
Helen Edwards
Columnist at Marketing Week
Brand consultant, columnist for Marketing Week, Adjunct Associate Professor at London Business School, author of Creating Passion Brands.
Articles
-
2 days ago |
marketingweek.com | Helen Edwards
If you’re wondering how to increase your brand’s appeal to your most profitable customers – the ones who opt for the premium lines, the ones who don’t give an involuntary gasp when they see the price tag – here’s how to go about it. Start with the customers at the opposite end of the spectrum – the ones who can afford the least, the ones who opt for the basics – and dramatically improve your brand’s offer for them.
-
3 weeks ago |
marketingweek.com | Helen Edwards
Source: ShutterstockFor marketers who like a narrative – buoyed by the belief that storytelling is what modern populations are crying out for, even from purveyors of fish fingers and business machines – here is a morality tale for our times. It starts back in 1976, when Robert Monks, a wealthy US lawyer and business owner, is out on the campaign trail in Maine, in a bid to win a seat in the Senate.
-
1 month ago |
marketingweek.com | Helen Edwards
Source: ShutterstockIf, say, 10% of the CMOs responding to Marketing Week’s 2025 Career & Salary Survey had reported that their businesses undervalue marketing strategy, it would have been troubling but not surprising. There are always companies that lag behind in their appreciation of what marketing can bring to the table. It wasn’t 10% though. It was a staggering 73%. Think about that for a moment.
-
Mar 28, 2025 |
marketingweek.com | Megan Tatum |Grace Gollasch |Helen Edwards
The relationships marketers build across their organisation have always been crucial. Collaboration ensures campaigns are aligned with the broader ambitions of the brand, complement sales activity and secure that all-important buy-in from senior leadership.
-
Mar 27, 2025 |
marketingweek.com | Jasper Baumann |Grace Gollasch |Helen Edwards |Ian Murray
O2’s marketing boss on returning to its founding ethos to ‘reset’ the brand Having joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”. O2 has launched a new brand platform and positioning that reverts back to its founding message from 2002 of the telecoms brand being “essential” to living, just as oxygen is.
Try JournoFinder For Free
Search and contact over 1M+ journalist profiles, browse 100M+ articles, and unlock powerful PR tools.
Start Your 7-Day Free Trial →X (formerly Twitter)
- Followers
- 3K
- Tweets
- 2K
- DMs Open
- No