Helen Edwards

Passionbrands co-founder and branding expert Helen Edwards has a London Business School MBA and a PHD in marketing. She has also co-authored "Creating Passion Brands: how to build emotional brand connections with customers".

Let new ideas face the fire
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Let new ideas face the fire

Interesting things can happen when originators put up a sustained, impassioned defence of their ideas in the face of hostility or indifference.

Brands don't always require heroes
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Brands don't always require heroes

Chest-beating CVs that boast about high-risk repositioning strategies sit at odds with the slow-nurturing subtlety that would benefit most brands.

Five qualities that make a prized marketing leader
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Five qualities that make a prized marketing leader

With the awards season upon us, what qualities do the people behind the winning brands share?

How 'life brands' can serve a social purpose
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How 'life brands' can serve a social purpose

More than ever, we need brands that reflect our identity even as we change.

Global marketing can be a thankless job but it can achieve great things
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Global marketing can be a thankless job but it can achieve great things

There is something noble in the persistence that keeps global marketers going in the face of all odds.

M&S needs to make peace with its over-50 fashion customers
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M&S needs to make peace with its over-50 fashion customers

M&S needs to focus on the over-fifties, the age group that is, according to statistics, behind more business start-ups than any other.

Online ratings and other user feedback aren't that useful
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Online ratings and other user feedback aren't that useful

Online user ratings and the extent to which consumers trust them as indicators of objective quality aren't as closely related as marketers may think.

Car brands beware: you could be on a collision course to consumer contempt
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Car brands beware: you could be on a collision course to consumer contempt

Could cars be driving towards banking levels of consumer contempt?

Labour and Tory parties' ad agencies: what's the difference?
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Labour and Tory parties' ad agencies: what's the difference?

Labour has chosen Krow and the Conservatives are in talks with M&C Saatchi, but what's the difference to voters?

Know what customers don't want
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Know what customers don't want

Knowing what people don't want is more important than you think.

Values blindness led United astray
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Values blindness led United astray

United found out what can happen when brands betray their values.

What you can learn from resistance marketing
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What you can learn from resistance marketing

All marketers can learn something by working in 'resistance' categories.

Next's struggle shows what happens when marketers lack the right stuff
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Next's struggle shows what happens when marketers lack the right stuff

If you want to persuade people to buy more, try selling better goods.

Evidence-biased marketing: Look for bias - research is rarely innocent of it
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Evidence-biased marketing: Look for bias - research is rarely innocent of it

Don't be afraid of bias when poring over your market research results.

Evidence-biased marketing: Look for bias - research is rarely innocent of it
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Evidence-biased marketing: Look for bias - research is rarely innocent of it

Don't be afraid of bias when poring over your market research results.

Noisy dead founders
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Noisy dead founders

In times of need, brands might consider looking beyond the grave for guidance.

Brand purpose doesn't always translate into sales
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Brand purpose doesn't always translate into sales

It's fashionable to have a purpose but translating that into sales is tough.

Find your craft and its chair
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Find your craft and its chair

The chair is a designer's acid test. What's the equivalent for our disciplines?

How to improve the retained agency model
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How to improve the retained agency model

The retained agency model is an archaic one, but there are ways to improve it.

Touting entrepreneurship is not enough to change your business
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Touting entrepreneurship is not enough to change your business

Sweeping strategies to be faster, more courageous and inventive, up in the catch-all concept of "entrepreneurship" is lazy and unlikely to inspire meaningful change.

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1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).