Why age is a red herring

Christoph Michalski, president of the global hygiene category at SCA, sparked debate when he told Marketing Week that senior marketers risk being bypassed by younger, more digitally savvy colleagues (MWlinks.co.uk/OlderMarketers). Here are comment extracts. I am 52 and way ahead of anyone on my team aged in their 20s when it comes to using blogs, […]

Inclusive design helps brands extend reach

While the over-50s represent 45% of the total population’s spending power (nearly £300bn this year), this is not the only factor to consider when responding to the consumer needs of empty nesters (MWlinks.co.uk/EmptyNesters). The number of people aged 60 or over in the UK is due to increase by more than 50% in the next […]

Flash sales fail loyalty test

It is essential that flash sale discounts (MWlinks.co.uk/FlashSales) do not become the norm if brands are to continue to engage with consumers on a level that is not purely dominated by price. From a customer engagement and reward perspective, any brand that can tap into the “best value” mindset and offer a rewards scheme that […]

Educate consumers about cookie use

The reason that brands remain ignorant of how best to implement the EU cookie directive (MWlinks.co.uk/CookieInfo) stems from poor consumer understanding of the changing privacy laws. While public concern over the use of behavioural data is well-publicised, our research shows that consumers want emails from brands that know them. With the new rules determining that […]

Engage Awards 2012: Rising Star shortlist showcase

Engage Awards

The stars of today will become the leaders of tomorrow Since 1988, Ball and Hoolahan have spotted and worked with the very best in marketing. To celebrate a quarter of a century of guiding and influencing the careers of many of marketing’s finest, Ball and Hoolahan agreed to sponsor the prestigious Marketing Week Rising Star […]

A new world and an old’s take on branding

Mark Ritson

One of the more surprising facts about the discipline of brand management is its relative immaturity. We may have had brands for thousands of years but the explicit approach to their management is only a few decades old.

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