Brand Strategy articles from July 2003

Brand Strategy archives from July 2003

Testing viewer acceptance. (Leader).(Letter to the Editor)
July 1, 2003... Since your article on brand content (Brand Strategy--May 2003), there has been growing debate about the 'commercialisation' of TV. Recent accusations of over-promotion of Heinz products in the company-funded programme, Dinner Doctors, is a case...

Brands aren't entertainers. (Leader).(Letter to the Editor)
July 1, 2003... Whilst 'brand as content owner' is a hot topic, I think there are two fundamental issues that have not yet been given proper attention. Firstly, most companies will struggle to find a home for this idea. Without a clear distinction on...

And now a word from our sponsors. (Leader).(Letter to the Editor)
July 1, 2003... Two recent works of fiction have gently floated above the flotsam and jetsam of business books screaming about THE NEXT BIG THING, imaginatively delving into the blurred boundaries between advertising and culture, society and brands, consumers...

Scottish Courage is attempting to rejuvenate the beer market with the launch of Deco, a combination of its premium beer Kronenbourg 1664 and absinthe, working with Enterprise IG and Added Value. (Launches & Rebrands).(Brief Article)
July 1, 2003... Scottish Courage is attempting to rejuvenate the beer market with the launch of Deco, a combination of its premium beer Kronenbourg 1664 and absinthe, working with Enterprise IG and Added Value. The pack comprises a 25ml container of absinthe...

Janssen-Cilag has launched Evra, the first contraceptive patch in the UK, an important development and challenge to the contraceptive market. (Launches & Rebrands).(Brief Article)
July 1, 2003... Janssen-Cilag has launched Evra, the first contraceptive patch in the UK, an important development and challenge to the contraceptive market. The contraceptive patch is worn on the skin for three weeks (changed weekly), an alternative to taking...

Simpay is the new brand name for the Mobile Payments Services Association. (Launches & Rebrands).(Brief Article)
July 1, 2003... Simpay is the new brand name for the Mobile Payments Services Association. The company, founded by Orange, Telefonica Moviles, T-Mobile and Vodafone, hopes the new brand positioning created by Wolff Olins will persuade consumers that a mobile...

Schweppes has launched a new range of mixers, called Mixsch, positioning the brand as the perfect partner to vodka. (Launches & Rebrands).(Brief Article)
July 1, 2003... Schweppes has launched a new range of mixers, called Mixsch, positioning the brand as the perfect partner to vodka. The launch of Cranberry Spice, Capsicum Lemon and Calamansi Orange was supported with an ad campaign by Mother and a sampling...

Unilever is overhauling the SlimFast brand in an attempt to give it a broader appeal, investing into new packaging and concepts. (Launches & Rebrands).(Brief Article)
July 1, 2003... Unilever is overhauling the SlimFast brand in an attempt to give it a broader appeal, investing into new packaging and concepts. The brand is currently sponsoring ITV's Wish you were here? and will update its current advertising campaign with...

Shell UK and Sainsbury's supermarkets have announced plans to expand their joint fuel and convenience store operation at 100 existing Shell locations across the UK. (Financial).(Brief Article)
July 1, 2003... Shell UK and Sainsbury's supermarkets have announced plans to expand their joint fuel and convenience store operation at 100 existing Shell locations across the UK. The decision follows a trial at six combined sites. Currently three of the top...

Games publisher Eidos has "significantly reduced" its expectations of full-year profit, following a delay in the production of its latest Lara Croft game, Tomb Raider: Angel of Darkness. (Financial).(Eidos Interactive)(Brief Article)
July 1, 2003... Games publisher Eidos has "significantly reduced" its expectations of full-year profit, following a delay in the production of its latest Lara Croft game, Tomb Raider: Angel of Darkness. Launched in the US last week, the game will launch in...

WPP has bought the outstanding debt in Cordiant Communications from US investment fund, Cerberus Capital management, in the ongoing saga of the acquisition. (Financial).(Brief Article)
July 1, 2003... WPP has bought the outstanding debt in Cordiant Communications from US investment fund, Cerberus Capital management, in the ongoing saga of the acquisition. Active Value, Cordiant's largest shareholder, now has enough votes to block WPP's...

Tesco and mobile operator O2 have announced the creation of a 50:50 venture, Tesco Mobile. (Financial).(Brief Article)
July 1, 2003... Tesco and mobile operator O2 have announced the creation of a 50:50 venture, Tesco Mobile. The new company will sell Tesco branded mobile services in Tesco stores, using O2's technology and network and expects to attract two million customers....

Diary. (News Round-Up).(Brief Article)
July 1, 2003... Coot BrandNoon, The Bridge, London SE1 20 August, 3pm-5.30pm (last entry 4pm) Experience an interactive showcasing of all that's cool from top designer fashion brands to the latest cars and games. The Cool BrandLeaders Tribute Event brings...

Coca-Cola. (Appointments).(named Daniel Palumbo chief marketing officer)(Brief Article)
July 1, 2003... Coca-Cola has named Daniel Palumbo chief marketing officer, responsible for overseeing all aspects of the company's marketing and brand building worldwide. Palumbo was previously senior vice president of the Eastman Kodak Company and president...

Orange. (Appointments).(appointed Bill Stewart executive vice president, strategic marketing)(Brief Article)
July 1, 2003... Orange has appointed Bill Stewart executive vice president, strategic marketing, as part of a newly implemented international leadership team. Stewart was previously vice president, strategy, for Graviton, president and CEO of Stellar One, and...

Vodafone. (Appointments).(promoted Peter Bamford to chief marketing officer)(Brief Article)
July 1, 2003... Vodafone has promoted Peter Bamford to the position of chief marketing officer. He leaves his position as CEO of the company's Northern Europe, Middle East and Africa Region and a director of the company.

Heinz. (Appointments).(named Jane Edwards as head of UK branding and innovation)(Brief Article)
July 1, 2003... Heinz has recruited Jane Edwards as head of UK branding and innovation. She will sit on the UK and Ireland Executive with a responsibility to drive Heinz brand strategy and development across the region. Edwards was previously marketing...

MMO2. (Financial).(financial results announced)(Brief Article)
July 1, 2003... Mobile company, MMO2 has announced its preliminary financial results for the year ending March 2003. The group has improved operating performance with 14% total revenue growth to 4,874m [pounds sterling] and 18% service revenue growth to 4,327...

Nestle SA and Colgate-Palmolive Company have announced a joint partnership to develop, market, distribute and sell a portfolio of portable oral care products on a worldwide basis. (Financial).(Brief Article)
July 1, 2003... Nestle SA and Colgate-Palmolive Company have announced a joint partnership to develop, market, distribute and sell a portfolio of portable oral care products on a worldwide basis. The initial product of the collaboration is Colgate Dental Gum....

Euro RSCG Worldwide has announced the creation of Euro RSCG Partners combining eight existing agencies across all marketing communications disciplines in the UK. (Financial).
July 1, 2003... Euro RSCG Worldwide has announced the creation of Euro RSCG Partners combining eight existing agencies across all marketing communications disciplines in the UK. The new agency, the third largest in the UK, will bring together a single...

Procter & Gamble (P&G) is investing 8m [pounds sterling] in a marketing campaign for FemCare brand Always. (Marketing).(Brief Article)
July 1, 2003... Procter & Gamble (P&G) is investing 8m [pounds sterling] in a marketing campaign for FemCare brand Always. The campaign will involve national TV advertising, extensive PR support and a broad-scale DM campaign, to promote the brands new...

Carling is sponsoring the League Cup, taking the sponsorship over from Worthington, another Coors Brewers brand. (Marketing).(Brief Article)
July 1, 2003... Carling is sponsoring the League Cup, taking the sponsorship over from Worthington, another Coors Brewers brand. The League Cup will become The Carling Cup following the signing of a three-season sponsorship deal. This brings Carling's...

Gordon's Gin has launched a 5m [pounds sterling] advertising campaign in a bid to inject modernity and relevance into the brand, and reinvigorate the market. (Marketing).(Brief Article)
July 1, 2003... Gordon's Gin has launched a 5m [pounds sterling] advertising campaign in a bid to inject modernity and relevance into the brand, and reinvigorate the market. Created by BBH the campaign focuses on the concept 'Nothing refreshes quite like a...

Hard Rock Cafe international (HRC) is expanding into the hotel market, having announced a joint venture with Sol Melia SA (SM), the world's largest resort hotelier. (International).(Brief Article)
July 1, 2003... Hard Rock Cafe international (HRC) is expanding into the hotel market, having announced a joint venture with Sol Melia SA (SM), the world's largest resort hotelier. The 50:50 venture intends to develop, market and manage new four and five-star...

Tesco is launching into Japan, acquiring C Two-Network (CTN), a Japanese convenience retailer. (International).(Brief Article)
July 1, 2003... Tesco is launching into Japan, acquiring C Two-Network (CTN), a Japanese convenience retailer. The offer values CTN at 139m [pounds sterling] net of cash balances of 34m [pounds sterling]. The acquisition is Tesco's next step for long-term...

Bacardi and the Ministry of Sound have launched a nationwide dance club tour in Spain, due to reach over 150,000 clubbers. (International).(Brief Article)
July 1, 2003... Bacardi and the Ministry of Sound have launched a nationwide dance club tour in Spain, due to reach over 150,000 dubbers. The tour kicked off in Madrid and will hit 80 venues. Launch events included banners, videos and drinks promotions.

Nike. (International).(U.S. Supreme Court declines to decide case involving free speech rights of companies)(Brief Article)
July 1, 2003... The US Supreme Court declined to decide the Nike case, which tests the free speech rights of companies, and voted 6:3 that they were wrong to hear it in the first place. Nike had claimed that a publicity campaign to counter allegations that it...

A thirst for knowledge leaves Britain smarting; contrary to reports of Britain 'dumbing down', consumers believe they are getting smarter. (Trendspotter).
July 1, 2003... Despite claims of 'dumbing down' by A-Level examiners and wave upon wave of reality-TV programmes, consumers are developing a thirst for understanding more about the world. But intelligence isn't just restricted to highbrow pursuits--it's...

If I could get my hands on the Savoy ... I'd luxuriate in the great service while contemplating my master plan, says Patrick Muir, UK marketing director of online bank, Egg. (In An Ideal World).
July 1, 2003... The Savoy is everything a great hotel should be, without being too chintzy. It has a phenomenal dining room that isn't wildly expensive. And its rooms--well, in particular its bathrooms--are a religious experience. Having said that, I do...

British isn't best for Dutch C&A; Morag Cuddeford Jones finds out that, for its founders, C&A's UK brand really was no more than just bricks and mortar. (That Was The Brand That Was).
July 1, 2003... C&A was founded by two Dutch brothers--Clemens and August Brenninkmeyer--in 1841. It was an interesting paradox for consumers. Most thought of it as a British retailer and were surprised to discover it across continental Europe. In fact, the...

Carling and the sound of the underground. (Brand Stunt Of The Month).(Brief Article)
July 1, 2003... London commuters' lives were jazzed up this month with Carling's initiative to sponsor busking, Carling Live Underground Music. Carling-branded pitches have appeared in 12 key London Underground stations, with selected licensed buskers taking...

Brand mot: Ford.(evaluation of automaker's brand)
July 1, 2003... The Ford car company has had something of a chequered history when it comes to brand development. From the super sexy T-bird to the hulking, great, ugly Edsell, success has been hit and miss. Now a series of serious industrial accidents...

Books in a brave new world: marketers in the book industry tread new territories with the launch of Harry Potter. (News Analysis).
July 1, 2003... Book marketers saw their world turned upside down last month by the launch of the fifth Harry Potter book, Harry Potter and the Order of the Phoenix. The biggest event in book marketing to date saw publishers and book stores pulling out all the...

Does Sorrell's acquisition suffer discordiant relations? Adland has been waiting to discover the fate of troubled marcoms group Cordiant for what seems like months. Has WPP's Sir Martin Sorrell made a shrewd investment, or is it a turkey? (News Analysis).(Cordiant Communications finds buyer in form of Sir Martin Sorrell's marketing group, WPP)
July 1, 2003... In what has seemed like the longest swansong in the history of adland, Cordiant Communications has at last found a buyer in the form of Sir Martin Sorrell's marketing group, WPP. Although there is a possibility that Active Value, a consortium...

Beating the 24/7 career: Winston Fletcher talks to successful business men and women to garner some tips on striking the perfect work/life balance. (Opinion).
July 1, 2003... Would you have more time and energy to be more creative if you could get your work/life balance under control? Would you be able to be more effective at work if you didn't feel stressed out, sometimes burnt to a frazzle? Would you be happier,...

100% marketing: Rob Malcolm urges marketers to clarify their role by taking cues from their core competitor--the finance function. (Opinion).
July 1, 2003... Far too little has changed in the world of marketing and its perception since Lord Leverhulme's famous quote: "Half of what I spend is wasted. The trouble is, I just don't know which half". If marketing and brand building is to become a core...

No one messes with Burke's game plan: on the eve of his departure, Simon Burke, the chairman of 200 year-old London toy store Hamleys, tells Morag Cuddeford Jones why working in retail is child's play--with a bit of foresight and intuition. (Simon Burke).
July 1, 2003... The chairman of Hamleys toy store, Simon Burke, is unflappable. As I sit on a giant stuffed poodle in reception he pops out to greet me, already half an hour late for our interview. He asks breezily if I wouldn't mind waiting a couple more...

Absolut--the spirit in the sky: Elen Lewis investigates how the Swedish vodka brand has achieved iconic status with an impactful 25-year-old campaign using art and fashion to become the world's third largest spirits brand. (Absolut Vodka).
July 1, 2003... Absolut Vodka is the ultimate triumph of style over substance. Its marketing campaigns read like a Who's Who of the arts and fashion world: Absolut Newton, Absolut Versace, Absolut Tom Ford, Absolut Gaultier, Absolut Warhol, Absolut Hirst and...

Talking about my reputation: why is it that some brands' reputations can sail through a crisis with barely a dent while others collapse completely? Morag Cuddeford Jones discovers that foresight is a wonderful thing in this chaotic world. (Reputation Crisis).
July 1, 2003... In the hours following the collapse of New York's twin towers on September 11th, the actions of two brands grabbed headlines around the world. Insignificant events compared to the catastrophe that was surrounding them, but the way these two...

Pharma giants out of favour: Oxfam's Cut the Cost campaign targeting large pharma brands needs little publicity to get people on side. Morag Cuddeford Jones finds out what strategies are in place and how this sector is coping with the backlash. (Reputation Crisis).
July 1, 2003... Pharmaceutical giant Pfizer is best known for its Viagra product. Helping thousands of men overcome erectile dysfunction, it has earned the company a level of public awareness other drugs companies can only dream of. But this awareness is...

IT brand seeks relationship: as the newly merged HP Invent steps away from traditional IT branding by using partners to convey its new corporate identity, Joanna Doonar examines if the message is clear, or has the rebrand gone a step too far? (HP Invent).
July 1, 2003... Shrek is everywhere--on high street billboards, underground posters and he's even occupied the huge advertising spot (formerly fronted by Gap) at Britain's busiest railway station, Clapham Junction. But this is not an advert for Shrek nor for...

Unleash a tiger in the home: DIY and Shanghai is a match made in heaven. Justin Lees, director of international trading at B&Q, tells Elen Lewis how the UK retail chain is appealing to new homeowners in China with its Bai An Ju brand. (Special report: home).
July 1, 2003... In 2001, over 2,000 Shanghai locals cycled, walked or took the bus to attend the opening of Bai An Ju, the biggest-ever store to open in the city's Yang Pu district. At 180,000 square feet--it was the size of two football pitches. B&Q--the UK's...

Painting colour into whites: traditionally, consumer decisions in the white goods sector have been governed by price or machine benefits. Elen Lewis discovers how one Italian manufacturer is using branding to create a name for itself. (Special report: home).(Merloni Elettrodomestici)
July 1, 2003... A relatively unknown Italian manufacturer is cooking up a feast in the white goods market. Merloni Elettrodomestici, which owns brands such as Hotpoint, Ariston, Indesit and Scholtes, is attempting to add some Italian pizzazz in a sector...

Brand health check: Mark Sherrington offers guidance on how to take the pulse of your brand and ensure that you're getting maximum return on investment while inspiring passion and loyalty. (Brand Papers).
July 1, 2003... If you go to the doctor's for a check-up, the first thing he will do is weigh and measure you, then take your pulse and your blood pressure. Sadly, marketing is still locked into the height and weight school of brand health, despite decades of...

We all love Latinos: Luis Garcia offers five valuable pointers to help marketers make the most of the lucrative Hispanic market. Understanding aspects of acculturation and lifestyle is paramount. (Brand Papers).
July 1, 2003... The Hispanic market has grown by 58% in just 10 years and marketers cannot fail to see how $600bn (359bn [pounds sterling]) in buying power could be beneficial. Marketers should pay attention. It requires an in-depth understanding of...

The power of language: Peter Hughes argues that client-agency relationships are founded on familiar rituals in the world of psychology and that brand strategists must avoid mystifying their clients with jargon. (Brand Papers).
July 1, 2003... The failure to communicate with clients in a shared, commercial language is a recurring criticism often directed at those entrusted with brand strategy. Research conducted by the Aziz Corporation found that over 60% of company directors were...

Slicing scam or Parma ham? Cristina Garrigues discusses the legal battles over Asda's Parma ham to explain the many intricacies concerning food production, regulation and claims of geographical origin. (Brand Papers).
July 1, 2003... There is a growing trend among consumers to choose quality above quantity. One way of demonstrating the quality of your product to consumers is to be able to guarantee the geographical origin and the method of production. Both Council...

Relationship test reveals it's all about the money. (Trends).(Financial services have stronger relationships with customers than any other sector)(Brief Article)
July 1, 2003... Financial services have stronger relationships with their customers than any other sector, according to the latest customer relationship research by Carlson Marketing Group. Strong relationships were shown to drive customer retention and...

Hey, big spender. (Trends).(UK overtakes Germany to become Europe's biggest advertising spender)(Brief Article)
July 1, 2003... The UK has overtaken Germany to become Europe's biggest advertising spender, according to research published by the World Advertising Research Center, in association with Mediaedge:cia. But despite knocking Germany from the top spot, the UK...

More customers can't get no satisfaction. (Trends).(Brief Article)
July 1, 2003... UK customers are complaining more than ever and 8% more than three years ago. The number of UK customers complaining on every, or most, occasions when dissatisfied has risen to 52%, according to the National Complaints Culture Survey, released...

Consumer confidence crisis. (Research).
July 1, 2003... The world's consumers are anxious and waiting, according to the Mood of the World 2003 report by Roper Reports Worldwide. And doom and gloom seem the order of the day as nearly half (47%) of people say that now is a good time to wait rather...

Boomerang babes. (Research).(One in four 20-24 year-olds will return home at least twice for long periods, before finally settling outside the parental home)
July 1, 2003... The latest generation to fly the parental nest is refusing to do so without a return ticket. It's a new trend identified in a report by think tank The Social Market Foundation (SMF) in conjunction with personal care company Lever Faberge. It...

What's in a number? (Last Word).(Number of flights completed by Air France Concorde)(Brief Article)
July 1, 2003... The number of flights completed by the Air France Concorde between its maiden flight on 8 April 1976 and being taken out of service on 24 June 2003: 5,500

Global village idiot. (Last Word).(Italian battery maker is confused with UK electricity company, Powergen)(Brief Article)
July 1, 2003... An Italian battery manufacturer is being confused with UK electricity company, Powergen, with 'hilarious' consequences. False reports claiming the company is opening an Italian arm is causing it some embarrassment. All because of the Italian...

Hot or not in the travel sector. (Last Word).(First Choice reported 'marked surge' in bookings post-Iraq war)(Brief Article)
July 1, 2003... Package holiday company, First Choice, has reported a 'marked surge' in bookings post-Iraq war. From cutting capacity in March and announcing losses of 44.1m [pounds sterling] in April, it is bucking the trend with the latest figures showing...

The monthly brand braindrain. (Last Word).(Procter and Gamble's advertising of toilet tissue brand, Charmin)(Brief Article)
July 1, 2003... Procter and Gamble's (P&G) toilet tissue brand, Charmin, has run out of places to advertise. That's the only conclusion that can be drawn, based on its latest promotional campaign. Jumping on the brand content bandwagon (see page 3), it has...

Information as a service: technology is putting consumers in control but providing more information is a powerful way to demonstrate brand values.
July 1, 2003... It's an old adage that revolutionary technologies routinely disappoint in the short-term only to exceed expectations in the long-term, as original promises get met and new possibilities open up. As far as marketing and branding is concerned,...