Innovation and technology have been the driving forces behind new product and service development for decades. Companies have tried to harness the power of these forces to uniquely position and differentiate themselves in an ever more competitive, global market environment. While design represents a great intrinsic value in products and...
A brand is the assortment of unique attributes and values of a particular product or service that differentiates it from other products or services. The process of branding gives a distinct identity to a product, service, or an organization. Painstaking marketing effort over time is required to cultivate and nurture...
Is your brand contagious? Some brands promote through viral marketing and let their customers do the talking. The reason why viral campaigns like Hotmail and Bullfighter take off after initial introduction through the media or email is that they are of interest or use to the audience. For more insight...
Integrated Marketing Communication IMC is the judicious and efficient use of the product promotional tools so that a universal, clear, and effective promotional message is communicated amongst the target audience. A brand is an assortment of unique values and attributes that a particular product or service promises to deliver to...
From the executive summary: ‘Today's consumer refuses almost completely to abide by segments that create homogeneous groups making market segmentation in the traditional way practically impossible. One central insight for the re-designing of market segmentation is the eclectic consumer, who will not miss anything, connects to different, even contradictory, motivations...
From the executive summary: ‘In recent years, retailers have been liberating themselves from the traditional definition of private label marketing as being the poor relative of national brand consumer goods, and, in doing so, opening up huge opportunities for private label branding. These opportunities require the adoption of a different...
Although the luxury goods market is renowned for commanding lucrative margins, there are valid reasons for this. The innovation processes, the creativity, and long development stages some items go through has to bring a return on the initial investment to allow the creative process to continue. In order to create...
In July Interbrand's first annual "Name Game " survey was conducted to find out what trends marketers see for brand names in this post 9/11, ethically-challenged business environment. In short, they said, names will get real, but naming will get tougher. The survey showed one that marketers understand their customers,...
Competition is heating up as sponsoring brands of the World Cup and other global sporting events struggling with ambush marketing. The article claims that ambush, or guerilla, marketing is as undeniably effective as it is damaging, attracting consumers at the expense of competitors, all the while undermining an event’s integrity...
Researches indicate that a company’s commitment to causes that appeal to both consumers and employees can increase the number of consumers and improve the employee’s performance. The strategy of ‘cause related marketing’ can be applied for increasing the profitability of organizations. The paper elucidates that a company should be committed...
Contemporary marketing has been based giving the customer more and more choices. By the early 1970s, with marketers desperate for their brands to stand out amid more choices, the concept of "positioning" rippled through the marketing world. Positioning focused on differentiating a product from its competition, and success came to...
Innovation and technology have been the driving forces behind new product and service development for decades. Companies have tried to harness the power of these forces to uniquely position and differentiate themselves in an ever more competitive, global market environment. While design represents a great intrinsic value in products and...
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...
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 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...
M2 PRESSWIRE-8 January 2008-Xerox Corporation: Xerox and Interbrand Unveil Sweeping Changes to Xerox IdentityC1994-2008 M2 COMMUNICATIONS LTD RDATE:07012008 NORWALK, Conn. and NEW YORK -- Xerox Corporation (NYSE:XRX) and its branding agency partner, Interbrand, today unveiled the first major ...
NORWALK, Conn. & NEW YORK -- Xerox Corporation (NYSE:XRX) and its branding agency partner, Interbrand, today unveiled the first major rebranding of Xerox in more than 40 years. Today's introduction is the culmination of nearly two years of global research and will be a cornerstone of Xerox's marketing campaigns. ...
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...
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...
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
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