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The
Branding Crisis at Wal-Mart
Allen Long
Some business
strategists insist that companies have to employ "hardball"
tactics constantly on all fronts to succeed. Some of these strategists
point to Wal-Mart as a company that has achieved great success
by following this strategy.
Asia:
Branding for Survival
- Interview with Paul Temporal
Christian Sarkar
Paul
Temporal tells us about a Chinese minister's perspective: “we
have low cost of production, the latest technology and high quality
products. The only thing we do not know how to do is branding.
And this is essential for our future success." More
>>
Barry
Brager: Top 10 Black Holes in Brand Licensing
Sarah Banick
Licensing your company's brand may seem
like an easy way to generate revenue while gaining marketing exposure,
but there are significant risks inherent in the licensing
of brand, trademark, and copyright assets.
Barry Brager spoke to ZIBS on the 10 traps to avoid,
how to anticipate failure, and the importance of sound decision-making.
More >>
 The
Coming War for the Mind
of the Consumer
by
Roger Sinclair
Soon
Chinese brands will compete on level terms with western brands.
Expect soon to see new brand names on your shelves- such as Galanz
micro wave ovens; TCL electronic equipment and Haier
appliances. more>>
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Branding
and the New Asia:
An Interview with Brand Strategist Martin Roll
by
Christian Sarkar
Martin Roll is founder and CEO of VentureRepublic, a leading strategic
advisory firm on branding excellence.He is also the author of
the ground-breaking bestseller Asian Brand Strategy: How Asia
Builds Strong Brands. Here he speaks to ZIBS about
the challenges and opportunities of branding in the "new
Asia." more >>
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 Branding
as Cultural Activism
by
Douglas Holt
Managers
routinely ignore the cultural content of the brand's myth, treating
this content as a tactical "executional" issue. As a
result, they outsource the most critical strategic decisions on
the brand to creatives at ad agencies, public relations firms,
and design shops. To systematically build iconic brands, companies
must reinvent their marketing function.
Here's how >>
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The
CEO as Brand Guardian
 by
Will Rodgers and Christian Sarkar
In study
after study, the role of the CEO is tied inextricably to the brand.
The
key is to strike a balance, where the company benefits from an
appealing public personality, while it builds a strong identity
that doesn't entirely rely on the individual. We
share our findings for three companies in very different industries:
Southwest Airlines, Nissan, and Hermès. What
is instructive is the shared sense of importance all three companies
place in the CEO's role as brand steward. more
>>
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In
Search of a Reliable Measure of Brand Equity by
Jonathan Knowles
While
the desire of marketers to demonstrate that they are allocating
marketing investments as efficiently as possible is admirable,
they are doing themselves a disservice with their current obsession
with ROI. The bigger question — and the one that will
earn marketers a seat at the boardroom table in a way that no
amount of ROI measurement can — is whether brands truly are
assets that enable the business to generate superior returns over
time. more >>
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 How
Market-based Assets Generate Customer Value
by Raj Srivastava
Market-based
assets provide a company some of the same advantages as other
business assets - the ability to generate cash flows and to sustain
a superior competitive position in the marketplace. Our question
- how do these assets generate value? more
>>
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Brand
Hijack: When Unintended Segments Desire Your Brand
by Greg Thomas
There
are times when we craft a brand identity which targets a specific
market segment and everything progresses smoothly until one day
an unintended market segment decides to hijack your brand. What
then?
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 ZIBS
Forum: The Power of Retail Branded Experiences
by Sarah Banick
Lluis
Martinez-Ribes, professor and head of The Marketing Team (the
brand name of the Department of Marketing Management) at Spain's
ESADE Business School, stresses that in retailing the shop formula
itself is the main "product" to be sold. If the store
does not offer customers a pleasant experience they are unlikely
to purchase branded consumer products, as they may not even enter
the store. more
>>
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The
Power of an Emotional Connection
by William J. McEwen
For
over sixty years, Gallup has been listening to consumers
talk about brands. What
we've learned from digging into our consumer conversations and
our worldwide database will surprise some company managers, while
perhaps reinforcing what others have believed but haven't been
able to document. more >>
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ZIBSFORUM:
Emotion Mining - Capturing, Understanding, and Leveraging the
Emotions Underpinning Brand Behavior
by Greg Thomas
Wouldn't
it be great if you could really understand your customers? Reach
deep down into their psyche and latch onto the right emotional
buttons to trigger their buying decisions? Better yet, reach down
there and test their reactions to the brand you are putting on
the table, your latest promotion, your customer service, or even
the new layout of your store.
Liam Fahey and Dr. Tom Snyder of Emotion Mining
Company are already doing it. more
>>
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Restoring
the Power of Brands
by John Hagel III
Existing
brands are in trouble. They are far from dead, but they are losing
their power – and this is happening on a global scale.
Until we understand how brands need to change, business
executives will struggle to prop up their brands and fret over
diminishing returns on brand investments. On the other hand, those
who understand the new role of brands will be able to create and
capture enormous value. more >>
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The
Business Benefits of Brand Valuation
by
Don E. Schultz and Heidi F. Schultz
If you're
a brand owner or brand steward, you've probably asked yourself:
What is the importance of a brand valuation, especially
given the high cost and labor-intensive nature of most valuation
projects? Increasingly, we get this very same question from CFOs
and the financial community. more
>>
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 10
Ways to Rate Your Firm's Marketing Assessment System
by
Tim Ambler
In
the research I've done over the years, I find that most companies
do not have a clear picture of their own marketing performance
which may be why they cannot assess it. more
>>
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Trend
Update: Customer-Made
report
from Reinier Evers & Trendwatching.com
How
about making the customer an integral part of ALL creative and
creational processes? There's money behind the madness! more
>>
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ZIBSForum:
Scott Neslin on Procter & Gamble's Value Pricing Strategy
by Jenn Bollen and Greg Thomas
In the
early 1990's Procter & Gamble made dramatic and long-term changes
in its pricing and promotion strategy. Procter & Gamble (P&G),
a leading consumer packaged goods producer, instituted a "value
pricing strategy" during which it boosted advertising while
simultaneously curbing its distribution channel deals (in-store
displays, trade deals), and significantly reducing its coupon
promotions. What
was the "bottom line" impact on market share? more
>>
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Three
Approaches to Brand Valuation
by Don E. Schultz and Heidi F. Schultz
Over the years we've come to the conclusion that there are three
primary approaches to measuring, tracking, and evaluating brands
over time. Each approach has distinct goals and management
information objectives. The challenge is to determine which one
to use and for what purpose... more
>>
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 ZIBSForum:
Roger Sinclair
on "Viewing Brands as Assets"
reported by Sarah Banick
It's time for brands to be recognized as the assets, and
in today's era of accounting reform, marketers have never had
a better chance to increase their status in the boardroom. CMOs
need to make a financially literate argument that their initiatives
improve the value of the brand, said Roger Sinclair, Ph.D,
at a ZIBSForum hosted by the Zyman Institute of Brand Science
at Emory University. more
>>
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Marketing,
Meet Finance: Understanding Market-Based Assets
by
Raj Srivastava
In
a few enlightened companies, senior management, usually led by
the CEO, is demanding that marketing view its ultimate purpose
as contributing to the enhancement of shareholder value.
It's
time we all worked together to develop a comprehensive framework
that captures the linkages between marketing activities
and the creation of shareholder value... more
>>
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Experience
Effects on Brand Choice
by Doug Bowman
Did
you know that consumers that are new to a market category will
follow a three phase evolution of preference? What are the
business implications of this behavior? more
>>
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The
Secrets to Superior Persistence in Brand Performance
by
Sundar Bharadwaj
We
can all agree the brands with superior persistence maintain relatively
high market shares that endure over the long-run. Superior persistence
in brand performance, however, remains an elusive goal for most
brand managers. New research from ZIBS' Sundar Bharadwaj
provides significant insights. more
>>
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 Renovate
Before You Innovate:
Interview with Sergio Zyman
In his new book, Renovate Before You Innovate: Why Doing the
New Thing Might Not Be the Right Thing, the indomitable Zyman
challenges us yet again: "You'd be amazed at how many companies
confuse what they know how to do with what consumers will buy
from them." more >>
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Trend
Update: Massclusivity
The ongoing democratization of luxury (read: quality consumer
goods and services at ever decreasing prices) has created powerful
icons of new-style mass consumption: think Nokia, H&M, Zara, ING,
DELL Computers, Gap, Virgin, Microsoft, Nike, EasyJet, or L'Oreal.
Now, learn how it's changing the face of the global automobile
industry. more
>>
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Building
a Branding Taxonomy
At ZIBS,
we're developing a Taxonomy of Branding. In doing so, we
wanted to make sure the organization of the taxonomy was diverse
enough to handle the multiplicity of issues without being too
overly elaborate. more >>
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