Editor's comment: Bold brands set creativity free
16 Jun 2010 | by Gareth Jones
Marketers need to be a lot bolder if they want to create truly distinctive brands.
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Think BR: The need for brand humility 2010
21 Jun 2010 | by Russ Lidstone
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.
Helen Edwards on Branding: Revise your social skills
09 Jun 2010 | by Helen Edwards
It doesn't take cunning tactics to foist a brand into consumer conversation, just basic brand strategy.
Helen Edwards on Branding: Always question the 'facts'
02 Jun 2010 | by Helen Edwards
Marketers should fully engage their critical faculties and interrogate researchers more carefully.
Helen Edwards on Branding: Slavery doesn't pay
26 May 2010 | by Helen Edwards
Brands that routinely rely on their customers to work for nothing could be in for a rude awakening.
Editor's comment: The powers behind the brands
25 May 2010 | by Gareth Jones
Those of you lucky enough to have made it into Marketing's Power 100 this year have particular cause to celebrate. Not only are you among the elite few to have made it to the top at a time of unprecedented upheaval, you are also pioneers at a new frontier of communications.
Helen Edwards on Branding: The supply-chain reaction
19 May 2010 | by Helen Edwards
The reputation of your brand is at the mercy of the success or failure of the chain of supply behind it.
Helen Edwards on Branding: From checkout to grave
11 May 2010 | by Helen Edwards
Those seeking a 19th-century precedent for Tesco's ubiquity should look to the once-mighty Co-op.
Helen Edwards on Branding: The third way
05 May 2010 | by Helen Edwards
Brands seeking to challenge a 'big two' need to find strategies that will build loyalty and recognition.
Helen Edwards on Branding: Time to get touchy-feely
28 Apr 2010 | by Helen Edwards
The emotional bonding that is crucial to any brand's success cannot be built using metrics alone.
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