The Brand Travel™ Blog

08
Nov
2017
Posted by
Allyson Stewart-Allen
Tags
business, The Apprentice, marketing

The Apprentice You’re Fired – Making "Business" Accessible

While on the panel again this evening as the business expert, my 4th appearance since 2015 for BBC2’s The Apprentice: You’re Fired, I was reminded of the fact that while I’m immersed in the world of business model canvases, disruptive strategy plays and sustainable social enterprise, most viewers and the public at large are not fluent in the jargon of business.

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05
Oct
2017
Posted by
Allyson Stewart-Allen
Tags
Marketing, CIM, acceleration, growth, international, engagement

Marketing As a Force for Good?

As a current Board candidate for the UK's Chartered Institute of Marketing, I was asked to put forward some views on our profession and how I'd contribute to the Institute's ambition... here's an extract below. Do you share my views on Marketing as a force for good?

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23
Jul
2017
Posted by
Allyson Stewart-Allen
Tags
Ford, brand, scent, marketing, China

In China, Ford Cars Smell Like … Nothing at All

As Ford’s car marketing in China demonstrates, there’s nothing like having local knowledge to build a successful business. Unlike the brand’s customers in the West, who relish the smell of a new car – the leather, the wood, the plastic dashboard – its Chinese consumers prefer just the opposite, which makes sourcing the interior components much trickier since being selected for smell is an attribute most global tier 1 suppliers have never had to consider… until now.

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