Brand Strategy articles from June 2001

Brand Strategy archives from June 2001

Easy Jet runs away with three awards.(Brief Article)
June 1, 2001... Low-cost airline Easy Jet took triple honours at the 2001 Superbrands awards for excellence in branding. Chairman Stelios Haji-Ioannou, representing the company at the event, received awards for: Most Significant Impact on its Market...

What's what in the branding world this month -- the general election.(United Kingdom)(Brief Article)
June 1, 2001... The general election is first and foremost an opportunity for brand-bashing. None the less, since the last election all of the three main political parties have updated the presentation of their own brands: New Labour's rose now incorporates...

Confront your fears in Clerkenwell.(Nick Verebelyi of Design Bridge)(Brief Article)
June 1, 2001... "There are great emotional fears attached to the toilet," intoned Nick Verebelyi of Design Bridge, as we sat talking in his office, near Clerkenwell Green in London. Nick is the 3-D branding specialist in this international corporate-identity...

Sasha Dhillon pots a winner online.(managing director of the UK arm of online-advertising-sales giant Hi-Media)(Brief Article)
June 1, 2001... Ruth Mortimer meets a woman who builds big brands through online advertising Aged twenty-six, and managing director of the UK arm of online-advertising-sales giant Hi-Media, Sasha Dhillon is alert to opportunity. In a Soho coffee shop, we...

Dial G for gamble.(future control of the 3G telephone services market)
June 1, 2001... The gamble for control of the 3G phone market is putting severe strain on the big telecom companies. And even bigger battles lie ahead, warns Bruce Davis If you were inclined to a wager, betting your shirt on the development of...

Asda starts to close on Sainsbury's.(UK supermarkets battle for market share)(Brief Article)
June 1, 2001... Tony O'Brien of researchers Taylor Nelson Sofres points to a new challenge facing Sainsbury's Of the top three UK grocery brands, Tesco remains the unchallenged leader. The gap in market share between Tesco and arch-rival Sainsbury's, is...

Supermarkets set their sights on wider markets.(offering more non-food items)(Brief Article)(Statistical Data Included)
June 1, 2001... The face of supermarket shopping is changing. The large grocery retailers are expanding their non-food brands to conquer this valuable sector. Retail consultancy Verdict has published results showing that 14.5bn [pounds sterling] was spent...

Thoughts on destination branding -- British bulldog, your days are numbered.(marketing aimed at travelers)(Brief Article)
June 1, 2001... Destination branding is on the increase. Giles Lury discusses the ultimate brand challenge "We live in a branded world. Nowadays everything is branded, from soap to sport, from peas to politicians. To brand a country is a natural...

Arsenal sees red over unofficial kit.(Arsenal FC in trademark case)(Brief Article)
June 1, 2001... Patrick Kelleher reports on the trade mark case that could prove a boon to counterfeiters A recent decision of the English High Court has worrying implications for sports clubs that raise money through the sale of official merchandise...

Making your mark? Register it first.(importance of product trademarks)
June 1, 2001... Launch of a brand involves more than promotional advertising and a launch party. It is vital to register a trade mark. Pamela Withers, partner at Marks and Clerk, reviews the naming process Protection of your brand from day one is vital,...

Hold the front page, get online.(Chris Moisan of Guardian Unlimited)(Interview)
June 1, 2001... Ruth Mortimer talks to marketing manager Chris Moisan about his work at Guardian Unlimited Ink-on-paper, mass-circulation national newspapers are under threat. Overall their circulation is in slow but steady decline as information becomes...

Can music moguls rock on regardless?(the Internet and Napster are changing the music industry)
June 1, 2001... It's unlikely. Already suffering a stagnant market, the industry was dealt a body blow by Napster In two years, a college kid's software project has challenged the way the world's biggest entertainment companies do business. Founder of...

Jane Packer, florist, grows the brand.(Brief Article)(Interview)
June 1, 2001... Sian Harrington tells how a Saturday job blossomed into a career for a budding business woman One way to refresh your brand should you ever achieve celebrity status is to shock; and it takes originality to do that these days. But whereas...

Build brands that you can believe in.
June 1, 2001... Leslie de Chernatony gives marketers a strategic framework for growing and strengthening brands Brands are valuable assets that achieve premium financial performance from a committed customer base. By finding ways for customers to bond...

They've got it taped.(the history of Sellotape)
June 1, 2001... Ruth Mortimer unravels the Sellotape[R] brand International origins Sellotape was rolled out to consumers in 1937, when Scotsman Colin Kininmonth and Russian emigre George Gray bought a French sticky-tape patent. The production process...

Procter takes a gamble.(Procter and Gamble restructuring focuses on brands)
June 1, 2001... Consumer products company Procter & Gamble wants brand domination, writes Polly Devaney The last 12 months have been difficult ones for Procter & Gamble. The replacement of Durk Jager by Alan Lafley at the helm of the Cincinatti, USA-based...

Murphy brews his own brand.(John Murphy of St. Peters Brewery)
June 1, 2001... Brand-builder extraordinaire John Murphy was first asked to name a new product while working for the tyremaker Dunlop. But his career took off when he left industry and founded his own company, Interbrand (see May Brand Strategy). By 1993, when...

Plant an idea, reap a revolution.(Eden Project's branding plan)(Brief Article)
June 1, 2001... Will conviction branding deliver the big brands of tomorrow? Graham Harding on the Eden Project The Eden Project's fabulous biodomes that have arisen from an abandoned Cornish clay working could exemplify a new generation of big-idea...

Make your brand shine out.(Nivea Sun marketing campaign)(Brief Article)
June 1, 2001... Make campaigns fun and remember that targeting is everything, says Rob Gray How do you penetrate the cloud of apathy that surrounds the typical 11-16 year-old? Nivea Sun had to find out, flit was to educate children about safe suncare and...

From Brand Vision to Brand Evaluation.(marketing book)(Brief Article)
June 1, 2001... Strategically Building and Sustaining Brands Brand building and the academic touch Leslie de Chernatony may be an academic, but From Brand Vision to Brand Evaluation is certainly not just academic. This is a book that promises to give...

E-commerce comes with a made-in-the-USA label.(US leads in online shopping; research findings concerning online shopping)
June 1, 2001... Malcolm Baker of Research International summarises a 38-country report on e-commerce Three-quarters of all e-commerce happens in the USA, the country with 90% of all commercial websites. The internet originated there, and though the work...

Consoles cruise to world domination.(the global home video game market)(Statistical Data Included)
June 1, 2001... Demography seems not to favour the toys and games sector. But other factors come into play too The toys and games market is a tough one, as manufacturers fight over a steadily shrinking consumer base. Nevertheless, sales have grown...

database.
June 1, 2001... NEW BRANDS/BRAND EXTENSIONS BAXTERS Fresh Soup soup Baxters is launching a range of fresh soups which claim not to use genetically modified ingredients or additives and preservatives. The soups are packaged in white...

Now it's the turn of DIY brand-builders.(Brief Article)
June 1, 2001... "This month Alan Mitchell perceives the rise of a new phenomenon: the brand with MEaning "When Mother's Day came around this spring, marketers at Nestle tried an experiment. They created a little sticker that said "Mum" in the same...