Over a month, a quarter, or a year, the sales of any brand are determined by the number of people
Is your brand's share trying to tell you something?
Empower
Where do luxury goods go now?
It's 10am on a sunny Sunday morning and for once the Avenue des Champs-Elysées is quiet. Normally the distant Arc
The enemy within: Philistines in the contemporary corporation
The study of culture and its meanings is the raw material of branding and the contribution of anthropology to marketing
The challenge of happy customers
Few major brands seem to know what to do with happy customers. Companies are so busy firefighting complaints, that all
Through the glass ceiling
The opportunity for women in the marketing and advertising community to earn a place in the boardroom is still relatively
Ideas & issues: Advertising and the art of fly fishing
I was lucky enough to go to Trinity College Glenalmond in Perthshire and, among its many wonderful facilities, the school
Possibilities and pitfalls for location-based marketing
As excited as we can get ordering items from internet retailers, it is misleading to think that this virtual world
Will frugal innovation challenge the west?
Scaled-down products for poorer consumers in BRIC countries could pose a threat to developed markets, says Melanie Howard
WITH
When was the last time a subtitle made you cry?
Jeremy Bullmore reflects on the magical power of words and wonders why copywriters’ efforts seem so thoughtlessly clumsy
The most
Why are there no ads on Big Ben?
Why isn’t Big Ben’s clock tower covered with ads? It’s one of the most photographed and frequently televised edifices in
Uniqlo thrives on digital marketing
For more than a decade, Uniqlo has been exporting its brand of Japanese low-cost, quality casualwear around the world. Tessa
Iterative marketing and ecosystems
The annual festival of creativity is an indicator for the state of the global economy and the state of marketing
A nation of shopkeepers
Prasad Narasimhan considers how the explosion of innovation in India can take the next step to become thriving brand ideas
Creating value: service strategy from aristocrats to aviation
Unfortunately history does not seem to record whether, one morning in 1771, the one thousand German aristocrats who received an
Is the traditional client - agency model now out of date?
One of the most tantalising observations about the new technologies is that we tend to overestimate their effects in the
Lessons from the value marketers
Recessions have always produced a certain amount of trading down – often merely transient. But, in 2008, things might well
Differentiation that matters
Marketing is about two things. First, the marketing concept: 'Marketing is not a specialised business activity. It is the whole
Morris dancing to Norwich may not be the best way to build your brand
I don't suppose you remember William Kempe. He was very famous once. Between 11 February and 11 March 1600, he
How to manage talent in the wider experience economy
Work is theatre and every business a stage,’ wrote James Gilmore and Joseph Pine in their 1999 book, The Experience
It's complementarity these days, rather than advertising
When consumers like a particular campaign, it is facetiously observed that they are ‘buying the advertising’ as well as the
The agency model is broken - but you can fix it
The current 'one size fits all' commodity model is no longer fit for purpose. The future will need to be