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No gold for Locog’s brand management
‘A maniacal focus on logo use has ensured that Locog has completely missed the bigger branding picture’
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Brand development will save you from the storm
Playing it safe is perhaps the most popular way to navigate choppy waters and there is certainly comfortand reassurance in turning to tried and trusted solutions. Just ask football managers Arsene Wenger and SirAlex Ferguson, who last week turned to semi-retired legends of the past to boost their playing squads for the challenges ahead.
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Partnership models are the path to prosperity
Deputy prime minister Nick Clegg believes he has the answer to creating strong growth for the UK. He suggests that the country needs to become “more of a John Lewis economy” with mass employee share ownership.
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The Olympic rings hide a multitude of sins
Dow Chemical, a long time global supporter of the Olympic movement, is funding a £7m fabric wrap to encircle the London Olympic Stadium.
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Juventus will beat Arsenal every time in a branding match
Juventus, one of Italian football’s most glamorous sides, unveiled their new state-of-the-art stadium last Thursday with a special exhibition match.
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Marketers put the cart before the horse
There are two ways to develop a communication campaign. You can start with your brand strategy and let that guide your choice of communications, or you can start with a communications campaign and retrofit your brand around it.
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Sponsors must kick FIFA where it hurts
I’ve witnessed first-hand the bizarre spectacle of FIFA president Sepp Blatter berating journalists. I was at FIFA’s headquarters in Zurich when headline sponsor Coca-Cola unveiled its 2010 World Cup campaign.
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Ticketing fiasco belies the “people’s games”
With hazy sunshine bathing the nation’s capital it’s suddenly apparent that there is barely a year to go before London 2012. And with just over a year to go, as the strategy consultants like to say, the rubber starts to hit the road.
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Marketing Academy unveils second year of future leaders
Potential marketing leaders of tomorrow have been selected for the second year of The Marketing Hall of Legends’ (MHL) intensive coaching and mentoring scheme, The Marketing Academy.
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The Secret Marketer: London Marathon better bet for scandal averse brands
I have just got back from my first London Marathon. I am feeling hugely upbeat and have a real spring in my step after a long day in the capital sun. Quite how the runners must be feeling I am not so sure, but as a spectator it was hard not to get carried away with the feel good factor.
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Football clubs' DM fails to score
I was fortunate enough recently to take part in judging the best marketing campaign produced by some of England’s finest football clubs. A confidentiality agreement protects the guilty, but safe to stay that beyond a handful of fantastically innovative campaigns, the majority left me cold.
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And if you know your history... use it
In the aftermath of England’s disastrous bid to host the 2018 World Cup, the British media has been relishing the task of identifying the culprits to blame for this latest “national disgrace”. In reality, Russia - which, it should be remembered, is three times bigger than England, has never hosted a major football tournament and has a population that is crackers about the game - deserves the victory.
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Trading personalities: Toyota and Tiger Woods
The internet and in particular social networking sites have changed the rules of handling a branding crisis, yet most companies - Toyota being one of the latest examples - are risking their brands’ reputations by failing to adapt their defence strategies to the real-time and candid nature of the online environment.
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World Cup marketing winners
Spain emerged bruised, battered but victorious last night (11 July) after 120 minutes of combat against Holland in the World Cup final but which brands triumphed off the pitch? Marketing Week considers the tournament’s marketing winners.
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Making football digital
The most widely watched sporting event, the World Cup, comes to an end this weekend with the allure of a brand new name being carved into history. But, while the tournament has been a success to some extent, the lack of digital utilisation has stood out as a sore point.
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Getting the know-how to take the right risks
It’s that time of year again. I’m not talking about the World Cup or Wimbledon. No, this particular activity involves a guaranteed win for UK marketers it’s our event Marketing Week Live!
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An early exit from the World Cup would leave a fair few marketers with shattered brand plans
As I write this, the French football team are sulking and England are on the verge of another year of World Cup hurt. Very predictable brand behaviour, some might say.
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Sponsorship should not be a random act
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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Money’s tight but the Government should play the long game
The World Cup brings with it both joy and exasperation for fans of the participating nations as dreams are made and dashed. As the tournament progresses, some direct marketers also have reason to despair and cheer, although not necessarily for football reasons.
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Why does the London 2012 Olympic mascot look like a penis?
They’ve done it again! Three years after the 2012 logo united the country in disappointment, Locog – the organisers of the London Olympics – delivered another body blow for British design last Wednesday.
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Football flies the flag for 'Brand England'
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The way to win a goldin brand management
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Sponsorship can be as nail-biting as the game
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Retail sports sponsorships are in vogue
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Sponsors turn blind eye to moral crimes
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Commonwealth Games team starts dash for cash
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Analysis: Building the Manchester City brand
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Why aren't agencies queuing up to win the greatest pitch on earth?