26 April 2012

The Secret Marketer on internal bureaucracy

Secret Marketer

One of my direct reports moaned to me this week that he is spending too much time on internal bureaucracy when he should be out there winning business. I think he was referring to the fact that we have spent the past three months agreeing this year’s marketing plan; introducing new governance around marketing business […]

Asda app for m-commerce

Unlike many other brands, Asda seems to have fully grasped the need for an app to be more than “just another” mobile platform (MWlinks.co.uk/ AsdaMobile). The new Android app doesn’t just replicate its online offering or even its mobile website. Instead, it makes the user’s shopping experience a great deal easier by offering additional features […]

Brand police pay for Games

While I agree with Mark Ritson’s comments regarding over-policing of the use of the Olympics logo (MWlinks.co.uk/ RitsonLocog), it must be remembered that a larger chunk of the cost of setting up and running the Games will be covered by royalties from the sale of official goods. Imagine if the brand police were not prevalent? […]

Merging channels meets consumer demand

Your innovation update about retail (MWlinks.co.uk/ Outdoors) highlights how the consumer buying cycle is changing. The journey a consumer goes on when deciding to make a purchase is no longer linear, and may touch both the on and offline world several times before making a purchase. We see this new breed of consumer as the […]

Inventory management is the way to avoid shortages

All retailers can learn a valuable lesson from the news that Marks & Spencer was hit by a stock shortage after failing to order enough women’s knitwear during the cold winter months (MWlinks/MSimprove). The weather seems to have contributed to a surge in demand for such products, which highlights the need for all retailers to […]

Fundamental brand strategy is crucial

The principle put forward by David Wheldon (MWlinks.co.uk/CEOobsessed) that brand strategy and business strategy are elemental to the decisions, conduct and operation of all parts of an organisation has been around for many years. The understanding that customers own and influence brands through a mountain of real-time touchpoints is surely universal, and the realisation that […]

Australian brands need a marketing masterclass

Mark Ritson

Think about a market where the global financial crisis had little impact, annual inflation remains low and economic growth is consistent. A place where the banks are strong and the International Monetary Fund expects growth to outstrip every other advanced economy. Unemployment is so low there are skill shortages in key professions. And the sun […]

Seek innovation – even from Poshest of places

Ruth Mortimer

Tabloid favourite Victoria Beckham may seem like a strange choice for creative director of car brand Range Rover. But this week, the fashion designer and former popstar unveiled her first luxury car design for the brand’s Evoque model. The car is apparently “hand-finished”, whatever that means, with a hand-sewn leather wallet for the user’s manual […]

Latest from Marketing Week