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Latest posts
Tesco Marketing; Can Big Be Beautiful Again?
September 23, 2014
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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 some issues and
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Political Branding; Scottish Independence vs. Better Together
June 20, 2014
Battle of the nation brands The Scottish electorate voted on the question ‘Should Scotland be an independent country?’ on Thursday 18th September 2015. The UK Government stated that if a simple majority of the votes cast were in favour of independence, then “Scotland would become an independen
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Marketing; The New Digital Marketing
January 31, 2014
‘Stay with me baby’ – from the Walker Brothers to Leanne Jarvis (1966+) Staying contemporary and relevant is essential for successful marketing. Especially in the ever-changing digital world. However the basics of marketing, consumer and brand remain constant. So does the marketing director’s main f
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The Effect of ‘Labelling’ on Customer Behaviour
October 20, 2013
What is the labelling effect? The labelling effect, recently discovered by behavioural economists, gives marketers another weapon in their arsenal of influencing techniques. This short piece introduces the labelling effect and also explains how marketers can use this technique to influence customers
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Shopper Marketing: Context, Trends and Ideas to Help You Gain Competitive Advantage
April 12, 2013
Shopper Marketing; views from a small island Shopper marketing started thousands of years ago. But in modern times it emerged from the disciplines of retail marketing and trade marketing. It involves “understanding how consumers behave as shoppers, across different channels and formats.
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