Brand Strategy articles from October 2008

Brand Strategy archives from October 2008

LAUNCHES: NOKIA LAUNCHES LIFESTYLE TV.
October 6, 2008... Nokia has launched a mobile TV service with lifestyle programmes aimed at 'content grazers' to promote its N96 model. Designer Ben de Lisi will present a show on interior design on the Capsule N96 channel. Copyright: Centaur...

LAUNCHES: BA TWINS LONDON WITH NYC.
October 6, 2008... British Airways has launched a social media platform, Metrotwin, to create a community about its dual destination hubs of New York and London. The site asks users to rate and review bars, restaurants and shops with the idea that the cities are...

LAUNCHES: MYSPACE MUSIC STORE.
October 6, 2008... MySpace is launching a download music store with all the major record companies. MySpace Music will be powered by Amazon and aims to rival Apple's iTunes. Copyright: Centaur Communications Ltd. and licensors

LAUNCHES: C4 ROLLS OUT ANIMATION SITE.
October 6, 2008... UK broadcaster Channel 4 has launched 4mations, an online video-sharing animation channel featuring work from international producers in a YouTube-style environment. Copyright: Centaur Communications Ltd. and licensors

MARKETING: Yili.
October 6, 2008... Beijing 2008 sponsor brand Yili and 21 other marques are at the centre of a contaminated milk scandal in China. The industrial chemical melamine, used to make plastics and fertiliser, has been found in products including baby formula. Four...

MARKETING: Warner Brothers.
October 6, 2008... Warner Brothers has lost a court case that claimed a Bollywood film, Hari Puttar, was too similar in title to its Harry Potter branded franchise. A judge in Delhi ruled that consumers could easily differentiate between the two names. ...

MARKETING: Coca-Cola.
October 6, 2008... Coca-Cola is to launch a global TV campaign in a tie-up with new James Bond film Quantum of Solace. The ad is part of an integrated campaign that includes the rebranding of Coke Zero as Zero Zero 7 to reflect Bond's 007 codename. ...

MARKETING: Standard Chartered Bank.
October 6, 2008... Standard Chartered Bank has unveiled the first global ad campaign in its 155-year history. The ads for its wholesale banking business will first appear in Singapore, followed by the rest of Asia, Africa and the Middle East. Copyright:...

MARKETING: Wonderbra.
October 6, 2008... Wonderbra has teamed up with burlesque artiste Dita Von Teese to launch a new underwear range for Europe that combines looks from the 1940s and 1950s, referencing her dancing fame. It is being promoted with a viral film on YouTube. ...

MARKETING: Aviva.
October 6, 2008... Insurance business Aviva is promoting its rebrand from Norwich Union with a new global ad campaign featuring celebrities Bruce Willis, Elle McPherson and Michelle Yeoh. All the personalities featured changed their birth names before finding...

MARKETING: Kraft Foods.(innovation leader summit)(Brief article)
October 6, 2008... Executives including Jean Spence, EVP of global research and development for Kraft Foods, will appear at the Innovation Leader Summit on 3-4 November 2008 in the UK. Brand Strategy readers should quote 'brand strategy' for a 20% discount on...

GOOGLE SMARTPHONE: Dawn of the Android.
October 6, 2008... The long-awaited Google 'Android' smartphone, made by HTC, has been released on the T-Mobile network. The G1 handset, which aims to rival Apple's iPhone, will be rolled out in the US and UK later this year. It will reach non-English speaking...

FINANCIAL: Coca-Cola.
October 6, 2008... Coca-Cola has held on to its position as the world's most valuable brand for the eighth year in a row, according to Interbrand's Best Global Brands 2008 report. Coke is estimated to be worth #33bn. Its recent brand activity has included the...

FINANCIAL: BrainReserve.
October 6, 2008... Forty-two per cent of Americans have given up their favourite brands and 50% bought more private-label goods between December 2007 and May 2008, according to the Culture of Recession Survey by BrainReserve. Eighty-four per cent of consumers...

FINANCIAL: Brand Finance.
October 6, 2008... The global financial crisis has seen $50bn (#27.4bn) wiped off the value of the world's top 100 brands in early September. Eighty per cent of this was in the financial sector. In the eight months to August, the top 100 brands lost $67bn...

FINANCIAL: PricewaterhouseCoopers.
October 6, 2008... Online advertising has become an E11bn (#8.7bn) industry in Europe, up 40% year-on-year, according to PricewaterhouseCoopers. The sector is weathering the economic downturn and now comprises 20% of the total UK ad market, 17% in Sweden, 15% in...

FINANCIAL: Lehman Brothers.
October 6, 2008... Investment bank Lehman Brothers has collapsed with assets sold to Japanese bank Nomura. Lloyds TSB has taken over the UK's biggest mortgage lender, HBOS in a #12bn deal. The US government has announced a controversial $700m (#377m) rescue fund...

OPINION: One size no longer fits all.(Will Harris of Nokia UK on marketing campaigns)
October 6, 2008... Will Harris Marketing director Nokia UK Will Harris explains why the days of '360deg marketing' campaigns are over With the emergence of so many different media channels, it's easy for messages to become lost among the marketing...

OPINION: A lot of help from our friends.(Blake Chandlee commercial director Facebook Europe)
October 6, 2008... Blake Chandlee Commercial director Facebook Europe Blake Chandlee explains how consumers are helping create a 'web within a web' There has been a big change in the role of the internet. It was once an environment where people sought...

OPINION: Banking on relationships.
October 6, 2008... Perry Littleboy Head of marketing and business development, Coutts All your customers should feel they're getting personal service, says Perry Littleboy Brands need to stay relevant to all their consumers. It's important not to...

OPINION: The future will be all about figures.
October 6, 2008... Vincent Potier Managing director Vonage UK The digital revolution is going to change marketing beyond all recognitionLife used to be so simple. Consumers wanted certain products or services in well-defined categories. They knew where to...

BRAND THERAPY: Qantas.
October 6, 2008... Australian airline Qantas' reputation for safety has taken a knock in recent months. Melinda Varley reports Qantas, the world's second-oldest continuously operating airline (behind KLM) and Australia's largest, is suffering from some...

APPLICATION CULTURE: Plug and play.
October 6, 2008... Demand is so great for applications to enhance everything from mobiles to social networks that companies are rethinking their business strategies. Ruth Mortimer reports When Apple Inc launched its online store selling 'applications' for...

PROFILE: Orla Kiely.(Occupation overview)
October 6, 2008... On a hot summer afternoon in London's largely residential Clapham district, Orla Kiely, founder of the eponymous fashion accessories brand, is being followed around by her labradoodle, Olive. Kiely laughs and admits that, appropriately for...

QUESTIONS & ANSWERS: Orla Kelly.
October 6, 2008... MH How did the label begin - and when did you start thinking of yourself as a brand? OK It is strange when your name turns into a brand. I focus on the design, rather than the strategy, so I find it funny that now, ten years since it all...

CHINA: Chasing the dragon.(Company overview)
October 6, 2008... Brands must evolve fast to meet the demands of China's affluent youth. It's not just a tough market for the West to crack - Chinese brands are developing world-beating strategies, says Melinda Varley China isn't just the hub of cheap...

CASE STUDY - STELLA ARTOIS: Catch a falling star.(Case study)
October 6, 2008... Stella Artois' cultured, aspirational branding has been undermined by heavy discounting and binge-drinking concerns. How can it re-establish itself as a premium product across international markets? Maeve Hosea investigates In a house...

CASE STUDY - BEATRIX ONG: A clean pair of heels.
October 6, 2008... Beatrix Ong has a fine pedigree in the world of luxury goods, but she is building her brand gradually, eschewing big advertising budgets and mass production. Melinda Varley reports It's really hard to walk in a single woman's shoes -...

BACK-TO-FRONT BRANDING: Do the wrong thing.
October 6, 2008... Saying the wrong thing can sometimes be just the right thing to do - just look at how organisations such as BP, Oxfam and HSBC have used it to their advantage I recently saw a brand vision for a major firm that claimed its goal was: "To...

BRAND IMMUNITY: What doesn't kill you.
October 6, 2008... Terry Tyrrell Worldwide chairman The Brand Union Brands can't take a pill to cure ills such as bad press and attacks by competitors. They must build immunity - and that means making sure the whole organisation is healthy The past few...

BOOK REVIEW: Making the connection.(Book review)
October 6, 2008... Spanning Silos David Aaker Harvard Business School Press, $29.95 (#16.50) The marketing communications industry often divides itself into 'silos' or disparate units and functions within businesses. These are common, whether they...

MILLENNIALS: The millennial effect.
October 6, 2008... Young people are rewriting the rules on what it is to be a consumer, says Yannis Kavounis Millennials, Gen Y, Echo Boomers, Slashers - pick your term. Marketers are good at making anything sound very exciting and confusing. But one...

TELECOMMUNICATIONS: Brand values on the line.
October 6, 2008... In the first of our exclusive analyses, Brand Finance's David Haigh explores telecoms Until the 1980s, telephone companies were boring utilities with copper wires in the ground, clunking mechanical exchanges, poor products, lamentable...

BANKING: YouGov Size matters.
October 6, 2008... The economic crisis is likely to give rise to several financial 'superbrands' The effects of the global credit crisis are rapidly beginning to unwind in the financial markets. During 2008, the extent of financial losses by a number of...