Heard it through the grapevine
Marketing WeekAlthough consumers now receive messages from a vast array of media channels, the popularity of word-of-mouth marketing shows they still trust the opinions of consumers over those of marketers
Although consumers now receive messages from a vast array of media channels, the popularity of word-of-mouth marketing shows they still trust the opinions of consumers over those of marketers
Brands can only benefit from gaining a much more detailed picture of their local and regional audiences, says Robert Ray
Mastercard Europe has appointed a chief marketer following the departure of European sales and marketing director Jeremy Nicholds to rival Visa earlier this summer. Pedro Rangel will take the title of group head of marketing and will be based in Brussels. Previously he was senior business leader for marketing in Mastercard’s Latin America and Carribean […]
Nationwide’s strength is its ‘different’ approach to customer service. it must strive to maintain this amid the changes, says Catherine Turner
Ease and speed of purchase are driving online shopping at the expense of traditional channels, but the process is sidelining brands, which are being bypassed by consumers intent on a quick click
There’s never a perfect match between brand and personality, so why do marketers still fall prey to the lure of the big name? as Charles Vallance
The launch of an easier-to-spread variant was intended to increase consumption of the iconic spread, but the ‘love it or hate it’ factor limits its appeal, says Caroline Parry Love it or hate it, Marmite has become one of the most iconic brands in the UK. Unilever Foods has owned the brand since 2000 and […]
Despite more bad news for ITV and GCap Media, big investors are starting to show an interest as they sense an opportunity to buy big. By David Forster. There is a stock market adage that the best time to buy a falling share is when the last buyer capitulates and turns bearish – the rationale […]
When a disgruntled member of staff interacts with customers, the result in Little Britain terms can be ‘computer says no’ – which makes encouraging positive attitudes that much more important. Carphone Warehouse chief executive Charles Dunstone says the recent launch of his brand’s broadband service has been a “painful” experience (MW last week). And it […]
Business gurus love them, but a mission statement that’s badly thought out can come back to haunt you, says Chris Ingram I have been studying the strange world of mission statements. You may think I should get out more, but I embarked on this analysis because it seemed like a classic area for marketing folk […]
Volkswagen has promoted Stephan Schaller to run its commercial vehicles division. He will replace Bernd Wiedemann, who retires at the end of this year after 35 years at Volkswagen. Schaller, a former BMW executive, has been a member of the division’s board with responsibility for product manufacturing since 2004. He will take over as head […]
Toy brand Lego is seeking to target children more effectively by cutting through the “clutter” of spot advertising on television, according to brand manager Kirstin Bates. It is stepping up its TV programme sponsorship in the run up to Christmas, and has signed a deal with Viacom Brand Solutions that sees its Duplo brand sponsor […]
Norwich Union has taken the brave step of being the first insurer to raise premiums
Today’s marketer works in a rapidly evolving landscape dominated by new media, strict legislation, green issues and small budgets, but some things stay the same – women rarely reach board level
Search engines are changing the way they compose their lists bad news for marketers with a multiple brand portfolio, says Siobhan Tyrell. Multiple brand management can be a marketing tightrope trick at the best of times. But a new dimension to that perennial question – who or what defines a brand – has marketers tottering […]