Brand Strategy

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Articles in July, 2004 issue of Brand Strategy

• Sex, drugs, rock 'n' roll ... and savings
  by Graham Saxton
• Coco de Mer at sea: if your trademark application is refused, it may still be possible to protect your brand by providing evidence of confusion suggests Gary Hopkins
  by Gary Hopkins
• Food for thought: Jill Marshall identifies food labelling's role in the obesity debate and gives eight suggestions for tackling the issue
  by Jill Marshall
• The direct approach: the UK's Cafedirect hot drinks brand is a pioneer in the fair trade movement and has grown rapidly. Joanna Doonar assesses the brand's appeal and positioning
  by Joanna Doonar
• Branding with best interests at heart? Do corporations really know what is best for us or is this style of branding at odds with the philosophy of consumerism? Joanna Doonar investigates responsible branding
  by Joanna Doonar
• Kids likes and dislikes
  by Catherine Dixon
• Darwinian branding: Pam Robertson, director of Brandsmiths says the Ries's build a powerful case as to why businesses operate on Darwinian principles but she's less certain that companies need a new brand to launch in a new market
  by Pam Robertson
• Interpretation of dreams: as Honda reaps rewards for a memorable and sophisticated ad campaign, Morag Cuddeford Jones asks if the car brand lives up to the hype of its current marketing success
  by Morag Cuddeford Jones
• No need to be a risky business
  by John Hegarty
• The marketing challenge: Rita Clifton, chairman of Interbrand is impressed with Marketing as Strategy's contribution to the 'whither marketing' debate but isn't convinced that some marketers will be able to take up Kumar's challenge
  by Rita Clifton
• Adding vitality: Ian Stephens explains the thinking behind Unilever's new logo which reflects the development of the previously 'hidden' corporate brand name
  by Ian Stephens
• Fighting for a fair game: Joanna Doonar investigates the increasing consumer interest and growth of Fairtrade-labelled products, and looks at the future of the niche market as mainstream competitors enter the fray
  by Joanna Doonar
• Market your brand and it will market you
  by Niall Fitzgerald
• Drink to success: Martin Cole argues that the drinks industry needs to think 'out of the bottle', and look to invading other industries for innovation
  by Martin Cole
• Brand Mot: Athens 2004.
  by Morag Cuddeford Jones
• Global trends in confectionery
  by Sin Hui Chew
• Older consumers are a golden opportunity
• Stepford Wife branding.
  by Alan Mitchell
• The brand leader on paralysed portfolios: Elen Lewis talks to tireless marketing guru Professor David Aaker about his 40-year perspective on the world of brands and how to maintain a long-term global strategy
  by Elen Lewis
• Powers of persuasion
  by Elen Lewis
• Are you being served? Feedback can really make a difference. Chris Voss analyses whether the stiff upper lip is bad for business in Britain, through a comparison with the US
  by Chris Voss