Helen Edwards on Branding: The true path to ownership
17 Aug 2011 | by Helen Edwards
Living up to your customer-value proposition is more important than futile attempts to 'own' it.
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Helen Edwards on Branding: Make my brand
23 Nov 2011 | by Helen Edwards
Customisation can give brands a competitive edge - if customer-satisfaction basics are also fulfilled.
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: Treats are in the thick of it
23 Feb 2011 | by Helen Edwards
A study linking processed food to lower childhood IQ should not be ignored by the snack industry.
Helen Edwards on Branding: Be careful what you wish for
26 Jan 2011
The Co-op may rue its latest ad's focus on freeing up time to do more enjoyable things than shopping.
Helen Edwards on Branding: Howard Schultz's tall order
19 Jan 2011
Starbucks' management may find extensions into entirely new markets will bring greatest success.
M&S sets out ambitious growth targets and branding plans
09 Nov 2010 | by Ed Owen
Marks & Spencer is to focus on its core UK brand before pushing it around the world, according to chief executive Marc Bolland this morning, as pre-tax profits rose by 17% to £348.8m in the first six months of the year from sales of £4.6bn.
Nestlé accused of misusing Change4Life branding
14 Oct 2010 | by Gemma Charles
The Children's Food Campaign (CFC) has claimed that Nestlé is misusing the Government's Change4Life branding to promote its high-sugar products.
Helen Edwards on Branding: A prince among marketers
24 Aug 2010 | by Helen Edwards
Duchy Originals' reinvention was a necessity after it failed to capitalise on its founder's principles.
Helen Edwards on Branding: Ask why before you buy
17 Aug 2010 | by Helen Edwards
Those eyeing up a brand acquisition need to answer several vital questions before leaping in with a bid.
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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.
