Get a demo Do I subscribe? News sign-up

Market Leader: Quarter 2 2013

New thinking, different perspectives
One of the casualties of disruptive change is a respect for the things that remain constant. However, the focus of this Market Leader champions the view that a company becomes successful by never losing sight of the core – the business that made it money in the first place.

Search in

Show only

Search within

Industry Sector

Brand

Country

Index

21 results found
Sort by

Article

This article describes how the co-operative business model is flourishing and what can be learned from the model's success.

Article

This article, based on an international sample of 64,000 men and women, shows a consensus in how male and female values are defined and a general wish for "female" values to be more dominant.

Article

This article argues that clear, concise and correct writing is an essential part of how the world sees your brand or organisation, and lists and expands on the seven chief writing mistakes to avoid.

Article

In this edited version of the Marketing Society's November Conference keynote speech, Peter Haden describes the size and scale of the opportunity in emerging markets, arguing that Western companies risk losing out to fast-growing local competitors and describes the skills required to compete effectively.

Article

Customer loyalty to particular brands is often viewed as irrational, but Rory Sutherland sees this as a dangerous view in marketing, as it seems to suggest that to make decisions based on emotional reasons are 'wrong'.

Article

This paper argues that UK marketers need to stop thinking about diversity in terms of how specific groups could be targeted for niche marketing or as a distracting cause of fragmentation of budgets and execution and start thinking of diversity as central to mainstream marketing strategy.

Article

This article discusses two recent and conflicting viewpoints on the state of B2B marketing. Recent research on the topic by the Capsicum Group painted a gloomy picture of the sector, suggesting that B2B marketers are not close enough to customers and do not understand the businesses they work in: this has the overall effect of holding the B2B sector back.

Article

This article looks at best practice in partnering with a third-party certifier, here defined as an organisation that testifies to a brand's commitment to a good cause and ultimately aims to move the economy towards being more sustainable.

Article

This is a discussion of 'Ish', the name coined to describe UK consumers' ever-growing insistence on freedom and flexibility.

Article

One of fashion's leading icons, American Vogue editor Anna Wintour, uses basic branding principles to engage her consumers in innovative ways, expand her portfolio, grow ROI and, most importantly, remain relevant and differentiated in an ever-changing, copycat industry.

Article

This article describes the common features of family firms and offers advice to marketers working in them.

Article

This article argues that, as the planet's fastest-growing mobile market, with 700 million SIM cards registered on a continent with a billion inhabitants, Africa has a lot to teach the world about mobile marketing.

Article

This article describes a step-by-step process for brand owners to ensure their core business is kept refreshed and reinvented.

Article

This article offers pointers for getting full value from B2B brands by stemming product and service substitution, copying and commoditisation.

Article

In this opinion piece, Jeremy Bullmore warns that brands that try to be your best friend need to realise that relationships are a two-way process.

Article

This article describes how the principles of behavioural economics were successfully put into practice by Barack Obama's team in the November 2012 US presidential election.

Article

As the distinction between 'above the line' and 'below the line' becomes increasingly less distinct, Jane Asscher champions brand response activities that combine both, citing the power of 'doing' combined with 'thinking' and 'feeling', and applying William James' 'as if' principle to behavioural psychology.

Article

In the wake of negative opinion polling on the reputation of UK banks in general, one brand asked Britain Thinks to set up qualitative discussion groups, and uncovered several ways in which their service and communications could improve.

Article

This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London.

Article

This article argues that, while many brands get distracted by the latest digital and social fads and that marketers worry if they are not on the next bandwagon, they will miss out, if a trend is not relevant to your brand, investing in it is pointless and even counter-productive.

Article

Prostate Cancer UK's chief marketing officer Seamus O'Farrell describes how discourse analysis played a central role in modernising the charity's culture.