8 December 2011

The Secret Marketer on managing changes to your brand

Two Christmas parties down, another four to go. And that’s just the work ones. My party stamina level is good so far but it is fair to say that my recovery times are getting longer. I may have earned very little as an assistant brand manager but what I did earn I could spend by […]

Families have Christmas all wrapped up

A fast.MAP Consumer Voice Panel survey of 1,136 members carried out in the last week of November reveals that most have drawn up budgets for Christmas spending (MW last week) and almost three-quarters have planned how they are going to finance this outlay. Nine out of ten have budgeted the same or less than last […]

Big screen experience offers brands many opportunities

Lego should be congratulated for using film tie-ups to create branded extension opportunities (see Q&A, page 22). But brands do not have to be as big as Lego or in partnership with a distributor like Warner Brothers to capitalise on film as a marketing tool. There are many stages at which a brand can promote […]

Diageo gets behind Responsibility Deal


The Responsibility Deal is a good example of how we can be part of a collaborative approach to improve the long-term health of the nation and we are proud to support all seven collective pledges of the Deal’s Alcohol Network. As an individual pledge, Diageo has funded a training programme for midwives, run by the […]

Marketers facing up to demographic change


First, a couple of dates for your diary. Marketing Week’s last issue of the year is next week’s edition of the magazine, dated 15 December. We’ll be back in the New Year with an edition of Marketing Week on the 5 January. We have some great content ready to ease you through that miserable first […]

Coke is old enough to play with its brand


It’s hard work being the world’s most famous brand. Just ask executives at Coca-Cola. Yes, the title might come with enormous unaided brand awareness and a billion-dollar brand equity, but it also means that every strategic move you make goes under the media spotlight. Find out what happened when Marketing Week visited Coca-Cola in Atlanta […]

Q&A: Lego


David Buxbaum, Lego UK’s senior director of marketing, talks to Laura Snoad about how the iconic toy brand is using nostalgia, popular culture and digital innovation to build appeal among the young and old.

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