Editorial: Crisis, what crisis?

Judie Lannon

Judie Lannon introduces the Q1 2015 issue of Market leader, which focusses on the definitions of branding and its challenges.

Editorial: Crisis, what crisis?

Judie Lannon

As all advertising people know, the words guaranteed to attract attention are 'new' and 'free'. With journalists the word is 'crisis' – along with 'plunging' (shares) and 'soaring' (debt). It may be an exaggeration to say this issue is full of crises but there are a fair few about.

Nigel Hollis's lead article sets the scene for what appears to be a significant shift in the retail (and hence FMCG) environment. The multiple pressures of the hard discounters and the stumbling of the Big Four pose serious issues for premium brands. He argues that...

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