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

STEVEN JOHNSON is both an original and eclectic thinker. He has looked at innovation from an environmental perspective exploring the

The baying and mooing of marketing sacred cows being slaughtered can be heard emanating from the pages of Professor Byron

SHAUN SMITH and Andy Milligan’s latest book, Bold: How to Be Brave in Business and Win, follows the successful format

Whether it's the way you define your business, the style in which you serve your customers, or where you look

A knowledge-based economy is, of course, not new – knowledge-based institutions, such as universities, go back centuries. But in the

In virtually all market sectors, the squeeze on consumers' wallets as a result of today's economic roller-coaster is forcing difficult

Writer, Fritz Dressler said: 'Predicting the future is easy. It's trying to figure out what's going on now that's hard.'

Rather than challenge shareholder value (SHV), marketers have tried to adapt to it, with unfortunate consequences. SHV affects everything marketers