Brand Strategy

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Articles in October, 2002 issue of Brand Strategy

• Easing towards a philosophy: Stelios Haji-Ioannou, founder and chairman of Easygroup announced he would step down from the board of Easyjet this year.... (Case study: celebrity brands).
  by Elen Lewis
• Will you still feed me when I'm 64? Amanda White charts the erosion of the pensions market and looks at viable alternatives for security. (special report: online banking).
  by Amanda White
• Shooting stars burn bright: Elen Lewis charts the cult of the personality in branding .... (Celebrity Brands).
  by Elen Lewis
• If you want to understand the future, talk to a ten year old ... (Research).
• Watford's community club: ... a smaller football club builds a brand to stand out from the crowd and represent more than just sport. (Opinion).
  by Ed Coan
• Comfort at a bus stop--don't get wet, get wise. (Brand Stunt Of The Month)
• In cahoots to egg online: after initial trepidation, online banking has taken off, in many cases leaving the parent brands behind...
  by Morag Cuddeford Jones
• Branding the government: ... how the government can get beyond the confusion of its ... departmental brands to form a coherent communication strategy. (Brand Papers).
  by Thom Newton
• Resetting trends and removing barriers to behaviour change: Anna Vardy assesses the changing attitudes through the decades and suggests brand managers get one step ahead. (Trendspotter)
  by Anna Vardy
• Fading to grey. (Trends: research).
• Corporate scandals: Edward Keller assesses the effect of the American corporate scandals on US consumer confidence ... impact on global brands (Brand Papers).
  by Edward Keller
• Brand mot
  by Morag Cuddeford
• The sensitivity of price: price is no longer just a signal relating to products or services, it is also a signal of the relationship between buyer and seller.
  by Alan Mitchell
• Peter Stringham, group general manager of marketing at HSBC, talks about the challenges he faces in marketing the world's local bank in a time of scepticism towards globalisation. (Profile)
  by Elen Lewis
• A tang of bitter-sweet loyalty: Air Miles has been the UK's best-known customer loyalty scheme for 14 years..... (Air Miles).
  by Ruth Mortimer
• If I could get my hands on Centrica ... Stephen Isherwood, head of brand marketing at Fujitsu Services explains why he'd give Centrica a full service. (In an Ideal World)
  by Stephen Isherwood
• Third wave of branding: ... how service brands can offer extraordinary customer value by reaching back into their business. (Brand Papers).
  by Michael Bayley
• Bling bling branding with strictly no mention of `cool'..... Ruth Mortimer discusses the new RBK label and asks if marketers or consumers can 'make' brands... (News Analysis).
  by Ruth Mortimer
• Which name please? ... the legal struggle between two public telecommunications operators... (Brand Papers).
  by Kerry Griffin
• The death of advertising: ...Public Relations is far too important to take a back seat to advertising when establishing and building brands. (Brand Papers).
  by Al Ries
• Brand arrogance in India: ... Indian marketers are having to ... take their products to market. (Brand Papers).
  by Kartik Kompela
• Coca-Cola fails to reach Fruitopia at the oasis: despite a massive marketing campaign Morag Cuddeford Jones asks why the US's Fruitopia lasted just a few months in the UK. (That Was The Brand That Was).
  by Morag Cuddeford
• Marketers must show shareholder value. (Leader).
  by Elen Lewis
• A change in currency: Martin Hayward reveals a change in consumer behaviour which sees customers trading new resources with companies. (Opinion).
  by Martin Hayward
• Tribe culture and brands. (Research).
• Raising the stakes: ... sponsorship is frequently misunderstood by marketers ... [and] how to maximise brand potential. (Brand Papers).
  by Daniel Zammit
• Corporates lead world summit: Morag Cuddeford Jones examines the effectiveness of the World Summit on sustainability in Johannesburg. (News Analysis).
  by Morag Cuddeford
• Loyalty hanging in the balance: Morag Cuddeford Jones asks the key players in banking if it is a case of `aggregate or be damned'. (Special report: online banking).
  by Morag Cuddeford Jones