Brand Strategy articles from July 2004

Brand Strategy archives from July 2004

Powers of persuasion.(Leader)
July 1, 2004... However flat the structure at your company, however open your chief executive's door is; the chances are that nothing significant will ever happen without the public support of your CEO. So how do you get your boss's attention? Trouble is of...

McDonald's is launching a global Olympic-themed ad campaign based on its 'I'm lovin' it' strapline to support its sponsorship of Athens 2004.(Brief Article)
July 1, 2004... McDonald's is launching a global Olympic-themed ad campaign based on its 'I'm lovin' it' strapline to support its sponsorship of Athens 2004. Created by Leo Burnett Worldwide, featuring Ronald McDonald taking part in water ballet and the hammer...

US retailer, Wal-Mart has launched a national ad campaign featuring the company's employees.(Brief Article)
July 1, 2004... US retailer, Wal-Mart has launched a national ad campaign featuring the company's employees. Created by Bernstein-Rein, the ad has unofficially been dubbed 'Good Jobs'. The ad follows a sex discrimination class action case brought against the...

Brown & Williamson, a division of British American Tobacco, has been ordered to cease its Kool Mixx marketing campaign over fears it targets children, particularly African American youth.(Brief Article)
July 1, 2004... Brown & Williamson, a division of British American Tobacco, has been ordered to cease its Kool Mixx marketing campaign over fears it targets children, particularly African American youth. Featuring R'n'B artists, DJ sessions, giveaway CDs and...

Siemens Mobile is investing 5m [pounds sterling] in a UK-based, above-the-line campaign, devised by TBWA, to promote its new '65' range of mobile phones.(Brief Article)
July 1, 2004... Siemens Mobile is investing 5m [pounds sterling] in a UK-based, above-the-line campaign, devised by TBWA, to promote its new '65' range of mobile phones. Based on the company's sponsorship of Spanish football team, Real Madrid, the campaign is...

Cadbury Trebor Bassett is developing a new chocolate called Cadbury Snaps, to launch in the UK in Autumn 2004.(Brief Article)
July 1, 2004... Cadbury Trebor Bassett is developing a new chocolate called Cadbury Snaps, to launch in the UK in Autumn 2004. Containing 'crispy cereal bits', the thin milk chocolate waves are not intended to compete against any existing sector. The company...

Coca-Cola Germany is launching Ipsei, an adult soft drink containing vitamins and antioxidants.(Brief Article)
July 1, 2004... Coca-Cola Germany is launching Ipsei, an adult soft drink containing vitamins and antioxidants. Water and grape juice-based, the company hopes to capitalise on the alcohol-free beverage (AFB) segment, which grew by 68% in Germany in 2003. The...

Computer brand Apple and car manufacturer BMW are launching an adapter that allows US i-pod users to play music through car stereos.(Brief Article)
July 1, 2004... Computer brand Apple and car manufacturer BMW are launching an adapter that allows US i-pod users to play music through car stereos. Costing $149 (82 [pounds sterling]), drivers can access the machine's 10,000-strong playlist through the car's...

Diary.(conferences on brand management)(Calendar)
July 1, 2004... The Marketing Forum 2004 Aurora, Southampton 15-18 September 2004 An intensive four-day event at sea, covering every aspect of marketing and branding. Leading academic and chair of INSEAD, Jean-Claude Larreche tackles marketing...

Coca-Cola.(Chuck Fruit appointed)(Brief Article)
July 1, 2004... Coca-Cola has promoted SVP integrated marketing, Chuck Fruit to the position of CMO, following the departure of Daniel Palumbo. Formerly of Anheuser-Busch, Fruit has been responsible for partnerships including the international Olympic...

British Airways'.(Martin George appinted)(Brief Article)
July 1, 2004... British Airways' director of marketing and commercial development, Martin George, has been promoted to the newly-created position of commercial director. George will be rasponsible for all the airline's global sales and marketing activities.

Audi MEA.(Michael Renz appointed)(Brief Article)
July 1, 2004... Michael Renz, Audi MEA, Japan and Australasia regional marketing director, has been promoted to global marketing director, replacing Michael Trautmann who is leaving to start an ad agency in Germany. Renz will be responsible for marketing,...

Hewlett-Packard.(Amanda MacKenzie appointed)(Brief Article)
July 1, 2004... Amanda MacKenzie, BT's marketing director of three years is to leave the company to join Hewlett-Packard as VP marketing EMEA. She will report to EMEA chief executive Kaspar Rorsted.

The world's fourth biggest spirit business, Bacardi Ltd. has acquired premium Grey Goose vodka from Sidney Frank Importing Co, US for an estimated $2bn (1.1bn [pounds sterling]).(Brief Article)
July 1, 2004... The world's fourth biggest spirit business, Bacardi Ltd. has acquired premium Grey Goose vodka from Sidney Frank Importing Co, US for an estimated $2bn (1.1bn [pounds sterling]). Analysts claim acquiring the vodka will help Bacardi compete with...

Google has bought a $10m (5.5m [pounds sterling]) stake in Chinese search engine Baidu.com.(Brief Article)
July 1, 2004... Google has bought a $10m (5.5m [pounds sterling]) stake in Chinese search engine Baidu.com. The former accounts for almost 50% of the country's internet searches, while Google comes second with 30%. Additionally, Google has launched a number of...

M&C Saatchi.(business expansion plans)(Brief Article)
July 1, 2004... As part of a bid to take the ad agency Europe-wide, M&C Saatchi is planning a 75m [pounds sterling] summer flotation on the London Stock Exchange. The company already has offices in 11 markets including Hong Kong, Australia and the US, and is...

Virgin Mobile looks set to float on the London stock market, 16 years after Sir Richard Branson took the Virgin Group private.(Brief Article)
July 1, 2004... Virgin Mobile looks set to float on the London stock market, 16 years after Sir Richard Branson took the Virgin Group private. The move may also benefit German mobile company, T-Mobile, having sold its 50% stake in Virgin Mobile in January 2004...

The US continues to be a lucrative market boosting marketing group WPP's revenues at the company's AGM.(Financial)(Brief Article)
July 1, 2004... The US continues to be a lucrative market boosting marketing group WPP's revenues at the company's AGM. Despite difficult market conditions across Western Europe, especially France, Germany and the UK, like for like revenues were up almost 2%...

Hollinger International, owner of The Daily Telegraph, The Sunday Telegraph and The Spectator magazine, has accepted an offer of 665m [pounds sterling] from the Barclay brothers, owners of The Scotsman group.(Financial)(Brief Article)
July 1, 2004... Hollinger International, owner of The Daily Telegraph, The Sunday Telegraph and The Spectator magazine, has accepted an offer of 665m [pounds sterling] from the Barclay brothers, owners of The Scotsman group. Minority shareholder Conrad Black...

UEFA.(Union of European Football Associations)(Brief Article)
July 1, 2004... The European football association, UEFA will earn CHF1,250m (549m [pounds sterling]) from Euro 2004 in Portugal, made up of TV rights, sponsorship and hospitality. Of this sum, CHF400m (176m [pounds sterling])--up from CHF76m (33m [pounds...

GlaxoSmithKline (GSK) leads UK-listed companies in charitable giving, according to the Charities Aid Foundation's Charity Trends 2004 study.(Numbers)(Brief Article)
July 1, 2004... GlaxoSmithKline (GSK) leads UK-Listed companies in charitable giving, according to the Charities Aid Foundation's Charity Trends 2004 study. GSK's donations are up 37% worldwide on the previous year, lifting the Top 500's charitable giving by...

No frills, more thrills: forget 'trading up', Reinier Evers discovers that consumers are looking for luxury in unexpected places.(Trendspotter)
July 1, 2004... No-frills chic can be defined as low cost goods and services that add design, third party high quality elements and/or exceptional customer service to create top quality experiences at bottom prices, it is where the low cost revolution--think...

All because the lady didn't love ... ... Eating eight flavours in one chocolate fix? Joanna Doonar examines the demise of the Milk Tray Bar.(That Was The Brand That Was)(Brief Article)
July 1, 2004... The Milk Tray Bar, an extension of Cadbury's Milk Tray chocolate box, had a relatively long life launching in 1947 and remaining on shelves until 1981. Essentially a bar of chocolate made up of a selection of Milk Tray Favourites, consumers...

Stepford Wife branding.
July 1, 2004... What a hoot! Managers at the UK radio station Classic Gold decide that Cliff Richard 'doesn't match our brand values' so his records shouldn't be played. DJ Tony Blackburn disagrees, and plays classics like 'We're all going on a summer holiday'...

Brand Mot: Athens 2004.
July 1, 2004... The build-up to the Olympics in Athens 2004 has been dogged by bad publicity. The city already failed to secure the International Olympic Committee's (IOC) approval to host the event in 1996 because of concerns over its organisational...

Branding with best interests at heart? Do corporations really know what is best for us or is this style of branding at odds with the philosophy of consumerism? Joanna Doonar investigates responsible branding.(News Analysis)
July 1, 2004... As Saab considers putting breathalysers in its car keys and McDonald's issues pedometers with its adult Happy Meals, the move by brands to make their products more responsible is a rising phenomenon. But should brands be taking more...

No need to be a risky business.(Opinion)
July 1, 2004... We are living in an uncertain world. Whatever you do, in almost every pursuit of business, the future is closer and more uncertain than you think. It's not surprising then that in this environment, we're encouraged to take risks. Competition is...

Market your brand and it will market you.(Opinion)
July 1, 2004... My own slightly unexpected affection for advertising is due to an appreciation of its categories of contribution--some of them intended, some unintended and some accidental. The planning of advertising brings the loftiest of business people...

The brand leader on paralysed portfolios: Elen Lewis talks to tireless marketing guru Professor David Aaker about his 40-year perspective on the world of brands and how to maintain a long-term global strategy.(Profile: David Aaker)(Berkeley's Haas School of Business)
July 1, 2004... Professor David Aaker is not a flashy ad man. Quiet, unassuming, perhaps a little shy; don't be deceived by his laid-back delivery. Aaker is a marketing guru who unusually has the respect of both academics and executives. A recent article in...

Keeping it real and relevant: Elen Lewis talks to marketing veteran, Professor David Aaker about his latest book Brand Portfolio Strategy and how the business of brands has evolved during his 40-year career.(Q&A: David Aaker)(Interview)
July 1, 2004... EL: What is the most important contribution that overhauling a brand portfolio strategy can make to business? DA: Relevance. Maintaining relevancy and developing a strategy that makes your competitor less relevant is the key to competing....

Interpretation of dreams: as Honda reaps rewards for a memorable and sophisticated ad campaign, Morag Cuddeford Jones asks if the car brand lives up to the hype of its current marketing success.(Honda)
July 1, 2004... The dry cleaning bill at Honda must be enormous. Barely have bow ties been loosened before the car brand's marketing team and its agencies are off to another awards junket. Wieden and Kennedy's Cog ad for the Honda Accord is widely acknowledged...

Fighting for a fair game: Joanna Doonar investigates the increasing consumer interest and growth of Fairtrade-labelled products, and looks at the future of the niche market as mainstream competitors enter the fray.(Fair Trade)(Fairtrade)(Fairtrade )(Cover Story)
July 1, 2004... On first sight U2's Bono, actress Minnie Driver and Dame Judy Dench may not seem to have a lot in common. However, as public supporters of ethical goods, they're part of the growing number of consumers turning their attention to fair trade. ...

The direct approach: the UK's Cafedirect hot drinks brand is a pioneer in the fair trade movement and has grown rapidly. Joanna Doonar assesses the brand's appeal and positioning.(Fair Trade Case Study)
July 1, 2004... For a brand that's focused on growers, Cafedirect is doing an impressive job of growing itself. The UK fair trade hot drinks company is the sixth largest coffee brand in the UK, its 2003 sales amounted to 22% of the UK Fairtrade retail sales,...

Are you being served? Feedback can really make a difference. Chris Voss analyses whether the stiff upper lip is bad for business in Britain, through a comparison with the US.(Brand Papers)
July 1, 2004... Ask any American about the British character and they will say that one of the most striking things is how they put up with poor service without complaint. The stiff upper lip has often been used as a metaphor for the British character. It...

Getting the bug: Justin Kirby explains how online viral marketing can help those brands without a 'wow' factor by creating entertainment and provoking debate.(Brand Papers)
July 1, 2004... Word-of-mouth marketing is not a complete panacea for the 'much advertising no longer works' problem. As Steve Knox from Procter & Gamble's admitted at the recent Ad:Tech in San Francisco, the problem is that it only truly works if the product...

Coco de Mer at sea: if your trademark application is refused, it may still be possible to protect your brand by providing evidence of confusion suggests Gary Hopkins.(Brand Papers)(Coco de Mer)(UK Trade Mark Office)
July 1, 2004... Coco de Mer is a cult, London based lingerie brand launched by Samantha Roddick, daughter of Anita Roddick the founder of Body Shop. Due to a celebrity following and its growing profile, the company applied to the UK Trade Mark Office for a...

Adding vitality: Ian Stephens explains the thinking behind Unilever's new logo which reflects the development of the previously 'hidden' corporate brand name.(Brand Papers)
July 1, 2004... Consumers around the world choose Unilever products 150 million times a day. Yet as a brand it is almost invisible, because until now it has only talked to the investment community. If you looked on the back of a pack of Persil the 'corporate'...

Drink to success: Martin Cole argues that the drinks industry needs to think 'out of the bottle', and look to invading other industries for innovation.(Brand Papers)
July 1, 2004... Nurishment is a product that, to borrow another brand's catchphrase, does exactly what it says on the tin. A high protein, sweet-flavoured drink the consistency of a thick milkshake, its original function is to 'fast-feed' convalescents who...

Food for thought: Jill Marshall identifies food labelling's role in the obesity debate and gives eight suggestions for tackling the issue.(Brand Papers)
July 1, 2004... Packaging has a fundamental role to play in helping consumers distinguish between healthy and less healthy foods, thus assisting in the fight against obesity As politicians apportion blame about the state of the nation's waistline,...

The marketing challenge: Rita Clifton, chairman of Interbrand is impressed with Marketing as Strategy's contribution to the 'whither marketing' debate but isn't convinced that some marketers will be able to take up Kumar's challenge.(Book Review)
July 1, 2004... Marketing as Strategy by Nirmalya Kumar, published by Harvard Business School Press, price 17.69 [pounds sterling] The role and function of marketing has gone through a crisis of confidence, and it is unusual to attend a marketing...

From the bookshelf of ...(Book Review)
July 1, 2004... ... Mark Earls, executive planner, Ogilvy & Mather Pragmatics of Human Communication--A study of interactional patterns, pathologies and paradoxes (1967), by Paul Watzlawick, Janet Beavin Bavelas and Don D Jackson. If you are in any way...

Darwinian branding: Pam Robertson, director of Brandsmiths says the Ries's build a powerful case as to why businesses operate on Darwinian principles but she's less certain that companies need a new brand to launch in a new market.(Book Review)
July 1, 2004... The Origin of Brands by Al & Laura Ries, published by HarperBusiness, price 13.58 [pounds sterling] This book has two main premises--one, that new markets are created through divergence and second, that for any existing company to make a...

Older consumers are a golden opportunity.(Research)
July 1, 2004... Today's older generations think and act much younger than their stereotypes and provide a market for products that are currently aimed at younger demographics, according to research by OMD, a media agency. Europe's older consumers are...

Global trends in confectionery.(Research)
July 1, 2004... The current worldwide imperative for healthy living has not adversely impacted the global confectionery market, with brands managing to adapt and grow to meet the challenges. Total confectionery sales in 2003 amounted to $111bn (60.6bn...

Kids likes and dislikes.(Research)
July 1, 2004... Healthy eating, fears over obesity and marketing to children are hot topics. While advertising agencies are defending accusations of using sophisticated techniques to target children, it is interesting to note that approximately 25% of children...

Sex, drugs, rock 'n' roll ... and savings.(Research)
July 1, 2004... Young people's attitudes are often sharply at odds with national stereotypes and the beliefs of the previous generation. There are distinct national, gender and age differences which should be considered by any brand involved in pan-regional...

Big spenders: car manufacturers.(Brand Stats)(Brief Article)(Illustration)
July 1, 2004... Big spenders Car manufacturers UK top advertisers, May 2004 New position (previous month) Brand Spend 1 (-) Saab 7,289,797 [pounds sterling] 2 (1) DFS Furniture ...

FMCG bestsellers: ice cream.(Brand Stats)(Brief Article)(Illustration)
July 1, 2004... FMCG bestsellers ice cream Ice cream, UK, year ending 23 May 2004 Rank Grand Company 1 Magnum Wall's 2 Viennetta Dessert Wall's 3 Carte d'Or Wall's 4 ...

Market focus: hayfever remedies.(Brand Stats)(Brief Article)
July 1, 2004... Across the four western European countries, Germany, France, Spain and the UK, 10% of adults (aged 15 and over) have taken hayfever remedies in the last 12 months. Seeking remedies for hayfever is more common in some countries than in others;...