27 January 2011

Case study: Robert Dyas


Click here to read the cover feature: Is your price strategy broken?Click here to read case studies on Iceland and Ocado Price is not merely an aspect of brand positioning but also a variable that is influenced by a retailer’s business model. Steven Round, chief executive of Robert Dyas, points out that businesses will make […]

Case study: Ocado

Click here to read the cover feature: Is your price strategy broken?Click here to read case studies on Iceland and Robert Dyas Ocado has a branding job to do unlike that of perhaps any other retailer. Not only does it have the task of positioning itself as an online-only business against supermarkets that have a […]

The Secret Marketer: Retail buyers play hardball

I am in the process of being wheeled out by our sales team for key customer meetings this month. Joint business plans are the name of the game. We share our brand plans with retailers and they then tell us how much it is going to cost to secure their participation. Linked to this is […]

Founders fundamental to brand fortunes


Three big brands made headlines last week. One lost a leader, another gained one and the third is hopefully about to realise it needs to bring one back. Despite these contrasts, all three stories serve to illustrate one of the great lost messages of branding – the power of founders. First to Cupertino in California, […]

Brands gain exposure to uncharted channels


Licensing a brand name to the right kind of products can make a business a fortune, and it’s not just children’s TV and film characters that are popular. Grown-up brands are getting in on the act, finds Lucy Handley.

Charities lead way when it comes to flexible working

Richard Madden’s piece about what commercial marketers can learn from charities (MW last week) was a refreshing change from the patronising and uninformed attitude I often come across when individuals from the commercial sector share their skills and knowledge with the charity sector as if the latter is staffed by unprofessional do-gooders. I then turned […]

Placement can work with TV spot ads

Roger Llewellyn is quite wrong to try and promote interest in product placement on British TV screens by raising the spectre of ad-skipping (MW 6 January). Product placement serves very different brand objectives to TV ads – this is demonstrated by Ipsos, which has research from the US that shows TV spot advertising integrated with […]

Social media marketing’s shot in arm

The launch of Asos.com’s fully-transactional Facebook shop, allowing people to buy from within the social network (MarketingWeek.co.uk, 18 January), is a huge vote of confidence for social media marketing. And with more people happy to carry out online transactions via social platforms, affiliate marketing will inevitably begin to reach out to this channel too. We […]

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