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Branding

Articles on brand message and brand management and brand valuation, corporate culture, logos, slogans, market positioning, cross-cultural branding and more from a range of industries in the B2B and B2C sectors

  • Food fight Food fightThe battle for share of plate in the fresh produce B2B and B2C market requires a marketing recipe that's seasonal, fashionable, healthy and good value. Asparagus was a rare delicacy 10 years ago. Only 2 per cent of households ate it during the short season. Chefs never mentioned it. Why would they – the only way to eat it was steamed with a drizzle of melted butter. Yet today household penetration has risen to more than 16 per cent.
  • Carrie Hindmarsh, M&C SaatchiHaving smashed through the glass ceiling to become joint chief executive at M&C Saatchi, Carrie Hindmarsh says gender politics shouldn't distract women hoping to rise in the notoriously masculine advertising agency world. TM quizzed her on the agency's founding principle of 'Brutal simplicity'
  • Child's playLooking for an easy way to generate profit? Thanks to IP licensing, merchandising spin-offs for children can now make you megabucks
  • Big Society brandsCould brands be the new heroes of the Big Society, helping to bridge the funding gap while demonstrating their core values?
  • 21 ways to innovateContinuous innovation isn't easy, especially if you rely on the same method for ideas. Rethink the way you innovate by using these tips
  • Build up your community of brand fansBy engaging a following that goes beyond your customer base with useful content, you can create a bond 
between businesses and your brand... by John Stubbings
  • Joe Beek, Channel 4As Ofcom opens the door to product placement on UK television, Channel 4 commercial research manager Joe Beek explains why he believes product placement is the way forward
  • Gail Hanlon, IntelGail Hanlon of Intel hopes to trounce rivals and silence doubters by seizing a chunk of the mobile market and tapping global youth culture
  • When ideas collideSome of the greatest new business thinking has come about by blending seemingly incompatible...
  • My day: Steven RobsonMarketing manager and marketing specialist business advisor, South Durham Enterprise Agency
  • Martin Moll, Honda UKHonda's Martin Moll is determined to steer the Japanese brand ahead of the competition and away from the motor industry's troubles
  • Target ChinaThese days it's surely not a letter from America but a tweet from China that tells the world's marketers what they need to know - except that the Chinese don't use Twitter
  • Here today...The British summer is always awash with seasonal bargains, but marketers need to decide whether time-sensitive offers and campaigns are essential to their business - or a short-sighted tactic with short-term benefits, says Rob Gray
  • Luxurious lodgingsTo rid itself of a no-frills, roughing-it reputation the Youth Hostel Association successfully glamorised its website, highlighting the range of experiences offered
  • Case study: Wensleydale Dairy ProductsA cheese lovers' cookbook from Wallace & Gromit helped Wensleydale Dairy Products cream off a profit
  • John Brett, Scottish Widows Investment PartnershipJohn Brett of Scottish Widows Investment Partnership has jettisoned the company's old image for a new brand that's geared up to take the company to new heights
  • POS persuasionWe've all changed our minds at the checkout - and that's why point of sale promotion is such a crucial retail marketing tool, says Kate Hilpern
  • How to communicate your brand's valuesEmblazoning your corporate values across all media is a growing challenge. How can marketers make sure that the left hand knows what the right is doing when it comes to corporate comms, asks Justine East
  • Liz Hickson, Crown PaintsIt's funny how much difference a lick of paint can make. Just ask Liz Hickson. She says there's far more to it than applying a splash of colour to a surface. For her, "It's Personal"
  • Stephen Haines, FacebookFacebook's UK commercial director tells TM he believes Facebook Deals is part of a natural "social by design" progression brands are making to incorporate social and location-based media into their business models
  • Case study: CarlsbergCarlsberg looked to pioneering technology to discover what stands out in the cluttered pub environment
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