The recent Olympics in Beijing focused the world’s attention on Chinese culture and also opened the doors for global advertisers. But there are still challenges brands must overcome. By Kate O’Flaherty The Beijing Olympics gave brands the opportunity to promote themselves to local markets as well as worldwide. And, along with the brands, it was […]
Brand owners need to adopt simplicity as a guiding principle because consumers are turning their backs on retailers and service providers that are perceived to be difficult to do business with Many brands are perceived as making their customers’ day-to-day lives even more difficult, according to research by strategic branding firm Siegel & Gale. Over […]
Seven Seas must reinvigorate its lacklustre marketing if the vitamins, mineral and supplements brand is to overcome multiple threats to its position as UK market leader. Joe Fernandez reports Vitamins and supplements company Seven Seas sells many of the best-known products in its market, such as children’s multivitamins range Haliborange and flagship line Seven Seas […]
While human behaviour is often instinctive, we can override it and resist manipulation, if the marketer’s intentions seem suspect If I slap you in the face, certain parts of your brain flare into activity. Surprisingly, if you watch me slap somebody else in the face, the same areas of your brain light up. And, if […]
Women make up nearly half of all internet users, and they rate online as the most important medium because it makes their lives easier. But there is a clear generation gap in relation to social networking
Time Out has refused to stand still over the past 40 years. It has diversified into new markets and moved online. Will this strategy see it through the challenging time ahead? asks Archana Venkatraman Time Out, the weekly city listings magazine, this week launches its 40th anniversary issue. But, faced with a dizzying onslaught of […]
Brands must learn to engage with the Millennials – the 14- to 31-year-olds reshaping society – if they are to get their message across, says Marian Salzman Throughout the developed world, the demographic bulge of Baby Boomers is moving into retirement, and a new generation – the Millennials – is on the horizon, reshaping the […]
Barclaycard, the UK’s oldest credit card brand, is investing a large amount of money in its nine offerings to give them a modern image and maximum consumer appeal. Catherine Turner reports
Marketers have been reluctant when it comes to using video games as advertising platforms. But with the number of playings increasing, opportunities to reach a large audience are following suit
Despite being the world’s leading social networking site
Teenagers and young people are leading a massive change in Chinese retail culture that has seen influences from Japan and the West become absorbed into mainstream lifestyle and attitudes China has changed at an astonishing speed during the past two decades, perhaps more so than any other country in such a short time span. The […]
If Gap is to woo back UK consumers from the budget, high-turnaround fashion retailers, it needsto re-establish its brand position, reinvent itself and be more dynamic, says Archana Venkatraman Gap, the all-American clothing chain, is abandoning its UK design strategy for the European market just two years after introducing it. The U-turn comes as the […]
After paying $894m for US broadcast rights of the Olympics, NBC was forced to pay ‘digital whack-a-mole’ to get a healthy return. The New York Times described it as an endless game of “digital whack-a-mole” and hundreds of bloggers and their readers vented fury and frustration – this was the first reaction in the US […]
The marketing industry has every right to boast about the talented and dedicated people who are shaping it, and Marketing Week is happy to blow the trumpets of key individuals. What is impressive about the men and women featured is the amount of hard work they have put in to helping brands succeed – skills […]
Although parents shoulder responsibility for their children’s rising obesity levels, they welcome Government and industry initiatives such as the soon-to-launch 75m Change4Life campaign