Steve Newiss, chief commercial officer, Burton’s Biscuits Food needs to adapt to what is working in the local market and why. A multinational could take a more hardline approach, saying “this is our brand proposition and we will spend to bring the consumer to it”. But companies like ours are more flexible. We need local […]
A city-based expansion strategy need not be restricted to international markets. Mobile phone network EE, which owns the Orange and T-Mobile brands, has opted to make the most of its first-mover advantage in 4G mobile internet technology by rolling out the service initially to a selection of 11 UK cities.
I agree with Nir Wegrzyn that, now O2 has taken its design function in-house, it is going to have to work hard to build and maintain the ‘design leaders’ positioning it is aiming for I understand the sentiment behind the move – greater control, creating a team of brand experts and (presumably) shaving costs. And yet it has the potential to engender less, not more, creativity.
For the first time in its history, the BBC is being run by a marketer. Tim Davie, the acting director general, is not an old-school journalist who has worked his whole career at White City. He is a career marketer from the school of Procter & Gamble and PepsiCo, who has now been asked to step up to the kind of crisis management situation that most brands dread.