Brand Strategy articles from March 2006

Brand Strategy archives from March 2006

LEADER: Faithfully speaking.(globalisation becomes important)
March 8, 2006... Can celebrating love really be offensive? It appears so: there were protests against Valentine's Day last month in Pakistan, Saudi Arabia and India. While Western audiences might see 14 February as an innocent day promoting affection, this is...

News Round up: Food labelling system.(designed by Food Standards Authority)(Brief Article)
March 8, 2006... Danone, Kellogg's, Kraft, Nestle and PepsiCo are working together to create a single food labelling system to avoid the 'traffic light system' designed by the Food Standards Authority. The new format, out this spring, will use symbols and...

News Round up: Kellogg's criticised.
March 8, 2006... Kellogg's has also been criticised by the Children's Advertising Review Unit (CARU) in the US for an ad that portrays apples as 'bad'. The Apple Jacks campaign depicts a character called 'Bad Apple' as sly and scheming. The manufacturer has...

News Round up: Coca-Cola sued by bottlers.
March 8, 2006... Coca-Cola is being sued by 60-plus bottlers, representing 10% of its volume. The group is concerned over the company's apparent plans for changes in how it brings its drinks to market, prompted by retailer Wal- Mart. It is the first legal...

News Round up: Hewlett-Packard into photo printing.
March 8, 2006... Hewlett-Packard is moving into the retail photo printing business, putting itself in direct competition with Kodak and Fuji. The company is already active in the home printing and online developing market. It will create in-store kiosks and...

News Round up: Honda sponsors blog.
March 8, 2006... Honda is the first major brand to commit to a new internet blogging network, 2talkabout.com. The car maker has sponsored a section of the site that is open to anyone with an interest in its cars. The site's content will be independent,...

News Round up: Wal-Mart campaign.
March 8, 2006... Wal-Mart has launched a multimedia campaign with the tagline: 'Look beyond the basics'. The TV and print ads are designed to help consumers see the brand as a destination store. The company's profit rose to $3.6bn (#2.06bn) in the fourth...

News Round up: Complaint against Microsoft.(by European Committee for Interoperable Systems)(Brief Article)
March 8, 2006... The European Committee for Interoperable Systems (ECIS), which comprises IBM, Nokia and Oracle among others, has filed a new complaint against Microsoft's competition practices with the European Committee (EC). The EC is already threatening...

News Round up: Out of court settlement.
March 8, 2006... American FMCG brand McLane has agreed to alter its brand packaging after Procter & Gamble filed suit, alleging that the company's products look too similar to its own. The two businesses reached a settlement without going to court. ...

News Round up: Blackberry ad campaign.
March 8, 2006... Blackberry has created its first standalone pan-European ad campaign. The initiative supports the launch of its 8700 handheld device. The campaign comes as parent company Research in Motion continues its legal dispute in the US over patents...

News Round up: Project Red.(Rock star Bono to perform for American Express Co., Converse and Giorgio Armani S.p.A.)(Brief Article)
March 8, 2006... Rock star Bono has launched Project Red, a global corporate initiative to fight Aids in Africa. The project already has a number of brands signed up, including Converse, Armani and Gap. American Express has created the RED credit card where...

News Round up: Tesco in the US.
March 8, 2006... British supermarket Tesco is launching convenience stores in the US from 2007. The company, which is spending #250m on the venture, expects to break even within two years. It is basing the new stores' formats on its 800 Express convenience...

News Round up: Largest profit in US corporate history.
March 8, 2006... Soaring oil prices have helped Exxon Mobil to a fourth-quarter net profit of $10.7bn (#6.1bn) - the largest in US corporate history and a rise of 27% from the same period the previous year. Annual profit for 2005 was a record $36.1bn (#20.7bn),...

News Round up: Record annual profit.
March 8, 2006... Anglo-Dutch energy business Shell also revealed that fourth-quarter net profit was $5.4bn (#3.1bn) and unveiled a record annual profit for a UK- listed company of $22.9bn (#13.1bn) - up nearly a third on last year. BP's quarterly profit also...

News Round up: Chorion management buyout.(Brief Article)
March 8, 2006... Chorion, global owner of Noddy, Hercule Poirot and Mr Men characters, has agreed to a #111m management buyout. The move comes as the company prepares a worldwide rollout of its Mr Men franchise and faces uncertainty over how consumers will...

News Round up: Fastest sales growth in a decade.
March 8, 2006... Cadbury Schweppes, which claims to be the world's largest confectionery company, has reported its fastest sales growth in a decade. A six per cent revenue increase, along with the disposal of less-profitable brands and an expansion of its US...

News Round up: Baidu profit.
March 8, 2006... Chinese search engine Baidu has announced third-quarter profit of Y24.5m (#1.75m) and revenue growth of 167% to Y114.9m (#8.21m). The rise comes despite increased competition from US-based search engines Yahoo! and Google. Copyright:...

News Round up: Nestle annual profit.
March 8, 2006... Nestle has reported a 21% rise in its annual profit at CHF7.99bn (#3.46bn). Total sales reached CHF91bn (#39.4bn). Sales in the US rose by 7.8%, Africa, Oceania and Asia were up 6.6%, while Europe was the weakest region with organic growth of...

News Round up: Easyjet losses increase.
March 8, 2006... Easyjet has warned that its losses for the six months to March will increase to around #45m, up from a #22m loss at the same time last year, as a result of higher fuel bills. But the airline claims it will raise passenger capacity by 15% and...

News Round up: BskyB rise in profit.
March 8, 2006... European satellite broadcaster BSkyB has reported a 12% rise in profit to #274m in the six months to January. It also had its biggest quarterly rise in new customers in three years after a major marketing push. The service now has more than...

News Round up: EU population will grow.(European Union)(Brief Article)
March 8, 2006... The population of the European Union area will grow by 2.2% in 2006, while that of the 12 nations using the euro will rise by 1.9%, according to the European Commission. Spain is tipped for the highest growth with 3.1%, while Italy will...

APPOINTMENTS: Coca-Cola Europe.(Charlotte Oades appointed)(Brief Article)
March 8, 2006... Coca-Cola Europe has promoted Charlotte Oades to the new position of director of corporate identity, public affairs and communications. Oades was president of Coca-Cola GB for three years and has been with the company for the past 20 years....

APPOINTMENTS: British Airways.(Jayne O'Brien promoted)(Brief Article)
March 8, 2006... British Airways has promoted its head of marketing for UK and Ireland, Jayne O'Brien, to the position of global head of brand and marketing communications. This follows a major reshuffle of BA's marketing department in an effort to cut costs...

APPOINTMENTS: Motorola.
March 8, 2006... Motorola has hired Simon Thompson as pan-European marketing chief with effect from 1 March. He joins after a 13-year stint with Honda, where his most recent role was UK marketing director. Copyright: Centaur Communications Ltd. and...

APPOINTMENTS: Tesco.(Tim Mason appointed)(Brief Article)
March 8, 2006... Tim Mason has been promoted to head up British supermarket Tesco's expansion into the US. Mason, who was previously director of marketing, e-commerce and property for the company, will now oversee the rollout of convenience stores. Richard...

TRENDSPOTTER: The price is right.
March 8, 2006... Consumers now have more power over brands, says Andy Davidson The word 'donation' conjures up images of churches and fusty charities. But brands need consumer participation more than ever. The corporate world is dusting down its virtual...

BRAND STUNT OF THE MONTH: Play as it snows.
March 8, 2006... Motorola has wireless-enabled snowboarders. Claudine Baker reports Motorola connected with athletes at last month's Torino Winter Olympics through a range of Bluetooth-enabled snow-wear. The global mobile handset company teamed up with...

OPINION: Get your marketers on the move.
March 8, 2006... Julie Woods-Moss, vice president of marketing, BT Global Services, says marketers would work far more effectively as flexible, mobile units Flexible working is really important to me. Having the right technologies means that I can live in...

OPINION: There's more to McJobs than you might think.
March 8, 2006... David Fairhurst, vice president of people at McDonald's, wants to change public perceptions about the 'McJob' Jeff Bezos, the founder of Amazon, once said/ "Your brand is what people say about you when you leave the room." But having...

BRAND THERAPY - KRAFT: Shaping up to complete.(Kraft Foods Inc. cutting jobs)
March 8, 2006... The trend towards healthy eating appears to be biting in the US, as Kraft Foods announced a further 8,000 job cuts to add to the 6,000 it initially planned in 2004. The company will also close a total of 40 factories by the end of its...

GLOBAL TRENDS WATCH - HOME ENTERTAINMENT: The home front.
March 8, 2006... A cheap Saturday night in was once just a pizza and a DVD. But now consumers are increasingly staying at home and transforming their living space into luxurious social and entertainment areas. Brands have been quick off the mark to offer...

PROFILE - COLIN HENRY: Fostering football and fashion.(Umbro International Ltd. focuses on sportswear)
March 8, 2006... Colin Henry never expected to be working with tracksuits. The good- natured Scotsman leans back in his smart, tailored jacket and confesses that taking on a job in sportswear came as much of a surprise to him as anyone else. He raises a cheeky...

PROFILE - COLIN HENRY: Branding that's match fit.(Umbro International Ltd.)(Interview)
March 8, 2006... Colin Henry explains to Ruth Mortimer how Umbro is expanding its global reach and moving into other business areas, while retaining its footballing heritage Colin Henry Age: 41, born in Scotland Career: 1984; joined Marks &...

PROFILE - COLIN HENRY: Umbro facts.(Umbro International Ltd.'s marketing strategy)(Brief Article)
March 8, 2006... * Umbro has licenses in around 90 countries, which generate approximately 60% of the brand's wholesale equivalent sales. * The brand sponsors eight national sides and 150 clubs worldwide. * Umbro's 2006 orders for England-branded...

CASE STUDY - HITACHI: Electronic arts.
March 8, 2006... Hitachi is a brand that touches most people's lives, whether at home or work, but it has been lacking in recognition. Maeve Hosea looks at how the Japanese giant is raising awareness Hitachi's sunny corporate philosophy claims to 'inspire...

CASE STUDY - HITACHI: Hitachi facts.(Brief Article)(Company Profile)
March 8, 2006... * Hitachi was founded in 1910 by Namihei Odaira as an electrical repair shop. * With a 2005 revenue of $84bn (#48.3bn), Hitachi is ranked the 23rd largest company in the world by Global Fortune 500. * The company employs 347,424...

FUTURE TRENDS: The view from the top.
March 8, 2006... The best minds in the business reveal key consumer trends and new strategic thinking for companies seeking world-beating brand behaviour. Morag Cuddeford Jones listens and learns It's no wonder that the label 'short-termism' is used...

FUTURE TRENDS: Case study: Chindia.
March 8, 2006... Even with China's enormous pool of university graduates (3.1 million in 2005 alone), McKinsey Global Institute research suggests that fewer than 10% of Chinese candidates would be suitable for work in a foreign company, and the fast-growing...

BRAND PAPERS - IDEAS: Learning from religion.
March 8, 2006... Religions command complete devotion and loyalty among their followers. Martin Lindstrom asks what brands can learn from them My father always said not to talk about religion, politics or money. So right here and now, I'm going to break...

BRAND PAPERS - SERVICES: Service is a selling point.
March 8, 2006... Ije Nwokorie has some tips on how to use services to boost your brand and its revenue potential Services are vital for any brand. They are a core, strategic source of revenue for all types of businesses. Even traditional product...

BRAND PAPERS - ASIA: Brand strategies for asia.
March 8, 2006... Martin Roll explores Asian cultures and consumers and asks whether brands are getting it right across the region Geishas, samurais, jonques, pagodas and lush jungles: these are still the images of Asia that resonate with many Westerners....

BRAND PAPERS - CULTURE: Tap into culture and customers.
March 8, 2006... Stefan Engeseth says companies would do well to use the power of culture and customer involvement to build brands Brands are at their most effective when they are relevant for consumers. The most effective ways to stay relevant for...

BRAND PAPERS - EMOTIONS: Give free rein to feelings.
March 8, 2006... Humans beings are driven by their emotions at a very basic level. Warwick Cairns advises brands to take advantage of this I want to start by telling you a story that has a message for brands. It goes like this/ a young man meets a young...

BRAND PAPERS - INNOVATION: Build a better mousetrap.
March 8, 2006... Tom Vierhile identifies 10 products from around the globe that have taken advantage of emerging trends The key to success in new consumer packaged goods marketing is innovation, yet fewer than 10 of every 100 new entries are innovative....

BOOK REVIEW: Profit warning.
March 8, 2006... Julian Dailly, senior consultant at Interbrand, finds that ProfitBrand puts forward some interesting and inspiring ideas about rigorous accountability but fails to demonstrate commercial awareness and live up to its promise Nick...

BOOK REVIEW: Julian Dailly also recommends.(Brands and Branding and The Future of Brands)(Brief Article)
March 8, 2006... Brands and Branding By Rita Clifton Published by Economist Books (2003) #20.00 Brands and Branding is a good textbook for anybody - students and experts alike - wanting to know more about this area. It comprises a selection of...

From the bookshelf: Everything Bad is Good for You.(by Steven Johnson)(Brief Article)
March 8, 2006... Everything Bad is Good for You Steven Johnson I play computer games, although I shouldn't at my age. I watch too much TV. My grown-up friends tell me that I'm frittering away my life, wallowing in a sea of digital entertainment. My...

RESEARCH - TEENAGE TRIBES: Teen spirit.
March 8, 2006... Teenagers - everyone was one once. However, marketers often find it hard to remember what it was really like, how they felt and what things meant when they were younger and more hormonal. The world of young people is very different today as...

RESEARCH - OUTDOOR ADVERTISING: The great outdoors.
March 8, 2006... People are spending more time out of home. Entertainment, shopping, eating and drinking offerings are converging every day. Outdoor media such as poster sites and public transport should be the pre-eminent advertising methods of the 21st...

Made in China: cachet or trashy?(quality of products )
March 8, 2006... Only one in eight respondents from the US and key markets in Europe think highly of the quality of products made in China and Korea, a recent Synovate survey has shown. A little more than half (52%) of European respondents, however, think...

Brand Stats: March.(mobile ownership in the market of Germany, France, Spain and United Kingdom)
March 8, 2006... Across Europe's four biggest economies, there is an overall mobile phone penetration of 72% among adults aged 15 and above. This varies from a low of 57% in Germany to 83% in Britain. The age profile of owners has an impact on ownership....