British bosses must adapt to make profits offshore

Chancellor George Osborne is keen for UK companies to jump on the export conveyor belt to faster growing economies and, as Rob Langston reports, there are a number of routes open to intrepid British businesses

Running events as marketing tools

Raymond Snoddy talks to the Camelot and National Lottery chief who found added value in sponsoring the London Olympics

Targeting lucrative female market is growing trend

Women control the majority of consumer spending and are increasingly being targeted by marketers anxious to appeal to the female shopper in areas previously associated with men, as Nick Martindale discovers

Are we ready to shop for a low-carbon future?

When political leadership on sustainability matters appears absent, uncertain, inconsistent or insufficient, who sets the low-carbon agenda? Is it climate-conscious consumers or planet-smart business or both? Are we entering a new branded age of push-pull dynamics, where supply and demand drive the market, together? Jim McClelland reports

Consumers are defining brands

In a fast-changing world, where social media is influencing consumer demand, brands are adapting to new market conditions, as Jason Hesse reports

Focus on building consistent brand

Marketing, public relations and customer service have traditionally existed separately in silos but, as Jane Simms reports, they are increasingly coming together

More with less is business as usual

Brand and marketing professionals are being asked to do more with less as budgets are restricted by economic recession and multichannel selling makes greater demands, writes Jane Simms

Messy culture makes neat brands

Culture tells us about our identity, our relationships and our behaviour. It shapes what we need and want. Yet brands rarely bother to look into this cultural world, as Andy Dexter and Leanne Tomasevic at Truth Consulting explain