The battery brand’s sale to Warren Buffett’s Berkshire Hathaway in 2016 gave it the opportunity to rethink how it approaches marketing from a mono-brand perspective. Batteries are admittedly not the most exciting product category. Consumers buy them to power other products, so the buying decision is often largely based on price and value. Standing out in such a commoditised market is therefore crucial, and one of the reasons Duracell places such huge importance on the power of its marketing.
Trying to find a mentor can be difficult but Tim Ferriss has done the hard work by rounding up 100 of the world’s leading thinkers to offer advice on everything from careers to wellbeing. Contributors include Arianna Huffington who says “burnout is not the price you have to pay for success”, while TED curator Chris Anderson believes “pursue your passion” is bad advice. There are also lessons from top athletes such as Maria Sharapova and Tony Hawk.
The reshuffle includes the hire of former Tesco marketer Sharry Crammond. Marks & Spencer has restructured its marketing team to help combat weakening sales and support a “changing M&S”, as part of its five-year transformation plan. The move sees the appointment of former Tesco marketer Sharry Crammond as marketing director, food and hospitality. Crammond, who joins from Southeastern Grocers in the US, did two stints at Tesco before exiting in 2015 as part of CEO Dave Lewis’s management shake-up.
.@ProteinWorld has done a complete u-turn on its marketing, moving away from the scantily clad beach bods and instead encouraging people of all sizes to tap into the wellness trend. Not sure if consumers buy it. Read @Chardy_Rogers opinion https://t.co/kqW4ZDZxlP
.@Groupon_UK wins the prize for worst customer service. Ordered on 6 Dec with 7 day delivery. It's been "ready to ship" since 11 Dec but still hasn't turned up and Groupon has no idea when it will. Have been advised to "cross my fingers" it turns up on Friday. Right. Thanks.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".