The hardest marketing jobs in the world
Lou CooperSo you think you’ve got a tough job? Spare a thought for those working in the five sectors that research conducted for Marketing Week identified as the toughest marketing jobs in the world.
Entertainment throws its hat back into the marketing mix
Lou CooperCorporate hospitality is adapting to the post-recession climate, with brands demanding more added value.
Brands on brink get kiss of life
Lou CooperSaving a brand can be a cheaper and more successful strategy than building a new one from scratch, but businesses still face a tough choice deciding which ones to keep.
Brand power in hands of food fashion police
Lou CooperResearch made available to Marketing Week has identified a small but influential group of ’taste setters’ that food and drink brands need to get on board before a product launch.
High class brands put on an approachable face
Lou CooperWhat strategies can premium and mass-market brands adopt that will enable them to keep a foot in both camps without alienating core users?
Keep in mind how a human brain works
Lou CooperBrands need to explore neuroscience if they want to make their TV and online campaigns remain in consumers’ memories, according to research.
Small business digs deep into marketing mix
Lou CooperSmall and medium-sized enterprises are bucking the austerity trend and investing an increasing amount of cash in a wide range of marketing activity, according to research seen exclusively by Marketing Week.
Five strategies for a successful global brand
Lou CooperWith brands increasingly crossing international borders via the internet, marketers may need to fine-tune their strategies to ensure their brands are making the most of the global market.
Case study – Global strategy: Create a strong and consistent brand culture
Lou CooperASmallWorld (ASW) is an upmarket social network that hosts an international community of 550,000 people in more than 200 countries.
Mobile marketers stand at start of long journey
Lou CooperMarketing Week’s roundtable in association with 2ergo asks whether brands are ready to take advantage of the many advances in mobile marketing.
Actions speak louder than logos
Lou CooperThe BP oil crisis and its aftermath – from a brand that had tried to reposition itself as sustainable – has raised the question whether rebrands can ever really work.
Brand loyalty starts from a very early age
Lou CooperApproaching the children’s market can be a minefield, but investing time and funds to get your message across can pay off handsomely.
Play the dating game to find your brand soulmate
Lou CooperA new breed of ’brand dating agencies’ are turning partnership deals on their head by linking brands by personality traits rather than shared needs. Have we seen the future of corporate alliances?
Online video in vogue as viewer share index rises
Lou CooperMarketing Week’s roundtable in association with Google asks if brands are in a position to take advantage of the far-reaching potental of online video.
Intelligent use of data earns consumer trust
Lou CooperAs the lines between marketing and service blur, brands must use both behavioural and volunteered data to deliver communications that meet consumer demands.