29 March 2012

The Secret Marketer on making the best of a mistake

Secret Marketer

As a marketer, you always dread the call: “Hello, is that the marketing department? This is BBC/ITV/Sky and we wondered whether you would like to appear on our consumer watchdog programme to answer some concerns your customers have raised with us.” I’ve had this call a couple of times in my career, and is something […]

Profile: AB InBev CMO Chris Burggraeve

ChrisB

Chris Burggraeve, chief marketing officer of AB InBev, reveals how the Stella Artois and Budweiser owner is harnessing the power of social media to engage with drinkers and keep its global brands on rude health.

Apple true to core values

Hell hath no fury like an Apple iPhone owner scorned as the fierce debate around Mark Ritson’s recent column shows. He suggested the iPhone has no appeal to under-25s. Read the column at www.mwlinks.co.uk/AppleTrap and some of the online responses below. Should we not be more interested in what youngsters want to own? I am […]

Why we have to champion social change

Can marketing overcome its trust issues? (MWlinks.co.uk/MarketingTrust). There comes a time with every product – or in this case profession – when it’s necessary to re-evaluate the brand. Sometimes it’s because a brand is viewed negatively, and other times it’s because people just don’t know what the brand does, or means. Marketing is suffering from […]

Big brands turn to agencies for more creative solutions

While your cover story about big brands turning to entrepreneurs for innovation (MW last week) focused on organisations harnessing the entrepreneurial mindset in their businesses, this trend has gone one step further and big brands are increasingly turning to agile and innovative consultancies to make their communications relevant, up-to-date and exciting. This presents amazing opportunities […]

Adding value will maintain margins

It is increasingly clear that brands can’t continue with price-focused marketing activity. Value-added promotions are a way of increasing brand awareness and sales while maintaining margins and avoiding price wars. Bogofs and other price promotions are instantly forgotten, whereas a promotion offering an aspirational reward, such as vouchers for money-off holidays or restaurants can deliver […]

Marketers must harness data explosion

Michael Nutley’s article on why marketers must look to new places to turn data into treasure (MWlinks.co.uk/DataTreasure) fails to address how we harness this explosion of data and use it as a marketing tool. It is true that we know more than ever before about our consumers and that as the number of platforms through […]

The brands that got lost in translation

Oreo

I have a pretty straightforward checklist for companies that are considering rebranding under a new corporate name – clear brand positioning, a strategic brand architecture, an integrated marketing launch plan and, top of the list, ensuring that the new company name doesn’t sound like ‘oral sex’ in one or more of the countries that it […]

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