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Seeking to make sense of Tesco's brand extension into house-building, and perhaps to allay a ... . It was the original brand extension pioneer, branching out, like Tesco, from grocery retail beginnings. How does that work, both then and now? How can brands be so elastic? Is there something about putting food ...
Brands seeking to challenge a 'big two' need to find strategies that will build loyalty...It's one of marketing's tougher challenges. You're the number-three brand in an established market, with a fairly steady 20% share. The big two play tag for brand leadership, with shares in the high 30s. Some tiddlers and niche brands nibble away at the market edges. You're charged with achieving strong ...
The emotional bonding that is crucial to any brand's success cannot be built using metrics alone....The BrandZ top 100 is one of those annual rankings that hit brand owners whether they like ... Optimor feels compelled to give them catchy, trademarked names: Brand Signature, Presence, Bonding ... metrics and the beguiling precision of those bar-grids can make you think you're up there in the brand ...
more brands genuinely communicating with and involving their customers in their business. Let's celebrate the brand and business benefits of authentic co-creation. This is especially important in terms of business ethics and brands acting responsibly. At a time when transparency, confidence and trust feel ...
. Marks said the disposals would provide 'a solid base from which to develop the retained brands ... 's menswear lines continued to underperform last year, raising questions over its long-term brand health. It seems timely that French Connection recently launched its first brand ad campaign since 2006 ...
Clarke, chief creative officer at digital agency LBi. Ironically, the increasing refinement of brands ... , there appears to be a growing belief among brands that increasing adspend does not guarantee marketing success ... Williams, the brand's director of communications. In a handful of sectors there was a sharp reduction ...
Many major brands were forced to scale back their marketing budgets during 2009, allowing those..., the message that adspend should be maintained during the recession to build and sustain brand awareness does ... to 'spend through the recession' were to little avail as brands struggled with swingeing budget cuts imposed ... of nearly 10% year on year - as brands struggled to get to grips with the scale and scope of the economic ...
LONDON - The clothing brand has put a modern spin on its heritage by focusing on craftwork....brand's voice has been rather more muffled. That could be about to change, as Levi's has tentatively unveiled a brand strategy that, in a shift of thinking, puts a modern spin on its heritage. It has been ... '; the brand has recruited 18 craftsmen and craftswomen across the art, music, performance and catering sectors ...
LONDON - The Swiss watchmaker has been hit by a sharp decline in sales for its luxury brands....is one of the biggest watch manufacturers in the world, also owning high-end brands such as Omega ... for the industry. While high-end brands have generally weathered the recession better than most, the bottom seems ... that allows its cheaper watches to prop up its more expensive brands, what can Swatch do to regain its success ...
. Brands such as George at Asda, launched in 1990, were soon featured on the fashion pages alongside high ... to shoppers' attitudes. Mintel research shows that while four in 10 would consider boycotting a brand if its ...
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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