How can cool brands stay that way? Some businesses have been around for decades yet manage to stay hot, while others find themselves absorbed into the mainstream. Michael Barnett discovers the secrets to keeping off the well-beaten track.
British businesses are failing to protect their talent. While one in five employees is apparently planning a job move in the next 12 months, just 29% of firms say staff defection is a significant concern, according to a report from Vodafone on corporate risk. Just 10% of those surveyed claimed to have robust plans in […]
News of the latest Marks & Spencer campaign featuring Joanna Lumley (mwlinks.co.uk/GreenBehaviour) raised a debate in the Summersault office over the value of celebrity content in campaigns and publications. As consumers, we are bombarded daily with celebrity endorsements for everything from coffee to holidays. What does this say about marketers’ views of what motivates and […]
The Secret Marketer highlighted a possible generation gap in the importance of good grammar and style in internal and external communications in a recent column. Find the article here www.mwlinks.co.uk/SMGrammar and comment extracts below. I completely agree that communication is an art. I strongly believe that spelling and grammar are vital to a company’s professionalism, […]
For every time I encounter a marketer with awesome insights, distinctive positioning, the right brand architecture and disruptive execution, I have to struggle through multiple inane, flabby marketing presentations. In particular, I’d like to emphasise three approaches that seem to crop up with frightening consistency and which immediately signal that a marketing plan is crap […]
Consumers are increasingly happy to receive marketing messages via their mobile phones, as long as they offer something of specific, targeted value. Location-based marketing is a great way for brands to do just that
Gavin Stirrat, managing director, EMEA, Millenial Media The desire to communicate brand messages using video has been persistent since the first TV ad by Bulova Watches in 1941. The ability to translate this brand experience to a mobile device has been eagerly anticipated ever since Vodafone and Fox promoted American TV series 24 through a […]
With emails flooding peoples’ smartphone inboxes, brands need to think about the best way to cut through the distractions facing mobile users and grab their attention.
Managing your brand’s reputation online has got a whole lot harder now that social media comments have a bearing on search results. Nicola Smith talks to top brands on how they stay prominent in listings, particularly with the arrival of Google+
BT and TalkTalk have agreed to amend their sales processes after a probe by Ofcom found they were not giving consumers adequate information about broadband speeds.
RSPCA Mobile could be a one-off anomaly, or the start of a new trend in charities providing consumer services as a way of fundraising and signing up new donors.
McDonald’s UK is stepping-up its bid to banish ‘myths’ over issues such as food-sourcing and employment practices in the run-up to headline sponsorship of the London 2012 Olympics.
The Chartered Institute of Marketing (CIM) has appointed Anne Godfrey, currently head of the Guild of Travel Management Companies (GTMC), as its new chief executive.
Dwell is ramping up its programme of in-store events in a bid to drive deeper engagement with consumers.
E.on has vowed not to raise energy prices this year, despite rising wholesale costs, as part of wider efforts to regain the trust of UK consumers.