Contents Foreword vii Introduction: so what’s the big idea? ix Acknowledgements xi About the authors xiii 1 Marketing measurement excellence 1 2 Customer insight 11 3 Launching new brands 29 4 Brand extension 73 5 Brand revitalisation 93 6 Sustaining the brand promise 155 7 Marketing communications: getting the message across 191 8 Creating loyal relationships 241 9 Crossing borders: international brand development 263 10 Internal marketing: engaging employees 295 11 Developing marketing capabilities 315 12 Doing well by doing good 335 Appendix 357 Index 359.
Foreword In a discipline known for its addiction to puffery and hyperbole, it becomes critical when introducing a book on “Marketing Excellence” to wrestle with some deﬁ nitions. In a world where superlatives like “outstanding” and “perfect” have been debased through over-use, it behoves one to attempt to say what excellent really means in our world of marketing and commerce.
Introduction: so what’s the big idea? The idea of this book is to inspire you through these examples of successful marketing. We are conﬁ dent that you will ﬁ nd lessons from these thirty-four success stories which you can apply to the development of marketing pro- grammes in your own company. They are all winners, selected from the last ﬁ ve years of the Marketing Society Awards for Excellence, and they reﬂ ect the different categories of entry, from Customer Insight through to Developing Marketing Capabilities.
Acknowledgements The authors would like to thank all the companies and agencies who have allowed us to publish their winning entries. We have occasionally been asked to omit some sensitive ﬁ nancial data, but in all of the cases which we have selected, the marketing problem, the solution and the success come across clearly. While we have used the original submissions as the basis for the case studies, we have reworked, edited, embellished and in some cases updated them to transform them into case studies suitable for the book. A complete list of winning companies and the awards won is included in the appendix.
About the authors Hugh Burkitt is Chief Executive of the Marketing Society, which is the leading network for senior marketers in the UK. At the Society he was responsible for the launch of the Society’s Manifesto for Marketing, introduced the Marketing Leaders Programme for potential marketing directors and estab- lished the Panoramic Group, which has created a new forum where all the UK’s marketing organisations have agreed to work together to promote marketing.
1 Marketing measurement excellence Introduction The marketing function, especially in a large global company, faces enormous challenges. Competition is more intense in virtually every industry. The current marketing landscape is the most complex it’s ever been. Media frag- mentation and consumer segmentation demand more sophisticated and dif- ferentiated marketing strategies. And there’s more data on both marketing activities and outcomes to sort through than ever before, making generating meaningful insights much more difﬁ cult.
2 Customer insight Introduction Classically, this is where all great marketing thinking begins. Finding those valuable nuggets of customer insight is one of marketing’s great quests, because they can lead to innovation that has a measurable impact.
3 Launching new brands Introduction Launching new brands is an exercise in both courage and risk. However, as these case studies show, different challenges call for different approaches.
4 Brand extension Introduction Brand extension can, more often than not, be a very bad idea, as countless failed attempts testify. The problem is that many of these extensions aren’t rooted in consumer needs, but a desire by the company to grow volume. The results can be disappointing.