ITV reiterates concern over Apple TV branding clash
Marketing WeekITV has reiterated its appeal to Apple not to use iTV for the latter’s connected TV product.
Focus on the customer to end ‘betrayal’
Marketing WeekThe sense of brand ‘betrayal’ is high at the moment (MWlinks.co.uk/BrandTrust) and people will only start trusting brands when their post-sale experience starts matching the pre-sale wooing. How about insurance companies getting out from behind their Ts and Cs and communicating honestly, and luxury brands making their whole brand communication experience as good as their […]
Do your homework before joining search
Marketing WeekA defined SEO strategy is fast becoming recognised as a core element of the marketing mix (MWlinks.co.uk/JoinTheSearch) but, in attempting to demonstrate a link between search and offline advertising, there are key factors to appreciate before embarking on a campaign. For example, brand owners can’t control SERPs (search engine results pages) and the keywords you […]
Linking brand personality with consumer characters
Marketing WeekLucy Handley’s feature ‘Six codes that reveal a brand’s real personality’(MWlinks.co.uk/BrandPersonality) throws up some interesting questions about who is really in control of shaping the personality of a brand. Just like the perception of a person, it is subjective and gaps can emerge between the intention of the marketer and the intended consumer. As all […]
Branded TV needs a major burst of creativity
Marketing WeekI agree that companies are turning to own-branded TV channels to increase brand engagement and drive purchases (MW January 19). This is due to the demand for online content. Findings from Ofcom and YouGov show there are over 785 million visits to online video websites every month. In fact, 27% of internet users access TV […]
Web comment: The real McQueen?
Marketing WeekMark Ritson’s column on the power of Steve McQueen to endorse brands and the lack of ‘authentic’ current brand ambassadors prompted online debate. Read Ritson’s column at Mwlinks.co.uk/RitsonMcQueen and see comment extracts below. One sector that does endorsement well is charities. On the whole, celebrity patrons of charities tend to genuinely care about the cause […]
We7 hopes anti-Valentine’s playlist campaign will create “fans for life”
Marketing WeekMusic streaming service We7 is partnering with Match.com for a February promotion that offers users the chance to send their Valentines – and ex-Valentines – love and hate-themed playlists.
The Secret Marketer: Are retailers ready for foreign visitors?
Marketing WeekAfter reading the continued bulletins of doom and gloom in the national media, I decided to take a couple of days out of the office this week to form my own view as to future trading prospects. I was pleased to see a reassuring number of consumers out and about spending, but intrigued by where […]
Mobile use will drive uptake of contactless payments
Marketing WeekIt was no surprise to read about the low level of contactless card payments in YouGov’s mobile wallet study and the subsequent call for a greater focus on education from banks and retailers (www.MWlinks.co.uk/NFCed). With any new payment technology there is bound to be a learning process and hesitancy about its use. There were many […]
The Secret Marketer on career management
Marketing WeekThere is an old mantra in career management speak that says you should always look to follow an idiot when choosing your next role. Sadly for new Tesco chief executive officer Philip Clarke, replacing Sir Terry Leahy was never going to be an easy gig. As the days go by, Sir Terry looks even smarter […]
Consumers value brands that mean something to them
Marketing WeekI’ve been following the debate on value (MW last week and 12 January) because we’ve been spending time with consumers to build our own perspective on what ‘new value’ means to them. While price and quality have always been considerations for consumers, they aren’t the only considerations. If they were, then we wouldn’t be having […]
Why would women want the Lynx Effect?
Marketing WeekRosie Baker is Marketing Week’s specialist on sustainability and retail.
Brand development will save you from the storm
Marketing WeekPlaying it safe is perhaps the most popular way to navigate choppy waters and there is certainly comfort and reassurance in turning to tried and trusted solutions. Just ask football managers Arsene Wenger and Sir Alex Ferguson, who last week turned to semi-retired legends of the past to boost their playing squads for the challenges […]
Mobile is effective route to integration
Marketing WeekThe recent article discussing mobile marketing coming of age (‘Brands search for higher level of reception’, MW 5 January) states that mobile also needs to find its USP over other channels. Rather than a differentiator, I believe mobile’s future is as a connector with different platforms. The recent Orange Exposure 2012 research showed how mobiles […]
Price cutting will lead to failure
Marketing WeekPrice discounting will not be enough to succeed in another challenging year for retailers. John Lewis’s record Christmas sales show that offering value, rather than discounting, will be retailers’ saviour in 2012 (‘Marketers stress importance of offering value in 2012’). If high street retailers rely on discount-only strategies, they will leave themselves open to attacks […]