TITLE

Talking Gulliford's language

PUB. DATE
October 2004
SOURCE
Brand Strategy;Oct2004, Issue 186, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents an interview with Simon Gulliford, Barclay's marketing and communication director at Barclay. Asked about his marketing achievements he said Marketing decision-making gets done on the basis of genuine rigor and commerciality. They have saved a fortune many tens of millions while simultaneously increasing the output of marketing by over 30%. Barclay's marketing function now bears comparison with organizations that have a marketing heritage and it also has credibility among the community of professional bankers. The creative work has given a lens for the organization to look through in terms of the way it connects to customers. He further said about brand loyalty that within banks Barclays does well. There's a strategic dilemma though. Which organization do one trust more, the one that gives one an overdraft or the one that gives one food to put in one's baby's mouth. INSET: Barclays' advertising.
ACCESSION #
14736152

 

Related Articles

  • Survey indicates brand loyalty is solid on the farm. Vogt, Willie // California Farmer;Jan2011, Vol. 294 Issue 1, p40 

    The article focuses on the findings of the survey, which shows that most farmers are brand loyal and these affect their decision-making, also with regards to several factors such as the price of the equipment, better product engineering, and availability of parts.

  • Big redeemer. Bashford, Suzy // Marketing (00253650);3/14/2002, p20 

    Profiles Simon Gulliford, a marketing director in Great Britain. Emphasis of the achievements and awards; Job description of the job of Gullifors; Educational attainment. INSET: BIOGRAPHY..

  • Root, root, root for the home team. Johnson, Steve // American Printer;May2010, Vol. 127 Issue 5, p11 

    The article offers tips on making educated decisions in choosing printers. It suggests that following the money or choosing the vendor whose equipment that meets customers' needs as opposed to being loyal to some brands is the best decision to make. It also says that knowing who really makes the...

  • BRAND LOYALTY ON INTERNET: A STUDY OF INFLUENCE FACTORS ON DECISION MAKING PROCESS. Serralvo, Francisco A.; João, Belmiro N.; Cardoso, Onésimo O. // International Journal of Business Research;2011, Vol. 11 Issue 6, p126 

    The Internet challenge nowadays is keeping researches and authors attention around the world, with means trying to understand its new borders and limits. The study aims to show how can the costumer loyalty be developed against a different field covered by Internet that proposes a variety of new...

  • Corporate Caregivers. Robinette, Scott // Communication World;Sep/Oct2004, Vol. 21 Issue 5, p26 

    This article focuses on customer care in marketing. Believing that a company cares about customers was identified as the most important factor in determining brand loyalty. The more a company shows that it cares, the more loyal its customers appear to be. In a 2003 Opinion Research Corporation...

  • Brand manager of the week. Smith, David // Marketing (00253650);8/2/2006, p71 

    The article presents an interview with David Smith, marketing manager of the company Xfm. When asked about his advise to people starting their marketing career, he suggests them to work on a brand that they really believe in. He reveals that an understanding of one's product and customers makes...

  • The Impact of Brand Extension Introduction on Choice. Swaminathan, Vanitha; Fox, Richard J.; Reddy, Srinivas K. // Journal of Marketing;Oct2001, Vol. 65 Issue 4, p1 

    This article focuses on the impact of a new brand extension introduction on choice in a behavioral context using national household scanner data involving multiple brand extensions. Particularly, the authors investigate the reciprocal impact of trial of successful and unsuccessful brand...

  • DON'T CONFUSE DOING THE RIGHT THING WITH KNOWING THE RIGHT THING TO DO. FEUER, MICHAEL // Smart Business Philadelphia;Dec2012, Vol. 7 Issue 4, p23 

    The article offers the author's insights how to right decisions in business management. The author says that key priorities of a company must include the costumers, employees, and investors. He mentions that the key to give satisfaction to employees and investors is to give them the awareness...

  • MALI TABLOLAR VE U�AN DAIRELER. Y�cel, G�ksel; Adiloglu, Burcu // World of Accounting Science;2012, Vol. 14 Issue 1, p143 

    Financial statements provide financial information about the reporting entity that is useful to existing and potential investors, lenders and other creditors in making decisions about providing resources to the entity. How much these financial statements are monitored and understood by the...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics