Editor's comment: TV's refuseniks are a breed apart

TV's refuseniks include those enjoying innovative product distribution (Tyrrells and Bulldog) or great design to stimulate demand (Le Creuset).

For brands that aren't as close to their market, TV's ability to reach mass audiences is vital. This is not to mention its halo effect across other channels and brands in the portfolio.

Also, TV can help promote a fledgling brand to important investors. To TV or not to TV? That is still the question for brands, and will be for years to come.

Opt-in cookie law good for brands

Cometh May, cometh an EU legal requirement to get consumers' permission before sending cookies, unless the cookie is deemed 'strictly necessary' for a service requested by the user. It means more red tape for brands to cut through, but it also presents an opportunity.

There is growing reluctance among consumers to allow their digital data to be analysed and sold for profit. So brands showing transparency can win hearts, minds and wallets.

Who's seizing this chance? Not big guns like Boots - yet to publish its cookie policy - but the likes of footwear retailer Schuh, which has named 26 cookies its site routinely uses.

Such sensitivity to privacy can only be brand-enhancing.

Noelle.McElhatton@haymarket.com

This article was first published on marketingmagazine.co.uk