Computer maker Lenovo will launch its first global consumer marketing campaign this year as it makes a bid to take on the likes of Dell, Apple and Samsung outside of its core Asian markets.
Brands must work out how best to segment their audiences online to ensure relevance, according to a new study. Segmenting an audience may be a fundamental marketing tool, but a report seen exclusively by Marketing Week suggests that brand heads need to better segment their audiences in terms of how they are talking about their […]
To read about how Four Seasons sees the luxury market, click here For Mark Ritson’s views on top luxury brands, click here For a case study on H&M and designer brands, click here In an effort to overcome falling sales, more high-end brands are ripping up their self-imposed rule book and seeking mass appeal by […]
Retailers could be throwing money away on their brand communications because a third of customers are turned off by the in-store experience, according to exclusive research. And this is being exacerbated by online channels raising shoppers’ expectations. Today’s retailers are under exceptional strain. Rising commodity prices, a post-recession environment and competing with widespread discounting means […]
Click here to read how ING Direct France monitors its brand reputation online and in call centres Click here to read how Gatorade has aligned its brand product teams for a more effective social media strategy IHG CMO Tom Seddon discusses how digital is integrated into the company’s marketing strategy Three-quarters of marketing chiefs plan […]
One of the best things to happen this century is also one of the most troubling for marketers: the invention of social media. Having a Facebook page open for people to comment on a product, or seeing people tweet about a brand all over the world is some marketers’ worst nightmare: they feel they have […]
Live events are arguably the ultimate brand experience. Indoor shows lend themselves to television or magazine extensions, allowing viewers to immerse themselves in their favourite media brands, while trade shows are expert in getting deals done between visitors and those selling their wares. But as the recession has affected industries that indoor events promote, so […]
With more booze being consumed at home rather than in licensed premises, research exclusive to Marketing Week suggests brands that come up with new ways of serving drinks will be the ones popping the champagne corks. Gone are the days where breweries’ fortunes are made from workers stopping off for a pint in the pub […]
Q&A Andrew Denham: Marketing director, Panasonic UK
Licensing a brand name to the right kind of products can make a business a fortune, and it’s not just children’s TV and film characters that are popular. Grown-up brands are getting in on the act, finds Lucy Handley.
Thou shalt be coveted: A study shows that brands which kindle desire from consumers perform best financially – and it is not just aspirational designer goods that inspire this response. Here’s how to fan the flames of desire for your brand.
Apple’s iPhone has been named the UK’s most desirable brand, according to research shown exclusively to Marketing Week.
Xbox, Wii and PlayStation dominate the gaming market, but casual gaming on mobiles is hot on their heels. Lucy Handley looks at new research charting the rise of gaming on Facebook.
Electronics brand Panasonic is to shift the majority of its £60m UK marketing budget to digital activity next year.
Click here to read a Q&A with David Lauren on his relationship with Ralph Click here to see how Ralph Lauren’s sales figures compare with other luxury brands Ralph Lauren’s son David is in charge of the iconic American fashion house’s global marketing. He talks to Lucy Handley about using his intuition and technological innovation […]