Luxury brands in flux

Luxury goods manufacturers are being advised to rip up the marketing rule book and embrace their heritage, prestige and brand cachet if they are to overcome an anticipated 6% sales fall in the sector. Louise Jack studies the 18 laws of anti-marketing.

Specialist content is way forward online

There’s an argument going on regarding news organisations charging for online content. Content that was previously free. When Rupert Murdoch announced last May that he will charge for access to all of News Corporation’s newspaper websites within a year, he effectively pressed the start button on a stopwatch. Time for navel-gazing is over. We all, […]

Drink makes physical mark

Robinsons Fruit Shoot

Robinsons Fruit Shoot is launching a campaign aimed at teaching primary school children mental and physical skills. The “What’s you juice?” campaign, created by Bartle Bogle Hegarty, will give kids tips on activities such as beat-boxing, skipping and using a hula hoop. A website will host a player and widget for children to watch videos […]

Samsung asks Imagination to leverage Olympics deal

Samsung Electronics has appointed Imagination London to leverage its sponsorship of the 2010 Winter Olympics in Vancouver. The integrated marketing agency will work with Samsung in the Canadian city to develop a branded environment that athletes and the public can visit during the games. Imagination has previously worked on projects for Samsung at the Salt […]

A digital skills gap

Steve Hemsley’s special report on training (“Success built on foundation of basic skills”, MW 9 July), made some interesting points about the need for fundamental skills for marketers, particularly in digital. In my experience, brands are wasting a chunk of their investment in digital because their marketers are without some level of training. Projects that […]

Share the task of category management with retailers

Regarding your special report on retail marketing (MW last week), a key issue for retailers is that it will be categories as a whole that will grow, not single manufacturer branded initiatives. One of the most successful strategies is for manufacturers and retailers to work in partnership on category management and grow sales together. By […]

Trust is what separates the super from the ordinary

The main message that emerges from your article on superbrands (MW last week) is that in a recession consumers focus on reliable, consistent and well-established brands. Assuming that the product is right, at whatever price point, the brands that maintain their positions or even climb the rankings are the ones that won’t fail to deliver once you scratch the glossy surface.

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