Cover Story: Old Economy vs New Economy brands

Spiralling fuel costs and the economic downturn are transforming consumer spending habits. Jo Roberts reports on the brands that represent the 'old economy' and those embracing the new... more

---

Kip Knight Profile: eBay - down to experience

Kip Knight, vice president of marketing at auction brand eBay, tells Ruth Mortimer that positive customer experience is the bedrock on which a successful brand is built, online or offline... more

---

Case Study: Ecover - Squeaky green

Ecover, the oldest 'green' cleaning brand, wants to move from niche to mainstream status, but it needs to address ongoing negative perceptions about its effectiveness. Maeve Hosea investigates... more

---

Diageo Opinion: Using language young people understand

Pamela Bower-Nye, global marketing director for attitudes to alcohol at Diageo, explains why it is no use lecturing about 'responsible drinking'... more

---

Ann Summers Opinion: Get consumers comfortable to put them in the mood

Jacqueline Gold, chief executive of adult retailer Ann Summers, explains why creating a multiple channel experience is the secret of good branding... more

---