Brand Strategy articles from September 2004

Brand Strategy archives from September 2004

Playing the world's stage.(Leader)
September 1, 2004... It was an ancient tradition that from 600 BC Olympic champions were paid 500 drachma for their victory. This was a fortune at the time, considering that one drachma bought a whole sheep. Victors were also likely to enjoy free meals and...

Amazon has acquired Joyo.com, the largest online retailer of books, music and videos in China for $75m (41.9m [pounds sterling]).(Finance)(Brief Article)
September 1, 2004... Amazon has acquired Joyo.com, the largest online retailer of books, music and videos in China for $75m (41.9m [pounds sterling]). Joyo.com will become Amazon's seventh global website, allowing it to reach more than 80 million consumers online...

Audi.(Finance)(Brief Article)
September 1, 2004... Audi's recorded its best sales results ever, although profits for the first six months of the year remained stable at 586m [euro] (395m [pounds sterling]). Worldwide 389,970 cars were sold. Sales in Britain, Audi's biggest export market,...

WPP is examining a 500m [pounds sterling] rights issue to acquire American rival Grey Global, the world's last remaining independent ad agency, valued at about $1bn (0.56bn [pounds sterling]).(Finance)(Brief Article)
September 1, 2004... WPP is examining a 500m [pounds sterling] rights issue to acquire American rival Grey Global, the world's last remaining independent ad agency, valued at about $1bn (0.56bn [pounds sterling]). French advertising group Havas has also expressed...

Independently-owned premiere Scotch whisky brand, Glenmorangie, has been put up for sale.(Finance)(Brief Article)
September 1, 2004... Independently-owned premiere Scotch whisky brand, Glenmorangie, has been put up for sale. Brown-Forman, the US maker of Jack Daniels and drinks company Bacardi-Martini are said to be strong potential buyers. A realistic offer is expected to be...

Google.(Finance)(Brief Article)
September 1, 2004... The value of Google was reduced on flotation to $24.4bn (13.6bn [pounds sterling]) down from an estimated $33bn (18.4bn [pounds sterling]). However, on the first day of trading, shares went up to $100 (56 [pounds sterling]), higher than...

Estee Lauder is introducing a fourth men's fragrance which will launch under its Beyond Paradise brand.(Launches)(Brief Article)
September 1, 2004... Estee Lauder is introducing a fourth men's fragrance which will launch under its Beyond Paradise brand. Cologne and aftershave launch this month in the UK and US; a global rollout will take place over the next 12 months. Beyond Paradise for men...

India's leading brewer, the UB Group, producer of Kingfisher lager, is launching Kingfisher Airlines, a value carrier, in January 2005.(Launches)(Brief Article)
September 1, 2004... India's leading brewer, the UB Group, producer of Kingfisher lager, is launching Kingfisher Airlines, a value carrier, in January 2005. Using the proposition 'Fly the good times', Kingfisher Airlines hopes to boost its beverage business as...

Cabbage Patch Kids, the 1980's doll recorded as the most successful new doll in the history of the toy industry, has relaunched in America, the UK and Australasia.(Launches)(Brief Article)
September 1, 2004... Cabbage Patch Kids, the 1980's doll recorded as the most successful new doll in the history of the toy industry, has relaunched in America, the UK and Australasia. The dolls, manufactured by Play Along Toys (JAKKS Pacific), will be promoted...

Cadbury Schweppes has launched 7UP PLUS in the US, a carbonated berry drink made with fruit juice, calcium, vitamin C and sweetener.(Launches)(Brief Article)
September 1, 2004... Cadbury Schweppes has launched 7UP PLUS in the US, a carbonated berry drink made with fruit juice, calcium, vitamin C and sweetener. Marketing investment until the end of 2005 is $40m-$50m (22m [pounds sterling]-28m [pounds sterling]). Cadbury...

Diary.(Brief Article)(Calendar)
September 1, 2004... IAA Congress 2004: Breakthrough into the future Beijing, China 7-10 September 2004 China's advertisers are part of the country's fastest-growing industry. The Chinese Government and leading companies are seeking new ways to expand their...

Burger King.(Appointments)(Brief Article)
September 1, 2004... Burger King has named Greg Brenneman as successor to CEO Brad Blum. Formerly President and CEO of PwC, and a former COO of Continental Airlines, Brenneman specialised in turning around failing businesses through his own private equity firm,...

Nokia.(Appointments)(Brief Article)
September 1, 2004... Keith Pardy, Coca-Cola's former VP global brands (non-cola), has been appointed as Nokia's new head of brand management. He will be based in London rather than in the company's Finnish headquarters.

Orange group.(Appointments)(Brief Article)
September 1, 2004... Bernard Ghillebaert is the newly appointed executive VP of Orange group, responsible for markets, products and technology. Formerly CEO of Orange-owned Belgian mobile group Mobistar, Ghillebaert is widely credited as the creator of France's...

Weight Watchers.(Appointments)(Brief Article)
September 1, 2004... Weight Watchers has appointed ad agency managing partner, Miriam Jordan Keane to the new position of chief brand officer. She was previously responsible for creating Publicis Focus, a division of the French ad agency dedicated to women's...

Islamic Bank of Britain.(Launches)(Brief Article)
September 1, 2004... Islamic Bank of Britain has launched in the UK regulated by the Financial Services Authority. It is the first British bank operating in accordance with Islamic Sharia principles. The first branch opens in London this month, followed by...

Dubai-based Emirates Airlines has signed a multimillion-pound three-year deal to be the first ever sponsor of English football referees and match officials.(Marketing)(Brief Article)
September 1, 2004... Dubai-based Emirates Airlines has signed a multimillion-pound three-year deal to be the first ever sponsor of English football referees and match officials. The move follows Chelsea Football Club's withdrawal from its four-year sponsorship deal...

Coors Brewers is investing 14m [pounds sterling] in marketing Grolsch lager, to promote a new premium image in the UK.(Marketing)(Brief Article)
September 1, 2004... Coors Brewers is investing 14m [pounds sterling] in marketing Grolsch lager, to promote a new premium image in the UK. Investments include new packaging, sponsorship of music events, an 'Alien' TV ad and a 1m [pounds sterling] press and outdoor...

Coca-Cola has signed a 15m [pounds sterling] deal in its biggest-ever domestic football commitment, a three-year partnership with The Football League.(Marketing)(Brief Article)
September 1, 2004... Coca-Cola has signed a 15m [pounds sterling] deal in its biggest-ever domestic football commitment, a three-year partnership with The Football League. Every football club will have the Coca-Cola logo in its club colours. Advertising has...

Dr Martens.(Marketing)(Brief Article)
September 1, 2004... Dr Martens footwear brand has launched its first global ad campaign as short documentaries on real life 'Dr Martens people'. The campaign will appear in the UK, US, Asia and Europe. In the US the campaign will include TV adverts and a...

Nike commanded 34% of the football-related footwear market in the past 12 months overtaking Adidas which commanded 30.2% according to market research company NPD.(Numbers)(Brief Article)
September 1, 2004... Nike commanded 34% of the football-related footwear market in the past 12 months overtaking Adidas which commanded 30.2% according to market research company NPD. This is the first time Adidas' position as Europe's leading football brand has...

Don't you know who I am? Lesley Salem asks how can brands prepare themselves for the new 'egoconomy'.(Trendspotter)
September 1, 2004... With the saturation of celebrity TV programmes converging with reality TV, there is a rise in personal fame. Consumers, whether actually experiencing their 15 minutes of fame or not, are looking for ways to broadcast their own uniquely special...

Iconic magazine faces up to reality: Tom Hamilton-Shaw examines the rise and fall of The Face magazine.(That Was The Brand That Was)(Brief Article)
September 1, 2004... The Face should be familiar. Launched in 1980 the style bible blazed the way for lifestyle magazines bringing counter culture, progressive design and the digestion of youth movements from the new romantics, through grunge to garage to its...

Searching for a new pulling technique.(advertising agencies)
September 1, 2004... We all know the familiar litany of pressures: the fragmentation of media offerings and channels giving consumers unheard-of degrees of choice; endemic advertising overload coupled with the rise of ad-screening technologies; the emergence of new...

Brand mot.(Dunkin Donuts)(Krispy Kreme Doughnuts)
September 1, 2004... Krispy Kreme Doughnuts' profits halved in Q2. Its six month net income dropped 171% from last year to a loss of $18.7m (10.4m [pounds sterling]), its first since going public in 2000. It's also suffering from the departure of its COO and an...

Ebay lays its cards on the global brand table: Morag Cuddeford Jones investigates how Ebay has managed to harness an unlimited supply of worldwide people power and leap into the ranks of Interbrand's Top 100 table.(News Analysis)
September 1, 2004... Disgruntled football fans try to sell underperforming players through it. Prime ministers' wives buy second hand toys for their children on it. Every day online auction site Ebay processes millions of transactions between individuals and...

Healthy eating hanging in the balance.(Opinion)(Martin Glenn)
September 1, 2004... Both the government and the snack food industry have confused the public about the obesity debate. Singling out certain industries doesn't help, and there's no validation for a single anti-obesity programme to be run wholly by PepsiCo. ...

Tesco and what customers really want.(Opinion)
September 1, 2004... There is a fundamental difference between what customers want and supplying what you make. Tesco is a great marketing story--a story of reinvention--first around 1980 and again in the early 90s. In 1980, there's a story that a tobacco company...

Larreche and la passion de marketing: Elen Lewis meets Jean-Claude Larreche, one of the most respected academics in the industry, whose career has been propelled upwards by a series of happy accidents.(Jean-Claude Larreche)
September 1, 2004... Jean-Claude Larreche, professor of marketing at international business school, INSEAD is about to tell me another story. He's pulled over to the side of the road on the autoroute between Paris and Fontainebleau and is animatedly explaining why...

Preaching for real customer orientation: Elen Lewis talks to European marketing guru Professor Jean-Claude Larreche about marketing leadership and the importance of focusing on customers.(Q & A)(interview)(Interview)
September 1, 2004... EL: What is holding marketing directors back from becoming more senior within their companies--their own limited skill base, or the way marketing is perceived within organisations? JCL: Nobody other than you is responsible for your own...

A mobile design for life: Morag Cuddeford Jones asks if Siemens Mobile's revamped global brand strategy will be enough to help the brand build consumer relationships in the highly saturated mobile market.(Siemens Mobile)
September 1, 2004... Teenagers are surgically attached to theirs, businessmen have a breakdown if they lose one, and if there's no service in your area, it's more worrying than property prices. In Western Europe, the mobile phone has become the ubiquitous lifestyle...

When East meets West: the entry of eight new states to the European Union should help their local brands on the international stage. But Morag Cuddeford Jones asks if they're making the most of the opportunity.(CEE In The EU)(Central and Eastern Europe)
September 1, 2004... Central and Eastern Europe (CEE) has long been a mystery to the West. Hidden behind the iron curtain for many years--even when these countries emerged in 1989 they remained largely off-limits. Tribal in-fighting in neighbouring countries such...

Pilsner: no small beer: Morag Cuddeford Jones discovers why the 'golden' Czech beer is defying cultural stereotypes of the latest entrants to the EU. Can the secret of its success translate to other consumer goods?(Case study: Czech beer)(Pilsner Urquell)
September 1, 2004... Whatever else may be an enigma about the former Eastern bloc, one thing is certain: The Czechs like their beer. So much so in fact that they have the highest consumption per capita compared to anywhere else in the world--half a litre daily for...

Taking the next step: Peter Dickens explains why brands can no longer ignore the issue of disability and how the organisations thinking inclusively are ahead of the same.(Brand Papers)
September 1, 2004... The UK Disability Discrimination Act was introduced almost 10 years ago but this October it takes another big step, signifying that marketers can no longer ignore how their brand addresses this issue. It's no longer about 'ramps and rails';...

Polar purchasing: Mark Rodgers discusses the death of the middle ground--a growing trend on both sides of the Atlantic which sees purchasing as a form of expression.(Brand Papers)
September 1, 2004... Participating in a recent US think tank I was struck by a comment from New York-based DJ, Ann Zagaroli, "I go where the mood takes me. I'm happy to put on a cocktail dress and heels and pay $15 (8 [pounds sterling]) for a peach martini in a...

Ebay's tiff over fakes: Paul Randle explains how companies can prevent their markets being swamped with fake products which inevitably damage their original brand.(Brand Papers)
September 1, 2004... E-commerce has created significant opportunities for brand owners to offer and sell their products to a vast number of potential customers throughout the world. But with this opportunity comes a potential loss of control of the brand. The...

Less would be more: David Taylor, managing partner of the brandgym, wishes that more of David Aaker's Brand Portfolio Strategy was as good as the last chapter at making the case for focus and clarity in branding.(Books)(Brand Portfolio Strategy)(Book Review)
September 1, 2004... Brand Portfolio Strategy by David A Aaker, published by Simon & Schuster, price 20.00 [pounds sterling] I read Brand Portfolio Strategy: Creating relevance, differentiation, energy, leverage and clarity expecting and hoping it would...

Coffee breaks: Sahar Hashemi, co-founder of Coffee Republic and business author admits to being biased about coffee but likes the idea about telling stories about brands.(Books)(My Sister's a Barista)(Book Review)
September 1, 2004... My Sister's a Barista by John Simmons, published by Cyan Books, price 7.99 [pounds sterling] My first reaction was 'why me?'. Why Edid the editor choose me to review a book about Starbucks? For those who don't know, I started Coffee...

... Martin Cole, planner, Grey London.(From The Bookshelf Of ...)(Brief Article)
September 1, 2004... ... Martin Cole, planner, Grey London The Porodox of Choice, by Barry Schwartz Economic theory, and much political dogma, suggests that freedom of choice is a good thing. However at the same time, we ati know the burden of...

Playtime in China.(Research)
September 1, 2004... The International Monetary Fund Association now ranks China as the world's second-largest economic market. According to China's National Bureau of Statistics, China's GDP grew 9 % in 2003 to reach $1.414trn (771bn [pounds sterling]). The...

The US licensing market.(Research)
September 1, 2004... Despite facing many economic challenges last year, royalty revenues and retail sales of licensed merchandise remained relatively fiat in the US. The LIMA Licensing Industry Statistical Survey showed that the US licensing industry in 2003...

Captive audience TV networks: the changing retail experience.(Research)
September 1, 2004... Consumers are no longer interested in simply buying commodities, but in broader, more engaging retail experiences. To generate loyalty and increase sales, retailers have to provide stimulating environments or shoppers will vote with their feet....

Video saves the TV star.(Research)(Television advertising)
September 1, 2004... Advertising growth is predicated by growth in the economy. The short-term outlook is for stable and sustainable growth levels globally and in each region of the world. Led by the US, all regions are expected to see their economies grow by...

Big spenders: information technology.(Brands Stats)(Brief Article)(Illustration)
September 1, 2004... UK top advertisers, July 2004 New position: (previous month) Brand Speed 1 (6) PC World 4,350,204 [pounds sterling] 2 (2) DFS Furniture 4,248,111 [pounds sterling]...

FMCG bestsellers: crisps and savoury snacks.(Brands Stats)(Brief Article)(Illustration)
September 1, 2004... Crisps and savoury snacks, UK, year ending 18 June 2004 Rank Brand Company 1 Walkers Regular Crisps Walkers Snack Foods 2 Pringles Procter & Gamble 3 Hula Hoops ...

Market focus: pet food.(Brand Stats)
September 1, 2004... While dogs in three out of four Western European countries consume Pedigree dog food, cats in each of the territories--Germany, Spain, France and Britain, consume Whiskas. Cat food brands Felix and Friskies also cross borders; both brands...

Getting a good deal.(Foreword)
September 1, 2004... Euro 2004 and the Olympics have placed sponsorship in the spotlight this summer. With sponsorship predicted to rise by 8.1% in 2004, the medium's become a contender for a larger share of the marketing budget. A pressing concern for brands...

Sponsorship is more than just a logo: a senior panel of sponsorship experts talk to Brand Strategy about the benefits of sponsorship versus other marketing disciplines and the challenges facing the industry.(Forum)(Panel Discussion)
September 1, 2004... Joanna Doonar: Why do you sponsor events? Steve Cumming: The sponsorship platform allows brands to deliver different messages to different groups while still coming back to the focus that you're trying to deliver against a particular...

Canon's photo opportunity: following UEFA EURO 2004, Toby France discusses how Canon's sponsorship activities are supporting the brand and evaluates whether sponsorship delivers the expected big bang.(Sponsorship Case Study)(Union of European Football Associations )
September 1, 2004... Sponsorship is recognised by business as an effective tool which engages with cynical consumers who are less receptive to above-the-line marketing. Organisations are spending more on sports, music and entertainment sponsorship, aiming to...

Harmonious sponsorship: Joanna Doonar examines why more brands are turning to music events in order to reach consumers and discovers that logo presence is not enough to deliver a unique experience.(Music Sponsorship)
September 1, 2004... Cars, swimwear and chocolate may not have much in common but brands from these industries all used summer music events to reach customers. Mini and Speedo sponsored MTV's Isle of MTV European tour and organic chocolate, Green & Black's, was the...

Saving face of sponsorship: celebrity endorsement can be a rocky road to success. Ben Pincus examines the risks and benefits for brands who choose to sponsor an individual--correlation is key.(Personality Sponsorship)
September 1, 2004... To most marketers, personality-based sponsorship is a neverland in which eight-figure sums are wrapped around ill-conceived global icons who often appear in the tabloids for the wrong reasons. There seems little science to investing large sums...

The sum of a half measure: Nigel Currie discusses the lack of a standard methodology for sponsorship measurement and considers the elements that brands need to evaluate during a sponsorship programme.(Sponsorship Measurement)
September 1, 2004... The most frequent criticism levelled at the sponsorship industry has been "How do you measure sponsorship and the returns it delivers for companies and brands against the investment they've made?" This is a reasonable question and one for which...

Global forecast for 2004: IEG predicts sponsorship will increase across the globe with substantial growth in North America, China and Australia; pushing the global industry's value to $28bn.(Sponsorship Forecast)
September 1, 2004... With America's sponsorship market setting the pace for the industry worldwide, research predicts a growing and buoyant market. Worldwide sponsorship will be worth $28bn (15.3bn [pounds sterling]) in 2004, rising 8.1% from $25.9bn (14.2bn...

Olympic fees for mega events: comparing EURO 2004 and Athens 2004, William Fenton analyses the growth in sponsorship of the major events and its impact on the fees the events are commanding.(Large Event Sponsorship)
September 1, 2004... 2004 was a big summer for sports fans with the Euro 2004 soccer championships followed by the Athens Olympics. Apart from the FIFA soccer World Cup, to be held in Germany in 2006, these are two of the biggest events in sport sponsorship. Zenith...

Sponsorship data.(Illustration)
September 1, 2004... Number of deals by value 2003 ($000s) $10,000+ 119 $5,000-$9,999 80 $2,500-$4,999 88 $1,000-$2,999+ 199 $500-$999 196 $150-$499 ...