Video: Paddy Power's Woolfenden explains 'mischief' marketing

Christian Woolfenden, marketing director, UK & Ireland, Paddy Power, talks to Marketing about the brand's sponsorship of 'the biggest athletics event in London' and the £80,000 pants.

Paddy Power
Paddy Power
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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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