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Posts tagged ‘branding’

TV is not dead: it is alive and kicking

Friday, January 27th, 2012 by Guest blogger

Hamish Pringle, strategic advisor, 23red and co-author of Spending advertising money in the digital age:

In 2006 the Wall Street Journal asked: “As 30-Second Spot Fades, What Will Advertisers Do Next?”  And a year later CNN/Money reported: “The death of the 30-second TV commercial: Devices like the new Apple TV box and digital video recorders from TiVo, Motorola and Cisco could help bring an end to the traditional TV ad.” (more…)

Can retail marketers lure Christmas shoppers back to the high street?

Wednesday, November 2nd, 2011 by Guest blogger

Dr. Alan Treadgold, head of retail strategy, Leo Burnett Group:

For marketers, developing a strategy to encourage shoppers back into stores for the crucial Christmas period is an increasingly difficult, but critical, task. According to the Local Data Company, on average 14.5 per cent of UK stores are vacant. If that sounds bad enough, there are many town centres where well over one in four shops stand shuttered up and vacant. Doing your shopping in a high street where every third or fourth shop is closed for business is likely to be as dispiriting and depressing for the shoppers as it is for the business owners who have lost their stores and their livelihoods. (more…)

Removing the core: can Apple survive without Jobs?

Friday, August 26th, 2011 by Guest blogger

Graham Staplehurst, global director, Brandz, Millward Brown:

With the news that Steve Jobs has resigned as CEO of Apple, came speculation from the City, media and analysts about the future ability of Apple to survive without its saviour and innovator at the helm. While it’s clear that Jobs has imbued much of his own personality into the brand, the brand is distinct enough to survive without Jobs – in the minds of its customers at least. And it is this consumer opinion that is most important for the future of the world’s most valuable brand, now worth $153 bn, (£93.9bn). (more…)

Consistency versus renewal

Tuesday, July 27th, 2010 by Graham Hales

Too often consistency and renewal are set up as mutually exclusive adversaries. We either dogmatically bring the brand to life in tried and tested fashions, or we change, and in changing accept a loss of continuity that could be to the detriment of the brand’s equity for a period of time.
But does it really have to be like this? (more…)