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Over the next few months, Heathrow is to host a range of experiential activity focusing on the UK's calendar of cultural and sporting events, as it concentrates its marketing efforts on younger people.
The tour operator is trialling an approach where it will replace posters for last-minute deals with brand-building 'aspirational' images in the windows of its Thomson and First Choice stores.
Those eyeing up a brand acquisition need to answer several vital questions before leaping in with a bid.
Modern marketing has become so sophisticated that it sometimes ignores the biggest factor in nurturing consumer loyalty: trust in the brand is sometimes all you need.
Van Gogh once said that orange is the colour of insanity. If easyGroup founder Sir Stelios Haji-Ioannou's recent antics are anything to go by, it looks like the artist was right on the money.
Consistency of positioning can be one of the most powerful tools a brand marketer can call upon.
It's not a word that sits naturally in the brash world of advertising. But as the global economy stumbles forward, humility is the concept brand owners must embrace to engage with the consumers on whose patronage they depend. Euro RSCG's Russ Lidstone explains.
Consumers are willing to accept changes to a brand's name, as long as its core values remain intact.
Marketers need to be a lot bolder if they want to create truly distinctive brands.
It doesn't take cunning tactics to foist a brand into consumer conversation, just basic brand strategy.
