10 November 2011

Mark Ritson: BP escapes impact on brand reputation

Just over a year ago I wrote a column that predicted the imminent demise of the BP brand. I pointed out that when a brand is positioned around associations like ’green’ and ’integrity’ and then commits the worst oil spill in modern times as a result of negligence and systemic mismanagement, the game is up. […]

Great insight can come from anywhere

In these testing times, it is a joy to hear from somebody who is upbeat about business prospects. A relatively junior member of our independent sector sales team had taken it upon himself to make sure that the marketing department was properly briefed on what he believes will be a key change to consumer behaviour […]

Make incentive schemes top the deal sites

New Look’s Rob Froome is right when he says that to stand out from freely available deals on consumer websites, brands need to “personalise, add value and offer something different” (’Trip or Treat’, MW 20 October). With comparison sites and the like giving consumers easy access to deals, it is important that any closed user […]

High quality direct mail is in our hands

We must encourage brands to become more responsible for accurately targeting direct mail (’DM industry agrees to opt-out overhaul’, MW 3 November). We (as the industry) have the intelligence to be able to precisely pinpoint and target potential customers rather than taking a blanket approach, which can instantly lead to brand damage by sending irrelevant […]

TV vs online retail advertising

The targeting concerns that Ottokar Rosenberger from eHarmony raises in ’Will the picture improve for TV advertising data’ (MW 13 October) are very relevant given today’s media environment. It will become increasingly important to provide evidence that any marketing a brand conducts is reaching an engaged audience. While TV does offer access to a wide […]

Keeping up brand promises

I agree with Mark Choueke that the customer experience is the new battleground (Leader, MW 3 November). For seven years now I have refused to purchase anything from one retailer and one restaurant chain simply because of the appalling customer service I have received. I even go out of my way to advise others to […]

Data – a marketer’s brave new world

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Like pieces of a puzzle falling into place, last week’s issue delivered a view on two of the most important building blocks for modern, customer intelligence-driven marketing. The customer experience feature (’Why the customer is the kingmaker’, MW 3 November) set out a powerful argument in favour of investing in and improving every consumer’s interactions […]

Celebrate the success of internal marketing

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Keith Moor, director of brand and communications at Santander, spends a whopping 40% of his time on internal marketing. At Marketing Week Live! earlier this year, he said that the job of communicating with his colleagues was so vital that it took up almost half of his time. Moor is not alone. Aviva’s life business […]

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Ryanair, BA, EE: Everything that matters this morning

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Ryanair profits rise as ‘always getting better’ programme attracts record traffic Ryanair saw profits rise 6% in the full year to 31 March to €1.316bh, an increase it puts down to a 13% cut to average fares and the third year of its ‘Always Getting Better’ programme. Traffic was up 13% to a record 120 […]