UK, 16th July 2008 - Marketing Week
Adding value to sustainability
Brands can gain the upper hand in difficult trading conditions by overcoming the tension between sustainability and value. Marie Ridgley, Added Value UK explains.
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UK, 9th July 2008 - Marketing Week
The Dearth of Innovation
Consumers face a sea of products, so look for brands that really deliver against their needs, says Paul Cowper, Added Value UK
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UK, June 2008 - Brand Strategy
The Power of Cultural Cool
How are luxury brands injecting cultural cool into their marketing to ensure their products resonate in diverse markets? Melanie Skotadis and Izzy Pugh, Added Value UK report.
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printed with kind permission of Brand Strategy Magazine
USA, June 2008 - Harvard Business Review
Aligning Diversity, CSR and Multicultural Marketing
There is an emerging market reality in the US, driven by changing consumer dynamics, heightened global competition and greater demand for corporate transparency and accountability. Stephen Palacios, Exec VP, Cheskin Added Value explains.
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UK, March 2008 - Marketing Week
Ethical Packaging: the dash to bag a green image
If the level of public interest in reducing plastic bag usage is anything to go by, brands are going to have to get used to demonstrating their environmentally responsible credentials to consumers. Marie Ridgley, joint Managing Director Added Value UK explains.
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North America, November 2007 - Advertising Age
Added Value and Emotional Brand Copytesting
Ad Age reports on Added Values new approach that turns advertising research on its ear.
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UK, October 2007 - Marketing Week
Added Value partners with Sainsbury's on ethical innovation
Sainsbury's launch own-label 'green' household cleaning products, developed in conjunction with Added Value's UK insight team.
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France, October 2007 - Marketing Magazine
L'achat éthique, entre conviction et scepticisme
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South Africa, July 2007 - Design> Magazine
Labelling Luxury In the Eyes of the Beholder
Design> Magazine explores the concept of Luxury in the South African context, including indepth reporting on Added Value's DNA of Luxury research.
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UK, June 2007 - Market Leader
Responsible Marketing from the inside out
Leslie Pascaud outlines how companies are addressing the need to be more socially and environmentally aware.
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UK, 30 May 2007 - Marketing Week
Focusing on a Green Future
Lucy Richardson explores how Climate Change will be a driving force behind product innovation.
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UK, 30 May 2007 - Marketing Week
Eco efforts going to waste
Jenny Fors reveals Added Value proprietary research on consumer attitude towards the Technology sector's environmental initiatives.
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Global, May 2007 - The Journal of Brand Management
Editorial - The Ethical Opportunity
Jonathan Hall expresses Added Value's views on marketers ethical responsibilities and business opportunities.
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UK, April 2007 - Admap Magazine
Ethical consumers under the microscope
Liz Tinlin, Executive Director Offer shows how the 'ethical' consumer market segments into four types, each calling for a different marketing approach.
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UK, 14th March 2007 - Marketing Magazine
Brand Health Check - Clarks
Jonathan Hall, Global Client Managing Director offers a Diagnosis & Remedy for iconic British shoe brand Clarks, as reported in UK Marketing Magazine by Gemma Charles.
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Poland, February 2007 - Media & Marketing
Look out, they're coming
In an economy saturated with products; where the consumers are increasingly resistant to advertising, and traditional marketing fails - brands, marketers & strategists have new tasks to fulfil, warns Barthlomiej Serafinski, partner AV-Stratosfera
Reproduced with kind permission of Media & Marketing
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Poland, 5th February 2007 - Gazeta Wyborcza
How YouTube has changed Company lives
Ordinary people are having an increasing impact on products and brands they use. Are they aware of their power? What does it mean to brand owners? And how should they behave towards the YouTube revolution? Angus Porter, CEO Added Value Group gives his thoughts to Vadim Makerenko of Gazeta Wyborcza.
Reproduced with kind permission of Gazeta Wyborcza
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UK, January 2007 - Admap Magazine
The Brave New World of Gaming
Tom Farrand, Director Added Value UK, analyses the potential of gaming, an ad platform that should be embraced by brands, marketers and agencies.
Reproduced with kind permission of Admap
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UK, 9th November 2006 - Marketing Week
Stern lessons for the green sector
Liz Tinlin, Director Added Value UK, states "consumers are frustrated and scared by what they see on TV. Marketing is going to have to provide solutions". Added Value's Branding for Good Marketing summit, held on the 19th October, was aimed at arming marketers with green innovations.
Heat is on for short-hauls
Liz Tinlin, Director Added Value UK, warns "that not all budget airline brands will survive" in the aftermath of the Stern Report and the industry's push to be greener.
Reproduced with kind permission of Marketing Week
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UK, November 2006 - Brand Strategy
All the world's a stage
Tom Farrand looks at how South Korea's gaming industry presents a brave new world for marketers and fans. Brands can't afford not to have a gameplan.
Reproduced with kind permission of Brand Strategy www.brandstrategy.co.uk
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UK, September 2006 - Financial Marketing
Innovate or Die
Margo Swadley says "Financial service providers now appreciate creating a brand is important, but for innovation to follow, tough questions must be asked." Reproduced with kind permission of Financial Marketing
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South Africa, July, 2006 - South African Journal of Marketing
Discovering the Feeling: Applying Neuroscience to Marketing
Mark Weeks (Executive Vice President, R&D) and Christine Williams explore what makes consumers choose one brand over another.
Reproduced with kind permission of The Journal of Marketing
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UK, 3rd July 2006 - Financial Times
How to keep customers loyal as lives move on
"Marketers," says FT journalist, Meg Carter, "have traditionally divided their consumers into segments according to age and income. More recently, too, they have begun categorising them by attitudes and behaviour. Practitioners now believe a combination of the two approaches and an appreciation of their interplay over time is the best way to ensure marketing communications are relevant and engaging." Liz Tinlin, Director of brand strategy, Added Value UK "believes many brands miss a trick by failing to understand the moments in consumers' lives that trigger a reassessment of their habits and brand preferences. "Points of re-evaluation in a consumer's life may or may not directly link to the transition from one life stage to another. For example, conception - or even deciding to try to conceive a baby - may well result in a greater change in consumer behaviour than actually becoming a parent for the first time. Better understanding such triggers, however, is the next big challenge for many household brands - but get it right and such insight can deliver clear competitive advantage.""
To read this article, please go to www.ft.com
UK, June 2006 - Admap Magazine
Grow your brand: from source to communications
Sue Burden, Added Value UK Director, maps out and illustrates three key steps in developing a brand growth strategy.
To subscribe to Admap visit www.admapmagazine.com
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London, 3 March, 2006 - Brand Republic
Italian beer gets a splash of La Dolce Vita in $50m push by Daniel Farey-Jones
Reproduced with kind permission of Brand Republic
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