Brand Strategy

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Articles in July, 2002 issue of Brand Strategy

• A spoonful of branding: Morag Cuddeford Jones examines why the pharmaceutical industry's resistance to branding prescription drugs may be about to break down and how the discerning consumer is changing the doctor/patient roles. (Pharmaceutical Branding).
  by Morag Cuddeford Jones
• Concerts pull the right strings. (Research)
• Scandals, vandals and corporates in shambles: Ruth Mortimer investigates how to rebuild brands and restore investor trust after a corporate disaster. (News Analysis).
  by Ruth Mortimer
• The age of innocence and healthy living: Richard Reed, the 29 year-old entrepreneur has built a popular brand in the juice sector, without spending his cash on advertising. Elen Lewis discovers the appeal behind the quirky innocent label. (Profile).
  by Elen Lewis
• Building social contracts: with 51% of the British population believing they can make a difference to how responsibly a company behaves, Linda Bishop urges brand managers to set higher ethical standards. (Brand Papers)
  by Linda Bishop
• A fruity brand extension: Ruth Mortimer tracks the strategy behind the first non-cereal brand extension from Kellogg's. The ostensibly healthy snack may appeal to kids but does the Real Fruit Winder have sticking power. (Kids).
  by Ruth Mortimer
• Branding success lies in a dose of healthy hedonism; Jenny Adams, marketing analyst with brand consultancy The Value Engineers tells us about the art of seduction. (Trendspotter)
  by Jenny Adams
• A confusion of tongues: Jason Ross from AMR Interactive in Sydney asks how instant messaging will affect brand communication and advertising. (Brand Papers)
  by Jason Ross
• Pinning your colours: Jacqueline Irvine from Bird & Bird law firm reveals some good news for sports clubs--that a badge of allegiance or loyalty may be enforceable as a trade mark. (Brand Papers)
  by Jacqueline Irvine
• Globalisation--phase 2: Nick Barham shakes off the stigma attached to globalisation and urges brand owners to see it as an opportunity to understand and respond to cultural differences with creative Ideas. (Brand Papers)
  by Nick Barham
• Shaken by ad aftershock: Morag Cuddeford Jones questions whether shock tactics build brands--spark of genius or last chance saloon? (News Analysis)
  by Cuddeford Morag Jones
• Nicorette is no cold turkey: Morag Cuddeford Jones assesses how Nicorette became one of the most successful `FMCG' drugs available. (Pharmaceutical branding: case study)
  by Morag Cuddeford Jones
• Froth versus substance: Jeremy Bullmore argues that the unbranded financial services sector reminds us why we need marketing. (Opinion)
  by Jeremy Bullmore
• Message in a bottle. (Trends)
• Cult brand extinction: the Aztec chocolate bar: Ruth Mortimer looks at the launch and relaunch of the Aztec; was it anything more than a poor relation to the Mars Bar? (That Was The Brand That Was)
  by Ruth Mortimer
• Driving sales to women: Ruth Mortimer analyses whether car brands are appealing to the women sitting behind the wheel. (Special report: cars)
  by Ruth Mortimer
• Dispensing with loyalty: the assumption that loyal customers are more profitable is debatable--companies need to focus on mutual benefit
  by Alan Mitchell
• Festivals, films and friendly chips. (Brand Stunt Of The Month)
• Getting rid of corporate smokescreens. (Leader)
  by Elen Lewis
• Creating good impressions: Sergio Zyman, former chief marketing officer at the Coca-Cola Company ron the key rules on packaging and why your product's image on the shelf is the last point of defence for competitors. (Brand Papers)
  by Sergio Zyman
• Brand mot: Channel 4 is a brand of conflicts. The main channel remains profitable, but its other ventures have amassed huge debts. The broadcaster posted a total deficit of around 20m [pounds sterling] in April--its first loss in ten years
  by Ruth Mortimer
• If I could get my hands on NASA ...; Liz Tinlin, director of Brand Vision at Added Value looks to the stars and imagines the NASA brand rocketing skyward. (In An Ideal World)
  by Liz Tinlin
• Lifestyle brands get smarter: Ruth Mortimer looks at an automotive brand that goes beyond putting wheels on the road. Daimler-Chrysler's Smart car is an environmentally friendly vehicle with a distinct personality--and we're not talking Knight Rider. (Spe
  by Ruth Mortimer
• Neutraceuticals: a pill for every ill. (Research)
• Petroleum and principles: Elen Lewis talks to Raoul Pinnell, Shell's vice president of global brands and analyses how the Shell brand has reinvented itself to fit in with the expectations of its stakeholders in today's society. (Shell).
  by Elen Lewis
• Managing global brands: David Wethey recommends a different process for international clients and agencies to follow in global campaigns. (Opinion)
  by David Wethey
• Technology shifts a gear: Gavin Winter from Maritz Research examines the new technological opportunities for automotive brands. (Special report: cars)
  by Gavin Winter
• Losing out on sponsorship: get connected with your target market. Ben Stobart warns that brands risk wasting millions of pounds on sports sponsorship if it is not integrated with promotions. (Brand Papers)
  by Ben Stobart