Brand Strategy articles from September 2007

Brand Strategy archives from September 2007

LEADER: Under the influence.
September 14, 2007... Of all the words that marketers hate to hear, the term 'unpredictability' must come quite high on the list. After all, what is the point in spending millions of pounds on expensive adverts, celebrity endorsements and events if you can't even...

MARKETING: Legal action over Chinese-produced vehicles.
September 14, 2007... BMW and Daimler-Chrysler are threatening legal action over Chinese- produced vehicles, which they allege are copies of their vehicles. The brands claim that the Shuanghuan Automobile Noble resembles the Smart Fortwo minicar and the Shuanghuan...

MARKETING: Mattel recall.
September 14, 2007... US toy brand Mattel was forced to recall 18 million toys after Chinese- made products were shown to be potentially unsafe. The company may now face lawsuits in the US (see feature on page 12). Copyright: Centaur Communications Ltd. and...

MARKETING: Singapore Airlines auctioning seats.
September 14, 2007... Singapore Airlines will be the first airline to introduce commercial flights of the Airbus A380, the world's largest passenger plane. The brand is marketing the event by auctioning seats for its maiden flight from Singapore to Sydney in...

MARKETING: UK Football League sponsored.
September 14, 2007... Nicotine replacement brand Nicotinell has sponsored the UK Football League in a bid to cash in on the smoking ban across public places in the UK. Nicotinell products will be available in club shops at grounds. Copyright: Centaur...

MARKETING: US marketing campaign.(Adidas-Salomon AG)(Brief article)
September 14, 2007... Adidas has launched a US marketing campaign - Represent - which pairs up 13 Major League Soccer teams with local bands. The artists are recording new anthems for each team, which can be downloaded free from the Adidas website. Fans can...

MARKETING: LVMH ad campaign.
September 14, 2007... French luxury label LVMH group is launching an advertising campaign on the theme of international travel for its luxury Louis Vuitton luggage products using celebrities including former Soviet leader Mikhail Gorbachev and actress Catherine...

MARKETING: P&G marketing campaign.
September 14, 2007... Procter & Gamble has launched a marketing campaign called 'My Black is Beautiful' aimed at African-American women. The press ads, in-store slots and grassroots work aims to support brands such as Cover Girl and Pantene. The move comes after...

MARKETING: HP campaign.
September 14, 2007... Hewlett-Packard is rolling out a $300m (#150m) campaign to highlight its printing and imaging work. It is part of the company's 'Print 2.0' strategy and features singer Gwen Stefani in its consumer marketing with snowboard developer Jake...

LAUNCHES/REBRANDS: Nokia launching four new phones.
September 14, 2007... Nokia is launching four new phones incorporating more music-based features under its 'Go Play' marketing banner to encourage customers to use their phones as all-in-one devices. Nokia also plans to take on Apple's iPhone in 2008 with a...

LAUNCHES/REBRANDS: Apple offer hit TV shows.
September 14, 2007... Apple will offer hit TV shows, such as Lost, through its iTunes service in the UK, competing directly with the online download services offered by broadcasters. Apple has signed deals with ABC Studios, MTV, Nicklodeon and Paramount Comedy....

LAUNCHES/REBRANDS: New fragrance launched.
September 14, 2007... Model Kate Moss has launched a new fragrance through Coty called Kate by Kate Moss. The launch coincides with her second collection for high- street fashion retailer Topshop. Coty has also created a second perfume brand for actress Sarah...

LAUNCHES/REBRANDS: Test phase for smokeless tobacco.
September 14, 2007... Philip Morris is rolling out a test phase for Marlboro smokeless tobacco in the US. It will be the brand's first foray into the snuff category and comes at a time when an increasing number of cities are banning smoking in public places. There...

LAUNCHES/REBRANDS: Diet Coke to be launched in the UK.
September 14, 2007... Coca-Cola is launching a new product in the UK under its Diet Coke brand. The no-sugar beverage, called Diet Coke Plus, will have added functional benefits and comes in two versions, containing either vitamins or antioxidants. The range is...

LAUNCHES/REBRANDS: Ryanair credit card launched.
September 14, 2007... Low-cost airline Ryanair has launched a credit card in partnership with GE Money across the UK, Poland and Sweden. Cardholders are eligible for a reward programme that will allow users to redeem free flights. The airline was recently...

FINANCIAL: Unilever sell-off.
September 14, 2007... Unilever has announced that it will sell off #1.3bn of its weaker brands and cut 20,000 staff or 11% of its workforce, mainly in Europe. The company, which owns the Dove, Surf and Lipton brands, has not announced which marques will be sold off,...

FINANCIAL: YouTube agreement.(Brief article)
September 14, 2007... Video-sharing site YouTube has signed an agreement with the group collecting royalties for music publishers in the UK. While it does not address the issues of copyrighted content appearing on the website, performers will receive a fee when...

FINANCIAL: Partygaming profits erased.
September 14, 2007... Half-year profits at online gambling firm Partygaming have been erased, after the firm ended trading in the US following a change in the law. The Partypoker website brand posted a pre-tax loss of $47.1m (#23.5m) for the six months to June,...

FINANCIAL: China Telecom profits.
September 14, 2007... China Telecom, the country's largest fixed-line provider, has seen a drop in half-year profits as consumers turn to mobile phones. Profits in the six months to 30 June fell to Y13.48bn (#898m), down from Y14.16bn (#962m) a year ago. ...

FINANCIAL: Intel profits.(Financial report)
September 14, 2007... Computer and technology provider Intel is reporting a 44% increase in profits totalling $1.3bn (#640m) for its second quarter 2007 compared to the same period last year. Copyright: Centaur Communications Ltd. and licensors

FINANCIAL: HJ Heinz results.
September 14, 2007... HJ Heinz has reported first-quarter results showing an 8.6% rise in earnings and revenues up 9.1% to $2.25bn (#1.1bn) from $2.06bn (#1.025bn) a year earlier. Heinz Europe's operating income rose 16% and sales increased by 12% to $766m (#381m)...

FINANCIAL: Air China profits.
September 14, 2007... Air China has seen profits treble in the first half of 2007 to Y1.57bn (#102m) from Y458m (#30.1m) a year earlier. The company said rising business class numbers were responsible. Copyright: Centaur Communications Ltd. and licensors

RISK: Novartis targeted.
September 14, 2007... Pharmaceutical manufacturer Novartis has been targeted by the Animal Rights Militia, which claims to have injected bleach into contact lens solution in France, and tampered with antiseptic cream Savlon in the UK. Retailers have withdrawn the...

APPOINTMENTS: Motorola.
September 14, 2007... Motorola has appointed Andrew Morley, formerly marketing director at London department store Harrods, to be its new European marketing director. He replaces Simon Thompson who left the handset manufacturer in March this year to become chief...

APPOINTMENTS: Chrysler.
September 14, 2007... American car brand Chrysler has appointed its first chief marketing officer, naming Deborah Meyer, formerly vice president of marketing for the Lexus division at Toyota Motor Sales USA, to the role. Copyright: Centaur Communications Ltd....

APPOINTMENTS: Heineken.
September 14, 2007... Brewer Heineken has appointed Stefan Orlowski as its group commerce director. Orlowski, taking up the position in October, will have global responsibility for all of Heineken's commercial activities, including marketing, sales and innovation....

APPOINTMENTS: Coca-Cola.
September 14, 2007... Coca-Cola has appointed Joseph Tripodi as its chief marketing and commercial officer, as part of the soft drinks company's ongoing management reshuffle. He will head a new operation combining Coca- Cola's global marketing departments to oversee...

TRENDSPOTTER: Point of cell.(Brief article)
September 14, 2007... Emma Baines discovers why the jailhouse rocks for brands Prison has not been the conventional setting to view art, dance or even fashion, but all over the world, inmates are embracing their creative talents and putting their...

BRAND STUNT OF THE MONTH: Shake your booty.
September 14, 2007... Morag Cuddeford Jones on why advertisers love the silly season When the world is dominated by mega fast-food chains whose names have become part of the lexicon, trying to get noticed is a challenge. Marketers can't rely on standard...

OPINION: The Mr Motivator of Lazytown.(Magnus Scheving)
September 14, 2007... Magnus Scheving, chief executive of kids' entertainment brand, Lazytown, explains why the healthy living message is its most effective marketing tool Bad health costs taxpayers large amounts of money, even influencing the infrastructure...

OPINION: It's crunch time - Doritos make an impact at the Super Bowl.(Ann Mukherjee)(Frito-Lay North America Inc.)
September 14, 2007... Ann Mukherjee, vice president of marketing at Frito-Lay North America, says user-generated marketing can keep consumers engaged with your brand User-generated advertising is a valuable way to keep audiences interested in your brand. If...

CHINESE GOODS: It's not child's play.
September 14, 2007... The 'Made in China' brand is in the midst of a credibility crisis as millions of products are recalled after undergoing scrutiny by regulators globally. Pet food suspected of containing poison, seafood contaminated with dangerous...

AFTER-DEATH MARKETING: Beyond the grave.(Company overview)
September 14, 2007... Polly Devaney explores the intriguing realm of after-death marketing to discover an industry now offering improved choice and an array of alternative services to being six feet under Clint Mytych was just 22 when he challenged himself to...

PROFILE - MATTHIAS AEPPLI: The good mixer.
September 14, 2007... Maeve Hosea talks to Matthias Aeppli, vice president of marketing at V&S Absolut Spirits, whose experience in the global drinks industry has refined and distilled his recipe for success With a crispness of tone that one might expect for a...

PROFILE - MATTHIAS AEPPLI: The blithe spirit.
September 14, 2007... Matthias Aeppli reveals how the Absolut brand hopes to continue to attract consumers with a new interactive campaign that will keeps the iconic ads coming MH: What makes Absolut stand out as a brand? MA: Premium quality and creativity...

CASE STUDY - RED BULL: Running with bulls.(Case study)
September 14, 2007... Since its birth in 1984, the Red Bull brand has enjoyed phenomenal success. Maeve Hosea discusses how the marque hopes to continue stimulating its consumers and maintain that high With a pulsating hip-hop soundtrack, breakdancer Daniel...

CASE STUDY - RED BULL: What's in an energy drink?(Case study)
September 14, 2007... Typically marketed to young and 'on the go' people, energy drinks are beverages that are designed to give the consumer a burst of energy by using stimulants such as caffeine, B vitamins, and exotic herbal ingredients. Energy drinks commonly...

CASE STUDY - RED BULL: Sabai.(Case study)
September 14, 2007... Red Bull spread its wings and widened its portfolio in 2005 with the launch of Sabai. Originating in Asia, just like Red Bull, the wine spritzer drink has the literal meaning of 'take it easy' and is being marketed at young females as a beer...

PRIVATE EQUITY: Making your marque count.
September 14, 2007... With a rash of private-equity deals going ahead, Ruth Mortimer asks about the industry's own brand image and what it means for marketers hoping to revive flagging marques If you were the person in charge of managing the brand for the...

PRIVATE EQUITY: What is private equity?
September 14, 2007... Private equity refers to how companies raise the funds that they need to operate. For example, instead of selling shares on the stock market, private equity businesses obtain money by pooling groups of smaller investors together or borrowing...

PRIVATE EQUITY: Case study: Burger King.(Case study)
September 14, 2007... When Burger King was bought in 2002 by a consortium of private equity companies, the fast-food restaurant was hardly sizzling with success. When TPG, Bain Capital and Goldman Sachs handed over nearly a billion pounds (#948.6m) to its drinks...

PRIVATE EQUITY: Case study: Qantas.(Case study)
September 14, 2007... The trend for private equity deals has been flying so high in recent times that it is no surprise that eventually investors targeted an airline. Qantas, the Australian flag carrier with 65% domestic market share, was identified as a...

PRIVATE EQUITY: European private equity facts.
September 14, 2007... * In Europe, investments reached an all-time high of E71.6bn (#48.6bn) in 2006. This represented a 51.2% increase compared to the amount invested in 2005, E47.1bn (#32bn). * The average financing per company in Europe grew considerably...

UNPREDICATABILITY: Predicting network success.
September 14, 2007... Amy Horton discusses how analysis of social take-up and a quick response to pattern formulation can predict a brand's success New products are often launched with the glamour of red carpets, champagne, news conferences and much excitement....

BRAND ENGAGEMENT: The proof is in the pudding.
September 14, 2007... David Taylor suggests that to engage employees with their brand, companies should forget mass programmes and let their products do the talking Brand engagement is a hot topic for many companies, based on evidence that an engaged,...

BRANDING UTILITIES: Is it worth the energy?
September 14, 2007... Christian Dorffer and Malte Nuhn discuss the challenges facing brand directors in the price-led utilities market Brands have the power to generate financial impact, not only today but in the future; investing in them is worth it when it...

BOOK REVIEW: Seize the helm.(Book review)
September 14, 2007... Jonathan Hemus, global crisis and issues leader at Porter Novelli, finds a few bones of contention among some good advice in Eric Dezenhall and John Weber's Damage Control Damage control: Why Everything You Know About Crisis Management Is...

From the bookshelf of...Laura Roberts.(Brief article)
September 14, 2007... Laura Roberts, associate partner at brand strategy consultancy Sparkler One Hundred Years of Solitude, by Gabriel Garcia Marquez Working in brand strategy, I'm constantly reminded of the need for deep consumer understanding. This is...

ADVOCACY: Recommended reading.(Bibliography)
September 14, 2007... Advocacy is not a new concept but it is still making headlines. When Fred Reichheld at Bain wrote about the Net Promoter Score in his book The Ultimate Question, it stirred up fierce debate. It has been analysed by numerous academics and...

MARKETING TO WOMEN: Femininity, roles and pigeonholes.
September 14, 2007... Finding the right way to use branding and communications to attract women is a tricky job. It is so easy to get it wrong, which has resulted in an all-time low in female tolerance for presumptions on the part of marketers. We have...

Brand Stats: September 2007.
September 14, 2007... Market focus: Fast food The British are more likely than the French, Germans or Spanish to eat fast food. In the past year, 80% of British adults (aged 15+) have eaten takeaway and 50% have 'eaten in'. Among the four European countries...

AFRICAN MARKET: Brands coming out of Africa.
September 14, 2007... Brand Strategy assembles a group of representatives from leading brands to discuss the challenges of selling to, and sourcing from, a continent hugely diverse in its people, politics and economies Brand Strategy: The overriding perception...

ETHIOPIAN COFFEE: Every bean counts.
September 14, 2007... Morag Cuddeford Jones discovers why Ethiopian coffee farmers needed to fight to keep their good name, and how African farmers can get the most from their brand without opportunities backfiring Since the world was conquered by the...

ETHIOPIAN COFFEE: Trademark versus geographical certification.
September 14, 2007... The Ethiopian Intellectual Property Office deliberately chose to pursue standard trademark registrations and licenses rather than a geographic certification strategy. While certification marks are commonly used as a means of identifying...

BRAND AFRICA: The struggle for an independent identity.
September 14, 2007... Simon Anholt examines why Africa has been so successfully branded as the 'needy neighbour', and seeks to demonstrate how its 53 countries could each tell a very different story Today, the world is - very nearly - one market. Rapid...

MTV: Growing a solid base.(Interview)
September 14, 2007... Alex Okosi, managing director of MTV base Africa, Viacom's urban music channel, talks to Morag Cuddeford Jones about the challenge of addressing the needs of a diverse youth Morag Cuddeford Jones: MTV is known for its largely...

AFRICAN MEDIA: Tuning in to Africa.
September 14, 2007... The media landscape in sub-Saharan Africa is evolving faster than in any other market, presenting both opportunities and challenges according to the African Media Development Initative In sub-Saharan countries, it appears that media are...

MOBILE TELECOMS IN AFRICA: Mobile boom town.
September 14, 2007... Alex Warren discovers that there is an unquenchable thirst for mobile telecommunications across Africa with, surprisingly, the greatest potential seen under the poorest economic conditions The number of mobile phone users in Africa is...