Brand Strategy articles from December 2002

Brand Strategy archives from December 2002

Measuring innovation. (Leader).(brand management)(Brief Article)
December 1, 2002... As Alan Mitchell points out, innovation of major brands is at an impasse. The challenge lies in justifying the investment to management, when impact on overall volumes and rates of return are too slow. Innovation teams need a set of tools to...

Relationship management. (Leader).(Letter to the Editor)
December 1, 2002... In `Outsource with care' (Brand Strategy Nov) Alan Pennington failed to acknowledge the alternative to call centres. In-house call centres can also offer a poor brand experience. So the question is not about in or out but who and what?...

The faltering faith in marketers' business. (Leader).(Marketing Society's conference, Marketing Under Attack)
December 1, 2002... It was ironic that at this year's Marketing Society conference entitled, Marketing Under Attack, the majority of attendees stated they were feeling optimistic about their future. Academic Dr Noreena Hertz, author of The Silent Takeover,...

Sara Lee is supporting its men's hairstyling brand Brylcreem with a 2.1m [pounds sterling] TV and cinema campaign. (Marketing).(Brief Article)
December 1, 2002... Sara Lee is supporting its men's hairstyling brand Brylcreem with a 2.1m [pounds sterling]TV and cinema campaign. The ads were created by WCRS and feature a fictional town `Bad Barnet' where all the inhabitants have terrible hairstyles until a...

Ferrero Rocher is launching a 3.4m [pounds sterling] TV campaign during December to promote its confectionery brand. (Marketing).(Brief Article)
December 1, 2002... Ferrero Rocher is launching a 3.4m [pounds sterling] TV campaign during December to promote its confectionery brand. The ad, by Publicis, features a thirtysomething couple who eat their Ferrero Rocher chocolates en route to a dinner party. They...

Gun Control Network. (Marketing).(produces public awareness advertisements about dangers of imitation weapons)(Brief Article)
December 1, 2002... The Gun Control Network has produced a series of five ads by various ad executives working for free, designed to raise public awareness of the dangers associated with imitation weapons. Po[ice estimate that 60-80% of firearm crime is committed...

Arsenal. (Marketing).(football club wins trademark lawsuit)(Brief Article)
December 1, 2002... Football club Arsenal has won its European Court of Justice (ECJ) trademark court battle with stall-holder Matthew Reed. The case had been taken to the ECJ after the English courts ruled that Reed had not infringed the club's trademark by...

Ad agency Fallon London has picked up the estimated $80m (50.6m [pounds sterling]) Sony Electronics pan-European account, ousting fellow Publicis Groupe incumbent Saatchi & Saatchi. (Marketing).(Brief Article)
December 1, 2002... Ad agency Fallon London has picked up the estimated $80m (50.6m [pounds sterling]) Sony Electronics pan-European account, ousting fellow Publicis Groupe incumbent Saatchi & Saatchi. It is also thought that Fallon beat Bartle Bogle Hegarty...

Office of Fair Trading. (Marketing).(warns consumers abourt misleading advertisements via marketing campaign)(Brief Article)
December 1, 2002... The Office of Fair Trading has launched a marketing campaign to alert consumers about misleading ads--especially concerning `miracle cure' health beauty and slimming products. The campaign includes celebrity endorsement in the shape of Birds of...

Carlsberg-Tetley has signed a sponsorship deal with rugby club Saracens. (Marketing).(Brief Article)
December 1, 2002... Carlsberg-Tetley has signed a sponsorship deal with rugby club Saracens. The move comes as the brewer achieves its highest ever volume share of the total standard ale market--11.6%, according to AC Nielsen. The deal gives the brewer access to...

Pepsi has signed a deal with Sony to use the record label's artists such as Jennifer Lopez and Shakira in soft drinks promotions. (Marketing).(Brief Article)
December 1, 2002... Pepsi has signed a deal with Sony to use the record label's artists such as Jennifer Lopez and Shakira in soft drinks promotions. The estimated 100m [pounds sterling] TV, radio and retail campaign, through roster agency BBDO Worldwide, will...

A row has erupted surrounding the Nectar loyalty campaign and Tesco Clubcard about which loyalty scheme has more members. (Marketing).(Brief Article)
December 1, 2002... A row has erupted surrounding the Nectar loyalty campaign and Tesco Clubcard about which loyalty scheme has more members. Loyalty Management UK, which runs Nectar, claims that it has 11.1 million active customers, which outweighs Tesco's...

Kids brands 2002 millennium Knightsbridge, London. (Diary).(Brief Article)
December 1, 2002... 9-20 December 2002 Sessions from Copenhagen Business School, the BBC, LEGO, the Jim Henson Company and Capital Radio. Specially-commissioned research projects from Salford University's Centre for Children, Business and Society on the...

Brand focus Edinburgh. (Diary).
December 1, 2002... 11 December 2002 This debate looks at the future of the industry and asks whether branding is becoming an endangered discipline. What is the next step for companies and agencies in developing the brand? Other questions discussed include...

Brands summit 2003 Four Seasons Hotel, London. (Diary).(marketing industry meeting)(Brief Article)
December 1, 2002... 29-30 January 2003 This event examines how brand strategy can be used to grow companies on both a global and local level. The topics will be discussed by speakers such as Tom Long, president of Coca-Cola UK and Chris de Lapuente, managing...

COI Communications. (Appointments).(Alan Bishop named chief executive of Central Office of Information)(Brief Article)
December 1, 2002... Alan Bishop, a former chairman of Saatchi & Saatchi International, has been appointed as the chief executive of the government's advertising and marketing body COI Communications. Bishop takes over from Carol Fisher, who resigned from the post...

London Business School. (Appointments).(John Mayhead named chair of Advertising Association's Economics Committee)(Brief Article)
December 1, 2002... The Advertising Association has appointed a new chair for its Economics Committee: John Mayhead, director of the Centre for Marketing at the London Business School and chairman of the Audit Bureau of Circulations. Mayhead previously worked at...

Nike. (Appointments).(Louise Dawson named brand initiatives leader)(Brief Article)
December 1, 2002... Nike has appointed Louise Dawson, a former Interbrand strategic consultant to a new role as brand initiatives leader. She will take responsibility for all of Nike's UK campaigns as well as examining the company's brand and media strategies.

Octagon Motorsports. (Appointments).(Andrew Waller named head of sales, marketing)(Brief Article)
December 1, 2002... Octagon Motorsports--the owner of Silverstone and Brands Hatch motor racing venues--has appointed Andrew Waller to its senior sales and marketing role. Waller was previously managing director of the Walt Disney Travel Company UK.

Boots is launching a range of kids clothing for children up to the age of four. (Launches and rebrands).(Boots Company PLC)(Brief Article)
December 1, 2002... Boots is launching a range of kids clothing for children up to the age of four, called Mini-Mode. The move will see 200 Boots stores stock the merchandise, which is the product of a partnership with clothes manufacturer Adams Childrenswear. The...

Luxury label Burberry is extending its brand in the UK with a relaunch of its youth range, Thomas Burberry. (Launches and rebrands).(Burberrys Ltd.)(Brief Article)
December 1, 2002... Luxury label Burberry is extending its brand in the UK with a relaunch of its youth range, Thomas Burberry. The range was withdrawn from the UK two years ago and has been updated in Spain, where it is based. It is also developing extensions...

Murphy's Irish Stout is launching a quick-pouring dispensing variant called Fastflow in advance of Diageo's Guinness Fastpour brand, which is currently on trial. (Launches and rebrands).(Brief Article)
December 1, 2002... Murphy's Irish Stout is launching a quick-pouring dispensing variant called Fastflow in advance of Diageo's Guinness Fastpour brand, which is currently on trial. The move will be supported by a 9m [pounds sterling] marketing budget, with a...

Britvic is reportedly bringing out a new soft drinks range aimed at teenage consumers called Freekin' Soda. (Launches and rebrands).(Britvic Soft Drinks Ltd.)(Brief Article)
December 1, 2002... Britvic is reportedly bringing out a new soft drinks range aimed at teenage consumers called Freekin' Soda. The brand will be supported by an ad campaign next year through Clemmow Hornby Inge.

Lever Faberge is extending its Sure brand with the launch of a new deodorant--Crystal. (Launches and rebrands).(Brief Article)
December 1, 2002... Lever Faberge is extending its Sure brand with the launch of a new deodorant--Crystal. The product is designed to leave dark clothes without marks. It will be on the market in 2003, backed by a 6m [pounds sterling] advertising campaign by Lowe....

Co-operative Bank Purchasing Index. (Financial).(consumers increase purchases of environmentally friendly products, green energy)(Brief Article)
December 1, 2002... Consumers are increasingly interested in corporate social responsibility, according to the Co-operative Bank Purchasing Index. Spending on ethical and environmentally friendly products increased by 19% last year in comparison with general UK...

FMCG company Procter & Gamble reported net income for its fiscal first quarter of $1.46bn (0.92bn [pounds sterling]), up from $1.1bn (0.7bn [pounds sterling]). (Financial).(Brief Article)
December 1, 2002... FMCG company Procter & Gamble reported net income for its fiscal first quarter of $1.46bn (0.92bn [pounds sterling]), up from $1.1bn (0.7bn [pounds sterling]). Core earnings increased 18% from $1.34bn (0.84bn [pounds sterling]) to $1.58bn...

British consumers may spend as much as 31.3bn [pounds sterling] on the high street this December, according to predictions from market research company Verdict. (Financial).(Brief Article)
December 1, 2002... British consumers may spend as much as 31.3bn [pounds sterling] on the high street this December, according to predictions from market research company Verdict. The total spent on the three months up to Christmas could be as high as 70bn...

The Communications Bill has been published by the Department of Culture, Media and Sport/Department of Trade and Industry. (Financial).(Brief Article)
December 1, 2002... The Communications Bill has been published by the Department of Culture, Media and Sport/Department of Trade and Industry. The bill details changes in media ownership laws and draws up measures for the creation of Ofcom, a media and...

WPP has taken a 25% interest in Shanghai Advertising, a full-service ad agency based in China. (International).(Brief Article)
December 1, 2002... WPP has taken a 25% interest in Shanghai Advertising, a full-service ad agency based in China. The Shanghai agency already had links to WPP's Ogilvy & Mather ad agency and the two businesses have carried out joint ventures since 1991. The move...

Visa International has announced a tie-up with the Greek National Tourism Organisation to promote Greece as a travel destination globally. (International).(Brief Article)
December 1, 2002... Visa International has announced a tie-up with the Greek National Tourism Organisation to promote Greece as a travel destination globally. The deal builds on Visa's sponsorship of the Athens 2004 Olympic Games. Visa plans to push Greece in all...

Arab states are turning to regional branding in an attempt to boost tourism--suffering as a result of terrorist fears. (International).(Brief Article)
December 1, 2002... Arab states are turning to regional branding in an attempt to boost tourism--suffering as a result of terrorist fears. Two former Gulf Air and Emirates marketers have set up a trade body called the Arabian Travel and Tourism Industry...

Getting down to the roots in the enchanted forest of brands: Lesley Salem discovers that it's not what it is, but where it's from, that inspires consumers and turns products into brands. (Trendspotter).
December 1, 2002... With travel and exotic locations becoming more accessible, society has begun to place high value on being a citizen of the world. We look to possess brands and objects that communicate our worldliness to others. We simply can't get enough of...

If I could get my hands on the Co-op ... I'd bring customers back to the values of community and sustainability, says Wolff Olins MD, Charles Wright. (In An Ideal World).
December 1, 2002... The thing that strikes me about the Co-op, is that for a hundred years, it has stood for a lot of things that other businesses are trying to be today. It invented loyalty long before it became popular. It believed in stakeholders and ethical...

UK Google brand search Nov.(most-searched airlines)(Brief Article)
December 1, 2002... 1 Easyjet 2 Ryanair 3 British Airways 4 Tesco 5 Nokia 6 Railtrack 7 Virgin 8 Ferrari 9 BT 10 Ikea

You take the high road and I'll take British Caledonian; if anyone with a plane and a neat idea can run an airline, Morag Cuddeford Jones asks why British Caledonian was grounded. (That Was The Brand That Was).
December 1, 2002... British Caledonian (BCal) was born in 1961 as Caledonian Airways when chairman, the late Sir Adam Thomson, launched a charter service with a single Douglas DC7 airplane. At its peak, BCal was Europe's ninth largest airline with 27 aircraft...

Brankdspeak.(Brief Article)
December 1, 2002... Brandscape: The brand landscape; the expanse o[brands and brand-related items, (logos, ads, and so on) within a culture or market. www.wordspy.com

A new type of take-home pizza. (Brand Stunt Of The Month).(Goodfella's marketing strategy for its frozen pizza brand)(Brief Article)
December 1, 2002... It was a `buona idea', as we say in Italian. Frozen pizza brand Goodfella's converted a whole street of houses into Italian restaurants to celebrate November's National Pizza Week. The residents of Myrtle Road in south-west London even took...

Brand mot.(various restaurant executives offer their opinions on how Pizza Express PLC could improve its brand image)
December 1, 2002... As Hugh Osmond, the former owner of Pizza Express, abandoned his 250m [pounds sterling] buy back of the beleaguered chain, the company's share price slid yet again. Some are blaming the supermarket licensing deal with Sainsbury's, others claim...

Do not believe the hype: Formula One teams are having a hard time with sponsors. Morag Cuddeford Jones discovers the truth. (News Analysis).
December 1, 2002... If media reports are to be believed, the once glamorous, high octane world of Formula One is in the doldrums. TV ratings for the sport have fallen around Europe--10% in the UK and Italy, 5% in Austria and 14% in France according to TV Sports...

Well-being for Xmas? The boot's on the other foot; Ruth Mortimer examines the situation facing high-street retailer Boots and its U-turn on selling Christmas gifts and asks whether its Wellbeing brand positioning meets shoppers' expectations. (New Analysis).
December 1, 2002... It is one of the UK's most venerable stores. But like its equally famous high-street counterpart Marks & Spencer, Boots the Chemist has found updating itself for the modern age a struggle. Last month, the group reported mediocre financial...

Children and advertising: Tessa Jowell explains why private sector organisations play a crucial role in the self-regulation of communications. (Opinion).(Editorial)
December 1, 2002... Over the past two decades the media industry has changed dramatically, in both size and reach. Ninety eight per cent of households have television and 40% have digital television. The number of TV channels in the UK has risen from three, 20...

The role of media neutrality: Martin Sorrell examines what the future holds for agencies and advertisers in a world of media neutrality and integration. (Opinion).
December 1, 2002... Visit a direct marketing agency with any business problem and their solution, however fine, will involve rather a lot of direct marketing. Take the same problem to an ad agency and the solution would involve a lot of 30-second TV spots. ...

Diageo's Rob Malcolm and the bn [pounds sterling] bevvies: Rob Malcolm, Diageo's president of global brands, sales and innovation talks to Elen Lewis about the desirable stable of brands that are Diageo's lifeblood and the value he places on understanding the consumer. (Rob Profile: Malcolm).(interview with Diageo PLC's global brand president Rob Malcolm, brand management and marketing)
December 1, 2002... It's only temporary, but at the moment Rob Malcolm, president of global brands, sales and innovation at Diageo has two personal assistants. They are clucking around him and telling me to make sure he wears his jacket when he has his picture...

Diageo growth potential and globalisation: the future of Diageo is based on three key words: focus, innovation and growth. Rob Malcolm answers questions from Elen Lewis about how the global drinks company has secured such a strong brand portfolio and where there is scope for new product development. (Rob Profile: Malcolm).(Diageo PLC's future, growth and product enhancement are key factors)
December 1, 2002... Q: How can Diageo grow when it dominates so many markets? While we're a large company in the spirits business, we're a small company in the wine business and we're a relatively small player in the beer market--aside from Guinness. If you...

Grinding profits from beans: Simon Thong, Nescafe's brand strategy manager tells Elen Lewis he's unfazed by cafe society and explains what the market leader coffee brand plans to do in order to attract younger consumers. (Nescafe).(Nestle S.A.'s target marketing of brand name coffee products to younger consumers)
December 1, 2002... The world is full of beans. Coffee beans that is. But the problem is that less and less people are drinking coffee and hot beverages in general Similarly, although urban, trendy, young things are likely to flit in and out of Starbucks for a...

Box office brand bonanzas: product placement is not a new marketing concept but it has evolved to become a mutually beneficial form of advertising for both brand owners and movie makers--in most cases. (Product Placement).(the benefits of product placement for both movie makers and brand owners)
December 1, 2002... The father of modern product placement was a little wrinkled alien. Steven Spielberg's film ET: The Extra Terrestrial (1982) showed the eponymous alien being tempted out of hiding with a pack of little-known American sweets called Reese's...

The name's brand, James brand: Ruth Mortimer discusses the latest film in a series that is intrinsically linked with every aspect of product placement. Such advertising is regaled in the media and is as essential to box office success as the film itself. (Case Study: Product Placement).(the benefits of product placement advertising, James Bond character's product placement)
December 1, 2002... We all know the name: Bond, James Bond. But the UK's favourite secret agent has become more than a movie character--he's become a brand. Bond is the brand with everything: aspirational, advanced, sophisticated, charming and fantastical. Other...

Leaping on the brandwagon: supermarket own brands were a cheap alternative. Now the inmates are taking over the asylum as major retailers announce they are to dedicate whole teams to promote them. (Special Report: Retail).(supermarkets are marketing their own brands more due to increased customer interest)
December 1, 2002... Supermarkets have brands on the back foot. Since the introduction of own brand value products as cheaper alternatives to big brand name goods in the 70s, supermarket brands have lost the stigma, of `second best' and become must-haves, with the...

Lifestyling the brand: Morag Cuddeford Jones on how high street stores are creating an environment that fulfils customers' needs. (Special Report: Retail).(influence of in-store and window displays on consumer buying)
December 1, 2002... Anyone Observing London's Oxford Street on a Saturday morning will be aware of the enormous amounts of money being carted around outside storefronts, begging to be spent. But if your retail brand is surrounded by similar outlets selling the...

Repositioning food retailers: Yasmeen Khan maps out three new, key categories in the European food and drink retail landscape. (Special Report: Retail).(impact of modern trends on retail industry, how to meet consuemr demand)
December 1, 2002... The traditional food and drink retail sector is changing rapidly, impacted by key trends such as globalisation, consolidation, convenience retailing and format development. Similarly, changing consumer behaviour is affecting the nature of...

In the lap of luxury: Bobby Hui from Saatchi & Saatchi believes that luxury brands need to continually create a sense of exclusivity and prestige shopping experience if they want to sustain consumer desire. (Brand Papers).(marketing luxuries to consumers as exclusive items heightens their importance )
December 1, 2002... Picture it. You're the owner of a luxury brand. You come home from a long day at the marketing coal face and switch on the TV. There, in glorious technicolour, is a rap artist/fashion model/media celebrity sporting your brand. Stirred by the...

The brand is the core: brand strategy and innovation in business modelling have long been separate disciplines. Mac Cato believes it's time to bring them together with total brand domain stewardship. (Brand Papers).(marketing brand importance with corporate responsibility )
December 1, 2002... Over the past five years, we've learned that global brands can disappear as quickly as back-street boutiques. Brands that used to occupy exalted positions in the public consciousness can be suddenly cast adrift by shifts in consumer preferences...

Getting out of line: Karen Hand offers some techniques for creative brand building and advice on how to start using the right side of your brain. A fresh perspective can reveal new marketing potential for old brands. (Brand Papers).(the benefits of using creative thinking when dealing with brand marketing)
December 1, 2002... "I'll do anything except plasticine." This was how a managing director introduced himself at a recent away day to explore the potential futures of his brands. In a brief sentence he managed to sum up the slight scepticism that many people feel...

Great brand expectations: Simon Sholl says the name of the marketing game today is not so much convenience but more about compensation. Consumers expect brands to fulfil more than just one function. (Brand Papers).(importance of convenience and compensation products for modern consumers)
December 1, 2002... "Two more hours to drive to work." "27 minutes--the length of a lunch hour". These survey headlines, lamenting the difficulty of modern living, hit the newspapers recently. In the first, the AA reported that 34% of drivers in the south east...

Designers, take note: what does the new Community Design Right legislation mean for designers? Tomos Shillingford analyses the impact that this new intellectual property register will have in the UK. (Brand Papers).(UK Community Design Right to protect intellectual property of designers)
December 1, 2002... The Community Design Right is already upon us. But will this new regulation mean more rights and accessibility for designers or simply more complications and expense? The European regulation is the product of years of deliberation by the...

Keeping up appearances. (Trends).(corporate sustainability reporting)(Brief Article)
December 1, 2002... The Co-operative Bank has been named as world number one for reporting sustainable activity in the 2002 Global Reporters survey. With a score of 61%, it beats Novo Nordisk and BAA into second and third places. However, research findings...

Charity case. (Trends).(youth and adult opinions on the effects of sponsorship)(Brief Article)
December 1, 2002... Sponsorship's ability to rise above media clutter is diminishing, according to research from media specialists Mediaedge:cia. However, the report's findings show that it remains popular with consumers and continues to be an effective means of...

Roads less travelled. (Trends).(aftermath of foot and mouth disease and September 11th attacks hurts UK tourism sales)(Brief Article)
December 1, 2002... Foot and Mouth and the 11th September terrorist attacks had a significant impact on UK tourism revenues, according to the latest figures from the National Statistics Office. The second and third quarters of 2001 were affected by Foot and...

Anti-ageing food and drink. (Research).(becoming a larger market in the U.S. and Europe)
December 1, 2002... The world's population is growing older and the accompanying ailments and frailties associated with age are generating a demand for more holistic, diet-based solutions, according to research from Leatherhead Foods International. The...

Global, local or glocal? (Research).(influence of globalization on brand marketing, local versus global marketing)
December 1, 2002... It is the eternal dilemma for brands. Should you maintain a global business strategy or try to keep a local appeal in regional markets? The ongoing backlash against globalisation and Americanism means that the challenge for global brands trying...

All shook up in the tumblefryer. (Last Word).(Stuart Morrison's tumbledryer cooking device to cook food)(Brief Article)
December 1, 2002... You can always rely on the Scots--purveyors of the deep-fried Mars Bar--to come up with a new way to cook food. Stuart Morrison, a 70 year-old Scottish inventor, has created a new device called the `tumblefryer' that uses tumble-dryer...

Is a chocolate bra going too far? (Last Word).(chocolate bra made by Reintinde Trummer, available in Austria)(Brief Article)
December 1, 2002... It's a woman's perfect combination--chocolate and lingerie all in one. A sophisticated 100 [pounds sterling] chocolate bra that claims not to melt all over the wearer has gone on sale in Austria. Designer Reintinde Trummer claims that each bra...

Santa is real and living in Suffolk. (Last Word).(Father Christmas Ltd. registers 'Father Christmas' as a trademark)(Brief Article)
December 1, 2002... The last few years have seen fierce trademark battles over the Budweiser and Arsenal names. Now the stage is set for a more seasonal dispute. Father Christmas Limited, an organisation in Newmarket, Suffolk that raises money for schools and...

You will have a good time. (Last Word).(Siesta Travel Europe's way of dealing with moody customers)(Brief Article)
December 1, 2002... The customer is always right. Unless, of course, you work for Middlesborough-based holiday company Siesta Travel Europe. The business has sent a letter to all customers who have booked a trip stating that on holidays there are "inevitably one...

Broadening definitions: old marketing techniques are standing in the way of broadening the definition of media in the changing world of brands.(marketing of brands through various media outlets)
December 1, 2002... Marketing is no longer a young profession and as it matures it faces an urgent challenge: how to overcome `legacy systems'. The scale of this challenge was rammed home by a recent Marketing Week conference on media neutrality and integrated...