Brand Strategy articles from May 2001

Brand Strategy archives from May 2001

Microsoft muscles in on the car market.(Brief Article)
May 1, 2001... Bill Gates has gone head-to-head with Sir Richard Branson by launching an online car buying service in the UK. His software company, Microsoft, has launched `Carview' on its MSN.co.uk site, backed by Pendragon, Britain's biggest dealership...

What's what underground in the branding world this month?(advertising in the London Underground subway)(Brief Article)
May 1, 2001... If you are one of the thousands of people who bought Naomi Klein's "No Logo" book and you are sick of corporate brands, you won't like to read this. But London Underground (LU) is soon to enable moving screen advertising in tube stations. ...

Best of British to you, John.(John Murphy, founder of Interbrand)(Brief Article)
May 1, 2001... "Are you old enough to remember the glory days of the British motorcycle industry? Neither am I. But my late father was. He had shares in a British motorcycle manufacturer -- until one day he heard the chairman of that company being...

John Murphy walks out on the retreads.
May 1, 2001... Mismanagement of a famous product, Dunlop, galvanised John Murphy into becoming one of the first professional brand-builders. John Murphy, the founder of Interbrand, recently turned brewer and distiller, has as good a claim as anyone to be...

Great Britain battles to restore its not so cool brand.
May 1, 2001... As the carnage caused by foot and mouth disease continues, Ruth Mortimer assesses the damage done to Britain's reputation overseas Forget Cool Britannia. In an effort to do something about Britain's dreadful image abroad, culture secretary...

Looking with a child's eyes.(marketing research techniques)(Brief Article)
May 1, 2001... Giles Lury argues that familiarity breeds laziness. He suggest some unusual market research "I grew up in Canterbury, and one of my first summer jobs at age 16 was working in the cathedral gift shops. Every day I would cycle in from my...

Czechs win latest round in Bud war.(Brief Article)
May 1, 2001... Oliver Gandy reports on a trade mark defeat for the American brewers of Budweiser BIRD & BIRD The UK Trade Mark Registry has given a decision in the Budweiser beer imbroglio, involving Anheuser Busch Inc (AB). the US manufacturer of...

Got any spare change, guv'nor?(branding for charitable organizations)(Brief Article)
May 1, 2001... Those few people who give to charity are influenced by brand-building Time was when charities thought they could live without brands. No longer. Some, such as NSPCC, Barnado's, Oxfam and the Salvation Army have taken with gusto to...

How to turn brand new into cash value.(Brief Article)
May 1, 2001... A two-way website means delivering interactions as well as enabling transactions Branding strategy goes beyond developing a logo and catchy messages. Everyone agrees it's about the experience of customers each time they encounter your...

Why the music moguls crushed Napster.
May 1, 2001... Dan Philips and Jonny Natas on a modern brand that flew too near the sun As I sit down to write this article, someone I have never met before, and whom I know only by the online moniker "Nuffdub", is downloading a song called "False Rasta"...

How to do business by word of mouse.
May 1, 2001... Viral marketing is a fancy new term for word of mouth recommendation. The internet transforms marketing and brand development from an activity conducted by companies alone, to one in which consumers play an active role. Unlike broadcast...

Sherry, anyone? The drink that dare not speak its name.
May 1, 2001... Ruth Mortimer reports on how Brandhouse brought Tio Pepe sherry into the 21st century Think of log fires, Christmas trees and grannies rocking themselves to sleep in their chairs, and sherry. Then think again. Gonzalez Byass is spending 1m...

Small car, mighty big brand.
May 1, 2001... The Mini, writes Simon Pitman, is the brand that refused to die Everyone has a tale to tell that relates in some way or other to a Mini. "I kissed my first girlfriend in a 1969 Mini-Cooper S Mark III." "My cousin Chris had a Mini...

Making a stand for the Brit brand.
May 1, 2001... Nicola Gould urges companies to think twice before shedding their Britishness when rebranding Consolidation, deregulation and globalisation increasingly drive business, encouraging brands to become international. But how can British...

Royal family to get a makeover.(possible monarcy modernization)(Brief Article)
May 1, 2001... The Queen, whose golden jubilee will be celebrated next year, was reported in The Observer on 1 April to be taking advice on how to modernise the monarchy. Mark Leonard, who originated in 1997 the catchphrase "cool Britannia", and TV...

Bluewater staff smell of roses.
May 1, 2001... Personal hygiene problems are out of order at the out-of-town shopping centre. And that's official Poor internal communication among staff can damage a brand, especially in the case of service organisations like restaurants and shoping...

Research builds better brands.
May 1, 2001... But it must be the right research, as speakers pleaded at the MRS annual conference in Brighton Market research has long been synonymous with successful brand development. As part of the marketing mix, it provides important information on...

Who is the cleanest of them all?(year 2000 cosmetics and toiletries sales, European Union, United States, Japan)(Industry Overview)(Statistical Data Included)
May 1, 2001... The retail market for cosmetics and toiletries in the five largest EU countries, the USA and Japan Demography, in the form of old age, increasingly shaped demand for cosmetics and toiletries in 2000. Manufacturers responded to buyers'...

Brand Strategy's roundup of appointments in the marketing industry.
May 1, 2001... MELISSA BACUZZI has been appointed as head of marketing for IP & IT firm Bristows. DAVID BICKERS has been made head of marketing for IBNnet plc, the UK internet monitoring and surveillance specialists Bickers was formerly managing director...

4-D BRANDING.(technique)(Review)
May 1, 2001... Thomas Gad presents a technique of brand analysis and development Thomas Gad starts 4-D Branding: Cracking the corporate code of the network economy by promising that this is not another "catch-all, abstract concept" for successful brand...

database.
May 1, 2001... NEW BRANDS/BRAND EXTENSIONS ACCANTIA HEALTH & BEAUTY Lil-lets feminine hygiene products Accantia Health & Beauty is extending its Lil-lets brand into a range of `wellbeing' products for women. The launch is in response to a...

Wake up to marketing realities.(marketing strategies rely on consumer inertia)(Brief Article)
May 1, 2001... Alan Mitchell identifies an embarrassingly obvious factor in marketing: inertia "Consumers can rarely be bothered to get best value from what's on offer. So we are going to rely on consumer laziness to make our profits for us." Few...