Many companies pay lip service to the fact that employees are important to the brand. However, they are focused too much on the next ad campaign and the customers. Communication and consultation help to quell the concerns of employees. The article sheds the light on the issue that whether the...
The emergence of PR as a branding tool is not so much a revolution as an evolution. The challenge is to motivate a significant majority of the audience being targeted to perceive a brand in a positive, desired manner. All public relations play a major role in establishing and shaping...
Supermarkets are moving to media businesses. Through clever advertising and promotion throughout the store, shoppers receive hundreds of brand messages at a critical time- when they are about to buy product or choose between brands. The article is an insight on dilemma that "Is in-store marketing effective or just...
The article explains Bootstrap Branding. There are many layers of value, both tangible and intangible, to the process of self-discovery that gives birth to memorable, lasting brands. Even if the new logo and tag line never make it to four-color print and network television, the process that generated them helps...
The article discusses the political and commercial make up of our societies is changing fundamentally, even if seemingly in slow motion. Global companies will have to stay on top of their strategic game to keep a long-term hold on their brand value.
Successful companies have a comprehensive strategy that permeates through every fiber of the corporate being from the moment the company is born. Many start-up companies fail because they simply do not know what a brand is. The article describes that successful companies begin by addressing some important questions that prove...
The article explains that people seek out value for quality more than anything else. Another factor is that people who’ve been thinking about buying a "Patek Philippe" probably have been thinking about buying it for a very long time. It’s not an impulse purchase, though some luxury products are. It’s...
At one time, Gap had the retail clothing market sewn up. Now it struggles against sister brands Banana Republic and Old Navy. The article describes that branding is not about getting prospects to choose over competition; it is about getting prospects to see it as the only solution to their...
Is your brand on the recession chopping block? How can one leverage his brand during an economic slowdown? The article discusses the process of branding should not magically stop during a downturn. Customers and prospects are still forming opinions and gathering experiences whether one proactively manages the brand or not....
The article is all about the ranking by Interbrand Corp. that is based on a rigorous analysis of brand strength. The value of a brand is based on two principles: The marketing principle that brands generate and secure customer demand and the financial principle of net present value of future...
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...
Byline: Tom Armitage BMW, the world's top luxury automaker by volume, has turned to a hotel chain and an airline for tips on how to stay No. 1. BMW wants to sell more than 2 million cars and...
Our fourth annual Top Brands report features companies that know how to cut through an increasingly cluttered media environment. American Express, Bank of America, Cisco Systems, FedEx Corp., General Electric Co., Google, Hewlett-Packard Co., Microsoft Corp. and UPS return engagements...
Byline: beth snyder bulik And now the back story on that crazy name. When Nintendo announced in April 2006 that it was changing the code name of its forthcoming console from Revolution to its permanent moniker, Wii,...
Byline: ABIGAIL POSNER Companies for years have sought to define and communicate their brands' missions. Advertising agencies and brand consultancies, recruited to assist in this endeavor, have argued that the more meaningful the brand's purpose, the more it will appeal...
Byline: Harry Stoffer Like the wristwatches in old Timex commercials, the franchise system takes a licking and keeps on ticking. The last significant test from Washington came in 2002. The Federal Trade Commission held hearings on whether...
The automobile franchise system we enjoy in this country has evolved over time into simply the most efficient, most effective and most competitive system imaginable for the distribution of cars and trucks. The benefit is to the consumer. The benefit...
EXECUTIVE SUMMARY Strategic business unit managers are often evaluated based upon return on investment targets--targets that reward lower expenses and lower investments. This focus, however, may be at odds with the strategic objectives of the larger organization that require investment in organizational assets, generally large-scale intangible assets...
In a move that surprised many in the ad industry, Omnicom Group president-CEO John Wren last week tapped an unfamiliar name, Interbrand Group Chairman-CEO Chuck Brymer, to succeed the late Ken Kaess as DDB president-CEO. He isn't, however, unfamiliar to Mr. Wren, who made...
Mar 29, 2005 (Ad News - ABIX via COMTEX) Qantas has been hailed as the company whose trademark has done the most to promote the Australian identity. This is according to a survey conducted on the "Ad News" web site over a two-week period,...
Articles 2005-03-29
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