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 […]
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 […]
A study of girls aged between eight and 18, seen exclusively by Marketing Week, reveals that email, mobile phones, online chat, internet searches, social networking and gaming form an intrinsic part of life for this generation.
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, […]
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 […]
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 […]
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 […]