08 September 2011

How to repair a reputation left in shreds?


The public’s trust in the British media has been shattered, according to research seen exclusively by Marketing Week. Can Fleet Street drag itself out of the gutter? asks Morag Cuddeford Jones Nearly three-quarters of the British public say their trust in the UK media has been damaged by allegations of illegal phone hacking that led […]

How to lose friends and alienate people


In marketing, there are usually just two types of organisation: those which invest in marketing to make their brand stronger and those that do not. But occasionally we encounter a third type: those that invest in their brand and end up weakening it as a result. And last week presented us with a prime example […]

Web Comment

Ocado’s virtual store stunt caught your attention and prompted debate about the brand online. See the original story and on-location video at MWlinks.co.uk/OcadoVirtual and read comment extracts below. Focus on main business Ocado’s virtual pop-up store is another example of a retail company’s marketing department being completely unaligned to the main business. Anyone who uses […]

M&S data strategy will deliver insight

It is encouraging to see that Marks & Spencer is making some headway in the development of its independent ecommerce platform to improve its customer insight across multiple channels (MW 25 August). M&S is setting the right example by building and using a multichannel data warehouse to compile and analyse data on individual customers across […]

Incentives are here to stay

Wit inflation at its highest since 1992, redundancies rife, salaries stagnant and the cost of fuel and food ever rising, consumers are having to become strategic to survive. Gone is the stigma attached to offers and discounts. Now the act of saving money or gaining something free, whenever and wherever feasible, is a triumph displayed […]

The sustainable partnership

The Marketing Society is proud to support the Start Today initiative a fine example of brand bundling in its purest form (MW 25 August) that provides companies with the chance to come together and become greater than the sum of their parts for the sake of a sustainable future. This is a unique mobilisation of […]

Tesco ad in wrong slot

There are many of examples of clever media buying that links the brand to the content in its immediate environment. But I would suggest that buying time for Tesco’s Butcher’s Choice in a break for ITV1 Fred West drama Appropriate Adult is at best unfortunate and at worst macabre. John Dean MHYG Consulting

Marketing whistleblower exposed as double agent


A new book claiming to reveal the secrets of brand marketing uses the same commonsense techniques to shift a few extra copies. There is nothing like biting the hand that feeds you. This was my first thought on seeing that business consultant Martin Lindstrom had written a book Brandwashed that “exposes the lengths marketers will […]

Struggling brands deserve the best talent


It is time for my traditional autumn reshuffle as I freshen up my brand management pack. There is little permanent transfer activity now, as marketers stay in role to the year end to claim their annual bonus. Quite right too. We are on track for a nice little earner this year. The golden handcuffs bonus […]

B2B brands build extra marketing muscle


Business powerbrands flex marketing muscle: heavyweight marketing activity is paying off for the biggest players in the business-to-business sector after 14 claimed a place in the BrandZ list of the top 100 most valuable global brands.

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