Brand Strategy articles from February 2001

Brand Strategy archives from February 2001

NEW BRANDS/BRAND EXTENSIONS.(numerous products, services included)
February 1, 2001... ABBEY NATIONAL Abbey National Superstore Superstore Abbey National has extended its nationwide banking brand to include a new `superstore' format in Croydon. Costa and The Carphone Warehouse have joined forces with the high street...

CORPORATE IDENTITY.(several companies included)(Brief Article)
February 1, 2001... EVIAN VOLVIC (UK & IRELAND) Danone Waters (UK & Ireland) Bottled water Evian Volvic is changing its name to Danone Waters in an attempt to bring the water company further under the Danone identity umbrella. The name change will be...

RELUANCHES/PACKAGING.(Brief Article)
February 1, 2001... BURGER KING Burger King Food retailer Burger King has redesigned its UK restaurants in a move which will be echoed across Europe, Africa and the Middle East. The new look will standardise the venues into retrospective US-style...

WEBSITES.(Brief Article)
February 1, 2001... CHANNEL 4 Illnesses Health website Channel 4 has launched a new website, www.channel4.com/illness, in tandem with a series of television programmes for Wednesday nights dealing with various types of disease. The website is...

Consumers begin to dictate choice.(Brief Article)
February 1, 2001... Alan Mitchell on how the increasing `voice' of customers is affecting the brands on offer "In a recent experiment Draeger's supermarkets in California set up two different product displays. One featured six different types of jam; the...

The selling power of music.(Brief Article)
February 1, 2001... Adam Bradley advises brand owners to incorporate music in their marketing strategies From the jaunty melody behind the Renault Clio ads, to the decidedly sultry sound of Haagen-Dazs, music in all its forms is helping to boost brand...

Ad effectiveness examined.(Brief Article)
February 1, 2001... Mike Campbell demonstrates how marketers can get more bangs for the advertising bucks The pace of change in marketing is accelerating. On the one hand, media owners are consolidating, but on the other, communication channels are...

Turning the tide for GM foods.(Brief Article)
February 1, 2001... Phil Spires says brands need to explain the benefits of GM food -- in an open, honest way Scientists in the arena of genetic modification (GM) often talk of a utopian future where diseases such as Parkinson's and HIV are a thing of the...

Tuning into your audience.(Brief Article)
February 1, 2001... Clare Fuller says successful brands have the ability to `read the minds' of their consumers Working as we do in the world of brands, we constantly strive to build our understanding of what drives people's behaviour, and think about how...

In favour of fortified foodstuffs.(Brief Article)
February 1, 2001... Greater awareness of health issues ups demand for nutrition products says Anna Fowler The worldwide market for nutrition and well-being products increased in value terms by 33% between 1995 and 1999 to be worth US$86 bn. Key drivers...

Tech sector should embrace branding.(Brief Article)
February 1, 2001... Paul Burgess accuses the high-tech sector of failing to appreciate the importance of brands The tech sector, as a collective, has a well-deserved reputation for being both inventive and innovative because for virtually every conceivable IT...

Engaging your workforce.(Brief Article)
February 1, 2001... Michael Pounsford on how companies can get their employees to deliver the brand promise A strong brand identity has long been recognised by businesses as a key factor in their commercial success. But if all that is needed is a strong brand...

Anatomy of a brand.(Brief Article)
February 1, 2001... Catherine St John looks at the story of the Madonna brand from rags to Ritchie Desperately seeking stardom She was every teenage girl's dream -- some might say the original advocate of the particular brand of girl power years later to...

RICS rebrands to meet global needs.(Brief Article)
February 1, 2001... Ruth Mortimer discusses the new international face of a previously very British institution Rebranding has long been a feature of corporate marketing strategy throughout the business world. In recent years, however, historic institutions...

Stop experimenting online.(Brief Article)
February 1, 2001... Patrick Koller urges companies to protect and manage the online image of their brands Brands have never been so universally recognised as providing the true economic value to an organisation as they are today. Yet while many companies now...

Taking an offline magazine online.(Brief Article)
February 1, 2001... Matt Ramsay explains the ongoing development of adapting Orange's O magazine for the web How do you translate an award-winning offline publication into an online e-zine? This was the challenge when communications company Orange wanted to...

Rimmel buyers follow fashion trends.(Brief Article)
February 1, 2001... This month, Taylor Nelson Sofres look at the typical purchasing habits of the Rimmel buyer Over three quarters of the female population of Great Britain bought a colour cosmetic product in the last year, spending 6.50 [pounds sterling] per...

Ryanair's attack on BA prices is `fair'.(Ravinder Chahil talks about comparative advertising)
February 1, 2001... Ravinder Chahil discusses comparative advertising in light of accusations between airlines Another round of price comparisons has ended up in a squabble before a Judge. In December, British Airways sued Ryanair, the low-cost airline, over...

The power of the workforce.(Brand engagement discussed by Michael Pounsford)
February 1, 2001... "The realisation that behind a good company is a good workforce is nothing new, however the ways that companies go about getting the most from their workers is constantly being revised. When I last edited brand strategy -- 10 months ago --...

Tobacco industry under fire.(Roger Baird discusses World Health Organization proposal for cigarette packaging)
February 1, 2001... The WHO is proposing that cigarette packets show pictures of people with diseases caused by smoking. The impact that this, and other proposals, would have on the tobacco industry is discussed by Roger Baird. The latest shots across the...

Brand namers resort to word mergers.(Giles Lury discusses brand naming)
February 1, 2001... Giles Lury on the latest trends in brand naming -- including the practice of word merging "Would you like a glass of Cat's Pee on a Gooseberry Bush? Yes, I'm serious and I don't expect you to be sick. Cat's Pee on a Gooseberry Bush is a...