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Scottish Enterprise, Scotland’s economic development agency, offers this:
“In the highly competitive world of food retailing, strong branding is one of the most powerful and valuable tools a business can have to both win new customers but also secure the loyalty of existing ones.”
True.
A brand is the most valuable asset of any organization, in part as the only corporate asset that can appreciate is your brand.
True in food retailing, or any business category.
[More posts about Brand Management | More posts about Food Product Branding | More posts about Retail Branding | More posts about Brand Equity | More posts about Brand Strategy | More blogs about Brand Equity]
The Czech Republic brand opportunity was previously discussed here.
So when tipped to a column addressing the same topic we read it with interest. The author makes this point about destination brand efforts and why they so often fail:
Sadly, last year’s attempt at designing a logo and strapline based on speech bubbles to reflect the many facets of Czech life, is typical of many misplaced place branding efforts - trying to satisfy all stakeholders but failing to capture and dominate a single market segment.
We agree. If a brand attempts to satisfy everyone, it stands for nothing.
The same column further suggests a unique characteristic of Czech life that could be mined to competitively separate the Czech Republic from other nation brands:
The other area of promise can also be found throughout the country, but it is in the capital city - Prague - where the cultural contradiction is most visible… Prague’s skyline - dominated by some 200 Church spires - yet at ground level, over half its population claim to be Atheists.
As reprinted in The Age, in 2003 the Los Angeles Times looked at the state of religion in the Czech Republic, finding:
Recalcitrant and suspicious, Czechs are not entirely godless. They just don’t care for organised religion…
There’s a hostility toward what religion did to them in the past… The Czechs say they’re the most atheist country in Europe, and they say it with some pride. This is how Western civilization may look in 50 years, because people here believe they live a full life without any religion.
If a country were looking to change the conversation about itself to that of an unforgettable place, few would engender more emotion than to stand as the place of no religion. Such a brand position would tap into a ready made global market of approximately 15% of the world’s population, or some one billion people of secular/nonreligious belief.
As with any effective brand position, you must give up something to gain market share. Its part of an own the conversation® strategy. By acknowledging, for example, that John 3:16 believers are not a target market, a brand promise based on a core idea such as “where spirituality lives without religion,” would offer competitive separation and a unique entry point for engagement of a sizable slice of the global tourism market.
Such a promise is a provocation. To qualify as a provocation, a brand promise must contain what most would refer to as negative messages for the goods and services the brand represents.
Fortunately, consumers process these negative messages positively. As long as the message authentically maps to one of the positioning points of your brand, consumers rarely take the meaning literally, and the negative aspects of the message give it greater depth, creating a greater opportunity for audience attraction, engagement and ultimately conversion.
For the Czech Republic, such a promise would change the conversation to a basis the Czech Republic could easily claim, own and extend on a global basis. For example, use of such a brand strategy could ensure massive free media coverage, if managed properly on an evergreen basis. And, it would further elevate tourism as an economic driver in the Czech Republic.
While not a strategy the evangelical or fundamentalist believer would embrace, for those charged with the success of Czech Republic tourism, such a brand demonstration would be the answer to a prayer.
[More posts about Brand Differentiation | More posts about Brand Positioning | More posts about Brand Promise | More posts about Destination Branding | More posts about Place Branding | More posts about Nation Branding | More posts about Czech Republic Brand Image | More posts about Prague | More posts about Czech Republic Tourism | More posts about Czech Republic | More posts about Brand Opportunity | More posts about Emotional Branding | More posts about Own The Conversation® Strategy | More blogs about Destination Branding]
A column from InfoWorld offers tough love to corporate types overly focused on negative reports of their organization posted on blogs or other social media:
Your company shouldn’t just be figuring out how to manage negative media coverage now that social media is here to nail your corporate hide to the wall and make sure you deliver on your brand promise.
Whether a hospital, apparel retailer, or restaurant chain, the reality is organizations have always been the topic of negative statements. The emergence of blogs and other social media applications now permit such negativity to be documented.
What is social media? In contrast to traditional media, social media is any communications format in which users publish the content. In addition to blogs, examples include YouTube (video sharing), Facebook (social networking), Wikipedia (reference), and Flickr (photo sharing).
In today’s culture, social media create a greater accountability for organizations and their brands than ever before.
For the responsible organization, blogs and other forms of social media can be made to work for you if your organization understands the benefits of transparency. To be successful at it requires a greater emphasis on finding your brand, truly understanding it, and delivering on the promise of your brand every day.
As the Business Week cover also suggests, organizations can no longer afford to be brand slackers when it comes to blogs and other social media. To manage your organization’s social media presence — and you will have a presence whether you like it or not — finding and living your brand is the secret.
[More posts about Social Media | More posts about Brand Promise | More posts about Brand Strategy | More posts about Blog Strategy | More posts about Social Media Strategy | More posts about Pop Culture | More blogs about Social Media]
Friday, October 26, 2007
The Weekly B.S. is a digest of thought-provoking reports from around the world addressing brands and other B.S., otherwise known as brand strategy.
The key to any effective branding effort is to change and take ownership of the conversation.
It is here that you own the conversation about brands and the stories they tell.
Marketing today is often little more than the equivalent of shouting on a street corner.
When you shout, people tune you out. In a culture saturated with messages screamed from every direction, using superlatives like “best,” “number one,” “superior,” “leading,” “favorite,” “more,” “great,” and so on, it’s no wonder people have evolved highly sensitive and effective BS indicators [that is, the real BS].
When you whisper, on the other hand, people are forced to pay attention, to lean forward, to become engaged. To whisper is to exchange valuable, privileged information, to communicate emotionally AND strategically, and to make yourself heard without beating your chest and yelling yourself hoarse.
Whether you agree with the reports included here, or take a different view as we often do, accept this invitation to pull out your keyboard and engage this audience with your valuable, privileged comments.
Whisper is an international brand consultancy based in the United States, Europe and Asia. Contact us to learn more of how to own the conversation® among audiences you seek to attract and influence.
This week’s B.S.:
From Ad Age - New York, USA
He’s Gone by Puffy, Diddy and Now … Brand Manager
Rapper Set to Lead Marketing for Diageo’s Ciroc Vodka. Diddy’s goal is to turn Ciroc into the top luxury vodka brand, much in the same way that he has indirectly helped put Courvoisier, Patron and Cristal at the top of their respective categories through mentions in hip-hop songs and product placement in music videos.
From China Daily - China
Haier CEO: Party congress report encourages companies to go global
Zhang Ruimin said he was encouraged by the report of Hu Jintao, general secretary of the Central Committee of the Communist Party of China, at the 17th Party congress. As the CEO of Haier, China’s top home appliance maker, Zhang is upbeat about the general secretary’s mention of creating world-famous Chinese brands and supporting Chinese companies to go global
From Guardian Unlimited - UK
Brave new welt
In the press hand-out, the word “brand” is used, if I’ve counted rightly, no fewer than 35 times. BMW clearly believes that its “ultimate driving machines” are not enough for today’s retail-maddened public. To woo new buyers, or to keep old ones loyal, BMW must stamp its brand into their hearts, minds and souls. BMW Welt is nothing more, and nothing less, than an architectural branding iron.
From Business Intelligence Middle East - Oman
Oman Manufacturing Group talks branding
Hamad Al Harthy, Director General of Rusayl Industrial Estate, said he is concerned with how few businesses understand the importance of branding. “This is disappointing and something we really need to address.” How a business, product or service is branded plays a major role in whether it succeeds or fails.
From Brand Identity Guru - Boston, Massachusetts, USA
Sonic Commercial Branding Smarts
I’m sure you’ve seen these Sonic TV commercials with the two guys that sort of ramble on about random stuff. They’re pretty funny. Anyway, it seems that people have started to make parodies about them and post their own videos on YouTube. So instead of getting all “You’re infringing on our copyright” about it Sonic decided to use it to their advantage. They’ve come out with their own YouTube video to challenge these people who are spoofing on them. This is really a smart branding move.
From the Daily Herald - Chicago, Illinois, USA
Ad expert focuses on branding, the Internet
“Your web site is your lobby, your $1,000 suit,” explains Killian. “It’s a huge lever” to new business - as in Killian’s fictitious example of a widget manufacturer that once sold only in Chicago but now, thanks to the Internet, sells to “customers in Burma (or Myanmar) and Saskatchewan.”
From The Mercury News - San Jose, California, USA
Among gays and lesbians, study finds ethnic and economic diversity
To judge from the images on network television and corporate advertising, lesbians and gay men share the same demographic niche: affluent, educated, urban - and usually white. Wrong, wrong, wrong and wrong, says a new national demographic study that suggests lesbians and gays are more likely to be older, “responsible” suburbanites sharing a mortgage payment and listening to country music than young turks partying in the Castro or Chelsea.
From The New York Times - USA
How Many Site Hits? Depends Who’s Counting
Media companies — including Time Warner, The Financial Times and The New York Times — are equally frustrated that their counts of Web visitors keep coming in vastly higher than those of the tracking companies. There are many reasons for the differences (such as how people who use the Web at home and at the office are counted), but the upshot is the same: the growth of online advertising is being stunted, industry executives say, because nobody can get the basic visitor counts straight.
From Dynamic Business Magazine - North Sydney, Australia
Building a Brand
Creating a strong brand is considered essential to the success of major corporations, but many SMEs put the issue in the too-hard basket. It’s too time-consuming, too expensive and too difficult, they say. Such a dismissive attitude may be a mistake because even the smallest business can benefit from greater market awareness and goodwill.
From Slate.com - New York, USA
Virtue for Sale: Will customers pay more to do good?
This is the question animating a recent study (yet to be published) by Harvard researchers Michael Hiscox and Nick Smyth. They set out to discover whether customers prefer to buy from do-gooder companies.
Conversation, the striking painting shown above, is the work of Dutch artist Piet Noest. Since 1981 a resident of Australia, his work is shown at Galeria Aniela.
[More posts about Brand Naming | More posts about The Weekly B.S. | More posts about Brand Strategy | More posts about Brand Narrative | More posts about Own The Conversation® Strategy | More blogs about Brand Strategy]
For airline C-level executives and brand decision makers, finding your brand and building your reputation takes guts, as discussed here.
It takes courage, a fearlessness, when an airline leadership team seeks to engineer a market breakthrough and develop an unforgettable reputation.
If you are a leader in charge of your airline brand, what are you going to do about it?
[More posts about Airline Branding | More posts about Branding vs Advertising | More posts about Branding vs PR | More posts about How To Select A Branding Firm | More blogs about Airline Branding]
Buried deep within this report from Australia’s Dynamic Business magazine is this gem of a statement on brand naming:
[S]electing a name is the most important element of branding.
We agree. No one component of brand development offers a greater opportunity to attract the desired audience than the name of a product or organization. As shared at this link:
A brand name, often tagline, key messaging and visual identity, combine to form the tip of any brand, with the brand name the most powerful of these components. Without the spear tip, no brand secures the opportunity to create for its owner the sustainable competitive advantage every business craves.
Unless this spear tip quickly and precisely connects with imagery, thoughts, and feelings present within the mind of your market, there is little chance of engaging your audience in real conversation about who you are and what you do. The reason is that you have all of five seconds to make an impression, to create a mental stop prompting the listener/viewer to pay attention by paying with their time, as your message competes in a contemporary culture suffering from message overload.
As an example of how this works in the real world, it’s why respected brands have been created around names such as Apple and Flatbread.
And, its why we created our tip-of-the-spear around the brand name Whisper.
[More posts about Brand Naming | More posts about Brand Strategy | More posts about Brand Narrative | More blogs about Brand Naming]
Welcome to the Whisper Destination Brands Film Festival.
A new feature of Brand Strategy in the Real World, our brand conversation blog, the Festival is slated as a monthly online event.
A destination is a place to which one is going or is directed. The leaders of destinations, whether tourism agencies, and convention and visitor bureaus, economic development or other government agencies, often engage in branding efforts in hopes of directing tourists and business developers to their particular place.
We will examine those efforts here.
The key to any effective destination branding effort is to change and take ownership of the conversation. It is here that you own the conversation about destination brands and their brand strategies.
Destination marketing today is often little more than the equivalent of shouting on a street corner.
When you shout, people tune you out. In a culture saturated with messages screamed from every direction, using superlatives like “best,” “incredible,” “superior,” “leading,” “amazing,” “more,” “great,” and so on, it’s no wonder people have evolved highly sensitive and effective BS indicators.
When you whisper, on the other hand, people are forced to pay attention, to lean forward, to become engaged. To whisper is to exchange valuable, privileged information, to communicate emotionally AND strategically, and to make yourself heard without beating your chest and yelling yourself hoarse.
Showcasing one destination each month, screen with us the featured campaign. And, accept this invitation to pull out your keyboard and engage this audience with your valuable, privileged comments.
Here’s how we will host the Whisper Destination Brands Film Festival. There is no entry fee. Nor is there a need for tourism and other agencies to submit entries. We will find you.
Campaign video content will posted each month. We will offer our analysis of the campaign soon thereafter. Featuring real world destinations and reviewing their campaigns will point to destination brand efforts that work, and those that do not.
The Whisper Destination Brand Film Festival premieres November 3. The first showcased destination will be unveiled on that date.
For CVBs everywhere, let the angst begin.
Whisper is an international brand consultancy based in the United States, Europe and Asia. Contact us to learn more of how to own the conversation® among tourism and business development audiences you seek to attract and influence.
[More posts about Destination Branding | More posts about The Destination Brands Film Festival | More posts about City Branding | More posts about Nation Branding | More posts about State Branding | More posts about Province Branding | More posts about Locale Branding | More posts about Place Branding | More posts about Location Branding | More posts about Territory Branding | More posts about Country Branding | More posts about Tourism Branding | More posts about Business Investment Branding | More posts about Economic Development Branding | More posts about Brand Strategy | More posts about Brand Narrative | More posts about Own The Conversation® Strategy | More blogs about Destination Branding]
Friday, October 19, 2007
The Weekly B.S. is a digest of thought-provoking media reports from around the world addressing brands and other B.S., otherwise known as brand strategy.
The key to any effective branding effort is to change and take ownership of the conversation.
It is here that you own the conversation about brands and the stories they tell.
Marketing today is often little more than the equivalent of shouting on a street corner.
When you shout, people tune you out. In a culture saturated with messages screamed from every direction, using superlatives like “best,” “number one,” “superior,” “leading,” “favorite,” “more,” “great,” and so on, it’s no wonder people have evolved highly sensitive and effective BS indicators [that is, the real BS].
When you whisper, on the other hand, people are forced to pay attention, to lean forward, to become engaged. To whisper is to exchange valuable, privileged information, to communicate emotionally AND strategically, and to make yourself heard without beating your chest and yelling yourself hoarse.
Whether you agree with the unvarnished reports included here, or take a different view as we often do, please accept this invitation to pull out your keyboard and engage this audience with your valuable, privileged comments.
Whisper is an international brand consultancy based in the United States, Europe and Asia. Contact us to learn more of how to own the conversation® among audiences you seek to attract and influence.
This week’s B.S.:
From the Bangkok Post - Thailand
Politics and branding
‘Veni, vidi, vici,'’ the Latin phrase coined by Julius Caesar in 47 BC, translates as ‘’I came, I saw, I conquered'’. Caesar’s terse remarks proclaimed his victory and reminded everyone of his military prowess. As a slogan, it has endured for over two millennia and is inextricably linked to Caesar ‘’the brand'’ much as the slogan; ‘’Just do it'’ is linked to the Nike today. Branding in its most widely understood sense has always had a political role.
From Media Post - New York, USA
Branded: Should Brands Pursue Bands?
Former Universal McCann media agency honcho-turned Internet entrepreneur Robin Kent, for one, has staked his future on the bet that ad-supported online music will flourish. He has launched a new company called Rebel Digital that will offer online music sites ad sales, marketing and ad-serving capabilities… The question now is to what extent brands will embrace this new platform? In an overarching sense, it seems like brands are still keeping the music industry at elbow’s, if not arm’s, length.
From the Scotsman - United Kingdom
Branson may find Virgin is falling from favour
Some industry analysts believe the Virgin brand may be suffering a bumpy descent.
From The Boston Globe - USA
Nokia looking at big picture
Nokia Corp., the world’s dominant cellphone maker, is positioning itself to compete against the likes of MySpace, iTunes, and Google.
From the Belfast Telegraph - United Kingdom
So just what does Belfast mean to you, public asked
An opportunity is being offered to the public to shape the future image of Belfast at home and abroad. “It will just take 10 minutes of your time to help shape the image of Belfast for years to come.”
From Polit.ru - Moscow, Russia
Russia’s rebranding
The Ministry of Economic Development and Trade of Russia is anxious for the image of the country abroad. It intends to improve the investment image of Russia in every way and to promote national and regional Russian brands abroad.
From The Dallas Morning News - USA
Restaurants are moving their menus into markets
Eateries are taking their recipes to store aisles for higher sales, but they risk staining their names or draining their dining rooms. In doing so, they walk a spaghetti-thin line. Broader geographic reach and brand extension are weighed against the possible drain on restaurant sales. Plus, a poorly executed store-bought entrée might stain the brand’s image.
From The Post and Courier - Charleston, South Carolina, USA
What’s in a Name?
The University of South Carolina is trying to find ways to uniquely identify itself both regionally and nationally. But, actually, it’s something deeper than just sports. It’s the university’s effort to identify itself on a national - and even global - level.
From Marketing Week - London, UK
Cracking the colour code
Take the perfume industry, where as much as 50% of the cost of a bottle of perfume can be accounted for by packaging and advertising - often more than is spent on the scent itself. Research supports the importance of a brand’s visual appearance to consumers. One study by the Institute for Colour Research revealed that people make a subconscious judgement about an item within 90 seconds of initial viewing, and that up to 90% of that assessment is based on colour. Another study by the University of Loyola reveals that colour increases brand recognition by up to 80%.
From The New York Times - USA
Imitating the Web, for the Busy Reader
The Internet has hurt business magazines in particular, and the new BusinessWeek format — which includes more news summaries and fewer lifestyle articles — is meant to be more Weblike.
From Business Week - USA
Building a Better Brand
Giant companies know their brands are worth a fortune. The key to marketing your business is finding a timeless position and staying focused.
From RisMedia.com - Norwalk, Connecticut, USA
Real Estate Branding: A Gallery of Better Red Homes, Carpets and Gardens
Large national brokerage companies have taken anywhere from a decade to a century to build a national brand. On average, many of the current real estate leaders appear to have invested approximately three decades in creating and building national recognition.
From Manchester Evening News - Manchester, England, UK
Co-op boss makes his mark
“There is far more to a brand identity than just the logo on our own label goods and the fascia outside an outlet. One of the main objectives of the re-branding is to improve the overall brand standards.”
Conversation, the striking painting shown above, is the work of Dutch artist Piet Noest. Since 1981 a resident of Australia, his work is shown at Galeria Aniela.
[More posts about Brand Naming | More posts about The Weekly B.S. | More posts about Brand Strategy | More posts about Brand Narrative | More posts about Own The Conversation® Strategy | More blogs about Brand Strategy]
Slate, the daily online magazine, deconstructs what one researcher identifies as the 12 kinds of television ad formats, in this report:
In 1978, Donald Gunn was a creative director for the advertising agency Leo Burnett. Though his position implied expertise, Gunn felt he was often just throwing darts—relying on inspiration and luck (instead of proven formulas) to make great ads. So, he decided to inject some analytical rigor into the process: He took a yearlong sabbatical, studied the best TV ads he could find, and looked for elemental patterns.
…Gunn determined that nearly all good ads fall into one of 12 categories—or “master formats,” in his words.
Click on this slideshow for a discussion of the 12 formats, or watch this video.
[More posts about Advertising Campaigns | More blogs about Advertising Campaigns]
If there were any doubt that brand strategy is business strategy, one need only read the this report discussing the strategic review underway at U.S. based Talbots, to sharpen its brand and ensure that the women’s clothing and specialty retailer remains “relevant, fresh and consistent.”
According to the Talbots CEO:
The goal of the review is to provide a comprehensive plan to improve profitability and improve business performance… [The review will include] operating matters, store growth, productivity, noncore concepts and distribution channels.
For Talbots, more than a logo or slogan at play here.
To assure success, hopefully Talbots selected a pure brand strategy consultancy which comes to the task with brand as the primary focus, rather than as an afterthought.
[More posts about Apparel Branding | More posts about Retail Branding | More posts about Brand Strategy | More posts about Brand Positioning | More posts about Talbots Brand Reputation | More posts about How To Choose a Branding Firm | More blogs about Retail Branding]
A new example of Bran Identity is offered in this 30 second spot for Kellogg’s All-Bran cereal:
As this report indicates, the All-Bran demographic is 45 and older grown-ups. Kellogg’s believes everything works out in the end by using a potty humor personality with this crowd:
“Talking about regularity is a really tough thing to do,” admitted senior brand manager Matt Lindsay, who helped create the ad. “We liked the idea of leveraging visual metaphors to make it a more approachable subject.”
…
“Inherently, given the subject matter, it’s going to be a bit polarizing,” Lindsay says. “You are going to get individuals who don’t want to think about the functional effects of regularity. But we bring it to life in a little more subtle way. A lot of our consumers don’t even notice the visual metaphors right away.”
With a tagline of Do It. Feel It. the spot is short on subtlety. Whether it translates into sales in the grocery aisle is the true measure of success. But, as the the ad admits the obvious in a new and entertaining way, and the All-Bran brand promise has always been all about eradicating crap, we think it will.
[More posts about Advertising Campaign | More posts about Brand Strategy | More posts about Brand Promise | More posts about Brand Personality | More posts about Breakfast Cereal Branding | More posts about Packaged Food Branding | More posts about Kellogg’s | More blogs about Advertising Campaign]
We came across an interesting series of columns appearing in Realty Times, an online news site directed to the real estate industry. Although for real estate professionals, the columns offer a street level tutorial on branding of application to organization leaders in any industry, including these gems:
Marketing is not branding
Marketing is not branding.
These two concepts are easily and often confused, but they are not the same. Sending out direct mail and placing ads in the newspaper…are all examples of marketing. Marketing is about a quick response. You are sending out direct mail or placing a classified ad because you want people to act on your product…
Branding, by contrast, is…designed to pre-sell you to your customers.
Public Relations is not Branding
Organizations often undertake a “branding” process, yet the outcome closely resembles a public relations face-lift. Why does this occur? One possibility might be the framework that guides the process. Another may simply be the viewpoint of the agency, or consultant, employed. In any case, valuable dollars are spent each year on brand strategy endeavors and frequently, the outcome does not yield the tangible results organizations are seeking.
Brand Promise
Branding is about your promise to your customers - what service will you provide that no other…can or will?
When developing your brand, review it by asking yourself, “What does this promise to my customers?” If it promises nothing, it’s time to get back to the drawing board…
Your marketing and advertising dollars should reflect your brand…its promise and your target.
The Best Brand Strategies Last
[T]he best brands stand the test of time. Ideally your brand should remain the same. Think about package brands you know. Coca Cola, Ford Motor Company, McDonalds-their brands, their logos have remained the same. These are brands that are recognizable whether written in English, Chinese, or Hebrew.
If an organization truly seeks to create, develop and extend a brand, work with an accomplished brand consultancy. Otherwise one is left with an advertising, public relations, or logo design strategy, none of which build brand reputation for the long haul.
[More posts about Real Estate Branding | More posts about Professional Services Branding | More posts about Branding vs Marketing | More posts about Branding vs Advertising | More posts about Branding vs PR | More posts about How To Select A Branding Firm | More posts about Brand Strategy | More blogs about Professional Services Branding]
Friday, October 12, 2007
The Weekly B.S. is new feature of Brand Strategy in the Real World, our brand conversation blog. The Weekly B.S. is a digest of thought-provoking media reports from around the world addressing brands and other B.S., otherwise known as brand strategy.
The key to any effective branding effort is to change and take ownership of the conversation. It is here that you own the conversation about brands and branding.
Marketing today is often little more than the equivalent of shouting on a street corner.
When you shout, people tune you out. In a culture saturated with messages screamed from every direction, using superlatives like “best,” “number one,” “superior,” “leading,” “favorite,” “more,” “great,” and so on, it’s no wonder people have evolved highly sensitive and effective BS indicators [that is, the real BS].
When you whisper, on the other hand, people are forced to pay attention, to lean forward, to become engaged. To whisper is to exchange valuable, privileged information, to communicate emotionally AND strategically, and to make yourself heard without beating your chest and yelling yourself hoarse.
Whether you agree with the unvarnished reports included here, or take a different view as we often do, please accept this invitation to pull out your keyboard and engage this audience with your valuable, privileged comments.
Whisper is an international brand consultancy based in the United States, Europe and Asia. Contact us to learn more of how to own the conversation® among audiences you seek to attract and influence.
This week’s B.S.:
From The New York Times -USA
City’s Virtues to Be Sold in New Global Ad Campaign
New York City has historically relied on its own magnetism to draw visitors from around the country and the world. But now, the home of Madison Avenue is going to try advertising itself in a big, broad way… “This is New York City,” includes a television ad that will be the first to promote the city to potential visitors who live overseas.
From Business Daily Africa - Nairobi, Kenya
The ABCs of Using Initials as a Corporate Brand Image
A company might find it necessary to change its name to initials when the original name is too long and the public is already using the initials.
From Sify.com - Chennai,Tamil Nadu, India
Brand India needs to reconcile with realities
Is Brand India a myth or reality? If branding is about creating a myth around a product, India has quite successfully created a ‘brand’, but unless the reality and paradoxes of India covering its poverty, literacy rates and infrastructure problems are addressed the brand will be on shaky ground.
From Business Week - New York, USA
Helping Build Chinese Brands
Are the tools needed for brand building in China the same as those in the U.S. and elsewhere?
The rules are universal. There are differences in how they’re applied…
From Adweek - New York, USA
Q&A: Andrea Learned
Blogging is really scary for brands. They have to learn how to speak to their target without freaking out everyone else… Brands can’t hide from bloggers.
From China Finance Online - Beijing, China
‘’MommyBloggers'’ Are Powerful Influencers Brands Can Authentically Engage
With 89 percent of moms using the Internet at least twice a day, brands looking to find marketing success and increased sales need to learn how to become part of the online communities of moms and their conversations.
From DM News - New York, USA
Don’t lose branding
Understanding the brand also means understanding the brand promise (what the product or service promises to consumers) and brand character (how the personality of the brand is articulated and expressed).
From The Korea Times - South Korea
Corporate Color Identity Means Business
Companies can maximize branding efforts just through color, even without any fancy design.
From The Jerusalem Post - Israel
The ‘Star of David’ brand
Israel used to have a great brand. The best and most recognized in the history of the world: The Star of David brand.
From Law.com - California, USA
Boalt Hall Looking at a Name Change
Boalt Hall School of Law is doing some soul-searching. Administrators feel the school goes by too many names, and they appear to be looking for a single new brand.
From the Los Angeles Times - USA
Group accuses Unilever of ad hypocrisy
A consumer group accused Unilever of hypocrisy Tuesday for running conflicting advertising campaigns — one for Dove that praises women and their natural beauty and one for Axe that the group said “blatantly objectifies and degrades” them.
From the International Herald Tribune - France
On Advertising: Greater flexibility advised for logos and branding
Wolff Olins is about to put the idea of flexible branding on the line in a way that really hits home. Later this month, it is rebranding itself. But instead of creating a new logo, it plans to adopt new designs as needed - or not at all.
Conversation, the striking painting shown above, is the work of Dutch/Australian artist Piet Noest. His work is shown at Galeria Aniela.
[More posts about Brand Naming | More posts about The Weekly B.S. | More posts about Brand Strategy | More posts about Brand Narrative | More posts about Own The Conversation® Strategy | More blogs about Brand Strategy]
We often speak of the distinction between branding and advertising in assisting clients to think clearly about their communication needs.
A senior executive at an advertising agency unintentionally handed us another arrow for our quiver in such discussions.
In response to questions from the New York Times about a campaign Goodby, Silverstein & Partners is conducting for a new client, the firm’s co-founder had this to say in drawing the branding / advertising distinction:
“It’s a matter of getting people to pay attention to something that’s true,” said Jeff Goodby, co-chairman at Goodby, Silverstein, which, he added, laughing, is “not usually your job” in advertising.
As Oscar Wilde once said, “Questions are never indiscreet. Answers sometimes are.”
[More posts about Branding vs Advertising | More posts about Branding vs PR | More posts about Oscar Wilde | More blogs about Branding vs Advertising]
For hospital leaders and decision makers, finding your brand and building your reputation takes guts, as discussed here.
It takes guts, courage, a fearlessness, when a hospital leadership team seeks to engineer a market breakthrough and develop an unforgettable reputation.
If you are a leader in charge of your hospital brand, what are you going to do about it?
[More posts about Health Care Branding | More posts about Hospital Branding | More posts about Branding vs Advertising | More posts about Branding vs PR | More posts about How To Select A Branding Firm | More blogs about Hospital Branding]
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Tuesday, October 30th, 2007 - 5:31pm |
Brand Equity + Brand Management + Food/Beverage + Government Strategy |
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