Search results matching tag 'brand'

Will there be a day when the Marketing and HR departments in big organisations become one?

2458347 — Fri, 20 Nov 2009 10:07:39 GMT

We're used to seeing job titles like Head of Marketing, Head of HR, Personnel director, Marketing Director, Head of Brand, HR director etc

Will we see it become common in major organisations for job titles and board positions like Director of People and Marketing or Global Head of HR and Marketing, or Director of Brand and People?

What about Global Brand Tribe Director ? or Director of Organisational belief?

New Brand Tribalism has emerged. www.newbrandtribalism.com

Varied Visual Volume

2651262 — Thu, 19 Nov 2009 13:22:02 GMT

Brands benefit from stoytelling and there are great learnings from music in making these stories even more memorable. Power Branding at http://tiny.cc/N1HwM

Balls out brand borrowing

2228399 — Wed, 04 Nov 2009 03:29:00 GMT

I've been over in NYC for the last couple of days, and whilst out in Soho spotted an overly enthusiastic girl selling Obama Condoms. Her pitch was pretty tight - buy one for $5 or go for the ultimate triple stimulus package for $10. I went all out for the $10 stimulus deal. Bang!

Beyond the amusing concept of politically themed condoms, I'm kinda intrigued as to whether they've had any law-suits / threats from Obama / the government lawyers. If someone had launched Beckham branded condoms, the Beckham's legal-eagle(s) would swoop within seconds, however politicians seem to have a lighter legal touch.

Anyone for the "Brown French-tickler" (a favorite amongst the gay community) or the "Cameron CONdom" (one for the Notting Hill set)???

Love the new Paul Whitehouse hairdresser ad?

2664107 — Fri, 16 Oct 2009 11:16:39 GMT

Wasn't sure about Aviva's ad series with Paul Whitehouse as a goth and the one as a silver surfer. But loving the new one as a hairdresser. What do others think?

How to define your brand?

2657912 — Wed, 07 Oct 2009 14:35:03 GMT

I work for an online shoe retailer called www.fitnessfootwear.com.
"The web's widest choice of sports and outdoor shoes" is our slogan, but what defines us as a brand?

This is our biggest question right now. Because we don't know what our customers think of us beyond being a fast, efficient and friendly family run business.

But then, we don't just sell running shoes and hiking boots, we sell some bizarre fashion items like emu boots of all things. They tie into the whole trendy outdoors look promoted by some of our other brands.

So here we are with this bright, colourful set, selling all sorts of shoes online -generally with a focus on the outdoors. But how do you depict yourself as a brand and give yourself an identity in this regard?

Any suggestions or resources to help with this would be greatly appreciated.

Who in your opinion is harder to win round – the consumer or the employee?

2640548 — Thu, 01 Oct 2009 15:56:48 GMT

We at Caburn Hope have noticed that one of the trending hot topics of late is the employee brand. Evidence suggests that the employee brand is becoming a strong sub-brand in its own right, and must therefore be treated with equal passion and creativity as the consumer brand when mounting a marketing campaign. To draw in the best employees, the employee brand must be uber attractive and strong. How important a role does employee marketing and communications play within your organisation, and do you consider staff an easier win than the consumer when trying to achieve brand buy-in?

www.caburnhope.co.uk

Storytelling to Build Brands

2651262 — Sat, 26 Sep 2009 05:31:52 GMT

Is anyone using storytelling to enhance their brand (Product or corporate)? http://newbrandstories.wordpress.com/

Anyone know the ad agency looking after Oriflame at the moment?

2546287 — Tue, 22 Sep 2009 13:40:45 GMT

Desperatley need to find this out soon...please help me lots!!

An instant tap on the teen market By Saman Mansourpour, Partner, TheAgency

2648093 — Fri, 18 Sep 2009 12:23:00 GMT

In a week when record numbers of teenagers have been biting their nails in anticipation of their A Level results and pundits are predicting that students will leave university with an average debt of £17,500, leading brand and marketing response agency, TheAgency, has been conducting research into effective sales and marketing to teenagers.

Instant is best. Whether it is instant messaging, video sharing, social networking or online shopping, it’s happening ‘now’. According to IABuk.net 81% of teens (aged 12 – 24) say instant messaging is an important online service and 83% use MSN to keep in touch with friends.

However, there is a lack of teens twittering. Under 25s make up 25% of the twitter audience, but the 13 - 17 audience is already using facebook/bebo to keep up to date.

Key services that teens use are ones where they can contribute and communicate with one another rather then make purchases. For a brand to be successful in these areas they must make communication and contribution a key objective, sales second. Two-way communication is essential. Even better, brands should meet face to face with teenagers and keep in touch on a regular basis.

Being a teenager is a time of opportunistic endeavour. Exciting and changeable it has always been tricky to tap into ‘now’ trends. With the right tools and spaces in place to target them, brands have to form a deeper understanding of the teen psyche and engage with them at a far deeper level than ever before.

The recent £4m account win from BSM required TheAgency to make BSM more relevant to the core learner youth market. Its ‘Lessons for Life’ campaign stood out from those of other driving schools by focusing on the learner rather than the car. Youthful visuals dominated right down to the colour palette and teenager’s clothing.

The result is a 20 per cent uplift in learner bookings and ‘Lessons for Life’ has been extended across the brand experience. BSM has also ended its 16-year relationship with Vauxhall to swap the Opal for the über-trendy Fiat 500 , reflecting yet another facet of the driving school’s desire to connect with the youth market’s interest in green credentials.

As teenagers tackle exams, debt, disenfranchisement, world politics and global warming, so brands have to grapple with the right message, tone and creative relevance that will inspire, engage with and activate this youth audience. And that’s a lesson in life that many brands will have to take.

TheAgency top 5 tips for targeting teenagers

1) Engage – with the power of social networks two way conversation is key. Invite responses and allow contribution.
2) Give them something back– a free download, a discount, an amusing video. Think of it as a friendship, you can’t just take and never give back.
3) Be honest – don’t lie, don’t pretend to be something you’re not and encourage honesty in return.
4) Language - don’t use marketing jargon, use language that teens use and make sure you’re up to date – Groovy does not count.
5) Don’t just sit back – don’t wait for them to come to you, go out and find them and once you’re there join in the fun!

www.theagencyonline.co.uk

What's in a (brand) name?

1713999 — Fri, 11 Sep 2009 15:40:00 GMT

Monday morning we all woke up the news that Kraft Foods had made a £10bn bid for Cadbury, a bid which Cadbury quickly rejected the offer as it ‘undervalues the company’. Who says no to a takeover bid with a 31% premium on top of share price? – A brand which knows it can get a lot more.

Cadbury is the world’s second largest confectionery company with a stronghold in Britain and emerging markets which account for over one-third of the company’s revenue. Kraft is strong in markets such as Scandinavia and Brazil, where Cadbury has small presence.

Kraft is looking to use Cadbury’s strong brand presence in Britain and its positioning in emerging markets to create ‘a global powerhouse in snacks, confectionery and quick meals’.

I am not suggesting that a strong brand name is all a business should be about, but Cadbury’s decision to decline the Kraft bid had a lot to do with the strong brand Cadbury has created through innovative ad campaigns. We all know building a brand / brand equity requires huge investment and a long term commitment (not to mention a lot of creativity and market intelligence) and unfortunately the performance and return are never as easy to measure as they are with a direct response campaign. In the last couple of years, Cadbury has grown their brand through brilliantly planned and executed campaigns such as the ‘Gorilla’ and ‘Trucks’ spots – campaigns so persuasive we all forgot about the huge Cadbury product recall in June 2006. This means that, if they were to purchase Cadbury, Kraft would be able to focus on growing sales in Cadbury’s existing markets rather than their current conundrum – how to build Kraft’s own brands to be more personal and meaningful.

Kraft executive Michael Osanloo suggested that Cadbury was only worth what someone was willing to pay for it – as the world’s second largest confectionary company with average 12% growth per annum in emerging markets and a strong brand identity Cadbury doesn’t have to sell. Whether Kraft decides to put in a new (higher) bid or Hershey’s and Nestlé propose a counter offer, Cadbury is in the fortunate position of choosing when to sell. Osanloo would perhaps have been closer to the mark then if he had said that Cadbury is only worth what someone is willing to pay when (and if) it actually decides to sell.