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Brand Extension ; How to extend more successfully?

Brand extension strategies
There is no single approach to brand extension, but what are the factors that drive success? Let's start with some examples.
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Marketing and politics ; What can marketers learn from the 2019 UK General Election result?

Marketing politics : Huw Edwards hosting the BBC General Election coverage
We’re marketing folk, rather than politicians, so think in a particular way. We also have roots across the country, and don’t live in the London bubble. So reflecting on marketing politics over the last 5 weeks, and Government, since the EU Referendum, this is to share our
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Seven Essentials to being a Successful Marketing Director

How to be a successful marketing director
So you want to be a Successful Marketing Director or Chief Marketing Officer (CMO)? Read our Seven Essentials.
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The UK Productivity Conundrum; Eight Insights for UK plc

  • Productive worker bee on lavender
Since 2008, UK productivity has failed to follow the previous 10 year plus trend line. Exactly why productivity has failed to grow is a hot political issue and much debated by economists. We therefore thought it helpful to have a view. If we approached the subject from a marketing poi
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B2B vs. B2C Marketing ; What works best on the dance floor?

B2B vs. B2C marketing
Marketing a product to an individual consumer rather than to a business is often a very different proposition. Or is it?
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Brand Storytelling ; Turn Frogs to Princes and Live Happily Ever After

Brand storytelling | Saint George and the Dragon by Paolo Uccello.
Storytelling predates writing; the earliest forms were spoken, combined with gestures and expressions. They also include fairy tales, myths, legends and many of religious origin. There is much to learn from stories. Thus with brand storytelling it is possible to transform a brand from
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Brexit Planning; Time for UK business to embrace the world

Brexit - UK business and marketers should embrace the world l World of flags
On June 23rd 2016 the UK decided to leave the EU. So what does this mean for UK businesses and marketers? And do you have an oven-baked Brexit plan. The consensus expect a period of uncertainty as everyone digests the facts, and devise strategies to manage the risks and plan a way for
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Business Strategy; How to Plan for, and Manage in the Fast-moving Digital World

Business Strategy | SuperCar-RoadTrip.Fr
Digitalisation and 24/7 global connectivity increases customer power and supply-side reach. Search and algorithms also reduce brands to keywords. As a result, markets become increasingly competitive over time and not less. These therefore create pressure for change. And dealing with c
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The Psychology of Marketing

Psychology of marketing infographic
With just 20 per cent of buying decisions based on pure logic, the psychology of marketing, i.e. the role the mind plays in buying decisions, requires understanding. Psychology is the science of the mind and also behaviour. And whether we realise it or not, emotions and biases frequen
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Tesco Marketing; Can Big Be Beautiful Again?

Tesco marketing | Tesco store
Following recent profit warnings (2014), Tesco veteran and CEO Philip Clark has fallen on his sword and given way to an outsider – Dave Lewis from Unilever. In this article and short video, Tim Arnold and Guy Tomlinson discuss what’s gone wrong with Tesco marketing, and suggest
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