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Launching a new brand is a risky business, says Peter Markey, RSA and More Th>n
In an extract from Marketing Excellence 2, Peter Markey, chair of the organising committee for the Awards for Excellence and CMO, RSA and More Th>n, celebrates three clever brand launches. Launching...
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Four principles for brand extension, by Jon Goldstone, Premier Foods
In an extract from Marketing Excellence 2, marketing director of Premier Foods and former judge at the Marketing Society’s Awards for Excellence, Jon Goldstone, gives four guiding principles to follow...
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Forge your own path to create loyalty, says Mark Thomson, Royal Mail
In an extract from Marketing Excellence 2, Mark Thomson, media director, Royal Mail, says that encouraging loyalty is about defining your market. Modern marketing has created the promiscuous consumer....
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Going global, by Dan Cobley, Google
In an extract from Marketing Excellence 2, Dan Cobley, managing director UK and Ireland, Google, shares lessons in global marketing from ebookers, Aviva and Dulux. Global branding? Yes or no? This is...
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Organising for good marketing, by Troy Warfield, Kimberly-Clark
In an extract from Marketing Excellence 2, Troy Warfield, vice president of family care, Europe, Kimberly-Clark, says that it’s all about the people. There are two important areas integral to success...
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What exactly is social marketing? Sheila Mitchell, Department of Health, has...
In an extract from Marketing Excellence 2, Sheila Mitchell, marketing director, Department of Health, explores the concept of social marketing. What exactly is social marketing? It applies most of the...
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Sustainability is about enhancing value, says Jo Daniels, Business in the...
In an extract from Marketing Excellence 2, Jo Daniels, BITC’s marketplace director, says marketers have the chance to redefine ‘need’. ‘Marketing for sustainable consumption’ is a difficult one because...
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