Best practice branding
Is emotional branding now overdone?
Five traps to avoid for marketers determined to differentiate
Optimism, pragmatism, perspective: thoughts on how marketers can emerge stronger after the coronavirus crisis
The biggest sin in marketing: laddering up to life’s great themes while the underlying product floor is rotten
Take a lesson from the best: be a purist in theory, but pick your battles in practice
The role of the ‘chief customer officer’ is on the rise. But what do they do that marketers don’t?
Is there any such thing as brand love?
In this new-year column, Helen looks at what marketers should stop doing and start doing – and what the quick wins might be
For long-established brands, over-familiarity can breed indifference. How do you reverse that?
Why don’t brands make life easier for consumers?
When teams lose their way trying to articulate the ‘soul’ of the brand, it’s time to listen to the founders. Even if they’re deceased
Anyone who says branding is ‘all about one thing’ doesn’t know much about branding
Is there any such thing as brand loyalty? And is it worth trying to create it?
Helen argues that ‘intelligent naïvety’ is the only way to check the worrying trend to ‘brand reversal’
In this start-of-year column, Helen rounds on five unhealthy marketing habits and shows how to kick them
First test of a brand definition: could its opposite credibly exist? If not, it’s pap
Ever vowed to use PowerPoint less? Here are some findings that will stiffen your resolve
Multitasking v focus. Focus wins
Marketing can become too abstract. Here Helen looks at the benefits of being a bit more hands-on
In this end-of-year column, Helen nails the sloppy ‘default solutions’ to avoid in the year ahead
Brand models come in many forms – Helen offers advice for how to fill them in with clarity and conviction
Marketers talk about ‘owning’ spaces in people’s minds. They can’t. But they can get a little closer
How to bring a little rigour to one of the most ephemeral aspects of branding
From defining to doing: the secret of strong brand equity
This was Helen’s very first column for Marketing – on the gulf between knowing and doing
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