Lego chases “lifestyle” status through movie
Laura SnoadLego will use the planned movie based on the popular toy to build a “lifestyle brand” that it claims kids will demand in all aspects of their lives.
Uncategorized
Families to fill stockings with special offers
Laura SnoadResearch conducted for Marketing Week reveals that parents plan to cut their budgets for children’s Christmas presents. But it remains to be seen whether they will stick to their guns in the face of marketing-generated pester power.
Baby boomers key to brand segmentation
Lucy HandleyBrands popular with baby boomers are using the similarities in attitudes the generation has with a younger demographic to market their products and services across a wider age range.
The give and take in appeals for donations
Tanzeel AkhtarA survey commissioned by Marketing Week shows people prefer less intrusive methods of fundraising, but charities must balance this with the most effective means of securing donations.
Authenticity adds weight to health claims
Lucy HandleyResearch seen by Marketing Week reveals official recognition of the health claims made by functional food brands offers marketers a real opportunity to grow a category dogged by consumer cynicism. Functional foods – products with ingredients added for extra health benefits – are predicted to be worth £1.07bn annually in the UK by 2016, according […]
Mark Ritson: BP escapes impact on brand reputation
Mark RitsonJust over a year ago I wrote a column that predicted the imminent demise of the BP brand. I pointed out that when a brand is positioned around associations like ’green’ and ’integrity’ and then commits the worst oil spill in modern times as a result of negligence and systemic mismanagement, the game is […]
Family brands can reap rewards
MaryLou CostaBrands that show family values make stronger connections with consumers, a survey exclusive to Marketing Week reveals.
Government’s media policies are as jumbled as its coalition ranks
It’s not just national media that is having a raw deal from the government, local TV, radio and press are at dire risk from its policies. These are tough times for the coalition government. The eurozone crisis is threatening any faint hope of a financial recovery in 2012, while backbench rebellions over our place in […]
Nationwide to feature in Coronation Street
Branwell JohnsonITV has signed its first product placement deal for a peak-time show with an agreement between Coronation Street and Nationwide Building Society.
French Connection moves upmarket with a Royal connection
Michael BarnettFrench Connection’s director of marketing and PR Will Woodhams explains how market research is helping the brand get to know its core customers.
Free samples still best way to win friends
Morag Cuddeford-JonesAs more brands incorporate social media into their experiential campaigns, a study seen by Marketing Week reveals the free sample is still highly valued.
Making DM relevant
Lucy HandleyDo you want to know an open secret? Marketers who prefer an all-singing, all-dancing creative would do better to focus on making DM relevant to their target audience, according to an annual study seen by Marketing Week.
Sponsors run risk of ambush at Olympics
MaryLou CostaWhat links MasterCard, Nike and Sony? Research commissioned by Marketing Week reveals that the British public wrongly believes all three brands are official Olympics sponsors.
Brands make emails land on welcome mat
Michael BarnettRetail brands are making best use of technology to achieve high open and response rates for email campaigns, according to new research.
Brand valuations do not always tell the full story
Mark RitsonLet’s say you are going to sell your house. You bring in two different real estate agents to value your property. The first agent comes in and inspects your house thoroughly and tells you that based on his expert opinion it is worth £430,000. The next day the second agent calls, she has reviewed the […]