Brand Marketing

East Meets West and the backfiring plastic bag

In a bid to encourage people to think twice about using plastic bags, Vancouver shop East Meets West started a campaign that has unfortunately backfired on them. East Meets West printed 1,000 bags with embarrassing slogans such as “Dr. Toew’s Wart Ointment Wholesale” and  “Into the Weird Adult Video Emporium”. The idea was to encourage shoppers ...

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Morrisons and Amazon expand same-day delivery

Morrisons and Amazon will be bringing their same-day delivery service to Glasgow, Newcastle, Liverpool, Sheffield and Portsmouth. Following its success in Leeds, Manchester, Birmingham, and parts of London and the home counties, the partnership has decided to roll out to these other major UK cities, with more to be added in the future. The home delivery ...

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How Millennials Are Changing The B2B Buyer Profile

In a sector where sales are king, many B2B businesses are making a key mistake by approaching the same ‘buyer’ from 10 or 20 years ago. The reality is that ‘digital native’ millennials are changing the nature of B2B purchasing. According to research by Merit, up to 73% of B2B buyers are now millennials. This is an important distinction because ...

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Costa launches its first RTDs

Costa which was acquired by Coco-Cola earlier this year will be launching its first ready-to-drink products. Coming to the UK at the end of June this is the first product launch since the acquisition. The three flavours included are Classic Latte, Caramel Latte and Black Americano. The ready-to-drink coffees will contain 30% less sugar than their ...

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Solving Brand Challenges With The Paradox Process

The Paradox Process is a model for brand development that when applied works for many brands facing complex challenges. Its primary purpose is to get insight into consumer pain points or contradictions that need solving, and it works by using contrary perspectives to arrive at new conclusions. It worked exceptionally well at Nike where I was the Director of Marketing ...

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Make Your Brand Name Function as a Verb

Brand names that become verbs have an inherent power: Just google it.Fedex your package.Photoshop that picture. The function of the product has made the brand name operate as a verb. I doubt these companies planned to make their brand names become verbs, but look at the power the name generates. Each brand name has become synonymous with the category, which ...

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Brands Unite For Growth And Good

Richard Edelman coined an interesting term for our times: Brand democracy. Here’s his definition, “The feeling is: It’s easier to get a brand to act on the issues I care about than to vote for another ineffectual politician. The brand can do much to deliver on this expectation, from improving its supply chain to persuading consumers to change their behavior.” ...

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