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

Unfortunately history does not seem to record whether, one morning in 1771, the one thousand German aristocrats who received an

One of the most tantalising observations about the new technologies is that we tend to overestimate their effects in the

Recessions have always produced a certain amount of trading down – often merely transient. But, in 2008, things might well

Marketing is about two things. First, the marketing concept: 'Marketing is not a specialised business activity. It is the whole

I don't suppose you remember William Kempe. He was very famous once. Between 11 February and 11 March 1600, he

Work is theatre and every business a stage,’ wrote James Gilmore and Joseph Pine in their 1999 book, The Experience

When consumers like a particular campaign, it is facetiously observed that they are ‘buying the advertising’ as well as the

The current 'one size fits all' commodity model is no longer fit for purpose. The future will need to be

The world of business is fast realising that creativity is too valuable to be left to the creatives. Whether the

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