Branding

Take My Brand: The Topsy-Turvy World of Digital Entertainment

Dan Amos | Posted 21.10.2014 | UK Tech
Dan Amos

It's the fate of every parent to be subjected to the latest childhood craze: one generation's friendship bracelet is the next generation's loom band. But what I see now isn't just another collectable bit of coloured plastic; it's far more interesting than that.

How Brands Are Making Social Media a Meaningless Buzzword

Ehsan Khodarahmi | Posted 06.10.2014 | UK
Ehsan Khodarahmi

Social media is increasingly becoming meaningless as a buzzword used by many business and organisations. Social media cannot do magic for businesses if they fail to fulfil their customers' expectations in a timely manner.

Where There's Mystery, There's Margin

Justin Billingsley | Posted 09.11.2014 | UK
Justin Billingsley

The commoditization spiral has a gravity that slowly pulls all brands towards it. In that spiral these brands, these products and services, are compared on rational terms alone - price, performance, quantity - and the lowest cost manufacturer wins.

Does Being Overweight in Business Mean People Take You Less Seriously?

Mark McCulloch | Posted 20.10.2014 | UK Lifestyle
Mark McCulloch

I applied for a job a few years ago and I got down to the last few candidates. I was very excited as it was a 'big brand' and at the final 'papal nod of the CEO' stage he began to ask me what I thought was an odd line of questioning. It started pretty early into what became the longest half hour of my life. "So Mark, have you always been overweight?" he asked.

The 'Business' of Family

Linzi Boyd | Posted 18.10.2014 | UK Lifestyle
Linzi Boyd

With each year came new challenges as my children grew and their needs began to change. The overlap between running a business and running a home became more and more apparent as we all shaped our lives. My realisation through this time was that there are always four things which largely cross-over with running a business and your family home...

The Rise of the Circular Marketer

Nick Liddell | Posted 04.10.2014 | UK
Nick Liddell

Twenty years from now, people involved in marketing will look back on the early 21st Century and smile at how straightforward marketing used to be; a time when all we had to worry about was how to persuade people to want something enough to buy it. There are very good reasons to believe that the nature of marketing is going to change radically over the coming decades... and that it will change for good.

Is There a Weekend Anymore and What the Hell Can I Do to Switch Off?

Mark McCulloch | Posted 01.10.2014 | UK Lifestyle
Mark McCulloch

Like most of you reading, this I am on the professional treadmill of getting around four hours real sleep a night whilst juggling your iphone, kids and personal lives with any of the proverbial plates crashing at any possible moment.

Engagement Is the Number One Metric in Marketing

Raconteur Media | Posted 27.09.2014 | UK
Raconteur Media

At Raconteur we endeavour to have honest, frank conversations with the best of the best - we feel it's important to know how different field leaders, from advertisers and business people to creatives and consumers, think about the world of marketing today. So we interviewed Heidi Taylor, Head of Government & Public Sector Marketing at PwC...

HD Personality Is the Future of Brand Leadership

Ehsan Khodarahmi | Posted 27.09.2014 | UK Tech
Ehsan Khodarahmi

HD Personality is built to help businesses and organisations deliver customer expectations; what should lead to customer experience and ultimately customer retention... almost all the resources allocated to re-branding exercises, crisis management and PR can be saved; if brands practiced honesty and directness in their communications.

The Tour de France: Sporting Event Meets Branding Masterclass

Jack R. Miles | Posted 22.09.2014 | 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 08.09.2014 | 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 01.09.2014 | 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 29.08.2014 | 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 25.08.2014 | 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 22.08.2014 | 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 15.08.2014 | 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 11.08.2014 | 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.