Helen Edwards: Ideating key drivers... and the pitfalls of marketing jargon
Marketers must ditch the buzzwords and jargon and start to speak in plain English if they want to co...
Helen Edwards: scrunch or fold? There's only one place Andrex's ads belong
Far from sparking a national debate, the Andrex 'scrunch or fold' campaign appears to have united - ...
Helen Edwards: wisdom of the dead versus the living
It is easy to get swept up in the developing online conversation about marketing theory, but we over...
Helen Edwards: ditch the vanity metrics
Measurement is a marketing essential, but 'vanity metrics' help no one. What's needed is a system th...
Helen Edwards: When CEOs prove their worth
Whatever the organisational hierarchy, chief executives play a key role when it comes to internal co...
Helen Edwards: Take a chance on creativity
An elusive but essential quality in businesses, creativity requires bold thinking on a corporate lev...
Helen Edwards: The importance of thinking inside the box
Forget about outside the box - easyJet has demonstrated that marketers need to think inside it if th...
Helen Edwards: Is Apple facing a crisis of confidence?
Nokia and Microsoft's Lumia 920 smartphone might help the pair regain ground in a sector where Apple...
Helen Edwards: The BBC is insulated from reality
The existence of the licence fee shields the BBC from the true, bottom-line impact of a dramatic shi...
Helen Edwards: Momentum is magic
In a profession awash with talk of 'project phases' and 'target dates' instead of deadlines, decisiv...