22 March 2012

Use communications to shape brand strategy

Ruth Mortimer

The UK is a “go-to” nation for best practice in marketing, according to a World Federation of Advertisers poll of senior marketers from global brands last week. While many of the planet’s largest companies are based in the US, brands are increasingly looking to smaller markets such as Britain for marketing inspiration. This view comes […]

The Secret Marketer asks if your head office is up to scratch

Secret Marketer

This week, my team and I pulled together a proposal to invest in the visual identity of our head office. The pretext is simple. Many of our customers, partners, analysts and suppliers visit our head office, so it is therefore paramount that they ‘feel’ the brand when they are here. They need to understand what […]

Insurers use data to retain customers

The latest Financial Services Tracker (www.mwlinks.co.uk/ MediaSpend) highlights the importance of brand power in the face of lower consumer spending. Over the past few years, more and more low-cost brands have entered the insurance market and in such a price sensitive space have easily taken market share. However, as your article referenced, the current climate […]

Seven-a-side player search

The National Advertising Benevolent Society is holding a celebration dinner for its annual seven-a-side rugby tournament on Monday 23 April at 8 Northumberland Avenue, London, and the organisers are keen to trace players from previous years, especially those who have moved from the agency to the client side. For further details please contact l.morris@nabs.org.uk or […]

How to be the third wheel on social media platforms

It is possible for brands to provide useful content or experiences on social media platforms (MW 8 March) by using incentivised advertising formats. Engaged adverts can generate a return on investment for both parties. For example, in return for participating in a brand’s communication on Facebook, the user can receive free game credits. When used […]

Apple stands on the edge of a parent trap


You could probably teach a pretty good master’s degree in marketing based on the strategic decisions that Apple has made over the past decade. There would be courses on brand revitalisation, building brand equity, customer driven innovation, disruptive strategy and, perhaps most impressively of all, maintaining price premium. Apple is, quite simply, a phenomenal marketing […]

Brands must stay true to core values

I was disappointed to see that John Lewis intends to pump more money into its ‘price match’ (MW last week). The Never Knowingly Undersold slogan should be more than just about price. John Lewis marketing director Craig Inglis says it is “rooted in the brand”, and it is admirable that he is willing to stick […]

Hatching a new way to do business


Some of the world’s biggest companies are taking steps to protect their position in the market by embracing the culture of innovation and entrepreneurialism that allows small start-ups to thrive.

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