Branding

The Tour de France: Sporting Event Meets Branding Masterclass

Jack R. Miles | Posted 23.07.2014 | UK Sport
Jack R. Miles

The Tour de France revels in its own history... split into several clear stories - the story of who will win a stage and the races for the yellow, green, polka dot and white jerseys, all split into 21 stages (or indeed, chapters)... the Tour de France is the only major sporting event that demonstrates such complete cohesion between event and brand.

21st Century Content

Raconteur Media | Posted 09.07.2014 | UK
Raconteur Media

To be a master marketer, you have to be a master of content. But the 2014 forecast study by the CIM reported that only "44% of B2B marketers have a documented content strategy". The numbers suggest that thinking caps aren't on - marketers are pushing out content to tick boxes but floundering when it comes to producing strategic material that helps to achieve real business objectives.

It Has Never Been More Important to Breathe Life Back in Zombie Brands

Mark Artus | Posted 02.07.2014 | UK
Mark Artus

During our day to day lives we are surrounded by businesses and their brands, but what most people don't know is that there is an estimated 100,000 zombie brands operating around the world, according to the Adam Smith Institute.

People, Not Patents

James Caan | Posted 29.06.2014 | UK
James Caan

What really matters is how the idea is executed. That's what makes the difference. Things like your brand, your marketing, the attention you pay your customers, and crucially - the passion you have for the idea - are what make your proposition unique. Success is built on people, not products or patents.

Reinventing a Region - How the Gulf Has Ensured It Doesn't Become a Zombie Brand

Mark Artus | Posted 25.06.2014 | UK
Mark Artus

I have been following the zombie company and low productivity debates with interest and have wondered to what extent the issues facing companies are also facing brands, and even the countries we live in.

It Is Dangerous to Confuse 'Branding' with 'Communication'

Andy Law | Posted 23.06.2014 | UK
Andy Law

I was very lucky to have had lunch with John Salmon a couple of days ago. John was the Chairman and Creative Supremo of legendary UK ad agency Collett...

Google Is Creepy

Hugo Winn | Posted 17.06.2014 | UK Universities & Education
Hugo Winn

Imagine if Google was a guy. You might be happy to introduce him to your parents; I mean Mr. Google would unquestionably be polite and respectful. But would you want to go on a night out with him? Would you invite Google Guy on holiday with your mates?

What Does the Digital Future Hold for Brands?

James Root | Posted 13.06.2014 | UK Tech
James Root

So whilst many businesses will need to clean up their act, the key question is; what does the future hold for content? How can brands ensure they avoid penalisation, whilst delivering engaging content that's of value to users?

Building a Brand

Stephen Fear | Posted 22.07.2014 | UK
Stephen Fear

In 1959, Sir Alec Issigonis created a motoring icon, The Mini and when production ceased in 2000 over 5 million had been sold. I have owned a couple of early Minis and as an 18 year old used to run around my various businesses in a grey mini van. It felt like a go cart and went like one too!

Brazil 2014 Marketing Predictions - Who Needs Penalties When You Have Ambush Marketing?

Jack R. Miles | Posted 19.07.2014 | UK
Jack R. Miles

Last week the World Cup squads for Brazil 2014 were announced. As the countdown to the big kick-off begins, the footballing predictions have started to come in thick and fast. The reality is that there is so much of this we can predict reasonably accurately already...

Where Journalists Find Their News Stories Everyday

Ehsan Khodarahmi | Posted 27.06.2014 | UK
Ehsan Khodarahmi

Publications and journalists have always sent emails to brand owners and PR agencies to find news worthy stories (known as media requests); but this has changed to some extent due to social media.

Saving the World in Heels | Trust Is the New Black

Diana Verde Nieto | Posted 25.06.2014 | UK Tech
Diana Verde Nieto

What were you supposed to be doing when you started reading this column? Chances are, you had a to-do list and this wasn't on it...

It Was the Man Utd Myth, Not the Job, That Was Too Big for Moyes

Rob Atkinson | Posted 22.06.2014 | UK Sport
Rob Atkinson

This has not been about David Moyes at all. His sad fate would have been the natural destiny of any inheritor of what was clearly a poisoned chalice, made more poisonous by the addition of that lethal factor of self-delusion. Because Manchester United have succeeded in convincing themselves that they are something special; the Biggest Club in the World.

How Do You Get Into the Creative Industries?

Paul Stafford | Posted 15.06.2014 | UK Universities & Education
Paul Stafford

The question 'How do you get into the Creative Industry?' has been asked over and over again, usually around graduation time. I'm sure there are a thousand different answers, but the reality is that there is no hard and fast rule.

Is Booz & Co's New Name The Stupidest Rebrand Ever?

The Huffington Post UK | Asa Bennett | Posted 03.04.2014 | UK

To mark its takeover by accounting giant PriceWaterHouseCoopers, management consulting firm Booz & Co is now getting a brand new name - "Strategy&". ...

Omnichannel Retailing in the Gulf - an Ongoing Challenge

Mark Artus | Posted 02.06.2014 | UK Tech
Mark Artus

This stems from a major difference between the Middle Eastern and Western cultures; in the UK, ecommerce leads the way, with consumers preferring the convenience and speed of browsing and ordering online to the hustle and bustle of the high street. In the Gulf, however, 'mall culture' remains dominant.

Every Modern Advert, Ever

The Huffington Post UK | Posted 26.03.2014 | UK Comedy

'This Is a Generic Brand Video' started as this terrific piece by Kendra Eash on McSweeney's - and was then brought to equally terrific, video life by...

How to Make Your Job Search a Success

Jack Kershaw | Posted 19.05.2014 | UK
Jack Kershaw

The economy is now picking up, it’s official.  So why is it that work is still grim?  You are shouldering the burden of the last redundancy ...

What the Future CEOs Look Like

Ehsan Khodarahmi | Posted 12.05.2014 | UK
Ehsan Khodarahmi

There are thousands, if not millions, of theories and ideas about leadership and what a good leader, whom in business referred as CEO, would look like.

Fair Trade Insights for Fairtrade Fortnight - What Do Consumers Think About Brands With a Fair Trade Ethos?

Jack R. Miles | Posted 05.05.2014 | UK
Jack R. Miles

As we're approaching the conclusion of Fairtrade Fortnight, which runs from 24th February to 9th March, it feels appropriate to look in detail at what fair trade means for brands and consumers today.

Why Brands Must Communicate From the Shelf Out

Mark Artus | Posted 26.04.2014 | UK
Mark Artus

Consumers consistently tell us that brands should provide clearer messaging from the supermarket shelf outwards, rather than relying on marketing to drive sales. I fully agree and believe many brands simply aren't doing enough to capture consumer imagination where it matters most - in store.

Apple Is Officially Less Cool Than Andrex

Huffington Post UK | Posted 24.02.2014 | UK Tech

A new poll of the UK's leading brands has placed Apple below Andrex. Apple fell to 14th position in the latest Consumer Superbrands survey, which ...

The Native... Returns

Simon Pont | Posted 22.04.2014 | UK
Simon Pont

I got into the advertising business because I liked advertising. I liked it back then. And I still like it. And it's why I'm inclined to still call an ad an 'ad', and view advertising as something that can be brilliant and that may still serve to influence, even inspire.

New Research Shows Why Retailers Must Harness Digital to Turn Off Shopper 'Auto-pilot'

Mark Artus | Posted 18.04.2014 | UK Tech
Mark Artus

This new era means that the customer is in total control and will treat standard operating procedures with disdain. Catalina's research shows retailers and brands alike must embrace this new dawn, innovate around these new digital enablers and create enjoyable, meaningful shopping experiences.

How One Project Is Making Nature Cool

Zion Lights | Posted 15.04.2014 | UK Entertainment
Zion Lights

Enter Project Wild Thing, which was launched last September. How successful is nature as a brand? 'Nobody really knows', David says. For someone who is taking on the immense task of marketing nature to children, he is a remarkably humble man. 'I'm not saying it's changing their lives,' he tells me, 'but it's making them question.'