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Do Online Ads Boost Brands?

From the executive summary: ‘When the Internet was first used for advertising, the watchword was accountability. As visitors to Web sites could be traced from first sight of an ad to an online purchase, it seemed that marketers had finally found an instantly traceable way to account for the success...

Tags: Internet, Online Advertising, Interbrand, Branding, Marketing, Brand, Advertisement

White papers 2003-03-17

Brand USA: Tarnished?

The US is a particularly nebulous challenge for branding, paradoxical in its ability to appeal and divide at the same time. For many, America stands for opportunity and the good life, even while US foreign policy continues to frustrate and confound. The goal of the advertisements was to emphasize "those...

Tags: Marketing, Advertisement, Interbrand, Brand, Branding

White papers 2003-02-03

Is Advertising Effective In Brand Building?

A brand is a set of promises delivered to a customer in the form of product attributes. It takes painstaking marketing effort over time to create a brand. Through intensive advertising over the years, a product is transformed into a brand when it develops certain hard-core associations with the target...

Tags: Marketing, Branding, Interbrand, Brand, Advertisement

White papers 2003-01-13

Opportunity Rings: Branding Through SMS

The advent of technological revolution has given a boost to the mobile manufacturing industries. The mobile services have made a place for themselves in almost every aspect of people's lives, right from living rooms to the business. Earlier, Internet provided the most viable opportunity for fulfilling the branding and advertising...

Tags: Marketing, Branding, Advertising & Promotion, SMS, Interbrand, Mobile, Advertisement

White papers 2001-12-31

Emotional Connection Key for Advertising Success in Banking Industry

As part of an ongoing effort to monitor and understand trends in advertising, AcuPOLL Research, Inc. conducted a study comparing two recent nationally aired ads from the new Fidelity and Allianz campaigns. Both campaigns are clearly focused on the changing face of retirement; however, results show that they are very...

Tags: Interbrand, Advertisement, Banking

White papers

Additional Resources

Avenue A / Razorfish Seminar at Cannes Advertising Festival to Focus on Digital Darwinism

Joe Crump, Chief of Strategy and Planning, Speaks Saturday, 21 June, 1 pm, Debussy Theatre, Palais des Festivals, Cannes Avenue A | Razorfish: WHO Joe Crump, vice president of strategy and planning for the East Coast region of Avenue A |...

Articles 2008-06-06

Best brand on Earth? Starts with a G ...(News)(rankings of Google Inc. and Procter & Gamble Co.)

Byline: MATTHEW CREAMER Research firm Millward Brown recently took its annual look at which "brand''-that is, the stuff of a product or service's intangible relationship with consumers-contributes the most to its overall value. As you'd expect, luxe marketing creations...

Articles 2008-04-21

How to market through recession jitters; Experts: Focus on value, enable consumers to be informed, in control.(News)

Byline: NATALIE ZMUDA It's clear that marketers must continue to speak to consumers through a recession, but crafting the message is a tricky endeavor. "You have to realize, people's mind-sets have fundamentally changed,'' said Tom Agan, executive director-head of ...

Articles 2008-03-24

DON'T OVEREMPHASIZE ROI AS SINGLE MEASURE OF SUCCESS; VARIETY COUNTS: It takes more than one benchmark to assess overall effectiveness.(CMO Strategy)(Return on investment)

Byline: TIM CALKINS And DEREK D. RUCKER Everyone loves to talk about ROI. The benchmark has firmly planted itself in the soil of marketing doctrine, widely accepted as a measure that makes it simple to evaluate marketing programs and gauge spending...

Articles 2008-02-04

HOW BANKS CAN BOOST IMAGE IN CHAOTIC TIMES; PAYING THE PRICE: There is nothing like a crisis to test the fortitude of a brand-something financial-services firms know all too well.(CMO Strategy)

Byline: TOM AGAN Hardly a day goes by without some bad news about a great financial-services brand. From new brands such as E-Trade (circa 1996) to old brands such as Merrill Lynch (circa 1914), you almost feel brand value evaporating...

Articles 2008-01-28

Can DDB morph into a 'swarm communications' shop? Brymer's agency, known for its :30 work, refocuses on influence, community.(News)

Byline: RUPAL PAREKH After 18 months at the helm of DDB Worldwide, Chuck Brymer is betting that an agency known for interrupting consumers with splashy creative like Bud's "Wassup?'' campaign can learn to speak the much more delicate language of...

Articles 2007-11-19

Verizon: If this is anything like the iPhone, we want in; Wireless giant puts aside feud with Google for a chance to use its mobile operating system.(Digital)

Byline: ABBEY KLAASSEN And ALICE Z. CUNEO Shifting business models make for strange bedfellows-and nowhere is that so clear as Google's potential linkup with Verizon, which is said to be negotiating with the search giant to carry phones equipped with...

Articles 2007-11-05

U.S. Supreme Court changes course on minimum resale price maintenance: franchise companies must exercise care in adopting minimum retail price maintenance policies under Leegin.(FW FOCUS: LEGAL)

[ILLUSTRATION OMITTED] On June 28, the Supreme Court of the United States issued a landmark decision for anyone involved in the distribution of products expressly overruling nearly a century-old precedent holding that it was per se unlawful for manufacturers and...

Articles 2007-11-01

Bank of America.(Brands)

Byline: Mary Ellen Podmolik Bank of America grabbed a piece of the spotlight during February's Academy Awards telecast when it introduced its new brand positioning. After four years, the banking giant stepped away from its "Higher...

Articles 2007-10-22

Cisco Systems.(Brands)

Byline: Matthew Schwartz Cisco continues to plug its brand by focusing on the human side of networking. "Instead of being a product player with the `Powered by Cisco' campaign, we're trying to position Cisco to be a...

Articles 2007-10-22

BlackBerry.(Brands)(use of BlackBerry)

Byline: Matthew Schwartz In April, BlackBerry had an 11-hour lapse in service-an eternity for executives glued to their mobile e-mail. While The New York Times, for example, reported that one user of the handheld device was "freaking out'' at the...

Articles 2007-10-22

Hewlett-Packard.(Brands)

Byline: Mary Ellen Podmolik Marketing campaigns for products like computers and printers have tended to focus on the basics of specs, speeds and prices. Hewlett-Packard Co. stepped away from that strategy last year with its "The Computer...

Articles 2007-10-22

GE.(Brands)(environmental push of General Electric Co.)

Byline: Kate Maddox GE, a top global brand that was ranked No. 2 by CoreBrand and No. 4 by Interbrand/BusinessWeek in their annual brand rankings, made a big environmental push this year to raise awareness of its brand and what ...

Articles 2007-10-22

Microsoft.(Brands)

Byline: Kate Maddox Microsoft Corp., which was ranked No. 2 by Interbrand/BusinessWeek and No. 3 by CoreBrand on their annual lists of top global brands, concentrated its efforts this year on communicating a more comprehensive brand picture and demonstrating its...

Articles 2007-10-22

FedEx.(Brands)

Byline: Kate Maddox Global shipping company FedEx Corp. had two brand priorities this year: Better communicate its full bundle of shipping and communications services to business audiences and use fully integrated marketing to tell its story. ...

Articles 2007-10-22