Brand Strategy articles from May 2002

Brand Strategy archives from May 2002

Green is as green does. (Leader).
May 1, 2002... Mike Johnston asserts that BP's record profit performance has been brought about by a commitment to greener energy. (BS April 2002) Yet, seventy-five percent of their profits are made in the traditional way, through oil exploration and...

Brand transparency. (Leader).
May 1, 2002... Congratulations on the first issue of the new Brand Strategy in which I was delighted to see one of the most comprehensive recent examinations of employee communications (Stomach Churning Strategies, April 2002). Post Sept 11th, we all now...

Realising reputation and responsibility. (Leader).
May 1, 2002... Companies and brands don't just operate in a universe composed solely of shareholders. They exist within larger political and social entities and are subject to pressures from other members of those networks, whether they be citizens concerned...

The AA is being repositioned to publicise its range of other products, aside from breakdown services, such as insurance and package holidays. (Marketing).(Brief Article)
May 1, 2002... The AA is being repositioned to publicise its range of other products, aside from breakdown services, such as insurance and package holidays. The 22m [pounds sterling] marketing campaign by M&C Saatchi features a new slogan `Just AAsk'. The...

Carlsberg. (Marketing).(Brief Article)
May 1, 2002... Carlsberg has confirmed that it is to be one of the English FA's key sponsors following the signing of a four-year, multi-million pound agreement which includes the 2006 World Cup. The deal gives Carlsberg access to the `Englandfans' member...

Global consulting firm Deloitte Consulting has appointed Interbrand to develop a separate corporate identity as it demerges from Deloitte Touche Tohmatsu later this year. (Marketing).(Brief Article)
May 1, 2002... Global consulting firm Deloitte Consulting has appointed Interbrand to develop a separate corporate identity as it demerges from Deloitte Touche Tohmatsu later this year. Deloitte Consulting is yet to appoint an advertising agency to...

Premium ice-cream brand, Haagen-Dazs, is to target 500 teenagers in the Reading area. (Marketing).(using location-based SMS marketing)(Brief Article)
May 1, 2002... Premium ice-cream brand, Haagen-Dazs, is to target 500 teenagers in the Reading area. Using location-based SMS marketing through Diageo-backed wireless marketing agency Nightfly, the campaign aims to draw teens to the Reading branch of...

The Red Cross is to launch an interactive TV ad campaign to encourage satellite viewers to make donations through their televisions. (Marketing).(Brief Article)
May 1, 2002... The Red Cross is to launch an interactive TV ad campaign to encourage satellite viewers to make donations through their televisions. Running throughout May to coincide with Red Cross week, the advertising makes use of the `red button'...

Advertising Standards Authority. (Marketing).(Annual report on complaints resolved)(Brief Article)(Statistical Data Included)
May 1, 2002... Complaints about direct mail increased by 51%, making it the biggest source of complaints resolved in 2001, according to the Advertising Standards Authority's (ASA) annual report. Twenty five percent of all complaints to the ASA concerned this...

Action for Smoking and Health . (Marketing).(Brief Article)
May 1, 2002... Pressure group Action for Smoking and Health (ASH) is pressing for restrictions on the promotion of tobacco brands through indirect advertising. Referring to clothing spin offs such as Marlboro clothing, ASH is lobbying to close loopholes in...

The World Professional Billiards and Snooker Association. (Marketing).(Professional snooker's governing body is to restructure to meet the commercial demands raised by a possible total ban on tobacco advertising)(Brief Article)
May 1, 2002... Professional snooker's governing body is to restructure to meet the commercial demands raised by a possible total ban on tobacco advertising. The World Professional Billiards and Snooker Association (WPBSA) will split into World Snooker Ltd...

Fifa has forced Irish brewer Comans to withdraw any stock which features World Cup ticket promotions, claiming unauthorised use of its logo. (Marketing).(Brief Article)
May 1, 2002... Fifa has forced Irish brewer Comans to withdraw any stock which features World Cup ticket promotions, claiming unauthorised use of its logo. The company had used the official Fifa logo to promote a ticket competition on pack. Fifa has already...

Diary. (News Round-Up).(Brief Article)
May 1, 2002... The Marketing Society Annual Lecture Millenium Hotel, London 22 May Lecture by Allan Leighton, chairman of Consignia. www.marketingsociety.org.uk Marketing Forum Europe Costa Europa, Amsterdam 28-31 May Debate on pan-European...

Volkswagen Asia Pacific. (Appointments).(Brief Article)
May 1, 2002... Chris Hawken has been appointed as head of marketing for Volkswagen Asia Pacific. Formerly head of marketing for Skoda UK, he will be based in Singapore and responsible for the Asia Pacific region, which includes Australia and New Zealand....

Toyota (GB) plc. (Appointments).(Brief Article)
May 1, 2002... Toyota (GB) plc has created a new role of brand development manager and promoted dealer development manager Robin Giles to the position. The move is aimed at protecting the brand following the imminent introduction of the block exemption law.

Universal McCann. (Appointments).(Brief Article)
May 1, 2002... Ira Carlin, ceo of media agency, Universal McCann, is to become chairman of Magna Global. He will be replaced by former president of Universal McCann worldwide, Robin Kent.

AOL UK. (Appointments).
May 1, 2002... Former managing director of Express Newspapers, Andy Jonesco, joins AOL UK as vice president of interactive marketing.

Enterprise IG. (Appointments).
May 1, 2002... Branding consultancy, Enterprise IG has appointed Robin Kadrinka as business development director for consumer branding. She was formerly business development director of Fitch Europe.

Adidas. (Marketing).
May 1, 2002... Large sums paid to secure partner status in the World Cup could be damaging profits long term. Adidas, which has paid 24m [pounds sterling] to secure promotion of the tournament and sponsorship of 10 participating teams, has seen its profits...

Schwartzkopf & Henkel is launching a field marketing campaign to promote its Theramed 2in1 and Theramed Perfect toothpaste. (Marketing).(Brief Article)
May 1, 2002... Schwartzkopf & Henkel is launching a field marketing campaign to promote its Theramed 2in1 and Theramed Perfect toothpaste. The campaign, developed by field marketers MHP, will run in city centres around the UK. Two teams of brand ambassadors...

Imperial Leather is to support a new TV execution for its Foamburst Scent-sations with a sampling campaign through gyms including Fitness First, Invicta and LA Fitness. (Marketing).(Brief Article)
May 1, 2002... Imperial Leather is to support a new TV execution for its Foamburst Scent-sations with a sampling campaign through gyms including Fitness First, Invicta and LA Fitness. The TV ad, created by BDH TBWA, runs throughout May with the sampling...

Marstons Pedigree bitter is premiering a new style of TV ad in the form of `blipverts'--two and three-second ads interwoven between others of conventional length. (Marketing).(Brief Article)
May 1, 2002... Marstons Pedigree bitter is premiering a new style of TV ad in the form of `blipverts'--two and three-second ads interwoven between others of conventional length. Developed by Walsh Trott Chick Smith and bought by Manning Gottlieb OMD, the aim...

Allied Domecq will launch Tia Lusso, an extension of the Tia Maria brand, across Duty Free and UK markets this month before rolling out across Europe. (Launches).(Brief Article)(Product Announcement)
May 1, 2002... Allied Domecq will launch Tia Lusso, an extension of the Tia Maria brand, across Duty Free and UK markets this month before rolling out across Europe. The cream based liqueur is aimed at 23-28 year old females and the 50m [euro] (31.3m [pounds...

Interbrew is launching its first proprietary premium packaged spirit (PPS) based on Irish spirit brand Boru Vodka. (Launches).(Brief Article)
May 1, 2002... Interbrew is launching its first proprietary premium packaged spirit (PPS) based on Irish spirit brand Boru Vodka. Boru Black will be available in lemon and orange flavours and is expected to compete alongside Diageo and Bacardi-Martini's PPS...

Heinz is to enter the branded desserts area with a range of frozen cheesecakes called Deeply Delicious. (Launches).(Brief Article)
May 1, 2002... Heinz is to enter the branded desserts area with a range of frozen cheesecakes called Deeply Delicious. It is investing 10m [pounds sterling] in the launch, with 7m [pounds sterling] dedicated to marketing support such as a 50p trial pack price...

Audio equipment manufacturer Alba has signed a licence agreement with clubbing brand Ministry of Sound to develop club-related lifestyle products such as branded Hi-Fi's. (Launches).(Brief Article)
May 1, 2002... Audio equipment manufacturer Alba has signed a licence agreement with clubbing brand Ministry of Sound to develop club-related lifestyle products such as branded Hi-Fi's. The agreement was drawn up in partnership with The Licensing Company to...

Philip Morris shareholders gave their approval to the name change: Altria Group, Inc. (International).(Brief Article)
May 1, 2002... Philip Morris shareholders gave their approval to the name change: Altria Group, Inc. The move is designed to distinguish the parent company from its tobacco, food and drink brands which include Miller Brewing, Kraft foods and Nabisco. The...

Allied Domecq is relaunching the Ballantyne's brand this month with an 80m [pounds sterling] ad campaign targeting young men in 56 countries worldwide. (International).(Brief Article)
May 1, 2002... Allied Domecq is relaunching the Ballantyne's brand this month with an 80m [pounds sterling] ad campaign targeting young men in 56 countries worldwide. The `Go Play' creative execution features characters by Spanish designer Peret and will be...

Retro-reinvention--plundering the past for the present: Sylvia Lowe says retro marketing is a cost-effective way of drawing on consumers' affection for the past. (Trendspotter).(Brief Article)
May 1, 2002... In a world of accelerated social and technological change, consumers of all ages are seeking comfort in the familiarity of the past. Savvy marketers faced with spiralling media costs and the perils of establishing new brands are choosing to...

If I could get my hands on No. 10 Downing Street: Air Miles' marketing director Charles D'Oyly sees No.10 as an opportunity to showcase the best of British. (In An Ideal World).(Brief Article)
May 1, 2002... I'm not sure that No.10 has been thought of as a brand before so this is fairly experimental. I believe that the image of the big, black door may be quite a good proxy to the Union Jack, which has become a bit hackneyed and lacking in purpose....

Too much quirky madness for the mass-market: Ruth Mortimer takes a bite out of Nestle Maverick chocolate and asks why the confectionery brand has left the shelves. (That Was The Brand That Was).(Brief Article)
May 1, 2002... The Nestle Maverick chocolate bar was so wacky that it lasted only three years. The quirky confectionery brand was launched in 1997 with a marketing budget of 6m [pounds sterling]. But three years later Maverick's spirit was quashed and Nestle...

A soft, quilted landing for hopeful skydivers. (Brand Stunt Of The Month).(By Velvet Toilet Tissue)(Brief Article)
May 1, 2002... This month Velvet Toilet Tissue aims to prove claims that it can provide `Moments of Luxury' when it provides a cushion for a record-breaking skydive attempt. For Double and Quilted Velvet, owned by SCA Hygiene products (UK) Ltd, this is just...

Brand mot.
May 1, 2002... Gap has been derided by critics as a dull clothing range with unimpressive marketing. Comparable sales by Gap International were down 16% on March 2002, on top of a dip of 2% in 2001. The retailer has launched a much-hyped, celebrity-laden...

Branding the bottom line: Ruth Mortimer compares surveys from Interbrand and the FT on strong brands versus successful companies. (News Analysis).(Brief Article)
May 1, 2002... Brands are often described as `intangible' assets but to what extent do they add value to the bottom line? The FT Global 500 Survey--published this month--lists the top global companies, based on their market capitalisation. The study does not...

Wargames continue for control of the console: Morag Cuddeford Jones assesses whether Nintendo's GameCube can stay in the software race. (News Analysis).(Brief Article)(Product Announcement)(Statistical Data Included)
May 1, 2002... Once again the throngs thronged for the launch of the latest boys' toy as Nintendo's GameCube hit Europe at midnight on 3 May. Two days after the launch, GameCube had notched up sales of 75,000 units in the UK with 50,000 advance orders. Shops...

Selling dreams; Dianne Thompson reveals the challenges she faced marketing `one of the most disappointing products on the market'. (Opinion).(Brief Article)
May 1, 2002... At Camelot we have been guilty of taking our eye off an important ball--excuse the lottery pun--and that's marketing. The irony is that The National Lottery should be all about marketing. It's important that the machines can process the...

Branding the nation: Martin Sorrell offers advice on how to exploit a brand's nationality and roots through marketing. (Opinion).(Brief Article)
May 1, 2002... The issue of brand nationality has never been more relevant than it is today--with increasing choice and Americanisation, consumers are seeking brands with history and authenticity. Branding nations and the use of nationality in branding...

Gestation period over as Egg hatches plans; Nick Cross, the chief marketing officer at Egg is tasked with overhauling the online bank into a broader and international proposition. He tells Elen Lewis why he's up to the challenge. (Profile).(Brief Article)
May 1, 2002... Retailer, banker, researcher, ad man--whatever you do don't try to pigeonhole Egg's chief marketing officer Nick Cross. He won't like it. In fact, he's likely to move onto the next challenge if you try to classify him. "I don't come from a...

Breathing life into telecoms: Elen Lewis takes an in-depth look at BT Cellnet's relaunch as O2, and talks to the company's vice president of marketing Will Harris about its repositioning as a lifestyle brand with a `can do' attitude. (O2).(Statistical Data Included)
May 1, 2002... It was the opportunity of the century. If only O2, the new consumer-facing brand for BT Cellnet and Genie, could have pushed its launch date forwards a couple of months to 2nd February 2002. Or rather: 02-02-02--a timely opportunity to burn the...

Cheque out the charity case: corporate social responsibility has been around for years in various guises. But are companies seeing its effect on their brands' bottom line and exactly who is reaping the benefits? (CSR).(Statistical Data Included)
May 1, 2002... Everyone loves a good cause. But corporate social responsibility (CSR) has moved on from the days of presenting a giant cheque for the local church roof. At least 75% of FTSE100 companies now pursue some kind of responsible policy. So is this a...

M&S brand philanthropy. (CSR: Case Study).(Brief Article)
May 1, 2002... Marks & Spencer has had a reputation for corporate responsibility longer than most businesses have been in existence. The high street retailer--set up at the end of the 19th century--ran staff welfare schemes as early as 1933. The founder's son...

Bridge over troubled waters: Ruth Mortimer investigates the launch of children's bottled water and asks whether spin will be enough to sell kids good health. Can bottled water be `cool' in the playground or is the lure of fizzy pop too strong? (Bottled Water For Kids).(Brief Article)
May 1, 2002... Six years ago, bottled water looked sunk. It was disregarded as another cynical scheme to get consumers to buy a product that they didn't need. But smart marketing focusing on health and convenience won through. Customers converted with gusto...

Over-stretching the brand: although cross selling and brand extension are perceived as a path to growth, companies must beware of undermining their brand values and alienating customers. (Special Report).(Brief Article)
May 1, 2002... Cross selling is a hot topic. Market saturation in a number of sectors, especially retail finance and mobile telecoms, means that growth is only possible through capitalising on brand extensions or third-party alliances. Cross selling is all...

Somebody's watching you; Morag Cuddeford Jones sifts through the various methods of extracting useful customer information from consumer data and examines if it can really affect the bottom line and engender loyalty. (Special Report).(Brief Article)
May 1, 2002... Received wisdom says that companies need to learn as much as possible about their customers. As a result, organisations frantically track habits, brand preferences, times of shopping trips, locations, demographics, inside leg...

The century of the self: Melanie Howard argues that marketers need to embrace criticisms about the role of marketing in shaping society in order to move onto the next intellectual and theoretical platform. (Brand Papers).(Brief Article)
May 1, 2002... How can marketers answer the criticism, so powerfully argued in the recent BBC documentary series, The Century of the Self, that marketing professionals shamelessly exploited the insights and techniques of Sigmund Freud during the course of the...

Learning equals loyalty: John Grant, co-founder of St Luke's ad agency says marketing should direct its efforts at building shared learning for its consumers rather than building false images. (Brand Papers).(Brief Article)
May 1, 2002... Typical knowledge media include instructive books, factual TV programmes, online or CD-rom courses, seminars, user-groups and venue-based learning experiences. These should not be confused with traditional sales materials, like glossy...

Brand policies explained: John Noble presents a round-up of the main brand policy issues in the UK and Europe. The aim is to inform, demystify and help companies engage and influence policies that directly affect their brands. (Brand Papers).(Brief Article)
May 1, 2002... Consumer information and protection, environmental sustainability, marketing to children, global trade, intellectual property rights and corporate social responsibility are all on the political agenda. One of the highest profile brand...

De-romancing the brand: Professor Andrew Ehrenberg suggests that marketers should face up to reality and rewrite their goals into something more attainable in order to stop giving the profession a bad name. (Brand Papers).(Brief Article)
May 1, 2002... Many goals set in marketing are unrealistic. They are therefore doomed to failure from the start. Such romantic marketing dreams include sustained growth, brand differentiation, persuasive advertising, profit maximisation, and knowledge...

Posh nosh: Jon Goldstone, marketing manager for Doritos and `evening snacking' at Walkers, discusses the company's foray into premium branding for the mass market via the launch of Walker's Sensations. (Brand Papers).(Brief Article)
May 1, 2002... The adult, or premium snack market, is Valued at 237m [pounds sterling] and includes crisps, dips, pretzels and tortilla chips. It has been one of the most buoyant sectors in the snacks market, experiencing growth of over 26% since 1988...

The war of the roses; Cristina Garrigues from Bird & Bird law firm warns of the serious implications of a recent court case that could prevent sports clubs from having exclusive rights to logos and badges. (Brand Papers).(Brief Article)
May 1, 2002... The future of sports teams and organisations who license the use of their emblems and logos for lucrative contracts may have been seriously affected following a recent English High Court decision. The case involved the Rugby Football Union...

Consumers crave better quality. (Trends).(Brief Article)
May 1, 2002... * A third of consumers feel that they have been deceived or cheated by a company, says research from ad agency Publicis. The quantitative research shows that people are generally mistrustful of business and dissatisfied with their daily lives,...

Targeting the pink pound. (Trends).(Brief Article)
May 1, 2002... * Seventy per cent of gay consumers think that they aren't acknowledged enough by mainstream businesses, according to a survey from ID Research. The report suggests that businesses are missing out on the pink pound by failing to target this...

British and proud of it. (Trends).(Brief Article)
May 1, 2002... * Nationality is a vital part of British brands' identities, says a new report from not-for-profit body Walpole. The survey looked at how different sectors of British business are perceived overseas. Air travel, alcohol, cosmetic and...

TNS & C4: brands and minds. (Research).(Brief Article)
May 1, 2002... * It's the impossible dream for brands; the ability to look into the brains and hearts of consumers and work out which ones have the mindset to buy your products. New Semiometrie data from market research group Taylor Nelson Sofres (TNS) for...

Student lifestyles and their consumers habits. (Research).(Brief Article)
May 1, 2002... * There is no doubt that students are becoming an increasingly important set of consumers. The government's goal is for 50% of all 18-30-year-olds to have received higher education by 2010. But there is still a strong middle-class bias among...

World Cup support. (Last Word).(Triumph International Japan has launched a limited edition `Hat-Trick' World Cup range of bras and panties)(Brief Article)
May 1, 2002... If the England team doesn't triumph at next month's World Cup, then at least the footballers' wives will. Lingerie manufacturer Triumph International Japan has launched a limited edition `Hat-Trick' World Cup range of bras and knickers,...

I feel so misunderstood ... (Last Word).(Brief Article)
May 1, 2002... Content management specialist SDL International has identified a potential stumbling block for office workers trying to catch a sly peek at the World Cup action on office computers. It seems some favourite footie phrases might get a bit lost in...

Poodles in noodles. (Last Word).(Brief Article)
May 1, 2002... The Korean language is not the only thing that might suffer in translation. South Korean restaurants are keen to expand global appreciation of local delicacies by offering promotional samples--made entirely from dog. Soups, sandwiches and...

Sick joke. (Last Word).(Brief Article)
May 1, 2002... As companies flock to take advantage of the promotional opportunities thrown up by the World Cup, Umbro's effort may have backfired. The sportswear manufacturer posted an imitation doctor's sick note on its website for employees looking for a...

Scots' World Cup bid shock. (Last Word).(Brief Article)
May 1, 2002... Not making it into the World Cup hasn't prevented Scottish brewer Tennents' releasing a World Cup themed advertising campaign all the same. Billboard slogans include `Och aye Kanu' and `C'mon the Tartan Argie' referring to Arsenal's Kanu and...

The black art of branding; how do successful brands maintain superstar status? And when does constant innovation have a damaging effect?(Brief Article)
May 1, 2002... At some point in our careers it's hard to avoid the presentation where someone runs through a list of leading brands and their dates of origin to prove two points. First, that while products tend to have definite lifecycles, brands are...