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Car and van rental and logistics firm Ryder is launching a fresh brand positioning across Europe
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 ...
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 ...
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 ...
mining and brand-key tweaking in the world will count for nothing. Right now, Santander is squandering ... . It could save brands such as Santander a great deal of money; and hapless consumers like me a great deal ... Bingley and Alliance Leicester brands since January - a tough task. Almost one year on, though ...
single brand, within a discrete category, you can sometimes miss the deeper forces of mercurial human ... raised through their engagement with other brand categories. The foot care brand Compeed designed its ...
Consistency of positioning can be one of the most powerful tools a brand marketer can call upon....Phrases that are both clever and true can also be dangerous. Here's one: 'Brands only exist ... use to upbraid marketers who, they feel, are seeking to exert too much control over their brand ... controlling - more just influencing; today, it is consumers who determine brand usership and create brand ...
The reputation of your brand is at the mercy of the success or failure of the chain of supply...in the supply chain. Some perspective here, before we look at the implications from a branding point of view ... issues, and damage to the BP brand is very much a secondary concern. Nevertheless, in the longer term, a tarnished, once-great, global brand could be the enduring legacy. Why, if it was a supplier problem ...
Brands that routinely rely on their customers to work for nothing could be in for a rude awakening....'s accelerating now. Petrol brands were early adopters, turning service stations into no-service stations ... toward others drawing unreasonably from the same well. That includes brands - possibly yours. There is a potential upside. Advantage will go to the brands that find ways to keep prices low but also ...
LONDON - The company's focus on a master-brand means that if one of its models faces problems.... Once one of its main advantages, Toyota's brand architecture is about to become its biggest strategic ... on a single corporate brand. It also markets Lexus and Scion, but most of the company's sales are derived from Toyota sub-brands. That concentrated approach has distinct benefits. It fostered the single ...
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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