Helen Edwards
Marketing Week Mag
United Kingdom
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Past articles by Helen:
Search for the sweet spot between optimism and realism
Marketers aiming to be entrepreneurial mustn’t be too ambitious or negative, but see the opportunities and challenges without being overwhelmed by either. → Read More
Having second thoughts about first-person branding? You should be
Brands and products that refer to themselves as 'I' come across as infantile and annoying. Think twice when creating your tone of voice. → Read More
The key ingredient your brand
Every sector has a blind spot in the experience that brands offer, and by addressing it you could gain a real competitive advantage. → Read More
Reducing the 'friction' of choice makes your buyer's decision easier
Marketers might not like the idea of cutting down their ranges, but reducing choice is one way to stop 'micro-frictions' getting in the way of the sale. → Read More
It's not just Oatly's tone of voice that's distinctive, it's the business's openness
Oatly's failed trademark claim against a rival won't hurt its ability to differentiate, as long as it stays humble and human in the way it does business. → Read More
Emotion is overdone, rational branding is the big opportunity
Marketers are desperate to claim emotional benefits for their brand, which leaves a wide-open opportunity for brands that go back to rational messages. → Read More
The Post Office scandal proves trust is always built from the ground up
Marketers have a responsibility to safeguard brand trust, even more so when the rest of an organisation is busily embracing change elsewhere. → Read More
The biggest benefit of returning to the office is internal competition
Despite assertions that teamwork and innovation are the key reasons to return to offices, the biggest incentive is the impulse to keep pace with colleagues. → Read More
Helen Edwards: A brand plan for the 'quarantine hotel' CMO
Mid-market hotels are in the strange position of having to detain prisoners rather than delight customers. Here are a few ways they can avoid brand damage. → Read More
Design deserves the same status as advertising in marketers' plans
Advertising generally takes precedence over design when it comes to brand strategy, but they have the same influence over consumers' perceptions. → Read More
Eleven suggestions for your Secret Santa marketing gift list
Stuck for something to buy your favourite agency, CMO or marketing columnist? Here are some apt ideas that can't fail to please. → Read More
Stop 'nudging' customers and pay attention when they nudge you
Brands that ignore the small signs customers are unhappy will soon feel the financial impacts if they don't respond. → Read More
Don't expect a slogan to make your brand famous – Marketing Week
It's true that a strapline can give a brand fame and mental availability, but only if it's a great one, which gets harder to achieve as time goes by. → Read More
Localism's potential is limited by the scale needed to innovate
The pandemic has accentuated consumers' already strong affinity for local brands, but innovation budgets remain big brands' advantage. → Read More
Coronavirus offers big brands the chance to think like a 're-startup'
Acting like a startup is never usually realistic for large corporates, but the Covid crisis requires these companies to reassess their first principles. → Read More
Helen Edwards: Embracing doubt helps marketers do thing differently
If you are wondering whether you have the confidence to make it in the marketing industry, remember to listen to in-vogue marketing mantra less and the consumer a bit more. → Read More
Helen Edwards: Marketing's claim to the C-suite is more than strong enough
Marketing is infuriatingly hard to articulate, and apt to languish unnoticed and unappreciated by those in harder-edged corporate roles but can make the difference between a corporation and its brands hobbling along the ground or soaring up into the stratosphere. → Read More
Helen Edwards: Here's what I hope will change in marketing in 2020
A change of decade carries with it a weight of hopes and predicted changes. Here's my wish list of the ways I hope marketing will be better in the 2020s. → Read More
Even the simplest marketing metrics require forensic analysis
Marketing metrics have a tendency to tell you how you're doing without telling you what to do and to exist within something infinitely more complex. → Read More
'Buccaneering' British business is just a political fantasy
Why are British politicians so content to use the language of pirates to shed light on business? → Read More