Seeking to make sense of Tesco's brand extension into house-building, and perhaps to allay a ... . It was the original brand extension pioneer, branching out, like Tesco, from grocery retail beginnings. How does that work, both then and now? How can brands be so elastic? Is there something about putting food ...
Brands seeking to challenge a 'big two' need to find strategies that will build loyalty...It's one of marketing's tougher challenges. You're the number-three brand in an established market, with a fairly steady 20% share. The big two play tag for brand leadership, with shares in the high 30s. Some tiddlers and niche brands nibble away at the market edges. You're charged with achieving strong ...
The emotional bonding that is crucial to any brand's success cannot be built using metrics alone....The BrandZ top 100 is one of those annual rankings that hit brand owners whether they like ... Optimor feels compelled to give them catchy, trademarked names: Brand Signature, Presence, Bonding ... metrics and the beguiling precision of those bar-grids can make you think you're up there in the brand ...
Is it a good idea for FMCG brands to try to become retailers?...the next five years, drawing on brand loyalty to take on established names such as Starbucks and Costa. MAYBE - Wendy Lanchin, Planning and strategy director, The Marketing Store London Product brands have ... into their DNA. For mass-market brands, retail is often a hybrid activity. Marmite's successful pop-up shop ...
Clarke, chief creative officer at digital agency LBi. Ironically, the increasing refinement of brands ... , there appears to be a growing belief among brands that increasing adspend does not guarantee marketing success ... Williams, the brand's director of communications. In a handful of sectors there was a sharp reduction ...
Many major brands were forced to scale back their marketing budgets during 2009, allowing those...to 'spend through the recession' were to little avail as brands struggled with swingeing budget cuts imposed ... of nearly 10% year on year - as brands struggled to get to grips with the scale and scope of the economic ... %. Sean Meikle, managing partner at media agency PHD, warns that brands will pay for short-term cuts ...
The new service is likely to form an integral part of the brand's advertising and marketing strategy in 2009, according to a report in the Financial Times. From tomorrow, members of the public, irrespective of whether they have an account with RBS, will be able to consult with customer service staff ...
magazine. Given the gloomy economic predictions, some brands started to cut back on their advertising ...
the green lobby has led to a 6% drop in direct mail spend, but while brands are getting better at targeting
Npower animation tie Npower has signed Aardman Animation characters Wallace and Gromit as brand ... toward the brand. Wallace and Gromit return to UK TV this Christmas in A Matter of Loaf and Death, a 30 ... Beefeater 24 brand in the off-trade. The spirit, which launched in the on-trade at the end of October ...
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.
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