Helen Edwards on Branding: Devoid of meaning
16 Nov 2011 | by Helen Edwards
Marketers cannot take research into the relationship between consumers and brands at face value.
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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.
Helen Edwards on Branding: A flaw in the logic
02 Nov 2011 | by Helen Edwards
When it comes to marketing effectiveness, creativity and logic are not an either/or proposition.
Helen Edwards on Branding: the best shape for a brand model
05 Oct 2011 | by Helen Edwards
Brand models come in many shapes and sizes, but all require clarity of thinking from marketers.
Helen Edwards on Branding: Why flag-waving is flawed
21 Sep 2011 | by Helen Edwards
Vauxhall's attempt to play on British pride by sponsoring home nations football teams is outdated.
Helen Edwards on Branding: Let dormant brands lie, including Fray Bentos
10 Aug 2011 | by Helen Edwards
Fray Bentos may be a tempting prospect, but it will take more than marketing to fix the brand.
Helen Edwards on Branding: Harry Potter's community
03 Aug 2011 | by Helen Edwards
Brands such as Harry Potter that inspire a cohesive 'community' following have things in common.
Helen Edwards on Branding: Global theory, local practice
27 Jul 2011 | by Helen Edwards
Developing an international brand strategy can bring out the worst, and best, of all those involved.
Helen Edwards on Branding: When people assets become liabilities
20 Jul 2011 | by Helen Edwards
McKinsey can show News International how to manage the crisis after a damaging protocol breach.
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.
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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.
