Brand management: Brand strategy

 

This article argues that it is not enough for a brand to attain the largest market share, as many consumers see little benefit in sheer size. To obtain consumer loyalty, the leading brand must do more ...

This article discusses the importance of customer service in developing a brand. There is a rich history of brands where service has been an integral part of their success, from Josiah Wedgewood in th ...

This article argues that brand marketers have focused too much on the emotional side of brand marketing - the 'sizzle' and the 'stretch' - and have neglected the product. This imbalance is dangerous a ...

Paul Walton, chairman of The Value Engineers, argues that, in today's environment, marketing managers must move the effectiveness debate upstream from campaign execution (and evaluation) to strategic ...

Ken Roberts, managing principal of Forethought Research, argues that ad agencies (and their clients) depend too much on intuition, creative hunches and focus group interpretations when developing bran ...

Creative thinking is an art, but is facilitated by the right procedures for allowing its development. This article discusses creativity and how training can help to achieve it. Creativity requires mor ...

In this article, Jeremy Bullmore looks at the lessons that brands can learn from interior decorators. Both can have the philosophy of working either from the outside in or the inside out, and the appr ...

Omar Mahmoud draws some useful lessons for people engaged in marketing from watching a DVD of Al Gore's movie, An Inconvenient Truth.

This article provide the thoughts of an account planner turned researcher following a meeting of the Account Planning Group. It discusses: 1) the way big companies tend to systematise their thinking a ...

Reinventing brands, including long-established offerings, has become increasingly common in the 'age of consumer empowerment'. To do so successfully, however, may require both an inward and outward tr ...

Drew Neisser, president and CEO of Renegade Marketing Group, produces a six-point plan for marketing survival in an age when the consumer is most definitely in charge - spurred by the internet (search ...

Shaziya Khan, vice-president and strategic planning director at JWT India, investigates why, given the consumers' avowed preference for nature-based and 'green' products, they still (in the main) repr ...

The BRICs markets - Brazil, Russia, India and China - are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today ...

This paper explores the creation of a brand for Muslim audiences in the United Kingdom and globally. It illustrates some of the unique and unusual challenges that this task creates by using two case s ...

Graham Ellor, director of planning at TDA, argues that the current 'top-down' way of developing and exploiting the 'big idea' (usually a consumer proposition)- i.e. heavy advertising followed by adapt ...

David Meer and Richard Steele, both partners at Marakon Associates New York, examine 'great growth ideas'. They discuss why the traditional approach to gathering and synthesising customer insight has ...

Dominic Twose, global head of knowledge management at Millward Brown, has analysed the winners of the IPA Effectiveness Awards and identified the main common themes that have resulted in brand growth. ...

Long-term brand growth demands rigorous research, detailed planning and a relentless focus of activity. Sue Burden, a director at Added Value UK, describes the three main stages in developing a brand ...

In this introduction to Admap's special report on Brand Growth, Roderick White examines the theories, rules and practice of profitable organic growth. Starting with Ehrenberg's work he discusses theor ...

Ian Buckingham and John Roberts, respectively founders of BringYourself2Work and boom, discuss the essence of branding and how to develop a clear and well-grounded brand strategy. Using examples as va ...

The first 100 days in a new job are difficult for any executive, but especially for marketing directors. This article explains why: budgets are never secure, the marketing function is diffuse and uniq ...

Argues for the importance of instinct in successful business and marketing innovation. As businesses have grown they have become complex and compartmentalised, and have sought to limit risk by relying ...

Argues that it is dangerous for a company to lose sight of the basics (investing in its big brands) by diverting resources into too many peripheral activities. Procter & Gamble in the late 1990s did t ...

Argues that successful marketers must have both the mathematical rigour of Einstein and the imagination of Picasso. They must be more than internal organisers operating within a given world view. Lead ...

Traditional research approaches challenge marketers to compile data from various sources for an integrated perspective of brand dynamics. Through a case study, this paper demonstrates it is possible t ...

Professional services, loosely defined as all types of business where knowledge is the barrier to entry, can be highly successful. The article considers how the winners achieve success and how far the ...

Technology companies are now 'operating in one of the most fiercely competitive yet undifferentiated markets there has ever been'. Demand is growing fast, but since all companies focus on the same are ...

This paper analyses a new and recently strong marketing trend: Brand Activation. This refers to those marketing activities, that have developed strongly over the last few years, which fulfil a double ...

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss. Particularly at risk are companies using corporate ...

Describes Whitbread’s three-year Winning Brands programme covering its various service sector brands (Premier Travel Inn, TGI Friday’s, Beefeater, Costa Coffee and Marriott (no longer part of Whitbrea ...