The best advice I ever got …

‘Be yourself because you’ll never be as good at trying to be

Attraction and seduction, rather than domination and coercion, are the keys to persuasion, says Melanie Howard

I’m devotIng this piece

In the article ‘Storytelling in a virtual world’ (Market Leader, Quarter 3, 2011), Julian Saunders argues that the decline of

JOHN HEGARTY doesn’t sit on fences. He says what he means and manifestly means what he says. In a business

Technology creates pressures on marketers as well as the tools to relieve them. Reports, communications, planning, analysis and market research

There is a lot of talk in marketing, and quite rightly, about the difference between price and value. But there

As we move into what looks to be the most severe downturn most of us have worked through, we will

Judie Lannon talks to Jill McDonald, the Marketing Society’s Marketer of the Year, about how McDonald’s learned to listen.

JUDIE

Unfortunately, the value of brands, both in the consumer's mind as well as on the balance sheet, is not always

When Kraft announced it was taking over Cadbury, it wasn't long before a hefty round of cost-cutting started. But is

As the world of brands becomes ever more cluttered and competitive, the marketer’s task of building and maintaining strong brands

Judie Lannon: There are a lot of good agencies around of increasingly good quality, and there's the recession. How are

There is little doubt that marketers tend to be trend conscious. It's even fair to say they tend to be

Consumers are increasingly concerned about the environment, and sustainability is becoming the mantra for brand longevity, says Melanie Howard

CHANCES

China’s relationship with food is a window into basic instincts. The country’s cuisine is a manifestation of a civilisation that

How does your brand sound?

MICHAEL BAYLER

‘MOST BUSINESSES are shooting themselves in the foot every day with bad sound

Technology can be a wonderful thing, but it can also be a curse. If you’re dependent on your phone, computer

Organisational behaviour expert, Thomas DeLong highlights a familiar problem with successful executives: the drive to achieve can be an addiction

RECENTLY I took an IPA course on negotiation skills taught by Keith Risk, and was therefore interested to see what

Social marketing is complex and sophisticated and can be very effective. For example, the public sector behavioural-change campaign Change4Life, launched

• ‘We’ve got to keep the inertia going.’ (Nothing’s happening and I intend to keep it that way.)
• ‘Process re-engineering has