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It pays to know your target audience
Knowing who your customers actually are has never been more important. Research shown to Marketing Week reveals…
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Brand heads must not ignore mid-market consumers
The ‘prize’ audience for brands has been thought of as the ABC1 demographic, the people with…
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Brands must make consumers feel safe on the web
Marketers who want to sell their products via the internet on smart phones should be focusing on…
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Being helpful to mums will pay off
Retailers and brands must think carefully about how to be helpful to mothers, according to research seen by Marketing Week.
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TV brands must communicate how smart they are
You might think that people would understand the idea that many new TV sets on the market can also be…
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Build apps your customers can’t live without
While social media and gaming brands have been quick to produce apps for tablet devices…
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The Secret Marketer on the importance of brand differentiation
I have previously talked about my brand tracker, the market research study that I have run annually…
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Brands should be thinking about how they can engage with Empty Nesters
“Growing old is getting cooler” says Scott Wilkinson, planning…
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Respond to your customers, and respond quickly
Brands risk alienating customers by not engaging with them using their channel of choice.
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The Secret Marketer on the importance of market research
‘My CEO told me that the role of market research is to teach the marketing director what he already knows’
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Growth in tablet ownership demands clever engagement thinking
It’s difficult to step onto a bus, tube carriage or train without spotting an iPad or other tablet device…
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Can brands boost depleted consumer confidence?
As the country’s eyes turn toward 10 Downing Street today awaiting the contents of George Osborne’s red briefcase, consumers…
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Will Scotland’s growth in foodies offer new territory for brands?
Scots have never been known for their healthy diets, with delicacies such as Irn-Bru, pints of…
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British Superbrands show strength despite weak economy
The results of the annual Superbrands ranking are in, showing the prowess of British brands.
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Whatever makes you happy
Mirror mirror on the wall, who’s the happiest of them all? Those living in Northern Ireland, it seems, according to initial findings of the…
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Can Asda be a mum’s best friend?
Insights from Asda’s first ‘Mumdex’ may provide the retailer with a powerful edge against its rivals, as results show that UK mums are…
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Is the growth of the coffee sector just a quick fix?
The UK coffee market has doubled in size since 2005, but will we soon become caffeined out?
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Brands contributing to obesity solutions need to get local
About 32% of UK adults are estimated to be obese in 2012, according to the NHS. Brands are already signed…
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Reaching wealthy consumers demands classic luxury marketing techniques
Those with cash to spend appear to be the last consumers left standing…
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Can the pub be a student hub ever again?
A very senior corporate executive once told me that he had achieved a first class degree at university in “girls and beer, but sadly…
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P&G looks towards helping the mum of the future
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Will Kindle’s growth drive success for in-book advertising?
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Meat-free brands must push consumer benefits to become truly mainstream
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What does the future of Britain look like?
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Travel brands can exploit a ripe market for adventure and romance holidays
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There is wealth out there - brands just need to understand those who hold it
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Brands must make dealing with data after death an easy process
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UK not ready for data deluge
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Business mail reform needs to top Ofcom’s priority list
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Brand valuations do not always tell the full story
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Target made a statement by not saying much - can other brands follow suit?
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What consumer trends will you be watching in 2012?
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To be real or not? The dilemma beauty brands face
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Functional foods must address a genuine consumer health need
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New home service brands can play to people staying in
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Giving context to calorie information
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Using research in moderation has paid off for Green and Blacks
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Secondhand is becoming as popular as new
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Can alternative currencies see us pay our way out of economic decline?
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If you can't be a handsome brand, take pride in being a handy one