Helen Edwards on Branding: Consumers are bad losers
05 May 2011 | by Helen Edwards
Customer privileges, once given, are brand hell to take away. If you have to do it, be very, very sorry.
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Helen Edwards on Branding: A slogan is forever
11 May 2011 | by Helen Edwards
A strapline is no throwaway extra, but a core brand asset that marketers dismiss at their peril.
Helen Edwards on Branding: No cheer for Brand Britain
20 Apr 2011 | by Helen Edwards
The royal wedding will not help change perceptions of the country being a less-than-ideal destination.
Morrisons' FreshDirect online shopping branding plans challenged
19 Apr 2011 | by Ed Owen
Morrisons is facing a David and Goliath-style trademark battle after it applied to register FreshDirect as the branding for its forthcoming home-shopping business.
Bavaria beer in UK branding overhaul
19 Apr 2011 | by Loulla-Mae Eleftheriou-Smith
Bavaria, the Dutch brewer, has unveiled a fresh brand identity and packaging intended to drive interest in its 5% premium and non-alcoholic lagers.
Helen Edwards on Branding: United we understand
13 Apr 2011 | by Helen Edwards
Conducting research with, rather than on, people can give incisive glimpses into their behaviour.
Helen Edwards on Branding: As easy as pi
06 Apr 2011 | by Helen Edwards
Rather than endlessly tweaking communications, accept that close enough is good enough, writes Helen Edwards
Helen Edwards on Branding: The sensitive art of pricing
30 Mar 2011 | by Helen Edwards
Marketers must use the rise in commodity prices as the impetus to re-engage with consumers.
Helen Edwards on Branding: On the road to know-how
23 Mar 2011 | by Helen Edwards
Marketers can gain a vital insight into customer behaviour by accompanying their sales teams.
Helen Edwards on Branding: First-mover disadvantage
16 Mar 2011 | by Helen Edwards
Being first past the post to disclose information or pre-empt legislation is a move worth making.
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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.
