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".

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.

Tesco/Booker deal highlights the need to evolve core businesses
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Tesco/Booker deal highlights the need to evolve core businesses

Tesco's proposed £3.9bn takeover of food wholesaler Booker is a reminder of the bittersweet relationship businesses can have with their own core.

Learning in theory
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Learning in theory

We must understand different techniques but also how the real world works.

Bland British Airways could do with a lift
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Bland British Airways could do with a lift

British Airways' catering move has reinforced its perception as fusty and straight.

Is unconscious behaviour driving our marketing decisions?
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Is unconscious behaviour driving our marketing decisions?

Behavioural economics can explain a lot of unconscious decisions we make.

Marketers make choice more complex than it needs to be
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Marketers make choice more complex than it needs to be

This era of superabundance presents its own challenges for marketers.

Ad agencies have a social mobility problem
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Ad agencies have a social mobility problem

Functions such as the post room offer the industry a diverse talent.

Co-op's brand relaunch is shooting too high
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Co-op's brand relaunch is shooting too high

The Co-op might be trying to tick one brand relaunch box too many.

Marketers must take control of customer complaints
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Marketers must take control of customer complaints

Marketing needs to wrest the complaints process from elsewhere in the organisation and take control.

'You're gonna die', so don't wait to make tough decisions for good
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'You're gonna die', so don't wait to make tough decisions for good

Reframing inaction as active, considered decision-making could help us make difficult changes sooner.

The disruptors are eating your lunch
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The disruptors are eating your lunch

Casual dining encapsulates the disruption many industries are facing.

Why the Tesco v Unilever feud was good for British business
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Why the Tesco v Unilever feud was good for British business

The dispute between Tesco and Unilever disproves the perception of British business as 'too lazy and too fat' and highlights its risk and complexity.

Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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