stubbornly remains too removed from society to ever be able to crush its negative brand perceptions. Just over a week ago, the Metropolitan Police withdrew a complex, devious and, as it turned out, ill-advised attempt to strangle confidential sources out of The Guardian newspaper relating to its […]
HR chiefs need to become better marketers
Marketing WeekJust what it is about internal announcements? Whether it be for reasons of HR protocol, corporate blandness or sheer laziness on behalf of the author, they tend to be hopelessly formulaic. When you receive an email with an employee’s name in the subject line, you know what’s coming next: “Dave Bloggs has decided that he […]
Zynga commits to marketing in spite of profit slide
Lara O'ReillyZynga, the maker of FarmVille and CityVille, has pledged to increase its marketing spend despite posting a 95% profit drop in the last quarter.
MasterCard evolves “Priceless” campaign to include offers
Lara O'ReillyMasterCard has evolved its famous “Priceless” marketing campaign to focus around exclusive localised experiences and deals for its customers.
High Street
Lucy HandleyLucy Handley is a key member of the Marketing Week features team and has also worked in advertising agencies so can bring a unique perspective to client-agency relationships when writing on this topic.
Risky Marketers
Lucy HandleyLucy Handley is a key member of the Marketing Week features team and has also worked in advertising agencies so can bring a unique perspective to client-agency relationships when writing on this topic.
Why The Big Issue brand needs a rethink
Lucy HandleyLucy Handley is a key member of the Marketing Week features team and has also worked in advertising agencies so can bring a unique perspective to client-agency relationships when writing on this topic.