Content from our thought leader

Helen Edwards

Passionbrands co-founder and branding expert Helen Edwards has a London Business School MBA and a PHD in marketing. She has also co-authored "Creating Passion Brands: how to build emotional brand connections with customers".

Evidence-biased marketing: Look for bias - research is rarely innocent of it

Don't be afraid of bias when poring over your market research results.

Marketers should wait 30 days before trying to make a mark

"Fresh" is not always a good thing, writes Passion's partner. Give yourself a chance to grow into the role

Real passion is unglamorous and painful

Look at any marketer's CV, or read a Q&A with one: at some point, they'll undoubtedly claim to be 'passionate' about their work. But what does that really look like?

Tesco: horse meat scandal

To rebuild consumer trust, marketers must rein in their impulse to make grand claims

If there is one theme that emerges from the marketing stories of 2013, it is "trust".

Helen Edwards

Helen Edwards: Big, brave and brilliant ideas will find a way to go global

If you could glimpse into the soul of a big communications idea, you would see a lust to expand, writes Helen Edwards.

Helen Edwards: Marketers must gain share of mind within their own organisations

Every marketer faces the task of gaining share of mind with consumers. Easy-peasy. It requires, merely, a breakthrough insight, a relevant product or service innovation, a big communications idea, a cunning media schedule, seductive pricing, stellar PR and a tail of cleverly linked activation and social initiatives, writes Helen Edwards.

Helen Edwards: Amid the social-media euphoria, marketers must ask some basic questions

I was at business school between 1998 and 2000, during the frenzied inflation of the great dotcom bubble.

Helen Edwards: The true meaning of 'customer insight' - and why marketers should treat it with care

Consumer insights are, by definition, rare. There - see what I've just done? I've slammed together two words not commonly found in the same sentence: "insight" and "definition".

Helen Edwards: Brands, journalists and the truth about "brand journalism"

It was the answer that Jeremy Paxman is purported to have given when asked what runs through his mind during his Newsnight interviews: "Why is this bastard lying to me?"

Helen Edwards: The value of truly knowing what your brand isn't

So you've emerged from the global workshop and set down your new brand in its pyramid, onion, or whatever happens to be your preferred model.

Helen Edwards: the strategic value of ethnography

Attention young marketers. Here is a proposal to put in front of your chief marketing officer, aka the boss. You want a budget, a big one, to undertake some new consumer research. When asked what you wish to learn, your answer is simple: "I don't know."

Helen Edwards: Ideating key drivers... and the pitfalls of marketing jargon

Marketers must ditch the buzzwords and jargon and start to speak in plain English if they want to continue to talk to brands about achieving 'clarity'.

Helen Edwards: 'Good enough' is fine for government agency roster

It is time for agencies to understand that procurement professionals consider far more than just the lowest price when making purchase decisions.

Marketers have more in common with private-equity firms than they might think

Many marketers fear private-equity backers; however, despite often very different approaches, both parties have the same goal - the strongest possible brand.

Helen Edwards: scrunch or fold? There's only one place Andrex's ads belong

Far from sparking a national debate, the Andrex 'scrunch or fold' campaign appears to have united - and perplexed - most observers.

Helen Edwards: wisdom of the dead versus the living

It is easy to get swept up in the developing online conversation about marketing theory, but we overlook the contribution of pioneering thinkers at our peril.

Helen Edwards

Helen Edwards: horsemeat crisis proves marketers have lost sight of the true meaning of brand

When supply-chain issues mean brands no longer seem to stand for what they claim, it is time for marketers to ensure that their products keep their promises.

Helen Edwards

Helen Edwards: time for a modern alternative to the mystery shopper

Mystery shoppers are, ostensibly, employed to check that a brand's customer charter is being lived up to, but could the budget for them be better spent elsewhere?

Helen Edwards: ditch the vanity metrics

Measurement is a marketing essential, but 'vanity metrics' help no one. What's needed is a system that leads to action and adds value for customers.

Helen Edwards

Helen Edwards: The written word is dead, long live the written word

Reports of the death of the written word in marketing have been exaggerated: in fact, wordcraft has never been more important to brand communications.


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