Alan Mitchell: reinventing marketing

Alan Mitchell: Advertisers, face it, your consumers hate you

Advertising Association research suggests marketing's image is in dire need of a makeover as consumers have fallen out of love with advertising. How can the sector demonstrate its value to society, asks Alan Mitchell

Alan Mitchell: Reinventing marketing - Government vs marketing's fault line

Helping consumers make better decisions is not sexy, but it is a great source of value, and this is reflected in UK policy, writes Alan Mitchell.

Alan Mitchell: Reinventing marketing - Word of mouth is over-hyped

Research suggests that marketers who believe that key 'influencers' affect people's decisions are making a mistake.

Alan Mitchell: Reinventing marketing - Brands caught in a moral minefield

Events such as the Arab Spring and riots in England raise fundamental questions about the role of corporations in society.

Alan Mitchell: Reinventing marketing - Stalking customers vs building trust

The launch of WPP's Xaxis database casts further doubt on behavioural advertising in relation to consumers' privacy.

Alan Mitchell Reinventing marketing: Brands must share data to succeed

Marketers have long regarded customer data as their crown jewels, but the real riches may lie in giving it away for nothing.

Alan Mitchell: Reinventing marketing - Data plan heralds a new era in CRM

A government initiative to give the public much more control over their personal data is also an opportunity for marketers.

Reinventing Marketing: Shifting the balance of retail power

As ways to improve shopper economics continue to emerge, the consumer now holds the key to retail strategies, writes Alan Mitchell.

Alan Mitchell: Don't let relevance blind you to privacy

The quest for truly relevant ads has driven brands to engage in stalker-style tactics rather than build consumer trust.

Alan Mitchell Reinventing marketing: Deny the fundamental law of marketing and you'll fail

Large sections of the marketing and advertising community are making a huge mistake by not accepting that 'double jeopardy' affects every aspect of their work.

Reinventing marketing: Nothing must detract from building trust in your brand

Brand managers are propagating 'occupational diseases' that must be combated, otherwise they can destroy consumer trust and ultimately prove catastrophic to brands, writes Alan Mitchell.