Brand Strategy articles from March 2002

Brand Strategy archives from March 2002

Islands dance to a new Balearic beat. (Incorporating Kids Marketing Report).(Public relations agency will promote Balearics Islands in UK)(Government Activity)(International Pages)(Brief Article)
March 1, 2002... The Balearic Islands have adopted a new brand identity as part of a five-year marketing plan designed to attract a wider range of tourists. The new initiative is the brainchild of the Balearic Institute of Tourism (IBATUR). The organisation...

New Body-formulation hits the shops. (Incorporating Kids Marketing Report).(Small pantyliner packaged in small plastic packs)(International Pages)(Brief Article)(Product Announcement)
March 1, 2002... Bodyform has launched a new product, Micro, claiming that it is the smallest pantyliner in the world. The initiative follows a period of research from the company which indicated that women like to feel "fresh and safe" intermenstrually without...

Channel-hopping madness. (leader).(BBC Three plans new digital TV channel for 16-34 year-olds)(International Pages)(Brief Article)
March 1, 2002... "The digital revolution is upon us. And it's handbags at dawn for the major players. Last month, Channel 4 launched an attack on the BBC's proposed plans for BBC Three -- a digital channel for 16-34 year-olds. It claims that the current...

Masters of the broadcasting universe: Ruth Mortimer meets Pam Masters, the boss of new subsidiary company BBC Broadcast. (profile).(BBC Broadcast's new managing director, Pam Masters)(International Pages)
March 1, 2002... Pam Masters is not a woman to go for the hard sell. After 40 years creating some of television's highest-profile creative and promotional material, she doesn't need to advertise; her work speaks for itself. "I'm not an overtly ambitious person....

Does this ruling register with you? Peter Brownlow discusses exactly how distinctive a mark has to be to be registrable. (legal update).(UK Trade Marks Act, trademark registration case)(Government Activity)(International Pages)(Legal Beat)(Brief Article)
March 1, 2002... One of the questions that often comes before the Court is how distinctive a mark has to be in order to be registered as a trade mark. In the recent case of David West (trading as Eastenders) v. Fuller Smith & Turner Plc, the UK High Court laid...

Survey cries foul on Premiership web presence: are Premiership football clubs shooting themselves in the foot by fobbing supporters off with sub-standard online experiences? (news analysis).(Report examines top 20 Premiership soccer clubs online brand presence)(International Pages)(Internet/Web/Online Service Information)
March 1, 2002... For all the sophisticated marketing clout that Premiership football clubs possess, it seems that they still haven't got the hang of transferring their brand identities to the web. As footie fans head online to be willingly separated from their...

Repositioning the art of positioning: it's time for marketers to revise their definitions of positioning. (opinion).(Disney marketing strategy examined in new book)(International Pages)(Brief Article)
March 1, 2002... Al Ries and Jack Trout addressed the p-word in their famous book Positioning: the battle for your mind. The pair were talking about positioning a company, but the same definition has frequently been used in discussing brands: "To succeed...

When your baby is branded a bully: Ruth Mortimer asks whether protest websites can ever have the reverse effect and benefit a brand. (case study).(Internet marketing evaluation)(International Pages)(Internet/Web/Online Service Information)(Brief Article)
March 1, 2002... Brands are like children; they require nourishment, investment and attention to survive. It can come as a huge shock to a doting brand parent to log on and discover that its baby is seen as the biggest bully in the playground. Anti-brand...

Brand redemption and risk management: Morag Cuddeford-Jones asks if it is possible for brands to redeem themselves after a PR disaster. (research).(Public relations disasters, Risk Issues Management)(International Pages)(Statistical Data Included)
March 1, 2002... It can happen to the best of them. A bottled-water business slogs away for decades, quietly serving a loyal customer base and then, one day, carcinogenic benzene is found in its fizzy water product. The carefully-crafted empire crashes down and...

Building brands beyond the internet -- sometimes no news is good news: Matt Haig spreads the word about email newsletters -- and we're not talking round robins? (digital).(Brand building potential of e-mail marketing services)(International Pages)(Internet/Web/Online Service Information)
March 1, 2002... For many companies having an internet strategy means having a website. But an increasing number of companies and brands have shown that the real marketing power of the internet may lie with email. After all, it is email -- not the web -- that...

Get busy with the energy fizzy: entering its 75th year, Lucozade looks like it has the energy to run and run -- provided the desire for big bucks doesn't flatten its fizz. Morag Cuddeford-Jones clutches her bottle and dreams of the good old days ...(Lucozade Sport functional-food supplement drinks' marketing campaign)(International Pages)
March 1, 2002... Let me set the scene. You are lying in bed, having a rare genuine sickie, surrounded by the accoutrements of the ill. Bland daytime TV is on the screen, the hot water bottle is on your feet and the cold flannel is soothing your steaming brow....

Successful Innovation: How to Encourage and Shape Profitables Ideas. (book review: make sparks fly with bright ideas).(Authors look at brand-building strategies)(International Pages)(Brief Article)
March 1, 2002... Michel Syrett and Jean Lammiman's Successful Innovation looks to address an oft-neglected sector of brand-building. No brand extension or stretch would be possible without innovation and this book looks at each stage of the process. In the...

How to avoid an identity crisis online: David Hockin suggests brand owners learn to respect the limitations of the digital medium. (opinion).(Digital branding develops relationships with consumers)(International Pages)(Internet/Web/Online Service Information)
March 1, 2002... Digital branding is about the two-way communication between customers and brands. It should be a positive experience that develops relationships with consumers, even though it also allows them to view all the competition on an even playing...

Market growth for one man and his dog: as the number of single person households increases so does the global devotion to pets. (euromonitor).(Global pet food and pet care products market)(International Pages)(Statistical Data Included)
March 1, 2002... A new report from Euromonitor on the global market for pet food and pet care products analyses the latest trends and gives an overview of the three core product sectors, the major national markets and eight major companies. The sales period...

Brand Strategy's round-up of coming events. (events & appointments).
March 1, 2002... 11-13 MARCH 2002 Interactions 2002: The 6th European International Design Management Conference, University College Dublin, Ireland. Visit www.dmi.org or email dmistaff@dmi.org 12-14 MARCH 2002 The Marketing Expo 2002 exhibition,...

Brand Strategy's round-up of appointments in the marketing industry. (events & appointments).(marketing manager Scala)(Brief Article)
March 1, 2002... GAYNOR ARMIT has been appointed marketing manager for North Western Europe at Scala. Armit previously worked for Cable & Wireless' Client Solutions division. LUKE M. BESHAR has been appointed senior vice president and chief financial...

Clarification.(Color scheme reversed in past article)(Brief Article)
March 1, 2002... In last month's Brand Strategy, a piece entitled STAR brands don't burn out, is yours a red giant? featured research from Dragon Brands. Owing to a reproduction problem, the colour scheme for the charts accompanying the article was reversed....

Keeping up appearances on the web: sites for kids must be challenging, playful or even esoteric -- but never patronising. (Kids).(Brief Article)
March 1, 2002... Many millions of pounds are spent each year developing brands to keep up with the fickle nature of kids' culture. Despite the difficulties of targeting this audience, marketers are prepared to take the risk because of potentially huge financial...

The linking value of text messaging: Andrew Jones says marketers must value the tribal culture of today's youth to get credibility. (SMS).
March 1, 2002... Acknowledging the reasons for the success of text messaging and the role it fulfils in young people's lives is key to understanding how it works best as a marketing medium. By October 2001, over 600 million people across 171 countries had...

Label lovers and pro-logo teenagers: teens not only desire brands, they use them to develop their identities. (opinion).(Brief Article)
March 1, 2002... Naomi Klein in No Logo argues that brands are too powerful and that they limit choice. Her thesis that brands have become: "a fascist state where we all salute the logo and have little opportunity for criticism" is compelling, if extreme. In...

Database.(direct marketing agency)(Dunnhumby Cinnamon)(Brief Article)
March 1, 2002... NEW BRANDS/BRAND EXTENSIONS DUNNHUMBY Dunnhumby Cinnamon consultancy CRM consultancy Dunnhumby has set up a direct marketing agency, called Dunnhumby Cinnamon. The new division is focusing on the FMCG, leisure, travel and...

Customer-riling mismanagement: customer relationship management shouldn't be a one-way experience. (Mitchell).(Critical of Barclaycard)(Brief Article)
March 1, 2002... "After twenty years as a satisfied Barclaycard customer, suddenly my wife can't say a good word about it. After a long and happy relationship, it's all over between them -- thanks to that dreaded Gold card. My wife was perfect for...