Established in 2007, KeyFleet has grown to become a renowned provider of vehicle-related services for customers ranging from individual members of the public through to large corporations.

But it’s not just our target audiences that differ.

The more transactional leasing side of our business, whilst consultative, is largely price driven. Our B2B and B2C comms are typically sales-led.

we’re handling everything from service and maintenance scheduling to the preparation of fleet usage policies, DVLA licence...

From segmentation and targeting to customer community confirmation

Traditionally, marketing always starts with segmentation—a practice of dividing the market into homogenous groups based on their geographic, demographic, psychographic, and behavioral profiles. Segmentation is typically followed by targeting—a practice of selecting one or more segments that a brand is committed to pursue based on their attractiveness and fit with the brand. Segmentation and targeting are both fundamental aspects of a brand’s...

(c)iStock.com/Sasa Nikolic

It has been a bunfight between these two tech behemoths over the past few years, but now Google has replaced Apple as the world’s most valuable brand with a value of $109.5 billion (£83.8bn), according to a new report from Brand Finance.

The report, the annual Global 500, also evaluates a variety of factors, from marketing investment, to familiarity, to corporate reputation, to work out the most ‘powerful’ brand beyond brass tacks, ranking Lego as the...

(c)iStock.com/SrdjanPav

“Beauty is not an exclusive club—there are no unattractive women, just some that don’t know they can be beautiful. They don’t understand the power of makeup and how it can transform their outer beauty, but also their inner confidence.” Charlotte Tilbury for Byrdie.

Charlotte Tilbury aims to make "every woman the most beautiful version...

When devising our marketing campaigns for the year, we ensure that initiatives genuinely support our consumers and are realistic to incorporate in everyday life, while simultaneously aligning with the brand personality.

A key value of Plenish is being proactive and as a business we need to ensure that we are living and breathing this mantra, while demonstrating our category expertise to our audience.

In September, we launched a PRO Campaign, encouraging consumers to finish 2016 strong and perform at the top...

(c)iStock.com/Serghei Starus

A few years ago, Electrolux began a journey to become a truly consumer-centric organisation. Its leadership believed in creating remarkable branded consumer experiences in a new, much more consumer experience-led market and digital environment and...

(c)iStock.com/Scar1984

The relationship between your brand and the customer is susceptible to change. Loyalty is short lived and customers are easily distracted. Unless you keep up with the market’s ever-changing needs and habits, something better will come along and your brand will, inevitably, get dumped.

Where once your brand inspired fond feelings and thrilled its customers, brand fatigue evokes the opposite. It doesn’t happen overnight, but if left unchecked it can damage your business beyond...

(c)iStock.com/tusumaru

We all love a story with a happy ending, especially when good triumphs over bad, heroes overcome villains and twists and turns keep us on our toes. The story of British Home Stores, or BHS, is one of these stories. 

The iconic British brand, established in 1928, succumbed to the challenge of physical and digital retailing earlier this year and gave up the ghost. With tired stores, confused product lines and jaded consumers, it lost itself along the way somewhere: it became a bit...

(c)Volvo Cars UK

We all know TV ads are a common kind of marketing for high-end car companies, but Volvo has taken it one step further with its very own series of three short films. 

Human Made Stories premiered on Sky Atlantic this month to mark Volvo's new 90 series range of cars. It focuses around "people who do things differently, challenge conventions and create their own path," such as:

• Oliver Armitage, an innovative engineer whose lifelong pursuit is making human and machine work together seamlessly. Along with his team from Cambridge, Oliver works with...

(c)iStock.com/wx-bradwang

So we know digital entertainment expo and conference ChinaJoy was a few weeks ago now, but it's not very often you get an exclusive live-diary peek inside the event from a UK perspective. 

Richard Downey, new global business director, mobile, at The Specialist Works, was there for the four days and wrote this very open blog about his experience.

Read on to find out more about his Shanghai adventures:

Wednesday 27 July

After a day spent battling the combined effects of...