Helen Edwards on Branding: Blurred visionaries
07 Dec 2011 | by Helen Edwards
Too many marketers are hiding behind grand statements that actually mean little to consumers.
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Lucre handed branding and CRM brief by Portal
17 Apr 2012 | by Hannah Crown
Lucre has been enlisted to make a name for business consultancy and IBM partner Portal.
Helen Edwards on Branding: The inside track
07 Sep 2011
A brand's own employees can serve as the best focus group of all, as Apple's success has shown.
Helen Edwards on Branding: Finding the right words
13 Jul 2011 | by Helen Edwards
Even in a digital age, tone of voice is still the key ingredient to make your brand's message stand out.
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.
Helen Edwards on Branding: Whose brand is it anyway?
23 Jun 2010 | by Helen Edwards
Consistency of positioning can be one of the most powerful tools a brand marketer can call upon.
Helen Edwards on Branding: Revise your social skills
09 Jun 2010 | by Helen Edwards
It doesn't take cunning tactics to foist a brand into consumer conversation, just basic brand strategy.
Helen Edwards on Branding: Always question the 'facts'
02 Jun 2010 | by Helen Edwards
Marketers should fully engage their critical faculties and interrogate researchers more carefully.
Helen Edwards on Branding: Slavery doesn't pay
26 May 2010 | by Helen Edwards
Brands that routinely rely on their customers to work for nothing could be in for a rude awakening.
Helen Edwards on Branding: The supply-chain reaction
19 May 2010 | by Helen Edwards
The reputation of your brand is at the mercy of the success or failure of the chain of supply behind it.
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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.
