A new book claiming to reveal the secrets of brand marketing uses the same commonsense techniques to shift a few extra copies. There is nothing like biting the hand that feeds you. This was my first thought on seeing that business consultant Martin Lindstrom had written a book Brandwashed that “exposes the lengths marketers will […]
Brands such as HSBC, British Gas and BrandAlley had good news for marketers at this year’s Marketing Week 1-2-1 Digital Strategy Summit – evidence that video can help them glean real value from social media. I’m surprised and disappointed that nobody has yet cracked exactly how you demonstrate return from social media,” confessed Kraft head […]
Ruth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.
What is a brand worth? It’s a fair question when you look at how the volatile stock markets have behaved over the past few weeks. Companies have seen stocks plunge ever since the US as a nation was downgraded by analyst Standard & Poor’s from a triple A rating to an AA+. If you’re wondering […]
Patronage of the arts has existed since medieval times and possibly even earlier. The Duke of Milan Ludovico il Moro and King Francis I of France were patrons of the multitalented Leonardo da Vinci, while the Earls of Southampton and Pembroke supported William Shakespeare. So it stands to reason that these days, brands are stepping […]
Ruth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.
Marketers often talk about “the customer journey”. This is a bit more complex than people walking to the tills or strolling over to their laptop to make an online purchase. The customer journey encompasses every moment from the second when someone has a need for a certain product or service through the purchase and even […]
Molson Coors’ bid to woo women with a ’feminine’ beer shows just how misguided and clumsy gender targeting can be. I may be a woman, but I seem to have lost my sweet, ladylike nature when it comes to female-focused marketing. With the drinks industry launching several campaigns this summer especially for the girls, I’ve […]
Imagine having to “buy” your best customers. This could soon be the case for higher education providers, warns Sir Steve Smith, the outgoing chairman of industry body Universities UK. Smith suggested last weekend that the brightest students will be like “gold dust” in an era where universities are charging tuition fees of up to £9000 […]
Ruth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.
Ruth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.
Ruth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.
Brands from every sector are paying close attention to gamification – the latest way of giving content a life beyond its original form, says Ruth Mortimer. Imagine a magical world in which your content never dies, its profit-making ability never comes to an end and no book, film or marketing content ever reaches a final […]
Get an insider’s view of Merlin’s structure here Discover Varney’s six point growth driver plan here Varney says: “The most efficient channel for us is publicity”, read why here See APR chair and CEO of the Public Relations Society of America Rosanna Fiske’s response to this feature here Nick Varney reveals how his theme park […]
Ruth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.