What makes Asda a ’legend’ and Tesco a ’myth’? According to research from Lippincott, it’s all to do with brand power and the relationship between your marketing and the actual consumer experience.
I would like to expand on the point made by Rachel Sprong of TMW where she stated that successful partnerships using celebrities as “brand ambassadors” occur when the celebrity has a genuine interest and enthusiasm in the brand (“Finding the perfect match”, MW 1 April). The opposite to this can be potentially very damaging indeed.
The Prostate Cancer Charity is supporting the launch of an annual fundraising bike ride in a bid to align the charity with cycling, in a similar way to how Cancer Research has aligned itself with running through Race for Life.
Coca-Cola Europe is undergoing a major business restructure, which could affect several senior marketing roles, as first revealed on MarketingWeek.co.uk.