Mark Ritson’s piece on going back to brand basics sparked a debate on the website. Here are some of your comments: Beyond the basics Advertising has a purpose and has to work to support the brand. But are we saying that our audience hasn’t moved beyond the basics to be able to connect concepts and […]
One factor that may prove to be the BlackBerry’s saving grace (www.mwlinks.co.uk/BB10) is the fact that most of its 75 million subscribers trust their device. Unlock worldwide via email The new BB10 looks like any other Blackberry. I’m not surprised that the company has to spend a lot of money marketing this product – it’s […]
Of real interest in your article about customer service (MW 23 February) were the comments from Sir Richard Branson and Phil Stewart from Virgin Media. This time last year, I experienced the worst customer experience debacle of my life, following Virgin Media’s failure to install its service when promised. Multiple calls to multiple representatives on […]
Russell Parsons highlights some interesting findings on the latest marketing budgets and it won’t all be music to marketers’ ears but does suggest opportunity for greater creative invention with the promise of more marketing budget overall. This will encourage a move away from using the same old traditional routes. More brands should commit to increasing […]
ITV has reiterated its appeal to Apple not to use iTV for the latter’s connected TV product.
The sense of brand ‘betrayal’ is high at the moment (MWlinks.co.uk/BrandTrust) and people will only start trusting brands when their post-sale experience starts matching the pre-sale wooing. How about insurance companies getting out from behind their Ts and Cs and communicating honestly, and luxury brands making their whole brand communication experience as good as their […]
A defined SEO strategy is fast becoming recognised as a core element of the marketing mix (MWlinks.co.uk/JoinTheSearch) but, in attempting to demonstrate a link between search and offline advertising, there are key factors to appreciate before embarking on a campaign. For example, brand owners can’t control SERPs (search engine results pages) and the keywords you […]
Lucy Handley’s feature ‘Six codes that reveal a brand’s real personality’(MWlinks.co.uk/BrandPersonality) throws up some interesting questions about who is really in control of shaping the personality of a brand. Just like the perception of a person, it is subjective and gaps can emerge between the intention of the marketer and the intended consumer. As all […]
I agree that companies are turning to own-branded TV channels to increase brand engagement and drive purchases (MW January 19). This is due to the demand for online content. Findings from Ofcom and YouGov show there are over 785 million visits to online video websites every month. In fact, 27% of internet users access TV […]
Mark Ritson’s column on the power of Steve McQueen to endorse brands and the lack of ‘authentic’ current brand ambassadors prompted online debate. Read Ritson’s column at Mwlinks.co.uk/RitsonMcQueen and see comment extracts below. One sector that does endorsement well is charities. On the whole, celebrity patrons of charities tend to genuinely care about the cause […]
Music streaming service We7 is partnering with Match.com for a February promotion that offers users the chance to send their Valentines – and ex-Valentines – love and hate-themed playlists.
After reading the continued bulletins of doom and gloom in the national media, I decided to take a couple of days out of the office this week to form my own view as to future trading prospects. I was pleased to see a reassuring number of consumers out and about spending, but intrigued by where […]
There is an old mantra in career management speak that says you should always look to follow an idiot when choosing your next role. Sadly for new Tesco chief executive officer Philip Clarke, replacing Sir Terry Leahy was never going to be an easy gig. As the days go by, Sir Terry looks even smarter […]
I’ve been following the debate on value (MW last week and 12 January) because we’ve been spending time with consumers to build our own perspective on what ‘new value’ means to them. While price and quality have always been considerations for consumers, they aren’t the only considerations. If they were, then we wouldn’t be having […]
It was no surprise to read about the low level of contactless card payments in YouGov’s mobile wallet study and the subsequent call for a greater focus on education from banks and retailers (www.MWlinks.co.uk/NFCed). With any new payment technology there is bound to be a learning process and hesitancy about its use. There were many […]