Marketing Week
17 June 2010
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Actions speak louder than logos
17 June 2010
The BP oil crisis and its aftermath - from a brand that had tried to reposition itself as sustainable - has raised the question whether rebrands can ever really work.
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'Asda must drop strategy of blinkered price promos'
17 June 2010
Asda’s new marketing director must address the chain’s “blinkered” focus on price-led marketing if it is to compete with rivals, according to retail commentators.
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EuroMillions campaign will say jackpot is for sharing
17 June 2010
Camelot is repositioning its EuroMillions brand as one with a potential jackpot that is big enough to share.
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Full-marks marketing
17 June 2010
Andy Fennell’s call for marketers to take risks in aiming for ten out of ten performance is an inspiring one (Architect behind a global brand-branding mission, MW 3 June). But his message about the need to balance this with accountability for profitable growth and return on investment presents a difficult challenge. As Andy argues, achieving brilliant success might require some three out of ten failures along the way. So how can marketers minimise the potential commercial downsides ...
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Marketing Week Live! preview
17 June 2010
June 29-30, Grand Hall, Olympia, London
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Mary Portas' programme is a great lesson for marketers who have little exposure to the coal face
17 June 2010
Anybody seeking a career in marketing could do worse than watch Mary Portas’ new series, Mary Queen of Shops, as the retail marketing guru plays mentor to a selection of Britain’s independent shops. I particularly enjoyed last week’s series opener when Portas clashes memorably with the owner of a failing stuck in a time-warp bakery in South-west London.
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Onitsuka Tiger bolsters UK presence with range for kids
17 June 2010
Japanese sports heritage brand Onitsuka Tiger is introducing a range of children’s shoes to further expand its presence in the UK fashion market.
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Sell to people, not demographics
17 June 2010
Richard Madden is spot on to highlight the fact that in order to cross-sell, businesses must start taking note of what their individual customers want and how they behave (“Cross-serving is the secret behind successful cross-selling,” MW 10 June). But so many companies are fundamentally hindered and unable to do so because of the way in which they collect and analyse their online customer data. Too many companies anonymise and generalise their customer data into demographics and homogenous ...
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Sponsorship should not be a random act
17 June 2010
Somewhere inside the Istanbul headquarters of Turkish Airlines there must be a very large wall. And on that wall are plastered random images of people and organisations that all have two things in common. First, they have absolutely no association with Turkey or its national airline.
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Top 10 mistakes marketers make when rebranding – and how to avoid them
17 June 2010
1. Thinking the brand is just the logo, stationery or corporate colours. Brands encompass everything from customer perception and experience to quality, look and feel, customer care, retail and web environments, the tone and voice of communications and more.
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Toxic BP must stop spreading its poison
17 June 2010
BP’s disaster in the Gulf of Mexico is still unfolding. Even now as I write, 56 days after the explosion of the Deepwater Horizon rig in April, there is still a sense that we are at the very beginning of the story.
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Toyota bid to rebuild brand reputation still in slow lane
17 June 2010
Car manufacturer hit by recall crisis sees reputation rise, according to YouGov.
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Wal-Mart and Diageo add experience to MW panel
17 June 2010
Wal-Mart international CMO Rick Bendel and Diageo global innovation director Syl Saller are the two latest marketing leaders to sign up to speak at Marketing Week’s newly-launched flagship conference The Annual.
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What do women really want?
17 June 2010
There continues to be a significant gender bias in the way we perceive brands, according to the results of recent research, which leaves many brand owners still figuring out how best to meet the needs of women.
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Who'll be in hot seat when retail musical chairs comes to an end?
17 June 2010
Leadership in the retail sector is not about the cult of individuals, it’s about the right strategy and executing it meticulously
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Your web comments
17 June 2010
A report from the Chartered Institute of Marketing that found marketers fear using social media prompted fierce debate on MarketingWeek.co.uk. Find the story at www.marketingweek.co.uk/news/cim-says-marketers-still-wary-of-social-media/3014352.article and a selection of comments below:
