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Helen Edwards
Marketers must ditch the buzzwords and jargon and start to speak in plain English if they want to continue to talk to brands about achieving 'clarity'.
MoreHelen Edwards: the strategic value of ethnography
Attention young marketers. Here is a proposal to put in front of your chief marketing officer, aka the boss. You want a budget, a big one, to undertake some new consumer research. When asked what you wish to learn, your answer is simple: "I don't kno...
Helen Edwards: 'Good enough' is fine for government agency roster
It is time for agencies to understand that procurement professionals consider far more than just the lowest price when making purchase decisions.
Marketers have more in common with private-equity firms than they might think
Many marketers fear private-equity backers; however, despite often very different approaches, both parties have the same goal - the strongest possible brand.
Helen Edwards: scrunch or fold? There's only one place Andrex's ads belong
Far from sparking a national debate, the Andrex 'scrunch or fold' campaign appears to have united - and perplexed - most observers.
Helen Edwards: wisdom of the dead versus the living
It is easy to get swept up in the developing online conversation about marketing theory, but we overlook the contribution of pioneering thinkers at our peril.
Helen Edwards: horsemeat crisis proves marketers have lost sight of the true meaning of brand
When supply-chain issues mean brands no longer seem to stand for what they claim, it is time for marketers to ensure that their products keep their promises.
Helen Edwards: time for a modern alternative to the mystery shopper
Mystery shoppers are, ostensibly, employed to check that a brand's customer charter is being lived up to, but could the budget for them be better spent elsewhere?
Helen Edwards: The written word is dead, long live the written word
Reports of the death of the written word in marketing have been exaggerated: in fact, wordcraft has never been more important to brand communications.
Helen Edwards: research industry guilty of hyping dubious data
The food industry is fair game for critics on issues such as food waste, but researchers and consumers are not subject to the same level of scrutiny.
Helen Edwards: When CEOs prove their worth
Whatever the organisational hierarchy, chief executives play a key role when it comes to internal communications, where 'top-down marketing' truly matters
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