HNY as the acronym goes. Abbreviation has never been in short supply in marketing. In FMCG, ABMs argue that ATL shall deliver long-term ROI, but NAMs counter it is BTL that drives short-term ROS. In retail, the traders talk LFLs as their own special language for YOY sales. Meanwhile, our friends in manufacturing talk PPVs […]
HMV Group’s downbeat trading statement and announcement that it will close 60 stores sparked an online debate about the chain’s future prospects. Read Stuart Smith’s blog (left) and the story here www.mwlinks.co.uk/HMVReshape. Comments are presented below: HMV has been whittling its music stock down to make room for clothing. I’ve always known HMV as a […]
So the Starbucks logo, one of the most famous in the world, is changing to allow the brand to expand beyond coffee (www.mwlinks. co.uk/StarbucksLogo). Of course, the real issue here is not about the niceties and design fluffiness of the logo, which gets some people excited, but the overall strategy of Starbucks. It wants to […]
Dropping the Starbucks wordmark and building the ’siren’ icon makes consummate sense. When will brand owners wake up to the realisation that brands are not read, they’re recognised? The ’siren’ is salient enough and mature enough to allow this transition to happen painlessly and easily. Brands that ’brand’ themselves into a corner by intrinsically linking […]
It doesn’t surprise me that Amazon tops the UK e-retailer chart again (www.marketingweek. co.uk/christmas_retail). The company has always made a core commitment to the usability and user experience of its product. But it also doesn’t surprise me that its satisfaction ratings have started to level. Without fundamentally re-architecting its entire experience, I suspect Amazon is […]
As the government prepares to reduce funding and the nation continues to tighten its belt, charities are under increasing pressure to find ways of attracting donors.
After drastic cuts in ad spend, the government is again targeting our sector. But it’s up to us to turn adversity into opportunity. The short-term consumer outlook for 2011 looks pretty scary: the VAT increase this month, tax rises in April and public spending cuts thereafter. After a 2010 that was better than we all […]
There have been times over the past seven days when it seemed every major business story was pointing to exactly the same brand. A global hoax spread across social networks that falsely claimed one of the biggest online brands was about to be pulled by its disillusioned founder. Even the entertainment news was affected when […]