Brand Strategy articles from September 2003

Brand Strategy archives from September 2003

OTC pharma brands will benefit from well designed packaging.(Leader)
September 1, 2003... The idea that patients might go into their GP's surgery and say, "I need erectile dysfunction medication and I want Viagra, not Cialis or Levitra" sounds almost as implausible as consumers paying 1.50 [pounds sterling] for a bottle of Evian...

Murky responsibility of global brands.(Leader)
September 1, 2003... This issue of Brand Strategy flips globalisation on its head. It's not a pedestrian amble through the No Logo debate but an examination of brands in the developing world. There are some brands in the emerging world that have international...

Britvic's kid's drink Freekee Soda has changed its name to Tango Strange Soda following a legal challenge.(Launches & rebrands)(Brief Article)
September 1, 2003... Britvic's kid's drink Freekee Soda has changed its name to Tango Strange Soda following a legal challenge. A TV campaign is making customers aware of the change. This will be followed by a 5m [pounds sterling] campaign in October targeting mums...

Budweiser Budwar.(Launches & rebrands)(to launch a Bud 'super strong' product following court decision in trademark case)
September 1, 2003... Czech-based company, Budweiser Budwar, is launching a Bud 'super strong' product in October. This follows the Court of Appeal's ruling that the company can use the 'Bud' and 'Budweiser Budbrau' trade marks in the UK, despite protest from...

ITV1 has unveiled a new on-air brand identity to coincide with its autumn programming season.(Launches & rebrands)(Brief Article)
September 1, 2003... ITV1 has unveiled a new on-air brand identity to coincide with its autumn programming season. The new look, by Bruce Dunlop & Associates, develops the ITV1 unified brand designed just under a year ago using the signature colours blue and...

Waitrose is spending 134m [pounds sterling] on a new look for its shops, the biggest single investment in its history.(Launches & rebrands)(Brief Article)
September 1, 2003... Waitrose is spending 134m [pounds sterling] on a new took for its shops, the biggest single investment in its history. More than three quarters of Waitrose stores will be 'refreshed' with new facilities and the introduction of a new corporate...

A range of alcohol-free hot drinks which use the flavours of spirit brands Tia Maria, Malibu and Courvoisier is being launched in the UK under the name, Takeone.(Launches & rebrands)(Brief Article)
September 1, 2003... A range of alcohol-free hot drinks which use the flavours of spirit brands Tia Maria, Malibu and Courvoisier is being launched in the UK under the name, Takeone. The brand has been developed by Fine Foods International and Allied Domecq using...

Toyota is promoting its advanced diesel range with the campaign 'D-4D.(Launches & rebrands)(Brief Article)
September 1, 2003... Toyota is promoting its advanced diesel range with the campaign 'D-4D. Tomorrow's Diesel Today'. The campaign aims to communicate that Toyota is leading the way in diesel technology, with two new Toyota diesel models meeting 2005 European...

Nestle Chilled Dairy is introducing Nestle Sveltesse into the UK, a contemporary brand of chilled dairy products designed to appeal to healthy consumers.(Launches & rebrands)(Brief Article)
September 1, 2003... Nestle Chilled Dairy is introducing Nestle Sveltesse into the UK, a contemporary brand of chilled dairy products designed to appeal to healthy consumers. The 0% fat brand, already available in Europe, will be supported by a six month 10m...

Danone Dairies is investing 7m [pounds sterling] in marketing a new bio yoghurt range, Activia Sensation.(Launches & rebrands)(Brief Article)
September 1, 2003... Danone Dairies is investing 7m [pounds sterling] in marketing a new bio yoghurt range, Activia Sensation. The year-long campaign for the range, a spin-off from the Activia line of bio yoghurts, includes press, TV and sampling. It targets ABC1...

Lucozade Energy is launching a new marketing campaign by Billington Cartmell, with a proposition of brain and body energy rather than the brand's physical performance properties, previously epitomised by action heroine, Lara Croft.(Marketing)(Brief Article)
September 1, 2003... Lucozade Energy is launching a new marketing campaign by Billington Cartmell, with a proposition of brain and body energy rather than the brand's physical performance properties, previously epitomised by action heroine, Lara Croft. The 'brain...

First Direct is launching a new campaign for Offset Mortgage, around the theme 'joining the better off set', developed by communications agency, Story.(Marketing)(Brief Article)
September 1, 2003... First Direct is launching a new campaign for Offset Mortgage, around the theme 'joining the better off set', developed by communications agency, Story. The integrated autumn marketing programme includes TV, outdoor, press, online advertising,...

Diary.
September 1, 2003... Sponsorship Forum 2003 Earl's Court Conference Centre, London 25-26 September 2003 Chaired by Peter Raymond, former group head of sponsorship at Orange; other interesting speakers include sponsorship directors from both Visa and...

EasyJet.(Appointments)(London's 2012 Olympic bid)(Brief Article)
September 1, 2003... EasyJet strategic marketing director David Magliano has followed former Go boss, Barbara Cassani, to the new company responsible for London's 2012 Olympic bid. He will report to the new CEO, who is yet to be named. He will be responsible for...

Lastminute.com.(Appointments)(Vijay Solanki named U.K. head of marketing)(Brief Article)
September 1, 2003... Lastminute.com has appointed former IPC marketer as UK head of marketing. Vijay Solanki will form part of the UK management team, overseeing all of the group's businesses including travelselect.com and travel4less.co.uk.

Bacardi-Martini.(Appointments)(promoted Maurice Doyle to the position of commercial director)(Brief Article)
September 1, 2003... Bacardi-Martini has promoted UK marketer Maurice Doyle to the position of commercial director. He will oversee all sales and marketing for the group.

Angus McIntosh, Masterfoods European media manager, has swapped positions with Julie Steward, European purchasing manager for snack food.(Appointments)(Brief Article)
September 1, 2003... Angus McIntosh, Masterfoods European media manager, has swapped positions with Julie Steward, European purchasing manager for snack food. McIntosh is a former chairman of the Incorporated Society of British Advertisers' TV Action Group. He...

Ford is launching a 'Destination Football' ad campaign promoting Sky Sports' coverage of live football, which it sponsors.(Marketing)
September 1, 2003... Ford is launching a 'Destination Football' ad campaign promoting Sky Sports' coverage of live football, which it sponsors. Coverage includes the English Premiership for 2003-04, sponsored by Ford of Britain, and the UEFA Champions League...

Pizza Hut.(Marketing)(has announced a no-smoking policy across its restaurants in the U.K.)(Brief Article)
September 1, 2003... Pizza Hut has announced a no-smoking policy across its restaurants, making it the first family dine-in restaurant in the UK to take this step. The move is for the benefit of both customers, particularly children, and staff. The move follows the...

Vodafone is launching a trial initiative, VSPAM, to reduce the amount of unsolicited text messages its customers receive.(Marketing)
September 1, 2003... Vodafone is launching a trial initiative, VSPAM, to reduce the amount of unsolicited text messages its customers receive. Customers can forward spam texts free to VSPAM from their keypads so that regulatory action can be taken. In the first six...

Reebok has launched a $50m (32m [pounds sterling]) global television campaign around its performance icon, the Vector.(International)(Brief Article)
September 1, 2003... Reebok has launched a $50m (32m [pounds sterling]) global television campaign around its performance icon, the Vector. 'Wear the Vector. Outperform' features some of Reebok's top athletes, including football star, Ryan Giggs and tennis player,...

British Airways.(International)
September 1, 2003... British Airways (BA) has secured England's fly half, Jonny Wilkinson, as its brand ambassador for the Rugby World Cup 2003. Wilkinson will help to market the brand throughout the tournament, starting in October. Photos of the player in BA Club...

US diet company, Atkins Nutritionals, plans to launch a food range in the UK next year for followers of its controversial diet.(International)(Brief Article)
September 1, 2003... US diet company, Atkins Nutritionals, plans to launch a food range in the UK next year for followers of its controversial diet. The Atkins Food Brands range is a multi-million dollar industry in the US and Canada. Atkins is currently in...

McDonald's.(International)(announces plans for support of the Athens 2004 Olympic Games)(Brief Article)
September 1, 2003... McDonald's has announced its plans for support of the Athens 2004 Olympic Games. Marketing plans include promotion of the Greek Mac sandwich, an on-site Big Mac Building Contest, sponsorship of the Olympic Day Run and internal competitions to...

Communications holding company, WPP, has announced a 20m [pounds sterling] drop in pre-tax profits to 234.1m [pounds sterling] for the first half of 2003.(Financial)(Brief Article)
September 1, 2003... Communications holding company, WPP, has announced a 20m [pounds sterling] drop in pre-tax profits to 234.1m [pounds sterling] for the first half of 2003. UK revenues fell by 1.8%, while North America and Europe grew 2.2% and 2.7% respectively....

The Department of Trade and Industry (DTI) has received the Competition Commission's report on takeover bids for troubled supermarket, Safeway.(Financial)(Brief Article)
September 1, 2003... The Department of Trade and Industry (DTI) has received the Competition Commission's report on takeover bids for troubled supermarket, Safeway. Four rival chains--Asda, Sainsbury's, Tesco and Wm Morrisson--have expressed an interest in buying...

Health and homecare company, Reckitt Benkiser, has announced strong six-month growth, with operating profits up 9% to 280m [pounds sterling].(Financial)(Brief Article)
September 1, 2003... Health and homecare company, Reckitt Benkiser, has announced strong six-month growth, with operating profits up 9% to 280m [pounds sterling]. New initiatives resulted in strong profit growth for Western Europe, including the launch of Vanish...

Nostalgia branding: out with the old and in with the ... old: youth is a foreign country to middle-aged executives, but they may be more in tune than they think.(Trendspotter)
September 1, 2003... Few marketers are shocked by the assertion that middle-aged, baby boomers resort to retro brands to recapture some of their lost youth. Perhaps harder to explain is the news that nostalgia is proving a strong draw for kids too young to have...

If I could get my hands on the Royal & Ancient: PY Gerbeau, CEO of X-Leisure takes a swing at the world's oldest golfing organisation, and he's sticking to the rules.(In an Ideal World)
September 1, 2003... I am passionate about golf and I'm passionate about the story of golf. To me, there is no bigger story than where the game was born: The Royal & Ancient golf club, St Andrews, Scotland. This isn't about St Andrews. The town has done such a...

July 2003: PressWatch top 10 most negative coverage.(Brief Article)(Illustration)
September 1, 2003... July 2003: PressWatch top 10 most negative coverage 1 British Airways 2 BBC 3 Sainsbury's 4 Network Rail 5 Lloyds TSB 6 Cable & Wireless 7 Barclays 8 ITV 9 Prudential 10 Eurotunnel

It's all over when the phat lady sings: was Muzik magazine just another a niche product for a music genre? Morag Cuddeford Jones investigates its demise.(That Was The Brand That Was)
September 1, 2003... Created in 1995, IPC Publishing's Muzik magazine charted the explosion of the dance music scene. So-called 'indie' bands such as Oasis and Blur were being challenged by the non-singing 'superstar DJs'. All you needed to make it big was a...

Cafedirect has lift-off at the Edinburgh Festival.(Brand Stunt Of The Month)(Brief Article)
September 1, 2003... Fairtrade coffee brand, Cafedirect 5065 found an innovative way of communicating its 'uplifting' brand proposition last month. Joining in the wacky spirit of Edinburgh Festival Fringe, the brand took to hosting performances in a lift. ...

BBC.(Brand Mot)
September 1, 2003... Venerable old Auntie Beeb is looking more like a wicked stepmother these days. Associated with the death of a governmental adviser, its reputation for journalistic integrity is under threat. But it's just the tip of the iceberg, as the recent...

Cheap ads fare well in slump: Joanna Doonar assesses why cheap advertising, particularly on the big screen, is growing in popularity.(News Analysis)
September 1, 2003... Low cost advertising is increasing its share over other media in terms of adspend, according to Thompson Intermedia data for Q2, 2003. "The movements between media are more stark this quarter and seem to indicate a preference for low-cost...

It's no pop-ularity contest when it comes to fizzy cola: Coca-Cola and PepsiCo are under attack from activists in India over product quality. Morag Cuddeford Jones investigates the expectations of global brands to treat all consumers equally, regardless of where they live.(News Analysis)
September 1, 2003... If anti-globalisation protesters are to be believed, multinational brands are responsible for the majority of the planet's ills. Accusing megaliths such as Nike, Gap, McDonald's and Coke of depleting the earth's resources, enslaving children...

Brand warriors in China: Fiona Gilmore on how Chinese brands are taking on Western companies as 'made in China' is rewritten to 'brands of China'.(Opinion)
September 1, 2003... Although there are many examples of Western brands surging forwards to stake their claim and wave their flag in the lucrative Chinese market, there is less known about those ambitious Chinese brands who are rolling up their sleeves to take on...

Brands fashioning change: the only route to long-term, sustainable and profitable business is for companies to win the trust of their stakeholders.(Opinion)
September 1, 2003... Imagine you're homeless and you're looking for a shelter for the night. Now imagine there are two sorts of shelter available. One will give you a bed, a wash and a change of clothes. The other will make a small charge. Which do you choose? ...

COI's Alan Bishop--not just a smooth operator: Elen Lewis talks to the chief executive of the Central Office of Information, ALAN BISHOP, whose accomplished and varied work in advertising has given him a profound knowledge in delivering decent customer service.(Profile)(Interview)
September 1, 2003... Alan Bishop says he is relieved to finally find himself in a work environment that is not permeated with politics. Six months ago, Bishop joined the civil service as chief executive of the Central Office of Information (COI) after 25 years in...

Hornby getting back on track: Frank Martin, CEO of Hornby tells Joanna Doonar how the model railway and car racing company acquired some high profile licences and sped into the twenty first century to appeal to today's hobby enthusiasts.(Hornby)(Company Profile)
September 1, 2003... Hornby may well conjure up images of the 1980s Yellow Pages ad featuring the model train enthusiast shut away in his attic. However, the British manufacturer of Hornby model railways (HMR) and slot car racing brand, Scalextric, has come a long...

The future of soap operas: in a cluttered commercial world, brands are creating their own content in the hope of forging deeper relationships with consumers. Elen Lewis investigates the murky world of broadcasters, editorial content and brands.(Brand Content)(advertiser-funded programming)
September 1, 2003... It's either a dream or a nightmare scenario depending on which side of the fence you sit in the No Logo debate. After eating your breakfast listening to your Carling Homecoming CD, you switch on the TV to watch a cookery programme brought to...

Carling's gig is coming home: Elen Lewis discovers how beer brand Carling has tapped into live music to tune in with consumers and create its own content through events and programming without jeopardising the brand's credibility.(Case Study: Brand Content)
September 1, 2003... At the beginning of last year, Carling turned its back on Premiership Football to focus its marketing strategy on music. The beer brand owned by Coors Brewers had supported Premier League Football for eight years, but pulled out when the price...

The curryholic's braumeister: devised to create more space for more popadoms, Cobra beer has made it to the mainstream. But Morag Cuddeford Jones discovers its entrepreneurial inventor won't abandon the curry house roots.(Cobra)(Company Profile)
September 1, 2003... Friday night in a Bombay suburb and five men are looking for a meal to help soak up the night's excesses. One cries: "Let's go for an English!", and they all head to the nearest pie and mash shop. Five rounds of roast beef and Yorkshire pudding...

Cruising with a Blyth spirit: Morag Cuddeford Jones meets world renowned yachtsman and successful networker Sir Chay Blyth, and discovers that inside the record-beating adventurer is an ambitious marketer, trying to get out.(Special Report: Sport)(sports marketing company Challenge Business )
September 1, 2003... With the amount of TV coverage devoted to football and David Beckham's haircut, it's hardly surprising that--if money is no object--it is the sponsorship deal of choice for many marketing directors. Brands flock to footballers in the hope that...

It's not always plain sailing: sports such as sailing are often so reliant on technology that sponsors may find themselves exposed to more than the elements. Morag Cuddeford Jones discovers why sponsors are drawn to this volatile sport.(Special Report: Sport)
September 1, 2003... If sailing conjures up genteel afternoons at the regatta, sipping Pimms and dressed in Sunday best, think again. High level competitive sailing is an arduous business, particularly in ocean racing where the environment is volatile and teams can...

The experience economy: Ralph Ardill shares insights, predictions and tips from 10 years on the front-line of experiential branding on how to forge bonds with consumers and give your brand that all important x-factor.(Brand Papers)
September 1, 2003... Back in March 1995 I submitted an article on brand experience to this publication in which I suggested that: "Traditional marketing will need to be dimensionalised to create 'brand experience' strategies which allow the consumer to meaningfully...

In the eye of the beholder: Bruce Davies offers a practical introduction to ethnography and branding suggesting researchers must not be afraid to go 'off brief' and develop alternative dialogues with consumers.(Brand Papers)
September 1, 2003... Ethnography is a growing element of market research for an increasing number of companies, After more than a century of its existence within anthropology, it is an apposite moment to take stock of ethnography's influence and potential within...

Public sector branding: public sector branding is all about the service, no one is fooled by an updated logo or a new name. Paul Hoskins urges marketers in this sector to avoid spin and value diversity and vitality.(Brand Papers)
September 1, 2003... In a recent episode of the comedy series Monkey Dust, a brand consultancy called Labia renames the fire brigade 'Icarus'--insisting that it combat its image as an 'essentially reactive organisation' by going into the frothy coffee business....

Playground swapsies: when sticker collecting is no longer child's play. Rebecca Harrison discusses the intricate litigation between Panini UK and the FA over trademark and copyright infringement on football stickers.(Brand Papers)
September 1, 2003... Playground initiation into controlling negotiations involves skills best honed early. Once marbles were discarded, the real negotiation started on the football cards. Football cards have been around for a very long time, but with the rise of...

Home and away: Britons like to travel but overseas visitors dwindle.(Trends)(Brief Article)
September 1, 2003... UK residents spent an estimated 26.7bn [pounds sterling] on tourism trips within the UK last year, according to travel and tourism research by Key Note. Excluding day trips, 167.4 million journeys were taken. Domestic tourism took a 49.7% share...

Colours and branding: a red rag to a bull?(Trends: Research)(findings of a study on the importance of color in branding)(Illustration)
September 1, 2003... Choice of colour could make or break a brand, according to 68% of respondents in a study on the importance of colour in branding by digital imaging company, Canon. More than a quarter of men surveyed (26%) believe that the wrong choice of...

Female Londoners have a lot of bottle.(Trends: Research)(drink a lot of bottled water)(Brief Article)
September 1, 2003... The British bottled mineral water market has almost tripled in volume over the past four years, according to research from Mintel. The value of the market has increased from 360m [pounds sterling] in 1998 to 847m [pounds sterling] in 2002, and...

Don't ignore the seniors.(Research)(marketers shouldn't overlook senior consumers)
September 1, 2003... Seniors are one of the most affluent segments of European society but are overlooked by marketers, especially those in the packaged goods industry, according to research by Datamonitor. Targeting Seniors Effectively identifies that those...

Marketing confidence booster.(Research)(findings of the latest Chartered Institute of Marketing Marketing Trends survey)
September 1, 2003... Marketing confidence is returning Britain, according to the latest Chartered Institute of Marketing (CIM) Marketing Trends survey. Since the end of the Iraq conflict, the economy is enjoying a powerful boost, according to more than 100 of the...

Talking shop.(Research)(London's West End is the leading shopping destination in the United Kingdom )
September 1, 2003... London's West End is the UK's leading shopping destination according to Management Horizons Europe (MHE) Shopping Index for the United Kingdom. However, when assessed as a distinct venue, Oxford Street only ranks ninth in terms of retailer...

What's in a number?(Last Word)(fewer people attended Notting Hill Carnival in 2003 than in 2002)(Brief Article)
September 1, 2003... The number of people who attended the first corporately sponsored Notting Hill Carnival in London this year, less than half of those in 2002: [pounds sterling] [euro] $ [yen] 600,000

Global village idiot.(Last Word)(Durex is the best selling brand of condoms in the UK, while in Australia its a popular brand of adhesive tape )(Brief Article)
September 1, 2003... Brand confusion: Durex is the best selling brand of condoms in the UK and a popular brand of adhesive tape in Australia. Watch out for confused Aussies in England and, painfully, vice versa.

Blowing hot and cold in the pharma sector.(Last Word)(cannabis being researched at Imperial College London; Pfizer's Viagra to see competition as Levitra is approved)(Brief Article)
September 1, 2003... Cannabis could soon be used by the NHS to improve post-operative recovery. Currently undergoing a study at Imperial College London, the non-euphoric cannabis extract is expected to provide more effective pain management, while saving time and...

The monthly brand braindrain.(Last Word)(controversy Zippo lighters to shut down its promotional Web site)(Brief Article)
September 1, 2003... Zippo lighters has had a promotional website snuffed out after complaints from pressure groups. Zippotricks.com, established in 1996, listed 555 different ways of amazing your friends with nothing but a lighter and some fuel. But killjoys...

Life support marketing: Philip Kotler's manifesto argues that marketers' success depends on their ability to make their customers successful.(Book Review)
September 1, 2003... Some time ago former Coca-Cola chief marketing officer Sergio Zyman wrote a book called The End of Marketing As We Know It. Like the sort of marketing Zyman recommends in the book, its title was little more than manipulation and hype. The book...