From consumer contempt to loveless categories: Helen Edwards' best columns of 2017

Last week Helen Edwards became the marketing industry's most awarded columnist after winning ' columnist of the year at the BSME Awards. As 2017 nears its close, Campaign pays tribute to her favourite articles of the year.

How 'life brands' can serve a social purpose

"It’s hard to be a life brand in a loveless category. Banks and insurers may succeed in keeping your custom through inertia, but the distinguishing bond of affection will never be there."
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Brand purpose doesn't always translate into sales

"Does a higher-order brand purpose, when consumers perceive it, really affect purchase decisions?"
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Know what customers don't want

"...customers do know – viscerally if not rationally – what they do not want. The biggest mistake we can make is to not dig deep into that negative self and take it seriously. 
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Car brands beware: you could be on a collision course to consumer contempt

"The scene of the final crash in confidence, though, is likely to be the precarious crossroads where new car sales meets consumer credit."
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Next's struggle shows what happens when marketers lack the right stuff

"People like stuff – which is why the environmental and ethical movements to cajole them to consume less have met with such little success. But they are not indiscriminate and will not wait in line for what is unoriginal, unremarkable or overpriced."
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