Click 
to remove filters
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.
Building brand equity is akin to cake-baking: the right ingredients and method are the key to success.
While involving internal stakeholders is often useful, it is crucial to avoid marketing by committee.
The marketing industry in India has been shocked by a major group brand demanding that agencies (media agencies in this case) pay to get on the pitch list.
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.
Can a long-standing 'stand-in' bring fresh impetus to a brand's marketing, or is the job title an oxymoron that suggests the company in question is simply struggling to find the right candidate?
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.
