Helen Edwards

Articles: 73 Results
Helen Edwards: The true meaning of 'customer insight' - and why marketers should treat it with care

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

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

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

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

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

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

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 -

Helen Edwards: wisdom of the dead versus the living

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

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

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

Helen Edwards: ditch the vanity metrics

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

Helen Edwards: When CEOs prove their worth

Helen Edwards: When CEOs prove their worth

Whatever the organisational hierarchy, chief executives play a key role when it comes to internal communications, where 'top-down marketing' truly

Helen Edwards: The importance of thinking inside the box

Helen Edwards: The importance of thinking inside the box

Forget about outside the box - easyJet has demonstrated that marketers need to think inside it if they are to

Helen Edwards: The BBC is insulated from reality

Helen Edwards: The BBC is insulated from reality

The existence of the licence fee shields the BBC from the true, bottom-line impact of a dramatic shift in consumer

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