Lenovo might have the second-largest share of the global PC market, but chief marketing officer David Roman tells Lucy Handley why the international technology business is working to increase its brand awareness.
Price comparison websites and word of mouth recommendations are increasing the chances of consumers changing brands to save money – but not at the expense of a good customer experience.
A ready stream of customer data is one thing, but being geared up to apply that insight at an increasingly personal level and fuel a brand’s growth is another, finds Matthew Valentine.
Brands need to put the same effort into creating a unique “tone of voice” for the language used in call centres and on bills as they do for advertising campaigns or risk creating a disconnect that could hit sales, according to brand language experts.
The ‘prize’ audience for brands has been thought of as the ABC1 demographic, the people with disposable cash who are willing to spend on organic food, for example.
How can ‘cool’ brands stay that way while becoming increasingly popular? Read the cover feature here European publisher of hipster brand Vice, Matt Elek, says that it’s important to remain authentic. Read the Q&A with him here Converse UK senior marketing manager Cheryl Calegari tells us how the brand serves its niche consumers by embracing […]
How can ‘cool’ brands stay that way while becoming increasingly popular? Read the cover feature European publisher of hipster brand Vice, Matt Elek, says that it’s important to remain authentic. Read the Q&A with him here Dudebox, a brand of limited edition figures designed by street artists, says its ethos of unbridled creativity gives it […]
Matt Elek says that in order not to alienate their core audience, Vice must continue to make authentic content while increasing in mainstream popularity.
Facebook has been dealt a blow ahead of its stock market flotation after US car giant General Motors confirmed it was pulling paid-for advertising from the social network.
The London 2012 Games is expected to provide a short-term fillip to sponsors’ coffers, but for many brands being officially tied to the event offers a chance to drive meaningful and lasting change across their businesses.
The number of complaints made about Groupon advertisements has increased since the daily deals site was told to change its practices by the consumer protection watchdog.
Young marketers should not lose sight of the needs of the customer in the rush to progress up the ranks in their organisations, advise senior marketers who mentor junior talent at the Marketing Academy.
BT claims its new TV ad series featuring students has achieved more cut-through than its long-running Adam and Jane campaign, despite initial concerns it could alienate older consumers.
A Greenpeace campaign that showed its eco-activists daubing slogans on power station chimneys has been banned because it “encourages and condones anti-social behaviour.”
Bookmaker Paddy Power ad featuring transgender people has been banned by the advertising watchdog – the brand’s second campaign to be censored in 2012.