Brand Republic blogs
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by Brand Learning, 06/12/2013
This post is provided by Hayley Spurling, Brand Director at Brand Learning, global experts in transforming Marketing Capabilities.
There’s a growing amount of attention being given to customer experience: the critical moments when your desired brand positioning is expressed in practice, across every touchpoint, every interaction and every step of the customer journey. Not only does it require a strong, joined up and insightful brand plan – it also requires stretching leadership to join up every business function in delivering a coherent, brilliantly branded, customer-centred experience.
by NABS, 06/12/2013
“There’s never been a better time to be new, young and inexperienced,” makes for an interesting opening to a discussion focused on pursuing a career in advertising.
But that was the focus of this week’s Tuesday Club Talk, where NABS Partner Card holders were treated to a live Q&A session with James Murphy, founder and CEO of adam&eveDDB, Chris Hirst, CEO of Grey London and Sid McGrath, chief strategy officer of Karmarama. Between them they offered up valuable advice for young advertisers eager to thrive in the advertising industry. There were however, a few tips that the team at NABS thinks stood out from the rest.
by Charlotte Henry, 06/12/2013
Expedia Media Solutions and Qatar Airways have joined forces, and created a Facebook app that gives users the chance to shows their travelling personality, create a personalised digital boarding pass, and win a return business class trip to anywhere in the world.
by Mel Ross, 06/12/2013
In the first part of our brace of articles designed to help you manage a smooth transition to the digital world, we looked at how your digital vision, your business goals and your business framework all need to be reviewed for a digital age. On top of this we explained that to succeed in this brave new world, you need to be increasingly focused on your customer – not on yourself.
by Oscar Diele, 05/12/2013
The lead up to the Christmas season and subsequent January sales period is traditionally a time when brands look for deep engagement with family audiences. But gaining cut through against so many other products fighting for the same attention can be a huge struggle.
by Campaign Guest, 05/12/2013
Nick Jefferson is managing director at Gyro
At least on one reading, the creative heart of our industry has been knifed; violently, and by one of its own.
The Guardian ran a piece on the results of a two year study undertaken by neuroscientists at the University of Utah who – shock horror – have come to the conclusion that the right-brain/left-brain dichotomy that has underpinned so much of agency-land for more than half a century is no more than a myth.
by Matt Holt, 05/12/2013
Love it or loathe it, I’m a Celebrity…Get Me Out of Here! has returned to our screens. And with it the usual sight of Z-listers sleeping under the canopy, faced with the nightly fear of snakes in sleeping bags and the daily fear of enduring Bush Tucker Trials.
by Chris Quigley, 05/12/2013
Top trending viral ad campaigns:
According to a recent viral video announcement that went live at the weekend, soon you’ll be able to order a parcel from Amazon and get it delivered to your door within 30 minutes via a flying robot! I know, sounds like something out of a sci-fi film right?
by Charlotte Henry, 04/12/2013
One of the more unglamorous, but vital, sections of the government are the Law Officers. The Attorney General and Solicitor General are politicians and members of the Cabinet who act as the government’s lawyers. They act for the government in court and provide legal advice.
by Chris J Reed, 04/12/2013
When brands such as Unilever spend more and more money on sophisticated content marketing you know that it’s become mainstream. The way they have done it also means that they control the data and save significant media costs.
by John Boudreau, 04/12/2013
Let’s face it: As a business owner, a social media policy may not be at the forefront of your mind. You wear multiple hats — it may seem hard to find the time to revisit a policy that is already in place! However, without having a solid, well-thought out social media policy, the use of social media in the workplace may have its consequences — and they may not always be positive. Words that are posted on social media can spread like rapid fire, and if both you and your employees are not careful, it may hurt the reputation and image of the company.
by Jonathan Staines, 03/12/2013
One of the most difficult aspects of working on the brand-advertising-marketing spectrum is the management of opinion. There’s even something ironic about writing this blog. It is ‘merely’ my opinion.
I am wary when I hear someone saying ‘Oh, that’s just subjective’. It’s fashionable to seek compromise and consensus but what isn’t subjective? I would argue that there’s really no such thing as objectivity. If someone believes that the moon is made out of ping pong balls and wallpaper paste, then for them at least, that’s the absolute truth.We’re familiar with the phrase “ to separate fact from fiction” but in our business, we spend considerable effort trying to separate fact from opinion. It’s possible to make the case that fiction and opinion are the same thing. I disagree: I would argue that there are some crucial differences. Subjectivity is valuable. It’s no less important than ‘fact’.
by Jonathan Weeks, 03/12/2013
A new innovation from the US has the potential to transform food consumption, everyday life, and feed billions, writes Jon Weeks, Director in Ipsos Marketing.
It’s not often that you see something that stops you in your tracks, and makes total sense.In the tech world you almost expect it, and the shares of the likes of Apple, Microsoft and Sony hang in the balance with new announcements and launches, such as XboxOne, or the Sony PS4 launch. But for anything in FMCG, innovations that are this potent are rare.
by NABS, 03/12/2013
The stylish offices of Immediate Media served as the setting for Wednesday night’s NABS Speed Mentoring event. Amidst the multicoloured walls and quirky staircase, industry bright-sparks were given the opportunity to glean, learn and share knowledge with some of the sharpest minds in advertising and media.
by Mark Ringer, 03/12/2013
From apps like Instagram, to brands like Soap and Glory, vintage is ‘in’ and brands have jumped on this bandwagon, embracing their histories to capture new audiences, along with reengaging the old. Retailers aren’t just tapping into the past for the baby boomers, they are also busy playing on other nostalgia for all generations.
by Dan Mortimer, 03/12/2013
The press has devoted many pages to the future of retail – experts from all parts of the industry have shared their opinions and proposed their solutions. If you have the time and inclination to read through them all, a common theme begins to emerge: in order to succeed, retailers need to embrace ‘multichannel’ (and more recently ‘omnichannel’) and in doing so, become all things to all customers. But, as digital, and particularly mobile, becomes ever more ingrained in our everyday lives (when was the last time you didn’t turn to your laptop or smartphone when you wanted to find something out?), it becomes increasingly clear that the pundits are looking in the wrong direction.
by Dave Trott, 03/12/2013
Years ago I was a junior at BMP.
‘Suits’ had just begun to stop wearing suits.
Planners and account men began to dress in ‘smart-casual’.
Our managing director, David Batterbee, had long hair and a beard.
He also wore jeans, denim shirts and cowboy boots.
One day he took us to the car park to show us his new car.
It was something called a Range Rover.
It had just been launched and we’d never seen anything like it before.
It was a jeep on the outside but a car on the inside.
We couldn’t figure why anyone would want to buy something like that.
If you wanted a jeep you had Land Rover.
Tough, strong, versatile, go anywhere.
If you wanted a car you had hundreds to choose from.
Why would anyone pick something that wasn’t one thing or the other?
At the time it didn’t make any sense.
Years later of course, it’s obvious.
It was the automotive equivalent of what our managing director was wearing.
Nice clean, well-pressed denim and shiny, clean cowboy boots.
Not cowboy boots you could ride a horse with.
Not real cowboy boots.
Just the look of cowboy boots made for a more comfortable urban lifestyle.
The brilliance of Range Rover was in spotting the opportunity and capitalising on it.
The original Range Rover had just two doors and the interior was designed to be washed out with a hose.
It soon became obvious this wasn’t where the sales opportunity was.
The real sales opportunity was like those cowboy boots.
Looking as if you did rough, tough things, while driving around town and staying nice and clean.
Taking the Range Rover to the opera, the theatre, the school sports day, the office, shopping in Bond Street.
And gradually Range Rover moved the car in that direction.
Adding four doors, a leather interior, state-of-the-art stereo, heated seats, walnut dashboard, air-conditioning, electric sunroof, darkened windows.
The Range Rover became as luxurious as any limousine.
It became the car of choice for rap artists, royalty, visiting dignitaries, billionaires and film stars.
It was made in high-speed, turbo-charged versions.
It was made in sleek low profile versions to make it more attractive to women.
Victoria Beckham even designed a line, and the biggest-selling model is now called ‘The Vogue’.
Range Rover is a great example of the product following the market.
An example of the brand dictating the product.
Last year Range Rover sold a third of a million vehicles worldwide.
Sales were £13.5 billion, and profits £1.5 billion.
Range Rover is a triumph of intelligent marketing.
Everyone seems happy except the man who designed it, Spen King.
He said it was “never intended as a status symbol but later incarnations of my design seem to be intended for that purpose.”
by Chris Arnold, 03/12/2013
Working with a historian and a world famous psychologist, we asked ourselves this question.
by Louise Brice, 02/12/2013
Being laid low by ‘flu isn’t much fun (note to self: have that flu jab yourself that you organise for everyone else). But catching up on a restorative spell of daytime TV viewing and YouTube surfing means I’ve have enjoyed a high frequency dose of Christmas advertising.
by Lindsey Clay, 02/12/2013
If you spot me doing a robo-dance today it is because I am getting into the spirit of ‘Cyber Monday’. Yes, today is the day when – with the last payday before Christmas safely stashed in our bank accounts – a record number of Christmas shoppers are predicted to scroll and click their way to the busiest day ever in the history of online shopping.
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