Brand Strategy

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Articles in September, 2002 issue of Brand Strategy

• Beauty from a bygone era? Elen Lewis talks to Ron Rolleston, vice president of global marketing at Elizabeth Arden about how the traditional beauty brand is going to strengthen its appeal to young consumers and regain some of its former market share. (Eli
  by Elen Lewis
• Pitching brands further afield: Ruth Mortimer discusses why brands should be innovating their way out of a recession. Is collaboration the key to future success and how can a brand sustain this impetus without diluting its core values? (Brand Innovation).
  by Ruth Mortimer
• Compassionate capitalism--a step in the right direction? Jenny Adams on how corporate social responsibility is not a new expense for companies but good service branding practice. (Trendspotter)
  by Jenny Adams
• If I could get my hands on the Eastern bloc ...: Wally Olins, founder of Wolff Olins and chairman of Saffron, wonders why Central Europe's brand is the road less travelled. (In an ideal world)
  by Wally Olins
• Burying the myth of impulse buying. (Research)
  by Ian Millner
• Global brands for local folk: Morag Cuddeford Jones on why operators need to improve their international brand experience. (Special report: telecoms)
• One.tel gets sophisticated: Morag Cuddeford Jones follows a rite of passage as telecom upstart One.tel challenges BT's mantle. (Special report: telecoms)
• Rich reward for road warriors. (Brand Stunt Of The Month)
• Cosmopolitan. (Brand MOT)
  by Ruth Mortimer
• Transparent branding. (brand strategy)
• Serendipity online: John Straw examines to what extent companies are diluting their proposition by not carefully managing their brands on the web. Marketers need to be aware of brand users and abusers. (Brand Papers)
  by John Straw
• Mobile customers get crossed wires. (Trends)
• Brands on the brain. (Research)
• The winged motor car which never learnt to fly: Ruth Mortimer looks back at the DeLorian car and asks what happened to one man's dream automobile brand. (That Was The Brand That Was)
  by Ruth Mortimer
• Brand slurs for vegetarians: Ruth Mortimer investigates why Quorn is being attacked by a US consumer group and why it's not fighting back. (News Analysis)
  by Ruth Mortimer
• Levi Strauss 3--Tesco 0: Ravinder Chahil looks back over events behind the litigation between a retailer and brand owner as the UK High Court closes the door on Tesco's attempts to sell cut-price Levi's jeans. (Brand Papers)
  by Ravinder Chahil
• Misaligned values: Leslie de Chernatony investigates how to improve brand performance and looks at the techniques organisations can employ to develop more coherent branding. (Brand Papers)
  by Leslie de Chernatony
• Pulling 3Gs of resistance: Morag Cuddeford Jones investigates the struggle facing the UK's mobile network operators to recoup their 22bn [pounds sterling] investment on 3G licenses and ensure they don't make the same mistakes as they did with WAP. (Specia
• Virginal risks and blessings: persuading directors to buy into long term innovative ideas is no easy task. Virgin has been innovating for the last thirty years but still struggles against the stifling hand of short-termism. (Case study: brand innovation)
  by Ruth Mortimer
• Rebranding a public service--police, camera, action: as war brews between the BBC, the Home Office and M&C Saatchi about the Police's controversial `Could You' adverts, Morag Cuddeford Jones looks at the branding struggles facing public services. (New
  by Morag Cuddeford Jones
• Negative exposure: David A. Aaker and Erich Joachimsthaler analyse the pitfalls when making sponsorship deals and consider the role of sponsorship in building brand exposure. (Brand Papers)
  by David A. Aaker
• Toyota's Moran is a lap ahead in the race: Mike Moran, commercial director of Toyota UK is a veteran in the car industry, having started out at Ford, he has multi-tasked his way up to the top of sales and marketing. (Profile).
  by Elen Lewis
• Brand due diligence: David Haigh explains the background behind the Saatchinvest and Heinz deal and the five key steps to brand due diligence. (Opinion)
  by David Haigh
• Limited understanding: marketing effectiveness is geared to a company's needs rather than consumers' needs and it's time for a shake up
  by Alan Mitchell
• The global market for clothing and footwear. (Research).
• Balancing big ideas and the bottom line. (Leader)
  by Elen Lewis
• B2B brand management: Brian Sweeney reveals some exclusive research from the Chartered Institute of Marketing's Canon of Knowledge team which suggests B2B brands should deliver a clearer brand message. (Brand Papers)
  by Brian Sweeney
• Cultural connections: Chris Ludlow examines the stereotype of `German-ness' and draws out the differences between British and German branding. Could British creativity and German thoroughness be the perfect union? (Brand Papers)
  by Chris Ludlow
• Logo as dreamcatcher: John Sayer says branding is essential for a charity like Oxfam to attract people's attention and raise awareness. (Opinion)
  by John Sayer