Column by subject

Best practice branding


Let’s ladder down Marketing Week, August 2019

The biggest sin in marketing: laddering up to life’s great themes while the underlying product floor is rotten


Best theory, best practice, best practitioners Marketing Week, September 2018

Take a lesson from the best: be a purist in theory, but pick your battles in practice


Call yourself a marketer? Campaign, April 2018

The role of the ‘chief customer officer’ is on the rise. But what do they do that marketers don’t?


Love and pain Campaign, February 2018

Is there any such thing as brand love?


Three basic questions for 2018 Campaign, January 2018

In this new-year column, Helen looks at what marketers should stop doing and start doing – and what the quick wins might be


The art of reappraisal Campaign, December 2017

For long-established brands, over-familiarity can breed indifference. How do you reverse that?


Too much like hard work Campaign, October 2017

Why don’t brands make life easier for consumers?


Noisy dead founders Marketing, March 2017

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


No sleep for marketers Campaign, October 2016

Anyone who says branding is ‘all about one thing’ doesn’t know much about branding


The loyalty trap Campaign, September 2016

Is there any such thing as brand loyalty? And is it worth trying to create it?


Ignorance is good Marketing, May 2015

Helen argues that ‘intelligent naïvety’ is the only way to check the worrying trend to ‘brand reversal’


Brand manager’s detox Marketing, January 2015

In this start-of-year column, Helen rounds on five unhealthy marketing habits and shows how to kick them


The brand opposite Marketing, June 2013

First test of a brand definition: could its opposite credibly exist? If not, it’s pap


Biting the bullet Marketing, October 2012

Ever vowed to use PowerPoint less? Here are some findings that will stiffen your resolve


The marketing decathlon Marketing, August 2012

Multitasking v focus. Focus wins


Get physical Marketing, May 2012

Marketing can become too abstract. Here Helen looks at the benefits of being a bit more hands-on


Knee jerk marketing Marketing, December 2011

In this end-of-year column, Helen nails the sloppy ‘default solutions’ to avoid in the year ahead


Model answers Marketing, October 2011

Brand models come in many forms – Helen offers advice for how to fill them in with clarity and conviction


The right questions Marketing, August 2011

Marketers talk about ‘owning’ spaces in people’s minds. They can’t. But they can get a little closer


The personality puzzle Marketing, January 2011

How to bring a little rigour to one of the most ephemeral aspects of branding


The recipe for equity Marketing, August 2010

From defining to doing: the secret of strong brand equity


Time to get touchy-feely Marketing, April 2010

This was Helen’s very first column for Marketing – on the gulf between knowing and doing