Flying the British Flag
Lucy HandleyThe extended bank holiday for the Queen’s Diamond Jubilee may be over, but brands that make the most of their British origin do well, according to new research.
Q&A: Ken Segall
Lucy HandleyThe author of Insanely Simple: The Obsession That Drives Apple’s Success tells Lucy Handley about working with the brilliant but belligerent Steve Jobs at the world’s most valuable brand.
Steve Jobs disliked market research – but it is essential
Lucy HandleySome businesses like doing research more than others. Marketers are probably some of the most creative people in a company, one of the lucky few who can make good judgements based on gut instinct.
Why a restructure could be good for your career
Lucy HandleyFew marketers have the promise of a job for life, but a top-level restructure should be viewed as an opportunity not a threat, according to senior figures who share their experiences with Lucy Handley.
It pays to know your target audience
Lucy HandleyKnowing who your customers actually are has never been more important. Research shown to Marketing Week reveals that 55% of people have switched brands in the last year – meaning that treating them well to encourage loyalty is key. At the same time, brands must communicate carefully to their target audience: another study shows that 46% of young people feel that media and brands do not respect their age, for example.
Data technology means marketing is at a tipping point
Lucy HandleyLucy Handley is Marketing Week’s deputy features editor and has also worked in advertising agencies so can bring a unique perspective to client-agency relationships when writing on this topic.
Q&A: Clive Roach, social media strategist for Philips Healthcare
Lucy HandleyClive Roach, social media strategist for Philips Healthcare, explains how B2B brands can use social media.
Business giant builds a global consumer brand
Lucy HandleyLenovo 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.
Brand heads must not ignore mid-market consumers
Lucy HandleyThe ‘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.
I don’t get Jamie Oliver’s connection with Samsung
Lucy HandleyLucy Handley is Marketing Week’s deputy features editor and has also worked in advertising agencies so can bring a unique perspective to client-agency relationships when writing on this topic.
Brands must make consumers feel safe on the web
Lucy HandleyMarketers who want to sell their products via the internet on smart phones should be focusing on reassuring consumers that their information and credit card details are safe, according to research by Simpson Carpenter.
Being helpful to mums will pay off
Lucy HandleyRetailers and brands must think carefully about how to be helpful to mothers, according to research seen by Marketing Week.
Feeling frayed by the tug-of-war between future and instant targets?
Lucy HandleyThe demands of the City for quarterly results can put pressure on businesses to focus on short-term gains rather than long-term staying power. Lucy Handley looks at what this battle between the long and short view means for marketers.
Age is irrelevant to what marketers must learn immediately
Lucy HandleyLucy Handley is a key member of the Marketing Week features team and has also worked in advertising agencies so can bring a unique perspective to client-agency relationships when writing on this topic.
Marketers assess digital’s opportunities and threats
Lucy HandleyTop marketers at some of the world’s biggest brands have warned the rise of digital marketing presents as many threats as opportunities and the marketing community needs to be wary of over-investment in tools that are not appropriate for their business.