Helen Edwards on Branding: Apple of their eye
29 Sep 2010 | by Helen Edwards
Marketers should stop trying to ape Silicon Valley's finest and focus on their own brands' heritage.
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Helen Edwards on Branding: The toughest audience
06 Oct 2010 | by Helen Edwards
Marketers who are adept at engaging with consumers can struggle to communicate with colleagues.
Helen Edwards on Branding: The challenge of the dual
22 Sep 2010 | by Helen Edwards
Marketers shouldn't fear using multiple messages to communicate a brand's singular attributes.
Editor's Comment: Get top marketers on board
07 Sep 2010 | by Gareth Jones
Marketers have long suffered a lack of representation in the boardroom, with all too many listed companies overlooking the role of their brands in building shareholder value.
Helen Edwards on Branding: Ask why before you buy
17 Aug 2010 | by Helen Edwards
Those eyeing up a brand acquisition need to answer several vital questions before leaping in with a bid.
Reinventing marketing: We need to rediscover the real meaning of brand trust
11 Aug 2010 | by Alan Mitchell
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.
Helen Edwards on Branding: Cooking up a storm
10 Aug 2010 | by Helen Edwards
Building brand equity is akin to cake-baking: the right ingredients and method are the key to success.
Helen Edwards on Branding: Brands need the odd ad lib
21 Jul 2010 | by Helen Edwards
A focus on scripted service can create staff tensions, to the detriment of the customer experience.
Helen Edwards on Branding: In with the in-crowd
14 Jul 2010 | by Helen Edwards
While involving internal stakeholders is often useful, it is crucial to avoid marketing by committee.
Helen Edwards on Branding: Whose brand is it anyway?
23 Jun 2010 | by Helen Edwards
Consistency of positioning can be one of the most powerful tools a brand marketer can call upon.
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