Brand Strategy

View more issues:

Articles in November, 2003 issue of Brand Strategy

• Let me entertain you: Ian Buxton examines brand experience centres that have failed and argues that place, brand passion and the visitor experience are critical factors in creating an enduring brand centre
  by Ian Buxton
• It's the way you say it: John Simmons defends the power of language, arguing that a picture doesn't always tell a thousand words but that words and images should be used creatively together
  by John Simmons
• Widening portals and pipes: Alastair Ray investigates the challenges that lie ahead for Yahoo, a nine year-old digital brand which has survived the dotcom boom and bust, but remains under pressure to build its brand and business
  by Alastair Ray
• CEOs watch their reputation
• Brands pulling rank: Peter Fisk argues that brand valuation is less about league tables, and more about how effectively you nurture, exploit and use the brand to drive future cash flows
  by Peter Fisk
• St Mungo's makes an exhibition of itself
• Complicated lives
• The customer conundrum: real profitable growth is often generated by those companies who focus on their least valuable customers.
  by Alan Mitchell
• Reputation marketing: Rod Aldridge reflects on a year of intense media scrutiny and concludes that reputation really does matter
  by Rod Aldridge
• Brand mot.
  by Morag Cuddeford Jones
• Rebrand with relevancy
  by Simon Barbato
• Actimel leads the culture club: Joanna Doonar examines the success of Actimel, Danone's probiotic dairy drink which grew by 160% in its first three years, and considers whether there is room for more competitors in the functional foods market
  by Joanna Doonar
• The war of the razor blades: Joanna Doonar investigates the possible outcome of the Gillette/Wilkinson Sword court cases
  by Joanna Doonar
• 'Tis the season (for marketers) to be jolly
• How this Texan got itself in a sticky situation: Morag Cuddeford Jones looks at the demise of the Texan and discovers the miners' strike scuppered more than Margaret Thatcher
• The right kit for the game: Adrian Day outlines five key design steps for brands that want to join the mass market premium league. Brand owners must make bold decisions and meaningful changes
  by Adrian Day
• Brand surgery with Abbey's Doctor Porter: Morag Cuddeford Jones talks to Angus Porter, former managing director of BT Retail and customer director of the newly rebranded Abbey bank, and discovers that this jack of all trades is brand master of more than o
  by Morag Cuddeford Jones
• If I could get my hands on London Underground ... I'd make sure its customers went down the Tube, says Nick Smith, marketing director of British Gas
• Through a glass darkly
  by Elen Lewis
• Brands that name-drop: Ravinder Chahil advises traders to think twice before referring to another brand's registered trademark--as illustrated by the court case between Gillette Company and LA-Laboratories
  by Ravinder Chahil
• Where have all the ideas gone? In times of economic uncertainty companies are less likely to invest in innovation. Elen Lewis investigates the damage to long-term growth and discovers that involving consumers in the R&D process could reduce risks
  by Elen Lewis
• Breaking the Abbey habit: at its launch, new-look bank Abbey--formerly Abbey National--claimed it was "undertaking a radical transformation". Angus Porter, Abbey's customer director tells Morag Cuddeford Jones why the company had no choice but t
  by Angus Porter
• What doesn't kill you might even make you stronger: as the latest legislation against tobacco promotion comes into force, Morag Cuddeford Jones investigates why one cigarette brand isn't just complying, but agreeing wholeheartedly with the lobbyists
  by Morag Cuddeford Jones
• Scaling the debt mountain: research from The Henley Centre, exclusive to Brand Strategy, reveals that ineffective personal finance management is a global malaise. Chairman Martin Hayward examines the cultural differences responsible
  by Martin Hayward
• Treatment for a charity case: Wally Olins urges charity brands to consolidate and build on commercial learnings to provide effective help to those in need
  by Wally Olins
• Hyperconvenient foods or hyperbolic marketing? The knife and fork are obsolete. Can brands make food on the go a fun experience, ask Callum Lumsden and Rebekka Bay
  by Callum Lumsden