trends
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The top 100 most valuable global brands
Young brands sparkle as the strong grow stronger.
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Keeping your cool
How cult brands can go mainstream without alienating customers.
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Business giant builds a global consumer brand
Lenovo might have the second-largest share of the global PC market, but chief marketing officer David Roman tells Lucy Handley why the international technology business is working to increase its brand awareness.
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Interactive TV brands need to turn up volume
Many people don’t know what smart TVs can do for them, according to research seen by Marketing Week. Marketers must explain the benefits of interactive sets to improve take-up.
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Toy giant aims to bring personality into play
How toymaker Mattel is using a new emotion-led strategy.
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Laid bare: the facts about brand bonding
A new study links qualities such as pleasure and belonging with people’s brand choice and, importantly, exposes areas where marketing is failing to make the most of these connections.
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Q&A: Vicki Reed, Edun
Marketing director Vicki Reed describes Edun as a fashion brand with an ethical conscience. Here, she tells MaryLou Costa how part-owner LVMH is helping the company achieve its ambitions.
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Why UK brands must go to Brazil
Thomas Fabre, EMEA marketing director at Havaianas, explains his views on why companies should target 192 million new customers in our look at opportunities for British brands in the Latin American market.
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Breaking into Brazil
Brands wishing to conquer the Brazilian market need to connect with its 192 million population via the mobile internet - plus sprinkle a strong local flavour into their marketing communications.
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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.
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Raising the flag for diversity
Gay and lesbian people make up a valuable portion of the UK retail market, but new research shows that targeting them takes more than running generalised ads in the gay media.
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Winning the battle for the big spenders
New research seen by Marketing Week shows that the top 20% of spenders on consumer products generate the majority of sales. Michael Barnett says that for a brand to succeed it must raise its stake in this lucrative group.
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Brands who entrust their precious business to others
The brand is your baby - what happens when you hand control of your most precious asset to outsiders?
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Q&A: Lego
Heritage provides strong platform to build a future.
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Families to fill stockings with special offers
Research conducted for Marketing Week reveals that parents plan to cut their budgets for children’s Christmas presents. But it remains to be seen whether they will stick to their guns in the face of marketing-generated pester power.
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Brand marketing plugs the public service gap
The brands that are stepping up to provide public service in the face of government cuts.
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Own-labels are packing a punch
Retailers’ own-label ranges are losing their “poor relation” stigma, in part thanks to high quality and strategically led packaging. Should brands be running scared?
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Consumers swap budget brands for discounted premium ones
Thrifty shoppers’ buying habits have changed since the recession of 2009, as has their perception of value. They are now eschewing budget brands for premium ones - but only if they’re on the discount rail.
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Lucasfilm tells how the Star Wars saga continues to reach new fans
It is six years since the last Star Wars film tied up the space saga, but Lucasfilm continues to reach new fans and stay relevant. Laura Snoad asks its president of licensing Howard Roffman how the franchise keeps striking back.
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Nails Inc creative not quite sharp enough
Integrated campaigns that eschew TV in favour of digital channels, such as social media and online, are becoming a staple for challenger brands, such as Nails inc, looking to bolster brand awareness.
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Forever 21 brings 'speed retailing' to the UK
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How the Old Spice hunk took over the world
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How to repair Britain’s crumbling high streets
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Roll up for brand bundling Video
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Made to measure
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Bringing Polaroid into sharper focus
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The height of fashion
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The sky’s the limit for cloud consumption
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Showrooms for improvement weather storm
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Satisfaction is guaranteed by top US brands
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Building appeal is all a matter of child's play
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Online brands set off on new marketing journey
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Who is Apple’s new CEO Tim Cook?
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Something new from an old flame
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Putting some balance back into the market
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Convenience gives digital the upper hand
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Why websites generate much more than sales
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True pioneers talk the customer's language
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The $2-a-day consumer
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Keeping track of a customer's retail journey