Brand Strategy

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Articles in July, 2003 issue of Brand Strategy

• Brand mot: Ford
  by Morag Cuddeford Jones
• A thirst for knowledge leaves Britain smarting; contrary to reports of Britain 'dumbing down', consumers believe they are getting smarter. (Trendspotter).
  by Caroline Chandy
• Absolut--the spirit in the sky: Elen Lewis investigates how the Swedish vodka brand has achieved iconic status with an impactful 25-year-old campaign using art and fashion to become the world's third largest spirits brand. (Absolut Vodka).
  by Elen Lewis
• Painting colour into whites: traditionally, consumer decisions in the white goods sector have been governed by price or machine benefits. Elen Lewis discovers how one Italian manufacturer is using branding to create a name for itself. (Special report: hom
  by Elen Lewis
• And now a word from our sponsors. (Leader)
  by Elen Lewis
• If I could get my hands on the Savoy ... I'd luxuriate in the great service while contemplating my master plan, says Patrick Muir, UK marketing director of online bank, Egg. (In An Ideal World).
  by Patrick Muir
• Does Sorrell's acquisition suffer discordiant relations? Adland has been waiting to discover the fate of troubled marcoms group Cordiant for what seems like months. Has WPP's Sir Martin Sorrell made a shrewd investment, or is it a turkey? (News Analysis)
  by Morag Cuddeford Jones
• We all love Latinos: Luis Garcia offers five valuable pointers to help marketers make the most of the lucrative Hispanic market. Understanding aspects of acculturation and lifestyle is paramount. (Brand Papers).
  by Luis Garcia
• Consumer confidence crisis. (Research).
• Books in a brave new world: marketers in the book industry tread new territories with the launch of Harry Potter. (News Analysis).
  by Joanna Doonar
• The power of language: Peter Hughes argues that client-agency relationships are founded on familiar rituals in the world of psychology and that brand strategists must avoid mystifying their clients with jargon. (Brand Papers).
  by Peter Hughes
• IT brand seeks relationship: as the newly merged HP Invent steps away from traditional IT branding by using partners to convey its new corporate identity, Joanna Doonar examines if the message is clear, or has the rebrand gone a step too far? (HP Invent).
  by Joanna Doonar
• Slicing scam or Parma ham? Cristina Garrigues discusses the legal battles over Asda's Parma ham to explain the many intricacies concerning food production, regulation and claims of geographical origin. (Brand Papers).
  by Cristina Garrigues
• No one messes with Burke's game plan: on the eve of his departure, Simon Burke, the chairman of 200 year-old London toy store Hamleys, tells Morag Cuddeford Jones why working in retail is child's play--with a bit of foresight and intuition. (Simon Burke).
  by Morag Cuddeford Jones
• Talking about my reputation: why is it that some brands' reputations can sail through a crisis with barely a dent while others collapse completely? Morag Cuddeford Jones discovers that foresight is a wonderful thing in this chaotic world. (Reputation Cris
  by Morag Cuddeford Jones
• Brand health check: Mark Sherrington offers guidance on how to take the pulse of your brand and ensure that you're getting maximum return on investment while inspiring passion and loyalty. (Brand Papers).
  by Mark Sherrington
• 100% marketing: Rob Malcolm urges marketers to clarify their role by taking cues from their core competitor--the finance function. (Opinion).
  by Rob Malcolm
• Carling and the sound of the underground. (Brand Stunt Of The Month)
• Beating the 24/7 career: Winston Fletcher talks to successful business men and women to garner some tips on striking the perfect work/life balance. (Opinion).
  by Winston Fletcher
• Boomerang babes. (Research)
• Information as a service: technology is putting consumers in control but providing more information is a powerful way to demonstrate brand values.
  by Alan Mitchell
• Pharma giants out of favour: Oxfam's Cut the Cost campaign targeting large pharma brands needs little publicity to get people on side. Morag Cuddeford Jones finds out what strategies are in place and how this sector is coping with the backlash. (Reputatio
  by Morag Cuddeford Jones
• Unleash a tiger in the home: DIY and Shanghai is a match made in heaven. Justin Lees, director of international trading at B&Q, tells Elen Lewis how the UK retail chain is appealing to new homeowners in China with its Bai An Ju brand. (Special report:
  by Elen Lewis