Brand Strategy articles from January 2001

Brand Strategy archives from January 2001

Relationship husbandry.(how to keep a good relationship with customers)(Brief Article)(Column)
January 1, 2001... "Egg's recent TV ad campaign provides the most extreme example of customer relationship management going, with its brand ambassador quite literally getting into bed with and snuggling up to its somewhat bemused customer. Why? Because it "just...

Crisis? What crisis in corporate identity?(corporate identity can be a powerful tool)(Brief Article)
January 1, 2001... It is open season on corporate ID and Giles Lury believes it is time to take the criticism seriously "Whatever you feel about the ill-fated British Airways ethnic tail fins, it is true to say that no other recent corporate redesign has...

Virgin shoppers display promiscuity.(shop at many different stores)(Brief Article)(Statistical Data Included)
January 1, 2001... Tamsin Timpson analises the purchasing habits of the Virgin consumer in the audio visual market Around 13 per cent of the population aged 12-74 have made a purchase of music or video products in Virgin stores, making it the fourth largest...

EasyGroup accused of legal bullying.(to monopolize domain names)(Brief Article)
January 1, 2001... Graeme Fearon looks at the implications of its attempts to monopolise all easy.com domain names At the dawn of the internet, domain names were simply meant to be addresses. Since the commercialisation of the internet in 1994, they have...

The Jekyll and Hyde of today's brands.(brand messages can be good or bad)(Brief Article)
January 1, 2001... Sarah O'Brien and Alison Leith discuss the heroic and villainous brand personality traits Every day an individual sees approximately 3,000-4,000 brand messages, on anything from car marques, to clothing to supermarket brands. With so many...

Luxury brands fail to make the most of the web.
January 1, 2001... In the rush to exploit new media many real and aspiring luxury brands have forgotten the first principles of branding Luxury brands enjoy unique status. They represent products and services rich with connotations of quality, exclusivity and...

Online marketing can be contagious.(email can be cheap and effective)(Brief Article)
January 1, 2001... Ashley Granger considers the central components of a successful viral marketing campaign The days of multi-million pound marketing budgets for launching an online brand seem a distant memory. Even existing, established, brands (if you call...

Websites can damage brand loyalty.(Brief Article)(Column)
January 1, 2001... Tom Reid argues that poor websites can do long term damage to customer relationships "Take almost any successful, brand-leading business today and it is almost guaranteed to have a customer website. In fact, the absence of a website almost...

Anatomy of a brand.(Kellogg's, the cereal maker)(Brief Article)(Column)
January 1, 2001... Louise Sutton digests the breakfast giant that is Kellogg's Toasting your health The Kellogg's brand may be a bastion of the breakfast table today, but it was regarded as rather adventurous when it first appeared. The original products...

Branding enters the third age.
January 1, 2001... Martin Firrell and William Maughan chart the rise of branding based on demonstrable truth Hemingway wrote "No one's sure when an era begins, but everyone seems to know when one comes to an end". The British Airways tail fins experience, it...

IT is not where it's at for CRM.(customer relationship management)(Brief Article)
January 1, 2001... Brand managers must return to a customer value focus to increase sales argues Patricia Lyle When it first arrived on the marketing scene in the 1990's, customer relationship management (CRM) was quick to capture the imagination of brand...

The gentle art of persuasion.(brand marketing)
January 1, 2001... Extensions should be based on a brand's uniquely persuasive qualities says Benoit Wiesser Brand stretch should be based more on persuasion than permission. Brands need to be understood in terms of what new products or services the consumer...

Building the Bass value of branding.(marketing of beer)
January 1, 2001... From All Bar One to Ember Inn, Bass finds success in catering for new markets, by Sarah Perrin Food, drinks and hotel giant, Bass, has been following a strategy to build brands in each of its hotels, leisure retail and branded drinks...

Up close and too personal.(customer relationship management (CRM))
January 1, 2001... Pete Camponi cautions that one to one marketing can become too close for consumers' comfort Thanks to the popularity of customer relationship management (CRM), personalisation is the name of the game, but as database software becomes more...

Once more with some feeling.
January 1, 2001... Annick Deseure asserts that consumers' emotions should not be overlooked in marketing While service marketers developed satisfaction research and general advertisers attitudinal research, direct marketing has been slow to use research,...

DVD sales mark the end of VCR.
January 1, 2001... Anna Morton looks at how the success of digital technology augurs the end of the video In the mid-1990s development of DVD was held back by rival manufacturers developing incompatible systems. However, eventual industry agreement over...

database.(new products, services, marketing plans)(Brief Article)(Product Announcement)
January 1, 2001... NEW BRANDS/BRAND EXTENSION ATTIC FUTURA CD:UK magazines CD:UK, the ITV weekly children's music programme presented by Ant, Dec and Cat Deeley, will launch a spin-off magazine in February. The monthly magazine, called CD:UK,...

Never Promise What You Can't Deliver.(marketing brand names)
January 1, 2001... Alan Mitchell links marketing grandiosity with the rising groundswell of anti-brand opinion "Never overclaim. It's one of the most basic rules of brand management, learned in the earliest training sessions. Again and again, brands that...