Brand Strategy

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Articles in August, 2002 issue of Brand Strategy

• Brand truth and consequence. (Leader)
  by Elen Lewis
• Crisis, what crisis? Elen Lewis examines how to manage a brand in crisis and discovers that no company is immune. What's the secret formula to clinging onto market share and how do you defend a brand when it's been shot to pieces? (Crisis Management)
  by Elen Lewis
• Tightening the utility belt: as Npower gets ready for the launch of `home essentials' and attempts to reposition itself as a lifestyle services retail brand, Morag Cuddeford Jones asks if the company can live up to expectations. (Npower).
  by Morag Cuddeford Jones
• Marketing brands to fans: Peter Draper explains how he communicates the Manchester United brand to its disparate base of 50 million fans. (Opinion)
  by Peter Draper
• Travel brands have far to go: digital and interactive TV enables travel and leisure brands to bring their product to life. Ruth Mortimer investigates the challenges facing the travel industry translating itself on to this format. (Special report: travel)
  by Ruth Mortimer
• Food labels wide of the mark: Ruth Mortimer examines recent research that claims brands aren't doing exactly what they say on the label. (News Analysis).
  by Ruth Mortimer
• Creating regional appeal: Ruth Mortimer asks why local communities are turning to brand agencies in search of a cohesive identity and discovers that branding a region calls for patience, time, money and acceptance from inhabitants. (Special report: travel
  by Ruth Mortimer
• Why Harry met Hermione: Giles Lury discusses why brand communication needs to be more than a one trick pony and why brand managers must create ideas, slogans and visuals that tap into the consumer's subconscious. (Brand Papers)
  by Giles Lury
• An untapped source: Geoffrey Wheating argues that the computer games industry needs to use broader marketing techniques to target its consumers--and that the appeal of sport could offer the solution. (Brand Papers)
  by Geoffrey Wheating
• Santa Claus isn't just for Christmas--he's for life; Nick Sunderland, senior planner at brand agency Lambie-Nairn wants to make every day like Christmas. (In An Ideal World)
  by Nick Sunderland
• Equitable Life. (Brand Mot).
  by Morag Cuddeford Jones
• 3-D trade marks: Ravinder Chahil from Bird & Bird law firm examines the court case between Philips and Remington and unravels the limits of shape protection under the trade marks directive. (Brand Papers)
  by Ravinder Chahil
• Mega brands make advertising demands. (Trends)
• Agencies under the cosh: Sean Pillot de Chenecey says ad agencies need to evolve and buck up their ideas in order to change current consumer apathy. Creatives can no longer rely on the old tried and tested methods. (Brand Papers)
  by Sean Pillot de Chenecey
• Exploding myths about marketing to Ds and Es. (Research)
  by Teresa Anderson
• Purposeful positioning: Simon Milton says brands that communicate a meaning or purpose stand a better chance of success. Upholding a vision and establishing the core brand values will ensure loyal customers. (Brand Papers)
  by Simon Milton
• Mapping relationships: Chris Macrae suggests a valuation exercise to help organisations measure their true value and decipher whether a brand's intangible assets are compatible with its stakeholders' needs. (Brand Papers)
  by Chris Macrae
• Mobile marketing and youth targeting. (Research)
• Enriched brand relations: branding is not just about selling a product or service--it is about creating a bond with a multi-faceted proposition
  by Alan Mitchell
• Vodafone's Batchelor navigates a sea change; Lance Batchelor talks to Elen Lewis about his new role as UK marketing director at Vodafone and reveals how his experiences in the navy, at P&G and Amazon have prepared him for the challenge. (Profile)
  by Elen Lewis
• Portfolio managing matters: Hugh Davidson offers new insight on brand portfolio management and says there's a clear analogy between managing brands and managing a football team. (Brand Papers)
  by Hugh Davidson
• The age of uncertainty and renaissance of expression: Lesley Salem, insights director at FutureBrand, suggests the current cultural landscape is a precursor to extremist trends. (Trendspotter)
  by Lesley Salem
• Brands behaving badly: Ruth Mortimer on how the Ford and Firestone brands redeemed themselves after the safety crisis of 2000. (Case study: crisis management)
  by Ruth Mortimer
• Hedgehog crisps were just too prickly a subject; Morag Cuddeford Jones looks past the eww factor to find a genuinely warm and cuddly organic offering in Hedgehog crisps. (That Was The Brand That Was).
  by Morag Cuddeford Jones
• What's in name? Charles Grimaldi explains why Rentokil decided against renaming itself despite the potentially negative connotations. (Opinion)
  by Charles Grimaldi
• Cerne Abas Giant gets a lesson in safe sex. (Brand Stunt Of The Month).
• World's top 100 brands--are they fact or fiction? Morag Cuddeford Jones discovers whether Interbrand's top 100 brands will make an impact at board level. (News Analysis)
  by Morag Cuddeford Jones