All Marketing & branding articles – Page 121
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OpinionRetail surgery: Some businesses have used Google AdWords to great effect during the World Cup. How can we do the same for future events of this scale?
Some businesses have used Google AdWords to great effect during the World Cup. How can we do the same for future events of this scale?
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AnalysisCorporate brands
Brands are key in building recognition and relationships, so retailers need very compelling reasons to rebrand
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NewsDixons campaign will aim to change image
Electricals group Dixons - which is readopting its original name and abandoning the DSGi moniker - is to launch an advertising campaign later this year in an attempt to change what it claims are outdated shopper perceptions.
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NewsSainsbury’s ad celebrates British summer
Sainsbury’s today launched its latest advertising campaign with celebrity chef Jamie Oliver, with the first ad aired during breakfast show GMTV.
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NewsTesco rapped over Asda price comparison ad
Supermarket giant Tesco has been censured by the Advertising Standards Authority (ASA) for the second time in a year for making “ambiguous and misleading” claims.
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NewsCurrys to honour promotional promise on Frank Lampard goal
Electrical retailer Currys has brought some cheer to downcast England fans with a decision to recognise Frank Lampard’s incorrectly disallowed goal against Germany as part of its World Cup promotion.
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NewsBurberry launches interactive ad campaign
Luxury retailer and brand Burberry has developed an interactive digital advertising campaign for its Autumn 10 collection that allows users to control the cast and products in each shot.
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NewsComet plans brand overhaul to stand out from competition
Electricals retailer moves to connect with customers and differentiate itself from its rivals
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News‘Give customers a greater say,’ says Asda chairman
Asda chairman Andy Bond has said retailers need to revaluate how they engage shoppers of the future, hailing them as the “net generation”.
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OpinionAdopting a consumer goods outlook
This reflection of FMCG brands’ best practice by major retailers can also extend to how they structure their organisations or would like to be perceived.
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NewsColeen Rooney to be the face of Littlewoods
Shop Direct-owned etailer Littlewoods.com has signed Coleen Rooney to front its new advertising campaign.
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NewsWHSmith to launch book club with Richard and Judy
WHSmith has struck a deal with TV personalities Richard Madeley and Judy Finnegan to reprise the pair’s book club.
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NewsAsda claims Price Guarantee will be as revolutionary as Clubcard
Asda has claimed that its Price Guarantee will go down as a “moment in history” with the capability to become as important a part of its business as Clubcard is for Tesco.
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AnalysisWhat Apple means to retailers
Apple has again captivated consumers with its latest gadget, the iPad. Joanne Ellul pins down the brand’s enduring appeal and examines why the company is so important to other retailers
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NewsIceland ditches celebrities in its ads
Frozen foods retailer Iceland is to launch its new ad campaign with an Iceland customer as its star, after reporting another record year this week.
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NewsBest Buy sponsors London venue The O2
Best Buy is sponsoring London venue The O2 to bolster its entertainment credentials.
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AnalysisThere’s a brand new world in store
Rebranding is often written off as no more than an expensive new logo. But when executed properly, the exercise can put a spotlight on real business change, as Joanna Perry discovers
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NewsTheo Walcott axe delivers blow to M&S ad
A Marks and Spencer’s ad campaign suffered a blow when one of its stars, England striker Theo Walcott, was dropped from the England team.
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AnalysisRoyal warrants
Royal warrants confer status on a retailer. But how do you get one? And how do you lose one?
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AnalysisOffers hot off the press
Every weekend, newspapers are running special promotions with retailers, but how do they work and which ones succeed in pulling in the punters?