Brand Strategy articles from December 2008

Brand Strategy archives from December 2008

COMMENT: Sense and sensibility.
December 10, 2008... There is a line brands must be careful not to cross when everyone is struggling in harsh economic times. I call it the 'common-sense line'. It's the one motor companies Ford, Chrysler and GM flew over last month when they took private jets...

MARKETING: The Macallan.
December 10, 2008... Whisky brand The Macallan has teamed up with fashion photographer Rankin for a global campaign for its 30-year single malt whisky. Each limited-edition bottle has a bespoke label featuring one of Rankin's images, accompanied by an original...

MARKETING: Subway.
December 10, 2008... American sandwich chain Subway has signed a long-term deal with Olympic swimming star Michael Phelps, who will represent the brand across multiple marketing channels. The move aims to grow Subway's UK and European business in the run-up to...

MARKETING: Starbucks.
December 10, 2008... Starbucks has announced that all coffees sold in its UK outlets will use Fairtrade beans in an attempt to boost its weakened European revenues. At the moment, just six per cent of coffee sold by the brand counts as Fairtrade and the move is...

MARKETING: Adidas.
December 10, 2008... Adidas has launched the first ever TV ads in the US for its Originals lifestyle brand on its 60-year anniversary. The spot features celebrities including footballer David Beckham and singer Katy Perry partying in the brand's shoes and apparel....

MARKETING: LG.
December 10, 2008... LG electronics has announced a global, five-year sponsorship deal with Formula 1 that makes the consumer electronics brand the sport's official partner from January 2009. The deal is thought to be worth tens of millions of dollars. ...

SPORTS SPONSORSHIP: Sponsors set bar higher.
December 10, 2008... Celebrity golfer Tiger Woods and General Motors have parted ways a year earlier than planned. The sportsman has been endorsing the car firm's products and pushing the Buick brand for nine years. The deal is said to have ended by "mutual and...

FINANCIAL: Heinz.
December 10, 2008... US food company Heinz has reported healthy growth with a 22% rise in profit for its second quarter to $277m (#179m), reaching sales of $2.3bn (#1.49bn). Sales in North America rose 9.4% but sales volume in Europe fell by 2.8%. Copyright:...

FINANCIAL: Woolworths.(Brief article)
December 10, 2008... Woolworths Group has called in administrators for its chain of 800 UK stores. The retailer is #385m in debt - many times more than its current market value. It reported a #72.5m loss for the first half of 2008. Retailer MFI has also gone into...

FINANCIAL: Hewlett-Packard.
December 10, 2008... Hewlett-Packard's profits are better than expected, with sales up by 19% in the fourth quarter. The world's largest computer maker posted profits of $2.1bn (#1.3bn) - down slightly on the previous year. Copyright: Centaur Communications...

FINANCIAL: Unilever.
December 10, 2008... Unilever says it has no plans to cut its marketing budget despite tough economic conditions. This follows the announcement by British retailer Marks & Spencer that it will be cutting its marketing budget by 20%. Copyright: Centaur...

FINANCIAL: Cobra.
December 10, 2008... Indian businessman Karan Bilimoria has put Cobra beer up for sale or a 'strategic partnership' after failing to sell a stake to drink giant Diageo earlier this year. The company raised #15m from investors in September this year and hopes to...

TRENDSPOTTER: Flashes in the gloom.
December 10, 2008... Fiona Blades The festive season is typically a time for record sales, but the economic climate is making brand owners and consumers uncertain about how to behave. We're being encouraged to spend by global governments, but will it happen...

BRAND BUZZ BAROMETER: Fuel for thought.
December 10, 2008... Jo Roberts The motor industry is in a spot of bother. New car sales are falling dramatically, with General Motors' sales plummeting by 45% in North America during October. Ford has recently confirmed it is scaling back dramatically on...

OPINION: Why it's good to be niche.
December 10, 2008... Being a niche brand can be a very positive thing - particularly in a recession As the economic downturn begins to bite, people are cutting back. In our industry, that means fewer people are taking business trips. This, in turn, means...

OPINION: Keys to a happy marriage.(Viewpoint essay)
December 10, 2008... Good brand relationships with consumers are not contracts, but partnerships The partnerships in life that tend to work the best are those that have endured the test of time. A perfect partnership is one that has a distinct reason for...

OPINION: No-one is typical.
December 10, 2008... Brands need to move beyond narrow definitions of consumer groups Muslims are interested in brands, just like any other group in society. But for companies to foster a good relationship with this broad group of consumers, it is important...

OPINION: Do the right thing - and mean it.
December 10, 2008... Social responsibility must be done to further a cause, not to promote the brand Many big brands and corporate companies back charities -it is part of their marketing landscape. But you have to really mean it and you don't always need to...

POST ELECTION AMERICA: Brand therapy.
December 10, 2008... How can US President-elect Barack Obama restore Brand America's tarnished image abroad? Melinda Varley reports The Problem On 4 November 2008, Democratic party candidate Barack Obama was elected as the new president of the US. The...

VINTAGE GLAMOUR: Mae gets a makeover.
December 10, 2008... As uncertain times push consumers to seek comfort in nostalgia, screen legend Mae West is returning in a modern form. Jo Roberts reports Old-style glamour is making a comeback. Legendary Hollywood actress and playwright Mae West is to...

PROFILE: Simon Cox.(Turner Media Innovations)
December 10, 2008... Simon Cox, vice president of Turner Media Innovations (TMI), works in an office filled with toys. Action figures are neatly lined up on one side and Cox points out the bestselling product, Ben 10. "That's one of ours," he says, beaming...

PROFILE: Questions & answers - Simon Cox.(Turner Media Innovations)(Interview)
December 10, 2008... SIMON COX EXPLAINS TO JO ROBERTS HOW TURNER MEDIA INNOVATIONS AIMS TO KEEP AHEAD OF COMPETITORS AND THE DEPRESSED ECONOMY JR: TMI stands for Turner Media Innovations. How important is innovation to any business? SC: Don't use...

BRAND LOVE: Do you really love me?
December 10, 2008... In a recession, companies are forced to ask what will set their brand apart from its competitors. Melinda Varley asks whether the nirvana of 'brand love' really exists - and how companies can measure whether they have achieved it There...

TRIUMPH: Selling supportive strategies.
December 10, 2008... European lingerie brand Triumph is known for functional, well fitting underwear. But with increasing competition from fashionable, sexy start- ups, can the company generate consumer support for a more edgy vision? Maeve Hosea investigates ...

TIMBERLAND: Feats of endurance.
December 10, 2008... Timberland's backing of an expedition to the South Pole is more than a stunt: it fits with the brand's commitment to social and environmental responsibility, says Maeve Hosea On 9 January 1909, when British polar explorer Ernest...

FAST FOOD RETAIL: Sauce of conversation.
December 10, 2008... Pizza Hut's rebranding of some of its outlets as 'Pasta Hut' has generated consumer discussion, but it is a stunt that is unlikely to produce long-term growth for the brand Vanessa Cohen Partner Prophet Pizza Hut's recent 'rebrand'...

INVISIBLE INFLUENCES: The secret shapers.
December 10, 2008... Don't be dazzled by the spotlight: 'invisible influencers' behind the scenes, not front-page celebrities, are the people really making a difference to brands' bottom lines Influence is an intangible thing. Some people have it; others...

EMPLOYER BRANDING: Management crunch.
December 10, 2008... To win talented employees, it's essential to identify clearly and accurately what motivates your organisation and communicate it effectively in recruitment campaigns Claudius Konig Founder Closer London We live in difficult times. The...

CO-CREATION: The Wiki way forward.
December 10, 2008... Tom Adams Head of digital strategy Nitro Group Want to built a brand to engage customers at a fraction of the usual time and cost? Take a tip from marques such as Apple and get your customers to do it for you The online enyclopaedia...

UNDERSTATEMENT: Whisper it loud.
December 10, 2008... Nigel Salter Founder Salterbaxter Quiet, understated branding may be the way to stand out where many marques are shouting for attention. But your brand must have a solid heritage and total confidence In this summer's Olympics, the...

SONIC BRANDING: Sound foundations.
December 10, 2008... Music and sound can make or break a brand's quest for authenticity in a noisy market. Make sure your sound rings true and is more than corporate sonic wallpaper Noel Franus Director of strategy Sonic ID Bernie Krause is a...

CONSUMER AWARENESS: Getting the right attention.
December 10, 2008... We all want attention but where do we find it? Ruth Mortimer analyses new research Every brand wants attention. But with so many potential media platforms and consumers cutting back on spending, businesses need to make sure they are...

RETAIL: Nemesis for non-essentials.
December 10, 2008... Exclusive analysis of the retail industry by David Haigh of Brand Finance The retail sector is a barometer of the wider economy, so it is no surprise that the deepening economic recession has hit many brands hard. But retailing includes a...

MEDIA CONSUMPTION: YouGov Switching off.
December 10, 2008... Exclusive research indicates the recessionary threat to media services Whether the current recession turns out to be deep and long, as some economists predict, or shallow and short, as others contend, consumers are already showing signs...