20 September 2012

Keeping the dream alive


Consumers will return to the high street if retail brands make shopping an opportunity to dream and explore, rather than a domestic chore, according to research seen by Marketing Week.

Brand stories are only worthwhile if they are true

Ruth Mortimer

“We don’t do product marketing really,” states James Fairbank, head of brand and central marketing at upmarket cyclingwear brand Rapha. Instead of promoting products it promotes the cycling lifestyle, relying on stories of the sport and its “heroes” to convey the desirability of Rapha items. Marketing a lifestyle rather than a product is an interesting […]

Let the creative juices flow

In response to the views from senior marketers on what makes for a happy marriage between agency and client (MWlinks.co.uk/agencyCMOStrategy), I would like to offer an agency perspective on the same topic. Here are five points to consider. Embrace failure. How prepared are you to encourage your agency to take risks? Great marketers are prepared […]

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