4 October 2012

Brand equity is dead. Long live Aldi!

Mark Ritson

The truly challenging aspect of the recession currently engulfing us is not its depth. It’s the width. Despite the forlorn hopes of politicians and economists, there is no upturn in sight. The Olympics bubble has inflated and deflated to leave us back where we started the year.

The Secret Marketer: Dealing with a media crisis

Secret Marketer

I had not long been in the office last Monday when my phone rang. It was someone from our PR agency who had taken a call from a national newspaper enquiring about a potential story they had come across. I spoke with my chief executive, hastily arranged a conference call with our legal director, and we agreed that the best course of action was one of “no comment”. While the story made a number of incorrect conclusions, we knew that any attempt to deny it would only prolong the public debate, and our best approach was to dismiss it.

Putting the funky into functional

fridge

The white goods sector is attempting to sex itself up. Jo Roberts looks at the marketing tactics being used to make fridge freezers and washing machines desirable purchases

Bringing in-store and online together

burberry

The retail experience has become a virtuous cycle that embraces in-store, email, online, mobile and social media. Marketing Week speaks to an industry panel about how to adjust to this new reality in the most imaginative and effective ways

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