Brand Strategy

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Articles in April, 2003 issue of Brand Strategy

• Branding to the male: 90s new man gets negative. (Exclusive Research).
• How fast food and footie make an excellent match: understanding the relationship between brands and sport could improve sponsorship effectiveness. Ruth Mortimer assesses McDonald's latest sponsorship deal with the 2004 Olympic games in Athens. (News Analy
  by Ruth Mortimer
• Power to the people--brands must show ethical conduct; people are increasingly prepared to stand up and support a cause. Lesley Salem asks how brands engage the active citizen. (Trendspotter).
  by Lesley Salem
• Client and agency chemistry: be aware of the bigger picture, honesty is the best policy and don't forget to make it fun. Two experts on the front line of client/agency relationships offer their insights into making all the right moves. (Client/Agency Case
• How the Mercury brand slipped away like quicksilver; Ruth Mortimer looks at the brief life of the brand that was galvanised into action in the 1980s, making a promising start. (That Was The Brand That Was).
  by Ruth Mortimer
• Rise of the patchwork kid: Louise Ellerton says brands need to demonstrate an understanding of the needs of a new `pick `n' mix' youth society, which crosses culture, nationality, religion and language. (Brand Papers).
  by Louise Ellerton
• Treading the boards on the centre stage. (Leader).
  by Elen Lewis
• Modernising Barnardo's: Barnardo's, the children's charity has been working hard to drop its Victorian associations. Andrew Nebel, Barnardo's marketing director tells Ruth Mortimer how the charity is updating its brand. (Special report: charity).
  by Ruth Mortimer
• Whose business is it anyway? Wendy Gordon and Caroline Whitehill say the branding world should stop polarising itself and learn to collaborate. (Debate)
  by Wendy Gordon
• Problematic piracy: Peter Ward analyses the law suit between Sony Music and EasyInternet, a signal that record companies are taking action against those who help consumers download music from the net. (Brand Papers).
  by Peter Ward
• Why giving is good for you; it pays to be charitable but only if the balance is right. Elen Lewis investigates whether cause related marketing--the shop window of corporate social responsibility--can impact a business's bottom line. (Special report: chari
  by Elen Lewis
• Giving off good relations: the press release trumpeting a new multi-million account is the shiny face hiding barely gritted teeth and an undercurrent of resentment. Morag Cuddeford Jones ask if clients and agencies can ever play happy families. (Client/Ag
  by Morag Cuddeford Jones
• KitKat rings the bell for UK workers' break time. (Brand Stunt Of The Month)
• Harrison is a smartie at marketing chocolate: Andrew Harrison, marketing director of Nestle Rowntree, talks to Elen Lewis about managing the delicate balance between renovating and honouring the heritage of well-loved brands such as KitKat. (Profile: Andr
  by Ellen Lewis
• The day Amazon iPAQed up: Morag Cuddeford Jones finds out why `sorry' seems to be the hardest thing to say for online retailer Amazon. (News Analysis).
  by Morag Cuddeford Jones
• Restoring confidence: how can marketing directors break free from the vicious time-money spiral? Tim Ambler offers stringent guidelines to help marketers regain their confidence in a time of commercial uncertainty. (Brand Papers).
  by Tim Ambler
• Brand mot: Ryanair is the ultimate business paradox.
  by Morag Cuddeford Jones
• Designing a strategy: Grant Marshall argues that although design agencies focus on creative solutions, they can make valuable strategic input. (Debate)
  by Grant Marshall
• Building a brand out of bricks; Ruth Mortimer finds out how the stud-and-tube brick has gone from household object to fantasy films and discusses how the toy brand plans to win over indifferent older girls and move into the adult market. (Lego)
  by Ruth Mortimer
• Pringle look goes with a swing; Morag Cuddeford Jones talks to Kim Winser, Pringle's chief executive, about the transformation of the Scottish knitwear brand and how Pringle has risen from long walk to catwalk in just three short years. (Pringle)
  by Morag Cuddeford Jones
• The Asian anomaly in ethnic marketing. (Research).
• Brand armour protection: Peter Fisk argues that brands are not effectively managed for the creation of shareholder value, especially when times get tough. Cutbacks seem like a good idea but may cause long-term damage. (Brand Papers).
  by Peter Fisk
• Shifts in pre-school demographics open new opportunities. (Research).
• Megabrand, megamistake? Focusing building global brands is misplaced, companies are growing margins today at the expense of prosperity tomorrow.
  by Alan Mitchell
• The mongrel mix: Paul Richards suggests employees get together and tell stories. Sharing experiences is likely to stimulate new ideas, resolve problems quickly and above all, make your staff feel valued. (Brand Papers).
  by Paul Richards
• If I could get my hands on Coca-Cola ... I'd make sure that it went back to its advertising roots, says Al Ries, founder of Ries & Ries, a PR consultancy. (In An Ideal World)
  by Al Ries