Brand Strategy articles from March 2001

Brand Strategy archives from March 2001

Czechs put bottle back into The Body Shop.
March 1, 2001... Like a shaving soap that refuses to lather, beauty products retailer The Body Shop has for 10 years disappointed both shareholders and shoppers keen to see new ideas. This year news arrived that 24 months' work on a new corporate identity had...

Asda tipped to sell cars.
March 1, 2001... Supermarket chain Asda is strongly rumoured to be about to break into car sales. Head of Media Relations Nick Agarwal, however, denies this. He says: "We used to sell Mazdas in the 1980s, but we've no plans to sell cars now." Asda's US parent...

A brand new editor.
March 1, 2001... "It's exciting to be in at the birth of a new brand. And it's good, as the incoming editor of Brand Strategy, to be able to say: "It happened to me." In 1982, I was one of an eight-strong editorial team that launched a weekly business...

YOUR SHOUT.
March 1, 2001... Dear Sir I was interested to read Alan Mitchell's article "The Voice of Experience Marketing" (Brand Strategy, December 2000). But I'm surprised he seems to take such a sceptical view towards this technique. Experience marketing...

DIARY.(British Midland Airways Ltd.'s identity campaign)(Brief Article)
March 1, 2001... What's what in the branding world; this month -- British Midland British Midland launched its new identity, bmi british midland, on Februrary 1 with great pomp and fanfare. The British Airways tailfin fiasco, you might think, would have...

Ipoints goes for broke to get more customers.(internet reward schemes)
March 1, 2001... Following the high profile dot.com casualties, Ruth Mortimer examines the internet rewards programme Recent figures from MORI suggest that web-reward schemes have failed to create strong brand recognition among internet users and that...

The brand is dead, long live the brand.(Brief Article)
March 1, 2001... The end of branding has been predicted with surprising regularity "In the 1980s with the rapid growth of own-label products, writers began predicting the end of branding. While this growth of what are more realistically described as...

Court rules against Ribena Toothkind.(GlaxoSmithKline PLC's soft drink advertising case with the Advertising Standards Authority)(Brief Article)
March 1, 2001... Advertisers must beware making health claims about food products The High court in London has dismissed a challenge by SmithKline Beecham (now GlaxoSmithKline) concerning its advertising for Ribena Toothkind. The decision gives succour to...

The truth about the misspelt youth.(the 'Yoof' culture of the United Kingdom)(Brief Article)
March 1, 2001... Ian Millner advises on marketing to a feckless, idealistic, insecure and ill-defined but potentially lucrative bunch of people: the yoof--and this has nothing to do with age Don't cringe at the neologism. It's only slightly worse than the...

Lambeth gets a 50,000 [pounds sterling] makeover.(Lambeth Conference)(Brief Article)
March 1, 2001... Robert Blower and Jennifer Jackson describe the London borough's attempt to improve its image As the London borough of Lambeth moved from being possibly the most infamous local authority in the UK to the capital's fastest improving,...

It's all in the e-conomics, stupid.
March 1, 2001... Unrealistic claims have been made for e-commerce. Focus on the bottom line E-commerce failures littered the second half of last year. Young dot.com adventurers would not or could not see that investors were fed up with poor sales, high...

Watchin' the game, havin' a Bud ...
March 1, 2001... Viral marketing is today's word of mouth. And it worked for Budweiser Budweiser is the definitive American beer. The hugely successful Whassup?! campaign communicated a cool, young, urban America that we all recognised. Taking Whassup?!...

A recipe of ingredient branding.
March 1, 2001... Sue Lyall looks at strategic placement in branding and companies that add a little extra value In June 2000 Cisco Systems, an internet hardware company with little appeal to the man on the street, announced a 3.5m [pounds sterling] deal to...

Invasion of the shopbots.
March 1, 2001... Ian Charlesworth on a cost-cutting internet scheme that has alarming implications for brands As retailers daily go online, the internet gets harder to navigate. Advertising (banners, search engines, and so on) and referrals remain the...

Could grey be the new black?
March 1, 2001... David Worthington asks whether creating bland brands will soon be the secret to success In a fiercely competitive market place, brands need to adapt constantly to the demands of the consumer lest they experience sell-by-date trauma. In a...

Follow the rules of engagement.
March 1, 2001... Truly great brands manage to fire up both employees and consumers "Brand has become a tasteless bone gnawed at by management consultancies, image consultancies, design consultancies and, yes, advertising agencies. The concept of brand has...

When a brand implodes.
March 1, 2001... It's bad enough for marketing to backfire. It's downright bizarre when the man who lights the fuse is the brand's creator. Ruth Mortimer on New Labour -- before and after Mandy Don't mention the war Recent weeks have destroyed the main...

Multi-market advertising: how to reap benefits and avoid the traps.
March 1, 2001... Philip McEvoy discusses the major issues surrounding multi-market advertising in Europe Globalisation is having an impact on all kinds of businesses. The merger culture, the development of trade within a borderless Europe, the spread of...

What drove Mercedes-Benz to create a global solution.
March 1, 2001... Chris Ludlow describes the creation of Mercedes-Benz' online brand management system Mercedes-Benz is one of the world's great car brands. Its three-pointed star represents the best in automotive engineering and speaks of a tradition...

Get in touch with the terraces.
March 1, 2001... Catherine McLellan reveals how brand sponsorship has evolved into a sophisticated exercise and offers to build a more personal relationship with the consumer Big brands' romance with sponsorship will always be a part of marketing, but...

Pitching the movies: where the marketing gets manic.
March 1, 2001... Martin Firrell and William Maughan get marketing lessons from an industry famous for excess You're about to bring a new brand to market, with just three months to prepare. The brand will have a shelf life of maybe three days or three...

Bottled water -- a global survey.
March 1, 2001... Still water and plastic all round, but the Spanish like fizz and the Germans love wassersprudlers The ongoing concern over the quality of tap water and the search for healthier lifestyles has helped underpin growth in the bottled water...

Brands dust off institutions.
March 1, 2001... Trade and professional institutions are often stuffy. But, says Adrian Day, some are eager to change Branding has influenced business in several waves. First it was consumer goods, then services (especially airlines) followed in the last...

Much ado about macho stereotyping and boy brands.
March 1, 2001... Ian Pierpoint on contemporary masculinity in branding Masculinity is not what it was. In an increasingly feminised world many young men have become uncertain victims of change, their traditional role eroded and derided. The continuing...

database.
March 1, 2001... NEW BRANDS/BRAND EXTENSIONS BAKERS COMPLETE Bakers Complete Sensitive Pet food Bakers Complete has specifically designed a brand for dogs with sensitive stomachs. The product is available in Turkey Recipe with Rice and...

Treat the consumer as a human being.
March 1, 2001... Alan Mitchell urges marketers to abandon the outdated, mass-production notion of consumers "Everything marketers do should revolve around, and focus on, the consumer. Or should it? Consider this possibility: every time we mouth phrases...