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From 1930s 'Brand Man' to today: the evolution of the brand manager

25 May 2012 | by Alan Mitchell

different backgrounds to work together.' The third main facet of Maratier's job is 'fighting the brand ...

Marketing guru: 'Consider restructuring into Foresight, Activation and Hindsight teams'

16 May 2012 | by Will Harris

the impression of a highly efficient marketing machine, feeding off itself in a never-ending arc of improvement ...

Nike marketing boss attacks 'institutionally analogue' businesses

14 May 2012 | by Nicola Clark

Stefan Olander, vice-president of digital sport at Nike (below right), is sporting a Nike+ Fuel wristband for our interview at the Farringdon HQ of the brand's digital agency, AKQA. The band, which tracks the wearer's activity through a sport-tested accelerometer, is still flashing red. This means ...

Marketing Guru on... why meaningless brand surveys do not matter

30 Mar 2012 | by Will Harris

Q: Havas' Meaningful Brands Index was released this month and my brand was not in it. It's the kind of publicity my chief executive will want us to be part of. My question is, what does 'meaningful' mean? A: You and your chief executive need to worry about whether there is a Meaningless Surveys ...

My Secret Work Weapon: Watch out for lazy language - decode it and be specific

14 Mar 2012 | by Mark Thomson, Olympics and international director, Royal Mail

't have a very good grip on the detail, so you need to push them a bit harder to say what they really mean ...

Marketing Guru on... getting your brand metrics spot on

02 Mar 2012 | by Will Harris

, metrics are a means to an end; in the hours some people spend setting, fine-tuning and post ...

Social Brands: How to be social

16 Feb 2012 | by John Owens

was as everyone else, meaning the consumer knew exactly what was going on as developments happened ...

Is it wise for a brand to outsource marketing to cut costs? The Marketing Society Forum

08 Feb 2012

NO - FIONA MCANENA BRAND DIRECTOR, GROUP MARKETING, BUPA In this instance it doesn't mean marketing, does it? It means promotion, marketing activation, or that dreaded word, 'marcoms'. Marketing involves people across a business in shaping its capability to deliver customer value. It's 'the process ...

BrandMAX digest: 'B' is for business as well as for brands

30 Sep 2011 | by Staff

When more than 200 participants gathered to take marketing's temperature at BrandMAX last week, it fell to that ignorer of the rule book, Nike, to define what 'brand maximisation' really means. Its global football brand communications director, Ed Elworthy , told delegates that when Nike's 'Write ...

Andrew Walmsley on Digital: The future is cheap

27 Jul 2011 | by Andew Walmsley

pluralist 30 SECONDS ON ... CLOUD COMPUTING - Cloud computing basically means having access to all ...

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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.

 

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