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What sort of people are most likely to respond to direct mail, asks Alice Dunn, marketing executive, Kantar Media.
Three in every five UK consumers say it is important that companies they deal with online disclose how they are collecting and using their data, writes Scott Meyer, chief executive officer, Evidon.
Students are desperate to ensure they project the right image with their labels, so getting the branding right is vital in this market, writes Kantar Media's Alice Dunn.
An in-depth look at the findings of the fourth wave of Pulse @ McCann London's state of the nation barometer, Moody Britain.
This paper examines the services brand building process, based on depth interviews with leading-edge brand consultants. A model is posited of the factors involved when building a services brand from scratch. Insights about those involved in the services brand building process are provided along with...
Establishing and communicating a brand may be harder for multibrand retailers than for their single-brand counterparts, but brand building is essential for both. Article from McKinsey Quarterly.
