The three rules of brand management

Mark Ritson

Conference season is upon us once again. I have sat through far too many of these sessions where a guy in a suit explains why his brand strategy is perfect followed by a showreel of ads from his latest campaign. There is then a call out for questions, an embarrassing silence and then everyone shuffles off for a bad cup of coffee and a dodgy looking brownie.

Marketing Week Engage Awards 2012 Shortlist

Engage Awards

Brands from Adidas to Zurich have made it on to the shortlist for the Marketing Week Engage Awards 2012 in association with YouGov. The shortlisted entries for the Engage Awards 2012 all demonstrate clear strategic thinking and an element of innovation, allied to a demonstration of return on investment. Click here to book your table […]

Asos shows retail the way

The recent introduction of a ‘click and collect’ service by Asos (MWlinks.co.uk/AsosCC) continues to demonstrate online retailers’ efforts in providing more choice and flexibility, and above all, making the virtual shopping experience as convenient as possible for its customers. While this marks a successful expansion of the online retailer’s multichannel strategy, initiatives such as click […]

Why not all mobile apps are equal

Your article (‘Tablets taking online activity to a higher level’, MW 22 March) pointed out both the variety of activity and the kind of media that is consumed on tablets. As the research shows, the difference in activity consumers undergo on a tablet is poles apart from that on a smartphone. In addition, one thing […]

Social media will be the killer channel, but first…

Facebook is right to highlight the influence that social media is having on marketing strategies (MWlinks.co.uk/FBPage). It is clear that social is quickly emerging as the killer outbound channel for driving customers to other acquisition avenues. Brands that can engage customers in social media by delivering relevant information in real time develop the ability to […]

Will Wi-Fi really wipe out the free press?

After reading the coverage on overground trains and the Tube providing Wi-Fi and the impact it will have on freesheets, I feel this debate that Wi-Fi could threaten the free press is a red herring. Peole don’t choose content because of the platform it’s delivered through. It always comes back to the quality of the […]

Celebrating the best that marketing can do

Ruth Mortimer

Sandwich chain Pret A Manger is creating 550 new jobs in the UK after a year in which its sales rose 15%. After months of bleak predictions about the state of the British high street, it’s good to see that some brands are flourishing. But what is the recipe for Pret’s success? After all, Pret’s […]

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