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Consumer confidence up but still “severely depressed”
Consumer confidence recovered in January, according to a study, but despite the surprising new year reverse it remains “severely depressed” and marketers have been warned to treat the improvement with caution.
CMOs must look beyond marketing to influence strategy
As customer intimacy becomes the point of differentiation that businesses seek, CEOs will lean more heavily on CMOs for strategic direction.
Trends
Six codes that reveal a brand's real personality
Research seen exclusively by Marketing Week identifies six styles of language that marketers use to communicate their company’s personality. Is your brand cool, caring or sociable? asks Lucy Handley.
Brewing up new ideas to pull students back
Price, offers, marketing and the social experience can all play a part as pubs try to entice students back, but an emphasis on responsible drinking should also be included.
Affordability is tie that binds 'con-demmed'
Brands aspiring to connect with 18-to 24-year-olds must now tailor their offer to five distinct groups within this demographic, according to research seen exclusively by Marketing Week.
The give and take in appeals for donations
A survey commissioned by Marketing Week shows people prefer less intrusive methods of fundraising, but charities must balance this with the most effective means of securing donations.
Special Reports
Customer titles explore online engagement
As more brands move the readers of their print magazines down a digital route by providing exclusive online content, Jo Roberts asks if the writing is on the wall for hard copy titles.
Brands
Sainsbury’s and Co-op most likely to poach rivals’ customers
The supermarkets that appeal to “community” and “pleasure” values are best placed to differentiate in the market as price becomes a “hygiene” factor, according to new research.
Opinion
In-Depth
Mainstream brands make a play for the super rich list
Recession? What recession? A new set of brands is muscling in on territory that until recently was occupied exclusively by luxury goods and services providers by targeting the wealthy but time poor community.
Sports sponsorship moves into the fast lane
Why brands need to adopt a new business model for sport sponsorship.
