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Brand management

What does ITV’s advertising slogan ‘More than TV’ actually mean?

For a couple of years, ITV has been using the slogan “More than TV”. I see it on billboards advertising programmes and on a title card before programmes on the ITV Hub (ITV’s TV-on-demand service). But what does the phrase actually mean? A couple of friends tell me that it means the quality of the […]

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Brand management

How marketers should think about about stationery and branded swag

Personally, I’ve always liked nice stationery made of thick paper. It goes back to when I was a teenager, when I was pretending to be an adult and wrote regularly in newsstand technology magazines. In those days, when most people weren’t on email, Conqueror and a fountain pen signature helped me get access to the right people. […]

Categories
Brand management

Illy’s espresso coffee tin is a masterclass in branding

Marketers know that being a commodity is the road to ruin. So rather than being in a mythical market with a single market price, marketers try to segment customers into different types with different needs, and then choose which segments to target. I love coffee. My favourite brand is Illy. To me, Illy’s espresso coffee tastes […]