Over-inflation rate is a cause for concern
Jo RobertsImage inflation is increasing the risk of brands failing to deliver their promises, according to research seen exclusively by Marketing Week, says Jo Roberts.
Global enterprise moves forward with the music
Jo RobertsThis weekend some big-name bands will join Bruce Springsteen in Hyde Park for Hard Rock Calling, but chief marketing officer and vice-president John Galloway tells Jo Roberts that the global event brand is about much more than established acts and burger joints.
What you see is not always what you get
Jo RobertsThe theory that supermarkets confuse consumers into making wrong purchase choices by bringing out own-label goods with packaging that copies branded products has been put to the test by a study seen by Marketing Week. Jo Roberts reports.
Post-delivery directing pays off
Jo RobertsWhile the DMA couldn’t control how its pre-recorded comment was used in a Panorama programme about junk mail, it could influence how the story was picked up afterwards, says Jo Roberts.
The top 100 most valuable global brands
Jo RobertsThe top 100 global brands shows Apple increasing its lead and the top brands getting younger, while businesses that have a purpose beyond profit – and women on the board – thrive.
Q&A: Cystic Fibrosis Trust
Jo RobertsTamsyn Clark, marketing director of the Cystic Fibrosis Trust, and newly promoted head of brand, Alex Scott-Baker, tell Jo Roberts why the charity is investing in a new strategy.
Cystic Fibrosis Trust revamps marketing to boost profile
Jo RobertsThe Cystic Fibrosis Trust has appointed branding agency Johnson Banks to boost its profile and increase donations after admitting its marketing has been “confused”.
British Gas launches Marketing Academy
Jo RobertsBritish Gas has developed a Marketing Academy that it hopes will equip its marketers with the skills to help the utility company become more customer focused, one of several companies investing in marketing capability as a study shows that marketers are concerned that companies lack a clear strategy for people development.
Are you top of your game?
Jo RobertsA new study identifies four key ways that help global companies tower over the rest – and marketing leadership plays a central role. Jo Roberts uncovers how marketers can improve their function to make brands excel.
Build apps your customers can’t live without
Jo RobertsWhile social media and gaming brands have been quick to produce apps for tablet devices, Marketing Week’s latest research shows that business and finance brands could benefit the most from creating an app.
Brands should be thinking about how they can engage with Empty Nesters
Jo Roberts“Growing old is getting cooler” says Scott Wilkinson, planning partner at creative agency, Bordello. He challenges brands to be braver and stop focusing on the age of the so-called empty nesters but think about their values.
Respond to your customers, and respond quickly
Jo RobertsShocking is the word that most accurately describes the findings of Maritz customer service research. Stuart Handley, EMEA director of communications at Dell can’t believe that brands aren’t responding to customer comments posted online.
Right place, right reason: digital brand building
Jo RobertsIn the rush to have a presence on Facebook and Twitter, companies can often forget about the importance of digital brand building, but CMOs are now making sure it is on the agenda.
Firms need PR’s punch
Jo RobertsBusiness innovators are employing PR professionals as strategists to steer corporate brands forward, recognising that they possess the right skills to engage with consumers and stakeholders
Because we’re worth it
Jo RobertsIndustry attitudes: while the reputation of corporate PR professionals has improved, according to a study, they still have work to do to convince the CEO and the board of their true potential value, especially in areas such as social media.