A study of UK brands finds Marks & Spencer is the best retailer for storytelling, while Apple takes home first place in the overall ranking for the fifth consecutive year. Building a coherent narrative around a brand and its purpose helps businesses connect with consumers in a more meaningful way, one which brands hope will help them forge long-lasting and fruitful relationships.
Generation Exchange: Ed Pilkington, Diageo’s marketing and innovation director, Europe and Nicholas Cornbleet, brand manager for Smirnoff Europe on the career opportunities marketing provides. Marketing is at the heart of Diageo’s business. It dictates the overall strategy for brands such as Smirnoff and determines the best way to grow these brands, as well as communicating to the rest of the company how to do it. “In marketing today, brand managers are the general managers for their brands.
Marketing has not always been the most inclusive industry or considered a career option for people with conditions such as dyslexia and dyspraxia, says Paul Davies, consumer marketing director at Microsoft. But as technology evolves and support improves, it is opening the door for more young people. However, more must be done to remove the stigma of such learning difficulties, says Steven Woodgate, Surface and HoloLens UK marketing lead at Microsoft, who has both dyslexia and dyspraxia.
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".