2nd GCC National Branding Strategies Summit
April 10-11, 2007 | Burj Al Arab | Dubai, UAE
We talk .
Our CEO will address the GCC National Branding Strategies Summit hosted in Dubai April 10-11, 2007. Summit organizers indicate speakers will address “leading edge tactics to create, build and maintain a successful brand.”
If you happen to be in the neighborhood this April, drop in.
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A recent column in Advertising Age makes a point worth revisiting:
[During this year’s] Black Friday…many retailers seemed to go to new lengths to offer the deepest discounts…
The Sports Authority had “6-hour doorbusters,” with 25% off its entire stock. Toys “R” Us offered “Lowest prices ever” with 50% off and more. Sears featured “Insanely early Friday Specials.” The first 200 customers in each store got a free $10 reward card…
The day a chain starts down the continuous sale path is the day the chain is headed for trouble…
Strong brands do little sale advertising. I have never seen a Starbucks‘ ad offering two cappuccinos for the price of one. Nor have I seen an Apple ad offering half off on an iPod. Or have I seen a Rolex ad offering two watches for the price of one.
On Thanksgiving Day when all the other retailers were running their sale, sale, sale advertisements, Whole Foods ran an ad in…newspaper[s] with the headline: “Today we give thanks to all our local growers.”
That’s class. And that’s a powerful brand.
When a company’s brand shouts to the market little else than sale or low price or rebate, for the consumer it becomes impossible to determine what the brand stands for. And you can bet no one will stand around to ponder the answer. When that happens, when the consumer has no mental meathook by which to remember the brand doing the advertising, watch out. One need only look to brands such as Wal-Mart, Ford Motor, or United Airlines to survey the results.
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Saturday, December 16th, 2006 - 9:33pm |
Brand Opportunities + Global Branding + Whisper |
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