As the marketing director at British pharmacy giant Boots, Helen Normoyle has had to contend with the changing high street, the rise of lifestyle brands and a corporate rebrand in managing Boots’ marketing strategy. W...
Articles
Brand profile: Generator
Building a lifestyle brand on the foundations of a popular hostel chain has allowed Generator to rebrand, rename and reposition to support its shifting objectives. Brittany Golob reports on the tourism brand’s growth-...
Five Minutes With Colin Clark
Head of strategy and planning at launch marketing agency Five by Five, Colin Clark believes brands must experience in first person what the audience does. He discusses experiential marketing and taboos in branding, ad...
Survey by Studio Graphene reveals good marketing is a challenge for startups
Starting a business is often a difficult, risky undertaking which becomes even more challenging if the product or service the business offers is not marketed well. According to a survey of over 2,000 UK adults conduct...
Havas Media study determines world's most meaningful brands
If 77% of all brands disappeared tomorrow, people would be indifferent. However, 76% of people believe brands to be essential to their livelihoods, at least in some capacity....
Billson's works with Cowan to begin brand rejuvenation
Billson’s Brewery, one of Australia’s oldest beverage manufacturers, has been making drinks from the nearby alpine spring water since 1865. Now, the company is rejuvenating its products for a 21st century market....
A lack of qualified candidates, reveals findings from brand marketing survey
The marketing sector is one of constant change and development. Marketers must not only sell innovation, they must drive it. In an increasingly deadline driven culture, and with the competition mounting at breakneck s...
Preview: the International Place Branding Event Liverpool 2018
On 31 May, the maritime city of Liverpool plays host to a place branding conference like no other. Emphasising how successful place brand strategy is ‘not about the logo,’ the International Place Branding Event Liverp...
Brand profile: Inmarsat Aviation
With challenges related to awareness, market share, internal structure and business model, Inmarsat Aviation had to adopt a startup mentality and bold strategy in order to achieve success. Brittany Golob reports...
Marketers have lost faith in marketing, study finds
Derived from the Old Norse word ‘Brandr,’ meaning ‘to burn,’ the concept of branding has existed for millennia. Originally a physical mark made on property, such as cattle or timber, branding today is perhaps less phy...