Hot Marketing · Hot Marketing ‚This is your life: real brands for real people™ Visit for more...

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The Chartered Institute of Marketing Hot Marketing This is your life: real brands for real people

Transcript of Hot Marketing · Hot Marketing ‚This is your life: real brands for real people™ Visit for more...

Page 1: Hot Marketing · Hot Marketing ‚This is your life: real brands for real people™ Visit for more information The latest Insights report ’This is your life: real brands for real

The Chartered Institute of Marketing

Hot Marketing

�This is your life: real brands for real people�

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The latest Insights report 'This is your life: real brands for real people' identifies a key trend in brandingpractice. To connect with 'real' people, brands themselves need to become more real. Real people, real situations, real benefits � all of which resonatemeaningfully with customers.

The report identifies three key stages:

Stage 1: TrustStage 2: Emotional ConnectionStage 3: Real People.

Real branding won't work for all brands � escapism has its place in the identity of certain brands. Selling dreams,however, has become tired. Marketers often want us tobuy into a fantasy when all around them real people aredemanding of them that they want more integrity and a sense of reality from their brands.

When brands become more real they move from hype �which customers hate � to buzz. Buzz makes brands seeman integral part of life instead of being a technique forselling stuff at a premium.

Real branding takes brands back to where they began�emphasising the TRUST element of a brand. The challengenow for marketers is to make real branding bigger thanadvertising. How can the idea infuse the whole mix?

What's hot in marketing?

David ThorpMarketingInnovationManager

Consumers are increasingly sophisticated. In increasing numbers

they are rejecting the artificial lifestyles and aspirations that brands

communicate to them

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Contents

�Keep it real�

04-12

the marketer

19

Hot courses

13-15

Hot reads

16-17

Hot knowledge

18

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0044 Keep it real

For more on the latest Agenda paper from CIM�s Insights Team visit:www.shapetheagenda.com

Consumers have had enough of fantasy marketing. It�s time to create realbrands for real people, argues CIM�s Insights Team.

Brands are a company�s strongest asset. But it is widely acknowledgedthat to sustain them in the future, they must be made more relevant tocustomers. And it is the responsibility of marketers to ensure thatcustomers identify with and remain loyal to brands.

Branding was once about trust � providing a product or service with aseal of quality � buy X-branded shirts because they�re more durable thancompetitor Y�s shirts. Nowadays, a seal of quality can usually be takenfor granted. To differentiate themselves, brands attempted an emotionalconnection with consumers. The new Volkswagen Beetle, Häagen-Dazsice cream and Apple are fine examples of brands that create a resonancewith the customer that is not just function-based.

But as brands start to compete for emotional space, this factor toobecomes a standard offering. Brands are left struggling to be seen andheard once more. Emotional promise by itself isn�t enough. Consumersare seeing through artificial messages and they know when they�re being sold something that doesn�t connect with their lives.

Brands must now make sure that consumers stay with them. And asconsumers are deserting brands that seem unrealistic or phoney, sobrands that portray unrealistic, phoney lifestyles need to smarten up and become more real.

Keep it real

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Keep it real

Johnnie Moore, a marketing consultant, says, �What irritates me aboutbrands is that there is a gap between the marketer�s idealised fantasyworld and the one the rest of us live in.� The premise on whichaspirational advertising is based � �buy this offering and you will become like this� � is being disbelieved.

To differentiate brands in the future, companies will need to dosomething that isn�t merely focused on quality or emotional connection �a �third way� for brands. That third way must be to make brands connectmore effectively with real people. Nicholas Ind, author of The CorporateBrand, says, �Brands should be about real people and real benefits.However, marketing gets in the way of this. Market research encouragesabstract thinking, marketers indulge in wishful thinking and advertisingagencies get carried away with hyperbole.�

Ind says that companies must break down the barriers between theorganisation and its customers. Those barriers include overly aspirationalrole models and unrealistic ads.

The third way - reality

So how can marketers find this third way? One way to make brandsresonate more is to use real people. Consider Dove. This year the brandreceived much publicity when it asked real women to strip down to theirunderwear to advertise its Body Firming Wash. Using the strapline, �Astested on real curves�, the poster version proclaims, �After all, itwouldn�t be much of a challenge to firm the thighs of size 8supermodels, would it?�

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Keep it real

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Daryl Fielding, Dove�s ClientServices Director, quotes researchindicating that real women are self-conscious about curves andfind beauty ads intimidating. �Mostfashion models don�t look like theyneed firming creams � they looklike they need a good meal,�she says. [Source: Shepard]

The women in the Dove campaign are not impossibly beautiful models.The implicit communication �use this product and you will look like this�is, as a consequence, more believable.

Dove widely publicised the fact that it was using real people � it ranfeatures in magazines and media interest was such that there werenewspaper interviews with the women concerned. Sales of Doveproducts doubled after the £4 million campaign, according to Unilever.[Source: Shepard]

Kevin Roberts of Saatchi & Saatchi believes future brand success will bebased on turning brands into �lovemarks�. A lovemark is a brand thatinspires �loyalty beyond reason�. It has an intangible X-factor that peoplefall in love with.

Can the lovemarks approach lead to increased turnover, market share orshareholder value? One success story has been the savoury spreadMarmite, since it adopted its �love it or hate it� campaign, a lovemarks-oriented approach. Sales of Marmite increased 16% in the four weeksafter the launch of the campaign.

�...in the future,

companies will need to

do something that isn't

merely focused on quality

or emotional connection...�

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Keep it real

But brands can�t be all things to all people. For every person who loves abrand, there will be many who dislike it. Consider McDonald�s � it wasworth $24.7 billion in 2003 [Source: Anon, 2003]. But on the lovemarkswebsite, there are far more people hatin� it than lovin� it.

McDonald�s is also listening to real people who are turning away fromfood that is perceived to be unhealthy.

�Is lovemarking a breakthrough to a more democratic, sensitive way ofseeing brands, or just a rather grandiose attempt to make us think brandsare wonderful?� questions Johnnie Moore. �I sense that we are beingoffered something rather simplistic, whereas our hunger is growing fororganisation with more depth and subtlety.�

What real branding tries to do is a bit different, and hard to do well: tostrike a balance between aspiration � �I want to be part of that club� -and identification � �this is for me, for my life�.

How can this balance be achieved in practice? For brand consultant andauthor David Taylor there are three ways:

�� Great consumer insight nuggets into people�s lives: how they feel,what they do, role of the brand and product

�� Clear positioning, and positioning that is consistently executed�� Fantastic, engaging execution.

If brands are to be more real, then they need to resonate and trigger aconnection with people. That may be through love � but it might not be.

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0088 Keep it real

Tim Kitchin writes about a new �human reality�, which demands thatbrands become more relevant to people. Brands need to be humanisedby having real people delivering real personal value to other people.[Source: Kitchin]

Gym�ll fix it

The challenge for marketers is to make real branding bigger thanadvertising. How can the idea infuse the whole mix? For example,consultant Tom Peters complains, �I would rather not work out�in my bumbling, puffing fashion�in an atmosphere geared towards lithehuman machines. Health clubs are not designed for, or marketed to,people like me. Why not? Don�t they like money?� [Source: Peters]

Virgin Active Gyms target people who want to get fit at their own pace.

It champions a relaxed, non-judgemental environment where everyonecan feel comfortable, whatever their shape, size or level of fitness.

�Far too many branders see branding as a controlled process where theydictate the public perception,� says Johnnie Moore. �The real world isnot like that - the public are very much part of the conversation.� Moorepoints to MovableType (www.movabletype.com) which makes a popularform of weblog software. �Its community of customers evangelise thebrand and provide most if not all technical support via the user forum.The founders kicked this off and clearly shape the community, but theydon�t control it.� The human beings have become part of the brand andthe brand develops organically � the company does not tell the customerwhat the brand stands for.

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Keep it real

The nature of the medium means online brands can use people to helpcreate the brand�s values. For example:

�� Friendsreunited.co.uk � excited users tell their friends = free marketing�� Confetti.com: real-life stories of brides-to-be that encourage people

to return to the site �� Amazon: user profiles, reviews and lists encourage consumers to

return.

These brands are managed by marketers, but real people have inputwhich leads to the brand�s success. Amazon, for instance, has dealt withthe problem of seeming to be faceless by personalising its service � whenyou buy a particular product, lists of similar recommendations from realcustomers appear in a side-bar. Amazon also runs a rating system �customers write reviews and say exactly what they like about a product �good or bad � and award it a number of stars out of five. This interactionbetween the company and the consumer will become more important asthe relationships are enabled by interactive technologies. The BBC brand,for instance, has been taken in a new direction by digital-enableddevices. No longer is the consumer a passive viewer, told what to watchby the lofty, anonymous provider. Now it is a case of pressing the redbutton and making your choice in your own time.

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1100 Keep it real

Back to reality

Brands must be more real if they are to connect with customers. But we know that brands exist to add value to something that, without thebranding, would not carry that value. How do we reconcile this? It�sacknowledged that companies need to change the way people thinkabout brands in order for them to grow in the future. Opinions differ only on the methods that should be used to precipitate that change.

The important thing is to increase consumers� connection to brands sothat brands have more meaning for real people. Unlike the lovemarksapproach, if brands are real, and use real people in the communication ofthe brand, real people will engage with them and they will be authentic.

David Lewis, author of The Soul of the New Consumer, argues that weare moving from a time of hype � which customers hate � to a time ofbuzz � which customers like. This is because buzz makes brands seempart of life, rather than a way of selling you something at a premium.Lewis points out that buzz is likely to be seen as truthful, as opposed to hype which is perceived as devious.

Real branding takes brands back to where they began by emphasisingthe trust element of a brand. And it�s for marketers to decide how real branding can be used to differentiate brands that are currently competing for the same emotional space. It�s only another stage in the fight for attention.

But marketers who want to gain an edge can use this idea to leveragetruly powerful brands � brands that deliver on their promise, have a trueconnection with customers, and deliver added value to shareholders.

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Keep it real

Case study: Kellogg�s

A shift in the way Kellogg�s markets its breakfast cereal Special K isindicative of the move away from aspirational, unrealistic branding. Fordecades, Special K has been identified with a thin woman in a redswimsuit, who would transform into the red �K� logo. The brand wasinextricably linked to this image, one might have thought; any companywould have to be convinced of a major need for change to dispense withsuch a closely woven brand identity. But recent advertising for Special Kshows what is perceived to be an ordinary person � plainly lit, no make-up � weighing herself on scales and standing on one leg to try to belighter. Her ordinariness is emphasised by one of the tricks she uses to be lighter � she takes her glasses off � the red swimsuit icon would neverhave worn glasses.

The �K� logo has been replaced by an emphasis on the benefits theproduct brings to real people. While there is no suggestion that the newSpecial K woman is a �real person� (eg not an actress), Kellogg�s hasdecided that perceived realness is desirable and the aim is attainable.

Consumers still buy the product because they think, rightly or wrongly,that it will help them lose weight. But this subtext is now associatedmore convincingly in the consumer�s mind than the messagecommunicated by the swimsuit model. With that campaign, there was a believability gap between the potential consumer and the model.In its new advertising, Kellogg�s has distanced the brand from all theconnotations of the red �K�.

Kellogg�s is positioning the brand for a new kind of consumer � one whoidentifies with real behaviour.

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Real branding examples

Governments, countries and other entities seeking to brand themselvesare also doing away with the all-gloss, all-spin approach to branding.Government organisation Sport England, for example, has decided not to use a celebrity or a sporting hero to act as the figurehead for its anti-obesity campaign. Instead, according to PR Week, it is looking for an�everyday family� to spearhead media campaigns and to be featured inpromotional material. Meanwhile, �Connie�, the irritatingly artificial�cyber-character� used by AOL as the figurehead to their brand since the mid-1990s, has been ditched in favour of advertising which will�illustrate the lives of normal, everyday people using the internet�.

Other examples include Vonage, a broadband phone company in theUS, which has just launched in Europe. It currently has an effectiveinternet ad campaign using black-and-white photography of �real� people of all ages and ethnicities. The photos are generally close-ups and communicate friendliness and approachability, while the design ofthe ad evokes �edgy and cool�.

Volvo recently unveiled the sporty YCC (your concept car) designed bywomen for women. �If you meet women�s expectations, you exceedthose for men,� explains Hans-Olov Olsson, President and ChiefExecutive of Volvo. The car features detachable machine-washable seat pads, lots more storage, paint that repels dirt and assisted parallelparking. However, with its good-looking exterior, useful interiorsolutions, and good performance, it is a car that will also appeal to men. The car is not available to buy, but Volvo will incorporate the bestelements into future models.

The YCC has been developed with real people in mind, to provide realsolutions for real problems [Sources: Rechtin].

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1122 Keep it real

© The Chartered Institute of Marketing 2004

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Brand marketing

£1700 (plus VAT) - £1795(plus VAT) for 2005 coursesMoor Hall, Berkshire9-11 Aug 20048-10 Nov 20046-8 Dec 20047-9 Feb 200525-27 Apr 2005 20-22 Jun 2005

This 3-day course is theideal channel to developyour marketing skills in this very specific field.Participants will learn howto leverage brand value ina way that delivers bottom-line value and how toharness brand power forcompetitive advantage.

�� How to undertake sector

analysis

�� How to map brands to

reveal their equities

�� Creative brand positioning

�� Competitive strategy and

mix-management

�� Extending and growing

your brands.

Profitable brandmarketing

£495 (plus VAT)19 Aug 2004 Manchester2 Sept 2004 London9 Dec 2004 London11 Feb 2005 Birmingham1 Mar 2005 London6 June 2005 London

A 1-day workshop thatemploys state-of-the-artplanning tools to analyse,understand and build on abranded position. Thiscourse is suited for thosealready in branding roles oras a useful follow-on to the1-day Introduction to BrandManagement workshop.

�� Focusing the brand on

its core values

�� Leveraging personality

and benefits

�� Developing brand equities

�� Building competitive

advantage into the

marketing mix

�� Evaluating channels to

market.

Brand stretching

£495 (plus VAT)London23 Sept 200425 Jan 200519 May 2005

Another in our series of 1-day workshops, thiscourse is aimed at brandmanagers, under pressureto generate more incomefrom their brands, inincreasingly segmentedmarkets and examinesclosely the potential of line extensions.

�� Brand-stretching

terminology

�� Benefits and risks of

brand extensions

�� Assessing brand vitality

�� The practicalities of

brand extension

�� Applying the principles to

your own brands(s).

1133Hot courses

These are the key skills underpinningeffective marketing communication

Choose from more than 150 training courses. For further details visitwww.cimtraining.com. All our open courses can also be run in your own company.

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1144

Brand management for practitioners

£495 (plus VAT)London19 Aug 200417 Nov 20044 Feb 200512 May 2005

This 1-day workshopexamines the developmentof strategy and helps brandprofessionals develop thestrategic thinking skills thatwill help them developinsights and sharpen theirpositioning skills. A freshperspective is given to theplanning process

�� Identifying and targeting

audiences

�� Building structured brand

foundation stones

�� The strategy development

process

�� Developing a clear and

concise strategic framework

�� Pitfalls to avoid in the

planning process.

Developing successfulbrand strategies

£2025 (plus VAT)Moor Hall, Berkshire20-22 Sept 200421-23 Feb 2005

A 3-day course forexperienced brandprofessionals. This courseprovides a structured andpowerful approach to brandand sector analysis and theformulation of effectivebrand strategies. Participantswill be shown how todevelop competitivestrategy via sound strategicdevelopment.

�� The nature and function of

brands and the strategic

imperatives of brand

marketing

�� Best practice in action

�� Developing unique

positioning

�� A systematic process for

brand analysis

�� Strategic planning for

competitive advantage.

Online branding

£1200 (plus VAT) - £1295(plus VAT) for 2005 coursesMoor Hall, Berkshire9-10 Sept 200421-22 Feb 2005

This 2-day course will guidemarketing professionalsthrough an introduction tothe principles and practiceof online brand creationwith the aid of leadingpractitioners. The coursesets online branding firmlywithin the context of widerbusiness objectives andhelps in the development ofwider branding strategies.

�� Revenue generating ideas

for online branding

�� Innovative concepts and

the design implications

�� On and off-line branding

�� Viral and interactive

marketing

�� A scientific approach to

online branding.

These are the key skills underpinning

Hot courses

Choose from more than 150 training courses. For further details visitwww.cimtraining.com. All our open courses can also be run in your own company.

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1155Hot courses

effective marketing communication

Brand growth fromadding value

£1700 (plus VAT) - £1795(plus VAT) for 2005 coursesMoor Hall, Berkshire5-7 Jul 20042- 4 Feb 2005

A 3-day workshop-stylecourse during whichparticipants will beencouraged to exploreways of extractingmaximum mileage out ofexisting brand assets, bychallenging assumptionsabout your brands through a guided process of brand auditing.

�� How to audit your brand(s)

�� Looking for and creating

added value

�� Rules for brand stretching

and extensions

�� Setting clear strategic

parameters for brand

extension

�� Unlocking new sources of

competitive advantage.

Introduction to brandmanagement

£495 (plus VAT)8 July 2004 London 18 Aug 2004 Manchester22 Sept 2004 London13 Oct 2004 Birmingham17 Nov 2004 London1 Dec 2004 Manchester20 Jan 2005 London16 Mar 2005 London18 May 2005 London16 Jun 2005 Birmingham

A 1-day workshop idealfor those who need tounderstand branding fast but don�t have the time totake a longer course. Thecourse presents leading-edge concepts forparticipants to apply in the workplace.

�� Market analysis and brand

situation analysis

�� Brand strategy

�� The role of promotion

�� Planning and evaluating

performance

�� Threats to the brand.

Choose from more than 150 training courses. For further details visitwww.cimtraining.com. All our open courses can also be run in your own company.

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1166 Hot reads

Branding books

Beyond branding(Nicholas Ind)

Edited by Nicholas Ind, this superbbook features contributions from SiccoVan Gelder, Simon Anholt and ThomasGad to name but a few. What unites theauthors is a common cause - greaterbrand transparency and integrity. Each author tackles a different aspectof brands and branding and togetherthey cover: the importance of a humanfocus; brand authenticity; the role ofleaders in defining and delivering thebrand; the value of employee-ledengagement; new approaches tovaluing intangible assets; moving fromseller-centric to buyer-centricmarketing; creating brands throughcustomer collaboration; and themeaning of brand sustainability. The result is an absorbing book thatreally gets to grips with the challengesbrands face today.

ISBN: 0749441151 £25

Lovemarks(Kevin Roberts)

For Kevin Roberts, Wordwide CEO ofSaatchi & Saatchi, a successful brand isone which inspires �loyalty beyondreason�. Lovemarks are the charismatic brandsthat people love and fiercely protect.That brand can be a product, service,country, person or icon � the Statue ofLiberty and Andy Warhol are lovemarksas much as Apple, Innocent or Guinness. For a brand to be a lovemark requirescommitment � where customers arebeyond information and point-by-pointcomparison. Roberts poses questionssuch as �how do you get intimate withcustomers without being invasive orinsincere� and via his eclectic, thought-provoking set of examples, defines anew kind of brand: where the brand isas much about a real person�s life as itis about a product or service.

ISBN: 1576872041 £19.99

Brandstretch(David Taylor)

1 in 2 brand stretches fail. But over80% of marketing directors say thatbrand extension will be the main wayof launching innovations in the nexttwo or three years. So why is the stretch success rate sobad? After all, a brand stretch is lessrisky than launching totally new brands.Taylor identifies �brand ego tripping� asbeing the key reason - being too big foryour brand boots and underestimatingthe challenge of creating a truly credibleextension. In a superb series ofexamples, he deconstructs apparentlyglittering success stories (like Virgin) anddigs away at the difference between asuccessful brand stretch and an ego trip.Writing lucidly and entertainingly, thisis inspiring stuff from a leading thinker� highly recommended.

ISBN: 0470862114 £19.99

For more information or to order your copy visitwww.cim.co.uk/shop or call +44(0)1628 427427

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1177Hot reads

For more information or to order your copy visitwww.cim.co.uk/shop or call +44(0)1628 427427

Branding books

4D Branding(Thomas Gad)

By looking at brands in 4D,organisations can create a �brand code� that Thomas gad believes candrive each part of the business; fromproduct innovation to recruitment. Gad�s intention is that the brand code,once decided upon, equalsdifferentiation for your particularbrand. 4D branding is the tool tocreate this differentiation, based on theconcept that a brand has four distinctdimensions � functional, social,spiritual and mental � that togethercreate brand-mind space. The book plots companies such as Ikeaand Adidas as 4D brand-mind spacesto examine why these brands are sosuccessful. And Gad concludes that abrand with a future is the company�smost valuable asset � worth more than profit.

ISBN: 0273653687 £22.99

From brand vision to brandevaluation(Leslie de Chernatony)

This is an excellent title that takes youthrough the many aspects of brands. Itgives sound advice on developing yourbrand strategically, and moreimportantly, it also gives practicalguidance on how you can implementyour brand strategy. In this comprehensive book, deChernatony provides an authoritativetemplate for understanding the stepsneeded for maintaining, building andmaximizing brand value. The book alsocovers: what is a �brand�; how do youbuild integrated brands; the impact oforganisational culture on brands;setting brand objectives; how toimplement and resource a brand, and a particularly useful section onbrand evaluation. Thorough and thoughtful this titlepresents the reader with invaluablepractical applications for brand building.

ISBN: 0750646144 £19.99

Eating the big fish(Adam Morgan)

In this impressive book, Morgananalyses 40 �challenger brands� todiscover the marketing strands commonto those companies facing competitionfrom the market leader. What is clear isthat copying the market leaders� strategyis a sure-fire way to lose. Rarely will achallenger brand have greater resourcesthan the leader, so instead challengerbrands need to sit back and take stock.They need to think of new approachesthat play to their advantages, and exploitany weaknesses the market leader mayhave. Many marketing books are alltheory and not enough application, butMorgan delivers practical, dynamicadvice with energy and enthusiasm.Highly recommended.Morgan�s latest book, The Pirate Inside:Building a Challenger Brand CultureWithin Yourself and Your Organizations,published in July 2004, is also availablefrom the Marketing Shop.

ISBN: 0471242098 £19.50

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For more information visit www.cim.co.uk/library, www.cim.co.uk/knowledgehub or call +44(0)1628 427333

1188 Hot knowledge

CIM Information and Library Service. Vital business intelligence at your fingertips�

Available for all your marketing queries whether it�s a simple, quickquestion or a more in-depth research request. As well as thousands ofmarketing books and directories, our stock includes market researchreports, (including Mintel and Key Note), and most of the marketingjournals currently published: (120 marketing related titles held).

We have the resources and the professionals to help you with yourinformation needs�whatever they may be. CIM, the one-stopinformation resource for marketers.

Exclusive Members Area Online:

In addition to this physical resource CIM members can access anexpanded online selection of journals via the CIM KnowledgeHub, featuring, among many others, Harvard Business Review,The Economist and the latest Datamonitor company reports.

�We read the papers so you don�t have to�CIM Members have access to Cutting Edge, our weekly round up of the hot news in marketing. Members can access the current edition on theKnowledge Hub and also sign up for an alert to receive headlines each week.

Marketing Hotline 01628 427333Email [email protected]

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1199the marketer

For more information or to order your copy visitwww.cim.co.uk/shop or call +44(0)1628 427427

the marketer

the marketer* is the world's leading magazine for marketing professionals at all levels. Packed with visionary ideas and insights, it sets the global marketing agenda, encourages interaction and debate.

Brave and provocative, it stimulates innovative thinking; realistic and supportive, it is rigorous in its approach, enabling great marketing practice.

Shaping the future of business, this is a new magazine for a new CIM - and an indispensable benefit of membership.

More senior, sophisticated, innovative and impactful than before, it will deliver greater value to the entire membership and will becomethe thought-provoking voice of the industry.

the marketer is the largest circulating marketing magazine in the UK and is published 11 times a year.

If you are a studying or professional member of the Chartered Institute of Marketing, it is sent to you as part of your membership benefitspackage. If you are a member of Company Connect, you will receivefive complimentary copies. The magazine is also available to non-members at the following annual rates:

UK: £59.00 EU: £67.00Other Europe: £73.00 Rest of World: £75.00Retired Members: £30.00

If you wish to subscribe, please contact the marketer subscriptions for anapplication form at:

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*formerly known as Marketing Business

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Information & LibraryOnline: www.cim.co.uk/knowledgehubCall: +44 (0)1628 427333

Professional MembershipOnline: www.cim.co.uk/joincimCall: +44 (0)1628 427310

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Shape the AgendaOnline: www.shapetheagenda.com

The Chartered Institute of MarketingMoor HallCookhamMaidenheadBerkshireSL6 9QH

www.cim.co.uk

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