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

Difference between myth and reality

The Chartered Institute of Marketing’s latest benchmark study of top brand executives at more than 100 leading international companies explores how to bridge the gap between promise and reality, as head of insights Thomas Brown explains

How long is a piece of string?

Measuring brand equity is essential to improve return on investment, but what should you measure? Communication, marketing and public relations struggle to show meaningful measures: awareness, visibility and likeability simply aren’t strong enough to show business value, writes Kate Hilpern