Is Saturday key for brands?
24 May 2012
Should advertisers focus more on weekend press, Alasdair Reid wonders.
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Brand builder: Under Armour
24 May 2012 | by Kim Benjamin
The brand invested in its first major European marketing campaign last month, writes Kim Benjamin....m of this came from outside the US. To grow brand awareness internationally, Under Armour ... campaign across the UK, France, Germany, Austria and Switzerland. It also announced plans to air a branded-content series on MTV, entitled New Battles, New Armour. In addition, the brand recently struck a five ...
From 1930s 'Brand Man' to today: the evolution of the brand manager
25 May 2012 | by Alan Mitchell
The role of the brand manager has changed beyond recognition; today's practitioners are more akin...times), he lays out the case for 'Brand Man' (see box, below). His memo features a prescient phrase. Brand Man should take 'a very heavy share of individual brand responsibility', he wrote. Soon, brand ... , as they restructured around their brands and 'brand management'. The brand manager was on his (and her) way to becoming ...
Think BR: Brands and the pleasure principle
21 May 2012 | by John Crowther
Do brands need to enrich people's lives, asks John Crowther, managing partner, Creston Unlimited....well-known toilet-cleaner brand (no names), that s the sight that our advertising inflicted on our ... of which is ancient history now. Choice proliferation at every stage of people s interactions with brands ... . The inevitable question is 'what s in it for me?' What is your brand going to offer me in exchange for my ...
Brand Manager of the Week: Malcolm Parkinson
23 May 2012
weren't a brand manager? Pilot. What advice would you give someone starting their marketing ... ? It is like running your own business; making all the business decisions for the UK. The Welch's brand has ... . If you were a brand, what would you be and why? Virgin. It is a charismatic brand that touches people ...
New look for Marketing Design Awards
23 May 2012 | by Kim Benjamin
introduced and a judging panel of key industry figures drawn from the marketing, design and branding sectors....prominent brands and design agencies that are committed to championing and recognising achievements ... ' expectations and demands. Brands and their design agencies are meeting these challenges and the Awards serve ...
BA names Hamish McVey as head of brands
22 May 2012 | by Loulla-Mae Eleftheriou-Smith
British Airways has promoted Hamish McVey from brand and design manager to head of brands...of brands and marketing at the airline, after playing an integral role leading the 'To Fly. To Serve' brand campaign . Comber continues to report to Frank van der Post, managing director, brands and customer experience. McVey will be responsible for defining BA's brand and communicating it consistently ...
Dove seeks 'brand love' with strategic shift to Facebook
22 May 2012 | by Loulla-Mae Eleftheriou-Smith
the site as the best platform to develop "brand love", as it continues to encourage "eye-to-eye connections...Fernando Machado, global brand development vice-president, Dove Skin, said the social ... : "I didn t make the call on developing this based on ROI, it was based on community. "Other brands ... with "positive" Dove ads that boost the recipient's self-esteem and have been paid for by the brand ...
Britvic repositions J2O in brand overhaul
23 May 2012 | by Loulla-Mae Eleftheriou-Smith
Britvic has overhauled its adult fruit juice drink brand J2O with a new marketing push...s brand work asked consumers to come up with new J2O flavours and featured the strapline: Mix up a ...
Danone ramps up marketing for Evian and Volvic brands
23 May 2012 | by Loulla-Mae Eleftheriou-Smith
, to give the water brand "relevance to all occasions". It follows on from experiential activity earlier ... by promoting the brand's different bottle sizes and their relevance to different situations, from visiting ... sponsor for Wimbledon. Danone has invested in new product development for its Volvic brand, launching a ...
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Making the most of mobile
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.
