Drive belief in, not buy-in

Being able to bridge the public service gap is great news for brands (MW 24 November), adding a potential new string to their bow. But it is how they communicate this to consumers that will be the true test for brand marketing.

Today’s brands struggle to compete with rivals based on product or service alone, particularly as they place an emphasis on monetary value rather than consumer values.

But customers demand value-added extras from brands and so marketers must embed a strong belief system into their work. The likes of the Co-operative will need to give people the chance to ’believe in’ not just ’buy in’ to these new services.

Elly Woolston Co-founder, United Agency


Internal comms that engage

Marketing Week

When it comes to internal communications (’The vital connection between staff and the bottom line’, MW 10 November), social media and the intranet need to be balanced alongside other communication channels. In the same way, it is important to look at the balance of control. As Aviva’s Christy Stewart-Smith says, an internal communications strategy needs […]

Marketing holding greater sway needs culture change

Marketing Week

We were delighted to see Sir Martin Sorrell highlighting the growing influence of marketers in companies in the years ahead ( Marketers are uniquely positioned to help their businesses rise to the challenge of the tough economic climate but need the capabilities to do this and engage other functions in a more customer-focused agenda. While […]

Social-media inept?

Marketing Week

Another week, another column by Mark Ritson on his rather one-sided opinions on the failings of social media (MW 24 November). What Mark and the TNS study fail to address is the type of messages that many brands put across on social media platforms. What will fail are those campaigns that don’t adopt the ’social’ […]


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