Brand Strategy articles from February 23 2009

Brand Strategy archives from February 23 2009

COMMENT: Serious stuff.(Column)
February 23, 2009... Last month, I sat down with the chief executive of one of Europe's most celebrated businesses. A few years ago, this company was seen as lagging behind the times, out of step with modern life and lacking in innovation. Now it is a growing...

LAUNCHES: Campaign on happy track.
February 23, 2009... Coca-Cola has adopted a new strapline called 'Open happiness' with a TV, print, outdoor, in-store and online marketing campaign. It features a new music track from singers Cee-Lo and Travis McCoy that will later be released as a single. The...

LAUNCHES: Non-stop Britishness.
February 23, 2009... UKTV is launching the channel Blighty, an 'unashamed' celebration of all things British, with themed programming. It will target couples in their 30s and 40s, aiming to appeal to fans of Britain's landscape, heritage, music and humour. ...

LAUNCHES: Orange stays with movies.
February 23, 2009... Orange is launching a new film website to highlight the brand's links with the industry alongside its Wednesdays cinema offer. The website aims to have entertaining content while targeting advertisers. Copyright: Centaur Communications...

LAUNCHES: Tuck into Cajun squirrel.
February 23, 2009... Walkers crisps has launched six new flavours, including Cajun Squirrel and Chocolate & Chilli. This follows a campaign asking the public for ideas. The winner, decided by an online poll, receives #50,000 and one per cent of all profits. ...

MARKETING: T-Mobile.
February 23, 2009... T-Mobile is using advertising featuring a 'flash mob' carrying out synchronised dancing in a London rail station to introduce its 'Life is For Sharing' marketing campaign. The ads are showing on TV and have their own dedicated YouTube...

MARKETING: Sony.
February 23, 2009... Sony is using Brazilian footballer Kaka in its latest campaign for its Bravia TV sets. It has dropped its focus on colour to concentrate on its motion technology; the ad features a giant zoetrope with static images of Kaka spinning to reveal...

MARKETING: Cadbury.
February 23, 2009... Cadbury has launched an online campaign in partnership with MSN to support its new 'Eyebrow' ad. The confectionery giant is launching an event, Jivebrow, to enable consumers to participate in 'eyebrow' activities. Members of the public can...

MARKETING: Barbie.
February 23, 2009... Doll brand Barbie is celebrating its 50th anniversary with a number of global marketing initiatives, including a website targeting mothers and daughters. The brand's maker, Mattel, recently won a lawsuit targeting its biggest competitor,...

MARKETING: Virgin Atlantic.
February 23, 2009... Virgin Atlantic is celebrating its 25th birthday with an ad campaign echoing the 1980s through a tongue-in-cheek male stewardess fantasy set to Frankie Goes to Hollywood's classic Relax. Its tag line reads: 'Still red hot'. Copyright:...

BARACK BRANDING: Obama products boom.
February 23, 2009... The 'Barack brands' range from those taking a light-hearted, opportunistic approach to those hoping for real sales boosts from the strategy. Hair-removal cream Veet's advert, which appeared next to news coverage of the inauguration ceremony,...

FINANCIAL: Barclays.
February 23, 2009... Barclays shares soared by 70% after the bank sent an open letter to shareholders disclosing its financial position. The letter also reiterated that it did not need financial assistance from the British government. Copyright: Centaur...

FINANCIAL: AIG.
February 23, 2009... AIG will not be renewing its sponsorship contract with Manchester United football club when it expires in 2010. The insurance company narrowly averted bankruptcy last year after the US government bailed the firm out with a loan. Copyright:...

FINANCIAL: British Airways.
February 23, 2009... British Airways is blaming the weakness of sterling for its poor financial performance. The firm is expecting to make an operating loss of around #150m in the financial year to March 2009. Copyright: Centaur Communications Ltd. and...

FINANCIAL: International Monetary Fund.
February 23, 2009... The International Monetary Fund has predicted that global economic growth will fall to 0.5% this year, with the UK performing worst of the 'advanced' nations with a 2.8% contraction. It predicts a gradual recovery in 2010. Copyright:...

FINANCIAL: ASDA.
February 23, 2009... ASDA has announced it will create 7,000 new jobs this year after a rise in sales. Other supermarkets, buoyed by more consumer spending directed their way, are also increasing staff numbers in 2009. Sainsbury's is creating 5,000 new jobs,...

TRENDSPOTTER: More than a feline.
February 23, 2009... Jo Roberts Japan is suffering from a recession but businesses that are providing friendship appear to be thriving. In Tokyo's Ja La La Cafe, the city's residents can pay by the hour for feline company. Placid cats will sit and let...

BRAND BUZZ BAROMETER: Gaming wars hot up.
February 23, 2009... Jo Roberts Gaming is set to be a huge growth area as consoles fight for the top spot in the high street. BrandWatch's global brand index online analysis from December 18 to January 18 studied online chatter on gaming consoles. Sony's...

OPINION: Create the luxury X factor.
February 23, 2009... Ken Grier Director of malts The Edrington Group Your brand can be more special if it mixes in the right cultural circles Every luxury brand needs to possess a cachet that makes it special. It is all about exclusivity, provenance,...

OPINION: Make yourself crystal clear.
February 23, 2009... Matt McDowell Marketing director Toshiba New technologies are not attractive to consumers unless they meet real needs Innovation must be based on consumer needs. While companies are driven constantly to come up with new products,...

RECESSIION: Brand therapy.
February 23, 2009... Is Brand Britain broken? As the credit crunch bites, we ask if the UK can fight its way back from economic gloom THE PROBLEM Until recently, the UK was seen as the centre of the economic world. Positioned between the US and Asian...

BRAND TECHNOLOGY: A shopper's new best friend Try a little tenderness.
February 23, 2009... When the economic climate leaves shoppers feeling uncertain and afraid, brand friendship comes to the fore. George Riddiford explains why kindness is in fashion Whether it is handshakes in Germany, kisses in France or a respectful bow...

PROFILE: Aline Santos.
February 23, 2009... Some marketers don't like to mix business and pleasure. But for Aline Santos, global vice-president for Omo (Persil), she believes her role as a mother informs her ability to dictate her brand's strategy. Santos - who looks impeccably...

ECONOMICS: Ban the bullshit.
February 23, 2009... Goodbye conspicuous consumption, hello considered consumption. How can brands shift their strategies to adapt to new economic realities? Jo Roberts investigates the companies likely to succeed in reflecting shopper priorities in 2009 ...

HELLO KITTY: Can Hello Kitty continue to rule the world?
February 23, 2009... She's the cat who appears on everything from diamond jewellery to pencil cases, with her own theme park and even a branded hospital. Melinda Varley asks if she can stay cream of the crop in a recession There is a recently opened hospital in...

EASTPAK: Bags of street cred.
February 23, 2009... Eastpak has teamed up with artists and musicians to keep its edge, says Melinda Varley In 1976, Mark Goldman noticed his fellow university students and peers were carrying around their books in army backpacks. On a trip home from...

INVENTION: Don't chicken out.
February 23, 2009... Ian Wood Director of strategy Landor Associates Real innovation does not revolve around creating new products but new ways of doing business. Could different thinking help turn around declining industries? What single brand appears in...

SURVIVAL TACTICS: Become immortal.(Column)
February 23, 2009... Hamish Pringle Director general IPA What can brands learn from effectiveness case studies to stand them in good stead in a recession? How Marmite, 02 and Honda turned pain into profit What a difference a couple of years make. When we...

VIRAL MARKETING: Alternative reality.
February 23, 2009... Jamie Readon Interactive creative Underwired Viral marketing has moved on from being about posting videos on YouTube. These days it can also be a long-term strategic business tool to build brands I dare you to deny that at some point...

LONGEVITY: Quality takes control.
February 23, 2009... John Mathers Chief operating officer Blue Marlin Brand Design The rules for luxury brands have changed in a recessionary environment. There are lessons for all marques within the microcosm of the premium market The meaning of luxury...

CORPORTE CULTURE: Keep your promises.
February 23, 2009... Dustin Seale Managing director, EMEA Senn Delaney Branding helps attract customers, but it won't keep them unless products and services do what they say. Create a corporate culture that supports and reinforces the brand Many...

FOOD AND DRINK: Cool cuisine for the kids.(Conference notes)
February 23, 2009... Could sushi be the next big thing for the youth market? Bryan Urbick investigates Apparently, the next big thing for kids is sushi. This statement - from speakers at a conference on marketing to kids a few years ago - might sound...

ETHICAL PURCHASING: Ethics still strong in a cold climate.
February 23, 2009... In our exclusive TNS analysis, Andrew Czarnowski investigates the green market Will a global recession see consumers spurn green issues in favour of chasing lower costs? Apparently not - 59% of consumers claim they are willing to pay a...

TECHNOLOGIES: YouGov Mobile surfing gets serious.
February 23, 2009... Traditional internet providers are seeing competition on the move These days, it seems less of a novelty to see people access the internet outside their homes and offices. It's now commonplace to see someone sliding their fingers across...