If companies have mastered the art of corporate branding, why are packaged goods so poor at using visual identity to communicate with consumers? asks Don Williams Visual brand identity is paramount in enabling consumers to recognise brands. Not just at the point of purchase, but throughout all media. Corporations have long understood that a brand’s […]
The top jobs at three of the most influential trade bodies in marketing have come up for grabs simultaneously. Malcolm Earnshaw, director-general of the Incorporated Society of British Advertisers (ISBA) and Andrew Brown, director-general of t
Stephen Woodford, DDB London’s newly recruited chief executive and chairman, has plenty of experience working with colourful characters. It should stand him in good stead for his new role.
In times of stock market uncertainty it is usual to see a flight to quality, with investors favouring larger companies over small, especially those that are perceived to have robust earnings, a strong balance sheet, and whose shares are on an
BLM, the UK’s largest independent media agency, last week helped launch Columbus Media International – a global media consortium designed to be an “alternative” to the big, multinational networks (MW last week). It believes the model will translate on a multi-region basis and says advantages offered by independents, such as bespoke planning and negotiations on […]
Try as you may, there is no escape from the modern world. You can hide, but it will find you, and when it does it will poke you in the eye with an iPod or dig you in the ribs with an invitation to a civil partnership ceremony. The latest victi
When first introduced, permission marketing heralded a golden era for business. Consumers would actively engage with brands, searching for the products and services they were interested in, while sharing their preferences so they did not miss
Frivolity is no longer an adequate excuse. These days, it’s only acceptable to have fun at a corporate outing if some serious business or bonding is happening too.
Golden Wonder launched the world’s first cheese and onion crisps 45 years ago, yet its halcyon days as a market leader are a distant memory for the snack-buying public, who have long fallen out of love with the brand.
D avid Cameron received a mixed reaction to his call for us to “hug a hoodie” as he argued that young people are often mistakenly lumped together in one homogeneous group: perceived as shallow and irresponsible, more interested in drink and dr
Marketers are currently throwing all sorts of stuff at the wall to see what, if anything, sticks. Flavours of the month include engagement (“we’re all in the entertainment business now”), product placement, database-driven marketing and word o
It had to happen really. How could marketers have failed to notice the success of something completely made up, but that has attracted a huge number of devotees who are convinced by its claims?