Uncategorized1231

Mark Ritson's latest column in Marketing covers Wal-Mart's remarkable success in bucking the credit-crunch blues. The US retailer recently announced an impressive 7.5% increase in sales for the first three…

In today's tough times, the temptation is to throw away years of hard work in creating and implementing a vision for your brand in a desperate chase for sales. Many…

I was lucky enough to recently meet Steve Langan who runs the UK business of insurance company Hiscox, and their marketing globally. I have long admired the way this brand…

This is the second of 2 posts on “recession-proof branding”, based on interviews with 20 marketing directors from top companies across different sectors and markets. The first post focused on…

This is the first of 2 posts on “recession-proof branding”, based on interviews with 20 marketing directors from top companies across different sectors and markets. A pdf version of the…

Here are the latest 4 columns from The Marketer, the monthly magazine of the Chartered Institute of Marketing. These are handy 1-page "though starters" on different topics. - A bird…

Guest blogger: Anne Charbonneau, Managing Partner brandgym NL and FranceIn today's hard times, its a good idea to look beyond your direct competitors. Why not steal a slice of someone…

The launch of Stella Artois 4% beer is a chilling reminder of how new product launches can fragment a brand, resulting in "brand scizophrenia".The new 4% beer is being advertised…

The new MacBook Pro laptops, revealed last week by Apple, are another demonstration that these guys just love their sausage/product. If you don't believe me, watch CEO Steve Jobs and…

I love what champagne brand Veuve Clicquot have done to rejuvenate their brand over the last 7 years, under the leadership of CEO Cecile Bonnefond. Its a fantastic example of…