Empower

Could sustainability be the future of luxury?

Market Leader March 2012

Luxury and sustainability: two opposing concepts? At first glance, perhaps. After all, the word luxury derives from the Latin word

The end of inefficiency

end

Consumers are seeking easier ways to make decisions, and it’s time for suppliers to assist them, says Melanie Howard

One

You too cannot be a genius

genius

 MY FRIEND, the senior marketing director of a big Japanese electrical and imaging company, says her agency only

Make Markets inside the firm - The indirect route to improve agility and innovation

firefighter

An entrepreneurial spirit captures the imagination of employees and serves as an engine of innovation. Hierarchy can lead to bureaucracy

Direct mail rules ok

postbox

IN THE internet era, is direct mail still relevant? Research suggests yes. In collaboration with the Centre for Experimental   Consumer

It’s time to boldly lead

boldly

BIGGER BRANDS are always big because more people buy them, not because they have higher weights of purchase – so

Which is the sharpest tool in the marketer’s box?

toolbox

Writing a book is not easy but the one I have just finished was particularly hard. It started out as

Round-up of inspirational titles

Market Leader 2011

OVER THE past decade we’ve seen many books that challenge in one way or another the conventional notions of what

What marketing can learn from politics

politics

In today's world, companies increasingly find themselves under similar pressures and scrutiny as politicians. To win in these circumstances, political

Day of the clones

clone

Tom is a brand manager. His approach is thoroughly professional. He's searching the world for best practice, and is bringing

Supermarket retailing in troubled times

supermarket

All downturns produce winners as well as losers and the supermarket sector is no exception. Looking mainly at the UK

Global brands and social capital

brands

Billions of consumers and business customers, in every region of the world, from cities to remote rural areas, buy global

The danger of a "brand bubble"

bubbles

In 1841, Charles Mackay wrote his famous book, Extraordinary Popular Delusions and the Madness of Crowds, to describe various

Has the internet really changed everything?

wifi

This series begins a debate about the issues in the internet revolution. Paul Feldwick, the sceptic, opens the conversation

Tory victory will be dependent on their very own Labrador puppy

puppy

I've just had a sneak preview of the first draft of next year's Conservative party election manifesto. It was a

Rethinking the chain: leaner, faster and better marketing

Market Leader Spring 2010

Not A company in the world exists where top executives don't worry about future demand, or don't waste substantial money

Why the consumer should not be the king in India

india

The dilemma for service providers in countries with defined hierarchical norms is fascinating. Jitender Dabas argues that the increasingly rude

Why is marketing missing from the sustainability agenda?

World Handshake Market Leader

Sustainability is here to stay and companies are grappling with how to respond. Yet, as David Whiting argues, marketers are

Is unisex option over?

Market Leader January 2012

Men and women may be social and legal equals, but we are wired differently by our genes. These differences influence

Are you pushing your customers around?

push

Kamil Michlewski explains how offering too many channels discourages customers from using any of them

Consider this simple scenario: a

The mind is flat: the illusion of depth in human behaviour

Market Leader Autumn 2011

Marketing and advertising are often based on the assumption that people have ‘deep’ attitudes and beliefs, that determine their choices