08 Dec 2010
| by Rachel Barnes
take top honours as Marketing's Branding Agency of the Year.
This year, the agency boasted ...
-wrap.
For Vodafone, the agency reviewed its global brand identity and devised fresh guidelines for the mobile operator's international marketing teams. The Partners' status as 'European brand guardians' for eBay also ...
07 Jul 2010
| by Helen Edwards
Tension between the retired and working populations will make branding for all age groups difficult....and consuming youth brands? Suddenly they're pleading to be accepted as, well, old, because they want to ease up on responsibility for earning.
In this context, cross-generational branding will become a harder trick to pull off. Expect a rougher ride for brands that have taken pride in straddling the generations, which has ...
13 Jan 2010
| by Mark Ritson
Many big brands will be challenged and may fall by the wayside this year, while China is on the up...., with 40 staff, would become the most powerful brand on the planet? How would you have reacted to the news ...
airline by passenger numbers? As the new decade begins, let's look forward to a new chapter of branding ...
what is around the corner in 2010. The big brand war will be between Nokia and Apple. No big surprise ...
05 May 2010
| by Helen Edwards
Brands seeking to challenge a 'big two' need to find strategies that will build loyalty...It's one of marketing's tougher challenges. You're the number-three brand in an established market, with a fairly steady 20% share. The big two play tag for brand leadership, with shares in the high 30s. Some tiddlers and niche brands nibble away at the market edges. You're charged with achieving strong ...
21 Apr 2010
| by Alan Mitchell
LONDON - Political parties are showing brands the way on handing consumers control.... For far-sighted brand managers, it also represents a huge opportunity. The old organisation-centric approach to managing personal data is a dead duck (read my blog for more on this). Brands need to replace ...
to it and enrich it (the trust high road)? Brands that take the trust high road will innovate in many ways ...
03 Feb 2010
| by Mark Ritson
Toyota's handling of a recall is a case study in how not to do it for brands operating on a global...to answer the call of a client with a brand in distress. That call is usually answered using the six ...
of the unfolding crisis, Toyota's TV ads continued to promote the brand's 'dependability', 'safety ...
than $1bn of damage to its $30bn brand equity, which was built on decades of consistent associations ...
04 Aug 2010
| by Helen Edwards
with 15-minute presentations, three on each discipline, back to back - so three on branding, three ...
, brand and research data as it needs. On the day itself, all three agencies pitch, back to back, for 15 ...
for the brand in the real world: synthesis, brevity, imagination.
No more year-long pitches like the one just ...
07 Dec 2010
| by Helen Edwards
Prediction is hard, so I'll keep the format simple: marketing snakes and ladders. Which brands ...
Path
What do you do when the brand leader offers more, more, more? Make a virtue of offering less ...
strong brand, deep down, that endured a terrible 2010 - so it's on the ladder list partly on the basis ...
06 Oct 2010
| by Helen Edwards
You know what's really hard about internal brand engagement? Everything. Even experienced ...
homogenous than the consumer audience the brand is aimed at. An energy company that targets domestic users ...
consumers freely choose their brands, and may develop some kind of emotional relationship with them ...
20 Jan 2010
| by Mark Ritson
30-second spot for KFC Australia has given the company its biggest global brand crisis in years. In the US, where the ad was watched on YouTube and news programmes, the ad has been branded as 'disgraceful ...
interpretations. It was a harmless piece of brand-building but also a racist and offensive diatribe. Polysemy ...
to remove filters
