How to make your brand desirable
Josie AllchinApple and its sub brand iPhone are the two most desirable brands in the UK.
Starbucks’ Ian Cranna on the marketing team of the future
Josie AllchinCoffee shop’s marketing director on the evolving role of marketers and why mobile is still under leveraged.
Cadbury’s Rick Lawrence on addressing its ‘sinful’ underinvestment in Christmas
Josie AllchinRick Lawrence, marketing manager at Cadbury, talks to Marketing Week about the strategy behind its first multi-brand Christmas campaign and reveals its hopes to use it as a platform for launching new variants.
The Marketing Week – 28/6/2013
Josie AllchinWelcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Topshop CMO: Marketing industry needs disruption
Josie AllchinThe marketing industry needs more disruption to shake off formulaic habits and keep up with consumers, according to Topshop CMO Justin Cooke.
Honda switches to selling the brand not product
Josie AllchinHonda is launching a global brand campaign driven by telling stories about epic journeys on social media as part of a wider effort to sell a brand ideal rather than specific products.
Pick the right future
Josie AllchinAimia’s digital futures report offers four possible visions of the future that retailers are facing, and only one of them is positive. The dystopia envisioned makes for a worrying outlook if retailers don’t get a handle on how to use data.
Twitter: ‘Real-time marketing is not a 24/7 job’
Josie AllchinMWL: Real-time, or moment marketing is going to become increasingly important for brands but that doesn’t mean they have to be switched on to conversations 24/7, according to a senior Twitter executive
Overseas cold-callers are hard to pin down
Josie AllchinOverseas cold-callers Which? magazine is running a major campaign against nuisance calls and texts and I agree with Michael Barnett that cutting off overseas calls is not easy (mwlinks.co.uk/spamtextscalls). However, if international companies call on behalf of a UK business then they are still under the jurisdiction of the Information Commissioner’s Office (ICO) jurisdiction. Overseas […]
World Cup sponsors need to tread warily
Josie AllchinFootball – it’s not a funny old game when it is the focus of hundreds of thousands of people wishing to express their anger at their government’s corruption and their desire for change.
Marketing Week Live 2013: Show preview
Josie AllchinDownload the show preview for Marketing Week Live 2013, which is hosting more than 200 speaker sessions over two days – all for free.
Sticking with the stereotype is one of the surest guarantees of failure
Josie AllchinMarketers have a duty to challenge conventional wisdom and overturn accepted practices. That’s how companies become innovators and gain a competitive edge. Our Essential Read in this issue (find it here) shows how brands can reap the benefit of rejecting unwarranted assumptions – in this case by ditching outmoded gender stereotypes. Did you know that […]
Coke sparkles with the power of innovation
Josie AllchinIt has been a tradition within marketing to regard the creative teams at major ad agencies as the zenith of innovation.
All power to the hashtag
Josie AllchinIt’s very powerful for brands to keep on top of what is ‘relevant’ at a particular time for a consumer, and personalised, dynamic marketing is an extension to that conversation (MWlinks.co.uk/FacebookHashtag). With sight of hot topics and conversations, brands can almost pre-empt how a consumer is feeling and serve marketing messages that are personalised and […]
B&Q rolls out ad campaign to revive flagging sales
Josie AllchinB&Q is to launch a summer advertising campaign encouraging homeowners to turn their attention to the “unloved rooms” in their homes.