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ARTICLES
& VIEWS
selections from across the web...
How
Consumers Value Global Brands
What do consumers expect of global brands? Does it hurt to be
an American brand? HBS professor John A. Quelch identifies the
three characteristics consumers look for to make purchase decisions.
see also: Second
Acts for Old Brands
source: HBS Working Knowledge
Brandsploitation:
A New Genre in Film
The good, the bad, the ugly: A clear-eyed romp through the product
placement hype.
source: brandchannel.com
The
Web Influences Brand, Offline Sales (PDF)
The latest multichannel shopping survey from
Dieringer Research Group (DRG) reveals that one out of
four U.S. consumers now says that online information has
changed their brand perceptions during the past year. “This
data clearly contradicts those who argue that the Internet does
not seriously affect brand perceptions,” says Pam Renick
executive vice president of The Dieringer Research Group. “We
see overwhelming evidence that online content not only impacts
brands but also drives traffic both to retail stores and to financial
service branches and insurance agent offices.”
source: Dieringer Research
Brands
Rise from the Dead
Atari and Iridium. Dead brands come back to life?
see also: News
Outlets Plug into New Markets
source: brandchannel.com
The
Gonzo Way of Branding
Billionaire Richard Branson has thrived by breaking the rules.
Now he's tackling his greatest challenge, setting his sights on
the United States and a new airline. He's testing himself and
the limits of the Virgin brand. Can he pull it off? No, says Al
Ries...
source: FastCompany.com
The
Vending Machine is Back…
And it’s more versatile than ever. Comfort, convenience and ease
are three yardsticks for measuring whether your brand can succeed
in this re-emerging channel. see also: What
packaging approaches work around the world?
source: Brand Packaging
The
Long Tail
Forget squeezing millions from a few megahits at the top of the
charts. The future of entertainment is in the millions of niche
markets at the shallow end of the bitstream.
source: Wired
IKEA
targeting Hispanics
Ikea plans to roll out its Spanish-language marketing initiative
in cities with large Hispanic populations: the Phoenix area; New
York; Los Angeles; Chicago; San Francisco; and New Haven, Conn.
source: Arizona Republic
Brand
Power from Wedgwood to Dell
What can we learn from the lives of six masterful entrepreneurs
from 1759 through the present day? Lots, according to HBS professor
Nancy F. Koehn, author of Brand New: How Entrepreneurs Earned
Consumers' Trust From Wedgwood to Dell, explains in a two-part
conversation about her book.
Part One | Part
Two
source: HBS Working Knowledge
On
the Web, Branding Is Back
Big advertisers see real promise in video-style ads. Trouble is,
in this niche, results can be hard to quantify.
source: Business Week
New
flavor for 7-Eleven?
The King of slurpees and Big Bite hot dogs may be on the verge
of an extreme makeover.
source: CNNMoney
The
Rise (and Rise) of Viagra: An Interview with Meika Loe
by Eva Steele-Saccio
How the little blue pill has redefined masculinity -- and not
for the better -- while Pfizer laughs all the way to the bank.
source: Mother Jones
New
Priests for the New Religion: Consumerism by Douglas
Atkins
The author of The Culting of Brands says:
"Brands are beliefs. They have followers.
There are rituals, hierarchies, prophets and churches devoted
to brand worship. This claim would seem absurd if simply spoken
by a brand manager too taken with his or her role..."
source: Cultingofbrands.com
Brand
Marketing: Guinness How do you refresh a 243-year-old brand?
By brewing a modern experience that combines the power of history
with the allure of contemporary design. Guinness Storehouse, in
Dublin, reimagines how a brand can perform for customers, employees,
and the community.
source: FastCompany.com
The
Lost Boys
Thirty seconds so you can try to sell me something? Outta here.
How the 18-34 male is reinventing advertising.
source: Wired
Peter
Sealey: Cleaning Up Brand Clutter
With 35 varieties of bagels, 66 subbrands of GM cars, and more
than 13,000 mutual funds, American consumers are suffering a severe
case of brand overload. Marketing guru Peter Sealey has a tough-love
cure: "simplicity marketing."
source: FastCompany.com
Mapping
a Country's Future
Country Branding? Many think a country, place or region constitutes
a brand, and not a few countries are currently working on strategies
to spruce up their brand images.
source: brandchannel.com
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