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helen edwards
Brand consultant, columnist for Campaign magazine, author of Creating Passionbrands.
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helen edwards Sep 21
An early, but interesting perspective on the hot topic of 'Brand loyalty'. A subject I'll be picking up in my presentation.
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helen edwards Sep 21
Important comment on the state of our profession
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Andy Whitlock Sep 20
This is great. Amongst other things, writes about something I’ve been banging on about recently: The perils of imprecision and the slippery slope of throwing around 'fuzzy' labels. She does so more eloquently than me though.
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Richard Nockolds Sep 19
The truth is out there. But mostly, we've no idea where. makes so much sense it hurts
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helen edwards Sep 19
1. Consistency of brand assets and tone, perceived by consumers, help build memory structures for the brand. 2. ‘Personality’ (a metaphor) is a codification statement used by marketers (not directly perceived by consumers) to help ensure that consistency.
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helen edwards Sep 19
I think the point is not to ask them, but to systematically develop a personality that has attributes that your consumers will find appealing - including traits that they themselves might not possess.
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helen edwards Sep 18
'Purpose' keeps coming in for flak because it's not proven to drive consumer choice. It's not all about the consumer! -
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me dicen Toño Sep 17
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Nicky Bryson Sep 16
Be a purist in theory, but pick your battles in practice
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David J Carr Sep 15
That column has the fireworks but this one brings the fire
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Marcus Wincott Sep 14
A really good article about the brand strategy lesson Tesco are about to learn with their Jack's stores. Written the way only (or perhaps ) is able to! "You can't beat Aldi at being Aldi" - Mark Ritson
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Marketing Week Sep 13
"Where there is imprecision there is scope for amateurs and self-servers to seek to inveigle their way into the canon," says
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Fast Web Media Sep 13
Balancing theory and practice can be tricky, especially when it comes to seeing through marketing strategies 📈 pens her thoughts for on how marketers should face this quandary:
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helen edwards Sep 13
Can't work out whether to be flattered or offended - great writing, as always, from 'the enemy'
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helen edwards Sep 13
A great role if you want to work in the sector
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Marketing Week Sep 13
"You don’t win by beating your competitor at a game they have been playing for decades. You win by playing the game your way with your unfair advantages," says
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Conifrey Sep 12
A deeply insightful & brilliantly written article by
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Gareth Price Sep 12
"The best marketing practitioners... are zealots on getting the strategy right but pragmatists when it comes to driving it through" -
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Aspire Sep 12
.: The best marketers know how to link theory with practice via
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Read Modify Write Sep 12
The best summary of the challenges with the marketing discipline I’ve ever read. Brilliant piece from ⁦
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