I don’t think anyone would argue with the power of “word of mouth” (“Conversations on brands are vital”, MW last week), although this research is further ammunition against those that would doubt it. Personal endorsement is the best form of marketing you can get. On top of this, the arrival of social media has made it an even more important area for marketers to understand and harness.
As the consumer is fed more and more visual trickery, we must not forget the selling power of the written word
Marketers may understand the importance of measuring the impact of their activities, but research seen exclusively by Marketing Week reveals few use metrics that are aligned to their brand’s business strategy.
Danish toy brand Lego has lost its 11-year legal battle to have its famous plastic bricks registered as an exclusive trademark in the European Union.
Brands wishing to take their social media strategies a stage further must tailor their approach towards hardcore advocates – and make transactional websites easier to reach – according to research seen exclusively by Marketing Week.
A design that stands out on crowded shelves is essential if product packaging is to deliver all aspects of the brand promise in an emotional and compelling way.
On September 29, 2010, The Annual from Marketing Week will lay out smart thinking, smart working and smart engagement strategies for businesses. Spencer McHugh, brand director of Everything Everywhere, explains which brands impress him:
If a Cannes award is the best measure of an agency’s creative prowess, then success next year is the only option open to WPP. As journalists well know, the most interesting nuggets of information are often to be found at the bottom of a press release. And WPP Group’s latest fact-packed compendium – out […]
New research suggests brands need to take the lead in a healthy food drive, as health minister Andrew Lansley announces plans to reduce public spending on the Change4Life campaign.
Mars and McVitie’s are taking a leading position on public health issues by reformulating their products, according to some food industry observers.
Bundled communications package providers could grab a larger slice of the £8bn-ayear market by making their services more engaging rather than basing their offer on price alone, according to new research.
Insurance giant considering next move after £5bn offer gets thumbs down.
Mars is reducing the saturated fat content of its chocolate bars as part of its ongoing strategy to improve the nutrition credentials of its products.
ITV’s new five-year plan places too much emphasis on digital and online, and risks underselling the potential of core product. Adam Crozier, ITV’s new chief executive, unveiled the broadcaster’s latest five-year plan at its strategy review with the City last week. Much of the plan sounds sensible – including the launch of new digital channels, […]
Research 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.