Nationalism and brands

The value of nationalism

Mon, 15 Sep 2014 | By Lucy Tesseras

The Scottish independence referendum has highlighted the issue of national identity but how important is the role of heritage for brands, particularly in today’s global market?

Why innovation is harder than it looks

Why innovation is harder than it looks Video

Wed, 10 Sep 2014 | By Mindi Chahal

The ‘cool factor’ of innovation does not reflect the reality of the hard graft that comes with turning creative ideas into market-ready products or services, according to research seen exclusively by Marketing Week .

Emeli Sande for Jaguar

Meet the new generation of online celebrities Video

Wed, 3 Sep 2014 | By Lucy Tesseras

Marketers seeking fresh faces with which to associate their brand are turning to a new breed of celebrities with loyal online followings, as consumers grow bored of established stars.

How the marketing industry will look tomorrow

Back-to-school lessons from tomorrow’s top marketers

Wed, 20 Aug 2014 | By Mindi Chahal

Marketing Academy scholars give their predictions for the future of the industry.

Malaysia Airlines logo

Can a brand survive a crisis long term?

Wed, 13 Aug 2014 | By Lucy Tesseras

While Malaysia Airlines mulls a rebrand, others have decided to persevere following a disaster. But what are the long term effects?

Neuroscience and marketing

Neuroscience and marketing: what you need to know Video

Wed, 6 Aug 2014 | By Jonathan Bacon

Facebook and OKCupid have come under fire for attempting to manipulate people’s emotions but behavioural techniques can be useful for brands.

International brands launching in London

What you can learn from the international brands launching in Britain

Wed, 23 Jul 2014 | By Mindi Chahal

International businesses are flocking to London as part of European expansion plans but what can UK brands learn from their new neighbours? 

Hottest jobs in marketing

The hottest jobs in marketing

Wed, 16 Jul 2014 | By Jonathan Bacon

The skills big corporates require of marketers is changing, reflected in the emergence of specialist jobs. Here’s how to get one.

Pippa Dunn 1

Profile: Pippa Dunn, chief marketing officer EE

Wed, 9 Jul 2014 | By Jonathan Bacon

In her first interview since taking responsibility for the EE brand, CMO Pippa Dunn tells how she plans to win consumers’ mobile-fickle hearts.

Embracing media agency

Why marketers need to embrace their media agency Video

Wed, 2 Jul 2014 | By Lucy Tesseras

The media landscape is getting increasingly complex so how can brands take advantage of the opportunities without getting caught up in the hype?

AVIS we try harder

The winning straplines that stand the test of time Video

Tue, 24 Jun 2014 | By Lucy Tesseras

What is it that makes a brand proposition stand the test of time and what do brands need to do to reinvent an existing slogan for the modern age?

Baby boomers 3

Targeting the baby boomers

Wed, 18 Jun 2014 | By Mindi Chahal

Statistics show that a third of the population of the UK are over 50, but how are brands recognising and targeting the ageing population.

Jonah Peretti Buzzfeed

Profile interview: Jonah Peretti, founder, BuzzFeed

Wed, 11 Jun 2014 | By Jonathan Bacon

With 130 million users a month, BuzzFeed is bigger than the BBC outside the UK and wants to ‘do the best social campaigns in the world’.

Birds Eye social media

How honest is your brand online?

Wed, 4 Jun 2014 | By Lucy Tesseras

Consumers and marketers alike are questioning brands’ behaviour on social media, finds exclusive CIM research.

Maureen McGuire

Profile interview: Maureen McGuire, CMO, Bloomberg

29 May 2014 | By Mindi Chahal

The 40-year veteran of business talks about common sense marketing, using a blend of art and science and why staying at IBM for 30 years was a good thing.

Google

The secrets of the world's most valuable brands

Wed, 21 May 2014 | By Jonathan Bacon

This year’s BrandZ 100 most valuable global brands list sees Google knock the crown off long time holder Apple.

Tata Steel

Too many metrics: the perils of training marketers to calculate ROI

Wed, 10 Sep 2014 | By David Burrows

Fewer than one in six are confident measuring and evaluating campaign performance. 

Coca-Cola Christmas loyalty

Loyalty is for life, not just for Christmas

Wed, 3 Sep 2014 | By David Burrows

Christmas is a time when retail sales ramp up but how can the seasonal rush be converted into loyalty that lasts?

Mobile research under threat padlocked phone

Mobile research under threat as consumers 'go dark'

Wed, 20 Aug 2014 | By Lucy Tesseras

Location-specific market research is opening up new opportunities for brands yet a growing number of consumers are choosing to block this type of activity.

Cadbury World, Birmingham

Tapping into a summer of promotions

14 August 2014 | By Jonathan Bacon

This year brands are taking a collaborative approach to their promotions to catch the holiday crowd with packages of offers.

SSE Hydro staff

Making flexible staff work for your brand

Wed, 6 Aug 2014 | By Mindi Chahal

Zero-hour contracts are seen as positive in the events industry but the challenge is engaging flexible staff.

Chatsfield

What immersive web design can do for your brand

Wed, 23 Jul 2014 | By David Burrows

New technology is enabling brands to make their online content more immersive.

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