The good news is that today’s proliferation of media give marketers a myriad of ways to communicate with consumers. The bad news is that consumers have so much choice in how they receive messages, all too often they choose not to receive a brand’s messages at all. And if they feel that a brand is being too pushy with its marketing, not only do they complain, but thanks to the internet, their complaints can reach an extremely wide audience.
Toblerone is undoubtedly an iconic brand in the confectionery market. But is launching a new variant enough to build the brand without increased marketing support? By Matthew Gorman
The popularity of DIY has fallen severely. Retailers must tailor their services to tempt consumers away from their holidays and back to their tool boxes. By Richard Perks
New customers looking to open savings and deposit accounts now favour quick, online applications. Failure to offer effective online solutions will cost financial institutions dear
The Wrigley Company is plotting the launch of a chewing gum brand to spearhead its counterattack against Cadbury-owned rival, Trident. Called 5, the sugar-free stick gum range unveiled in the US in March, will be one of Wrigley’s most significant launches for several years. It is understood that it will be brought to the UK […]
MasterCard is aiming to launch the first “tap and go” contactless payment system in London later this year. The payments giant plans to beat rivals Visa and Apex by launching credit and debit cards with Royal Bank of Scotland using its PayPass system in the autumn…
The results of this year’s Reader’s Digest Trusted Brands survey are in. Which brands provide the best and most consistent results and keep consumers flocking back? Read on: all will be revealed
What works for one brand in winning consumers trust won’t necessarily work for another, says Victoria Scott
A new WPP Group study into consumer trust and corporate reputation shows that consumers are more concerned with product quality and consumer fairness than corporate social responsibility
With its near monopoly on the UK chewing gum market torpedoed by rival Cadbury’s launch of Trident, Rupi Gohlar asks what Wrigley can do to wrest back the initiative from its competitor
DM’s ability to deliver accountability is recognised more and more, so expect massive growth for those companies that get it right , says Hugh Bishop
This book is the first fruit of a joint-venture between Marketing Week and BrandIndex, a subsidiary of the well-known online market research company, YouGov. Why have we got together? Any successful alliance depends upon each partner contributing complementary assets to the endeavour. We at Marketing Week feel that in BrandIndex, marketers will find an invaluable […]
The Wrigley Company is gearing up to launch its counter-attack against Cadbury-owned chewing gum brand Trident with the launch of two fruit-flavoured gums under its Extra brand. The launch comes as Wrigley axes its revolutionary Extra Thin Ice breath strips after five years. It is understood the two limited edition Extra flavours, strawberry and watermelon, […]
Sponsoring the England football team was the brand’s high-water mark, but if Green Flag can clarify its insurance links, it could be a force to be reckoned with again, says Matthew Gorman
Cinema advertising is seen as an integral part of the cinema-going experience, giving marketers the opportunity to engage with a receptive audience before, during – and even after – blockbuster films