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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

  • Rupert Englander, Nokia Rupert Englander, NokiaRupert Englander is helping Nokia to regain ground in the smartphone race by focusing on apps
  • 5 mobile messagesA mobile is a personal device and by invading this space with untargeted ads marketers risk cutting consumers off permanently, writes John Manning
  • Kristy McCready, Molson CoorsBrewer Molson Coors has created a new beer called Animée to target an untapped female market worth £160m. TM quizzes communications partner Kristy McCready about whether it will hit the right taste notes or fall flat
  • How to continue consumer conversations out-of-homeForget broadcasting: high-tech physical touch points mean brands can now converse with consumers in the great outdoors, John Manning discovers
  • Robert Price, AtosGlobal IT outsourcing firm Atos has announced plans to make its internal communications e-mail free by the end of 2013, as part of a policy to enhance its reputation, drive recruitment and streamline interactions. Managing partner Robert Price has the tough job of marketing this policy to employees
  • Craig Inglis, John LewisWholesome British retailer John Lewis has defied economic gloom to remain the nation's favourite department store. Marketing director Craig Inglis explains why nice guys don't always finish last
  • House of cardsInternal marketing is a tricky game to master and carefully constructed plans can quickly tumble. Kate Hilpern explains how marketers can ensure they play a winning hand
  • 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'
  • 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.
  • 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?
  • An ageless strategyTargeting consumers based on age has long been a default approach for marketers, but is it time to ditch demographic profiling, or is age more important than ever in the digital era?
  • Leave those kids alone?Responsible marketing to children can be a minefield. Mark Blayney Stuart calls for greater clarity on existing regulation in this abridged version of CIM's latest paper
  • Laurence Bresh, Visit BritainYou're invited. But will anyone turn up? Visit Britain marketing director Laurence Bresh on why the country needs a rebrand, what keeps him awake at night and why the Olympics are worth it
  • 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
  • The new RomanticsWhether it's growing your own herbs or slaving over the perfect cupcake, rustic and home-grown pursuits are back in vogue. Rob Gray finds out how marketers 
can tap into the back-to-nature and crafts trends
  • 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
  • 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
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