Brand Strategy

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Articles in December, 2002 issue of Brand Strategy

• Getting down to the roots in the enchanted forest of brands: Lesley Salem discovers that it's not what it is, but where it's from, that inspires consumers and turns products into brands. (Trendspotter).
  by Lesley Salem
• Broadening definitions: old marketing techniques are standing in the way of broadening the definition of media in the changing world of brands
  by Alan Mitchell
• Great brand expectations: Simon Sholl says the name of the marketing game today is not so much convenience but more about compensation. Consumers expect brands to fulfil more than just one function. (Brand Papers)
  by Simon Sholl
• Diageo's Rob Malcolm and the bn [pounds sterling] bevvies: Rob Malcolm, Diageo's president of global brands, sales and innovation talks to Elen Lewis about the desirable stable of brands that are Diageo's lifeblood and the value he places on understanding
  by Elen Lewis
• A new type of take-home pizza. (Brand Stunt Of The Month)
• Repositioning food retailers: Yasmeen Khan maps out three new, key categories in the European food and drink retail landscape. (Special Report: Retail)
  by Yasmeen Khan
• Lifestyling the brand: Morag Cuddeford Jones on how high street stores are creating an environment that fulfils customers' needs. (Special Report: Retail)
  by Morag Cuddeford Jones
• Do not believe the hype: Formula One teams are having a hard time with sponsors. Morag Cuddeford Jones discovers the truth. (News Analysis).
  by Morag Cuddeford Jones
• The role of media neutrality: Martin Sorrell examines what the future holds for agencies and advertisers in a world of media neutrality and integration. (Opinion).
• Box office brand bonanzas: product placement is not a new marketing concept but it has evolved to become a mutually beneficial form of advertising for both brand owners and movie makers--in most cases. (Product Placement)
  by Ruth Mortimer
• Keeping up appearances. (Trends)
• The brand is the core: brand strategy and innovation in business modelling have long been separate disciplines. Mac Cato believes it's time to bring them together with total brand domain stewardship. (Brand Papers)
  by Mac Cato
• Anti-ageing food and drink. (Research)
• Leaping on the brandwagon: supermarket own brands were a cheap alternative. Now the inmates are taking over the asylum as major retailers announce they are to dedicate whole teams to promote them. (Special Report: Retail)
  by Morag Cuddeford Jones
• Grinding profits from beans: Simon Thong, Nescafe's brand strategy manager tells Elen Lewis he's unfazed by cafe society and explains what the market leader coffee brand plans to do in order to attract younger consumers. (Nescafe)
  by Elen Lewis
• You take the high road and I'll take British Caledonian; if anyone with a plane and a neat idea can run an airline, Morag Cuddeford Jones asks why British Caledonian was grounded. (That Was The Brand That Was).
• The faltering faith in marketers' business. (Leader)
  by Elen Lewis
• Diageo growth potential and globalisation: the future of Diageo is based on three key words: focus, innovation and growth. Rob Malcolm answers questions from Elen Lewis about how the global drinks company has secured such a strong brand portfolio and wher
  by Elen Lewis
• Children and advertising: Tessa Jowell explains why private sector organisations play a crucial role in the self-regulation of communications. (Opinion)
• Global, local or glocal? (Research)
• The name's brand, James brand: Ruth Mortimer discusses the latest film in a series that is intrinsically linked with every aspect of product placement. Such advertising is regaled in the media and is as essential to box office success as the film itself.
  by Ruth Mortimer
• Designers, take note: what does the new Community Design Right legislation mean for designers? Tomos Shillingford analyses the impact that this new intellectual property register will have in the UK. (Brand Papers)
  by Tomos Shillingford
• In the lap of luxury: Bobby Hui from Saatchi & Saatchi believes that luxury brands need to continually create a sense of exclusivity and prestige shopping experience if they want to sustain consumer desire. (Brand Papers)
  by Bobby Hui
• Getting out of line: Karen Hand offers some techniques for creative brand building and advice on how to start using the right side of your brain. A fresh perspective can reveal new marketing potential for old brands. (Brand Papers)
  by Karen Hand
• Brand mot
  by Morag Cuddeford
• Well-being for Xmas? The boot's on the other foot; Ruth Mortimer examines the situation facing high-street retailer Boots and its U-turn on selling Christmas gifts and asks whether its Wellbeing brand positioning meets shoppers' expectations. (New Analysi
  by Ruth Mortimer
• If I could get my hands on the Co-op ... I'd bring customers back to the values of community and sustainability, says Wolff Olins MD, Charles Wright. (In An Ideal World).
  by Charles Wright