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ANALYSIS: History shows consistency - Winston Fletcher studies 25 years of brand 'voice' at the History of Advertising Trust

April 19, 2001, by WINSTON FLETCHER

In marketing, we all pay lip service to the need for long-term consistency. Great brands, we cla...

ANALYSIS: History shows consistency - Winston Fletcher studies 25 years of brand 'voice' at the History of Advertising Trust

April 19, 2001, by WINSTON FLETCHER

In marketing, we all pay lip service to the need for long-term consistency. Great brands, we cla...

Opinion: Three lessons we should learn from the disaster of the Dome

January 27, 2000, by WINSTON FLETCHER

So much wood pulp has already been lavished on the Dome that I hesitate to expend even a further cr...

OPINION: Do clients get more from their agencies now less is offered?

November 04, 1999, by WINSTON FLETCHER

What should advertising agencies do? What do they do that they shouldn’t, and what should the...

A few pearls of wisdom about ad world philosophy

September 20, 1999, by WINSTON FLETCHER

This is my 50th Marketing column. You may react to that momentous news by thinking: ’Is that ...

OPINION: The direct response ’statistic’ which came from outer space

August 25, 1999, by WINSTON FLETCHER

One of the most fatuous ’statistics’ being tossed about is that some 20% of TV commerci...

OPINION: The power of hindsight has its drawbacks as well as benefits

July 21, 1999, by WINSTON FLETCHER

I don’t want to worry you, but I’ll bet Greg Dyke’s piggy bank to an old Daz stor...

OPINION: Buying the groceries via home shopping is not a fresh concept

May 05, 1999, by WINSTON FLETCHER

Columnists should occasionally risk getting their heads lopped off, if they turn out to be talking ...

Warning: Breaking your brand promise could damage health

March 31, 1999, by WINSTON FLETCHER

What is a brand? In the unlikely event you read my last column, you will recall that many of the ch...

The grass really isn’t greener for the consultants

November 26, 1998, by WINSTON FLETCHER

Dearly beloved marketers, we are gathered together today to ponder that burning question: are adver...

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