Brand Strategy articles from April 2001

Brand Strategy archives from April 2001

Boots and Granada tackle Britons' blues.(Brief Article)
April 1, 2001... Boots has teamed with Granada for the launch of an integrated digital TV channel and website. The Wellbeing channel and accompanying internet site, wellbeing.com, extend Boots' brand by advising consumers on health, fitness, parenting and...

What's what in the branding world this month -- the R&A.(Brief Article)
April 1, 2001... The Royal & Ancient Golf Club at St Andrews has approved the use of the Open Championship silver claret jug motif on a range of branded sportswear. The sight of a select bunch of old codgers grasping at a mass market is intriguing in...

Skin-deep marketing makes no sense.(Brief Article)
April 1, 2001... "An invitation full of promise came to me last month from POPAI; you know, Point of Purchase Advertising International -- phew! Though the invitation was for an AGM, it was promising for two reasons. First, despite having lived all my life...

Rocket science versus the creatives.(Brief Article)
April 1, 2001... Peter Holdsworth meets a man with a mission: Siemon Scamell-Katz of retail researchers ID Magasin I arrive early in Market Harborough to interview Siemon Scamell-Katz, managing director of the retail research and design company ID Magasin,...

Harry Potter gets fizzical with the soft drinks giant.(Brief Article)
April 1, 2001... There's no doubt Harry Potter has cast a spell over the nation, but can the brand work its wizardry on Coke's tarnished image too? Ruth Mortimer looks at the tie-up between the soft drinks giant and Warner Bros' imminent film release Hey...

How Littlewoods lost its trolley.(Brief Article)(Statistical Data Included)
April 1, 2001... Clothing chain Littlewoods lost touch with its natural market. It will be hard put to win it back TAYLOR NELSON SOFRES In the harsh retail environment of clothing and footwear, Littlewoods Retail has made a decision: to recover the...

Don't forget the true power of the union.(Brief Article)
April 1, 2001... Too often M&As are left to bean-counters instead of true brand specialists, argues Giles Lury "Many benefits can arise from a merger or acquisition: access to new customers; the creation of critical mass; cost reductions and workforce...

Mercedes crumples in trade-mark case.(Brief Article)
April 1, 2001... Susan Storor tells how the famous car manufacturing brand has been humbled in the courts BIRD & BIRD Javid Alavi has been carrying on a streetwear-clothing business under the name Merc for over 30 years. He has had Merc retail outlets in...

Online and onto something different.(Internet/Web/Online Service Information)(Brief Article)(Statistical Data Included)
April 1, 2001... Is the banner ad dead? Rupert Staines says the death of online advertising is much exaggerated Online advertising built itself up to be shot down. Even so, people in the ad industry are baffled by its fall from grace. The confusion belies...

Marry in haste, repent at leisure.(Internet/Web/Online Service Information)(Brief Article)
April 1, 2001... Feeling left out? Bricks-and-mortar firms need online partners too Bricks and mortar companies are moving into e-commerce and developing online partnerships to increase brand exposure. But while collaborative working helps in the battle for...

Keep an eye on the competition.(International Pages)(Internet/Web/Online Service Information)(Brief Article)
April 1, 2001... Peter Holdsworth encounters an internet company whose slogan is "Minding your business on the Net" Finding a partner and creating a website is just the beginning of the cyberspace adventure. As Andrew Muir of internet intelligence...

Beware the pitfalls of website translation.(International Pages)(Internet/Web/Online Service Information)(Brief Article)
April 1, 2001... A gesture in one country can offend in another, such gaffes await web translators, warns Clare Joynes "The European Commission urges EU companies to set up multilingual websites, to exploit the projected rapid growth in the European...

Brands that get into the bloodstream.(Brief Article)
April 1, 2001... Don't fight the web, says Suzanne Livingstone, understand the medium and go with the flow "Businesses, no doubt for the best of reasons, are becoming more defensive of their brand property online. But as they battle with people deemed to...

Wall's of history.
April 1, 2001... Ruth Mortimer examines the success of the ice cream giant Beginning of the brand It was a brave fellow who saw Britain's wet, cold and generally hostile climate as a potential market for ice cream. That man was Mr Thomas Wall. In 1922,...

Ben & Jerry's gets a licking.(Brief Article)
April 1, 2001... Have the ideals on which Ben & Jerry's brand was built been slammed in the freezer by Unilever? When Ben Cohen and Jerry Greenfield started their homemade ice cream company in 1978 in the small town of South Burlington, Vermont, USA, they...

A pitch to the rich? Here's how.(Brief Article)
April 1, 2001... Graham Harding explains his strategy for marketing to the rich, be they filthy or not The rich were different, reckoned F Scott Fitzgerald. Why? They have more money. If only it were so easy for marketers, but for them money does not...

Triangular Toblerone dared to be different, and came up trumps.(Brief Article)
April 1, 2001... Satkar Gidda compares the classic pyramid chocolate bar with the faceless FMCG of today If Toblerone had been thought up today, it would not have happened. Globalisation and intense retail pressure are squeezing creativity from design and...

Cider brand picks core of clubbers.(Brief Article)
April 1, 2001... Make your brand's pips squeak, says Emma Cantrill, if you want the fickle Friday-night drinker The premium-packaged-spirits market is one of the most competitive in the drinks industry. With major brands, such as Bacardi Breezer, spending...

Alan Mitchell's new book tells marketers to adopt a buyer-centric philosophy and begin a revolution in the "institutional heart of capitalism".(Brief Article)
April 1, 2001... Alan Mitchell's book Right Side Up promises the reader something tantalising. It claims to unfold the explanation of why and how influential marketing has shifted its focus and purpose. Using a neat religious analogy, Mitchell preaches that the...

What makes a brand a superbrand?(Brief Article)
April 1, 2001... Superbrands: An Insight into 100 of Britain's Strongest Brands is an authoritative, well-researched visual feast for anyone sold on big brands. Compiled by Superbrands, the independent branding authority, this large format book attempts to...

Brand Strategy's roundup of appointments in the marketing industry.(Brief Article)
April 1, 2001... TONY ANDERSON has joined market research company Taylor Nelson Sofres as e-commerce director. Anderson was previously retail marketing director at Egg, the internet financial services company. CLIVE BRISCOE is to take up the position of...

Global grazing on the increase.(Statistical Data Included)
April 1, 2001... Hectic lifestyles have resulted in an unhealthy growth in the savoury snacks market sector In 2000, world sales of savoury snacks totalled US$48.4bn, an 11% increase in current value terms from 1996. Savoury snacks has been relatively...

database.
April 1, 2001... NEW BRANDS/BRAND EXTENSION BIRDS EYE WALL'S Fruit 5's Ice cream Wall's has launched Fruit 5's, an ice lolly for children in five fruit flavours. The company claims the product is made using natural colours and flavours, and...

Branding is a manner of speaking.(Brief Article)
April 1, 2001... Brands must function emotionally, spiritually and politically but above all, behave like gentlemen "Look at any best-seller list and the chances are you'll find Naomi Klein's No Logo somewhere in it. This diatribe against the arrogance of...