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- Will the Wireless World Connect?
- When US telecommunication service providers Bell Atlantic and GTE merged in 2000, the new brand, Verizon, (coined from “vision” and “horizon”) rolled out an initial awareness campaign over a span of 18 months. The relatively young brand VoiceStream Wireless completed a merger with Deutsche Telekom and completely reinvented itself. AT&T...
- White papers 2003-07-07
- Branding
- 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...
- White papers 2003-01-01
- Managing Partner
- Great brands sell, and sell repeatedly. The fundamental reason for building a great brand is essentially to increase revenues relatively to the competition.
- White papers 2003-01-01
- Shopping Through a Recession: How Will Luxury Brands Survive?
- 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...
- White papers 2002-07-01
- Prescribing a Global Identity
- In consumer markets, branding is used to sell a commodity product at a higher price, and create something lasting. It is something you can put on your balance sheet. However, for drugs there is an agreement with price, as it is recognized that companies need to recoup their R&D costs....
- White papers 2002-06-17
- The Solution to Brand Dilution
- In an increasingly competitive global marketplace, many companies are challenged to achieve expeditious growth. With stockholders demanding swift returns on their investment, many aggressive management teams bypass the long, slow path to growth and instead buy a smaller business that already has achieved success in their shared industry. And, while...
- White papers
Additional Resources
- 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
- Marketing Is An Investment With The Expectation Of A Return. Read More inside this Book
- DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c42199) has announced the addition of "Scenarios in Marketing: From Vision to Decision" to their offering. The purpose of the book is to contribute to the re-think of marketing as a sales expense to marketing as investment with the...
- Articles 2006-09-15
- Panasonic dumps Grey after 2 decades.(The Week)
- Panasonic is dropping WPP's Grey Worldwide after more than two decades despite the dramatic results of Grey's latest campaign for the marketer's plasma TVs. Since the "Ideas for Life'' campaign began airing in April, Panasonic's plasma-TV market share has increased from 18% to...
- Articles 2005-12-05
- Future vision: the year 2030 might seem like a long way off, but market forces are already redefining the building materials supply channel and shaking up the status quo of the entire construction industry
- Imagine this scenario: A builder in your market is concurrently engaged in a large-scale, single-family subdivision on the outskirts of town, an infill project of urban townhomes, a mixed-use complex on a converted industrial site, and a high-rise condo tower in the center of downtown. The builder's...
- Articles 2005-12-01
- Brands meanz profits.
- Last month, investors had the rare opportunity to snap up shares in a newly floated food company. Premier Foods was about to become the first group to float in the food sector since Dairy Crest in 1997. So shareholders could have been forgiven for...
- Articles 2004-08-27
- Powers of persuasion
- However flat the structure at your company, however open your chief executive's door is; the chances are that nothing significant will ever happen without the public support of your CEO. So how do you get your boss's attention? Trouble is of course that your equivalent in IT, FIR, logistics and...
- Articles 2004-07-01
- VW tries to increase test drives.(Marketing)(Volkswagen of America Inc.)
- Byline: Gail Kachadourian Volkswagen of America Inc. this month launched an eight-week sales drive that accompanies its new advertising theme: "Drive it. You'll get it.'' The campaign, designed to bring customers to dealerships for test drives,...
- Articles 2004-04-12
- Eric Kim; Samsung Electronics.(Special Report: Global Players)(Interview)
- Byline: Normandy Madden [Seoul] Eric Kim has transformed Samsung Electronics from a dowdy marketer of microwave ovens into a sleek digital innovator that can take on global rivals like Japan's Sony Corp. When Mr. Kim, 49, joined...
- Articles 2004-01-26
- The Last Tycoon
- The companies that make up South Korea's sprawling Samsung Group did something unexpected in May: they suddenly embraced the five-day workweek. The move came shortly after the country's newly inaugurated president, Roh Moo Hyun, had called for an end to working Saturdays, and when other companies followed suit,...
- Articles 2003-11-24
- Financial Times, Fastest-Growing US Business Newspaper, to Publish Special Commemorative Magazine Marking 5th Anniversary of the US Edition
- Business Editors NEW YORK--BUSINESS WIRE--Nov. 11, 2002 The Financial Times will deliver a special commemorative magazine to US readers on November 14th. The magazine will highlight the very best reporting and commentary from the FT over the past five years. ...
- Articles 2002-11-11
- Newstream.com Digest: The Fall Lineup for ABC Family, LEGOLAND's Five Millionth Guest, the World's Most Valuable Brands and Other Free Multimedia Content for Journalists
- Business/Feature Editors & High-Tech/Travel/Entertainment Writers NEW YORK--BUSINESS WIRE--July 26, 2002 -------------------------------------------------- ABC Family Announces Fall 2002 Kids' Action/Adventure Line-Up, Rolling Out Monday, Sept. 2 ABC Family will premiere a new kids' action/adventure line-up this Fall that features...
- Articles 2002-07-26
- What's in a name? $9 billion!
- February, 2002 (Marketing & Ebusiness ABIX via COMTEX) -- The corporate name to top the list of the Interbrand Australian brand value study in 2001 was Telstra, with a valuation of $A9.4 billion. Surprisingly, Qantas Airways, NRMA Insurance and AMP were excluded altogether...
- Articles 2002-01-31
- CBA is our No 1 brand
- CBA HAS THE MOST VALUABLE brand in Australian finance, worth $3.6 billion. Westpac is next valued at $3 billion followed by ANZ at $2.5 billion and The National at $2.3 billion. The criteria for brands in a study by Interbrand included being Australian owned, the ability...
- Articles 2001-12-17
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