Nice ads, shame about the customer experience. What marketers can learn from the ups and downs of British Airways

Why do marketers seem to prefer working on niche brands?

Your brand’s provenance is a fact. That doesn’t automatically make it a selling point

Marketing is more than just communications. We all know it, so why do so many of us forget it?

Supply chain: the often-forgotten issue that marketers need to get real about today

Red Bull cofounder Dietrich Mateschitz died last month. Here’s what we can learn from his amazing story

Low-bar branding and how to avoid it

Do we spend too much time dealing with the important but not visionary marketing questions?

Why ‘micro frictions’ make consumers’ lives harder – and why too much choice is one of them

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