by admin | Jul 1, 2014 | Brand strategy
The end of marketing as we know it officially comes today at Procter & Gamble Co. Well, at least the title. As of July 1, hundreds of marketing directors and associate marketing directors at the world’s biggest advertising spender will officially become brand directors and associate brand directors. Read more about the end of ‘marketing’ at Procter &...
by admin | Jun 30, 2014 | Brand strategy
Whether you’re starting up or looking to refresh your image, having a strong brand identity is crucial. While brand strategies can vary depending on your business, goal and product, one central element is key when designing your brand and taking your company or product to market – your logo. The creation (or reinvention) of your logo will undoubtedly be a critical part of your brand strategy and in the design marketplace, an increasing number of businesses are utilising crowdsourcing platforms and creating logo contests in order to generate quality logo options that they can assess and review, ultimately choosing one to stand at the forefront their strategy. Read more about logo contests and if they are effective for your brand strategy...
by admin | Jun 30, 2014 | Uncategorized
SAP has come a long way since it launched the SAP Business Trends space nearly three years ago. Our unique process of cultivating employee brand journalists on this thriving space and broadcasting the “best of” stories to our sister sites, SAPVoice on Forbes and theSAP News Center, is now recognized as an “elite” industry best practice (See recent Contently piece: “No Great Speeches to Empty Rooms: Inside an Elite Content Distribution Strategy). Judging from the reaction of recent events I’ve been asked to participate in, the industry-at-large is surprised by our success and curious to learn how we create killer content. Read more about why brand journalism is a killer content strategy...
by admin | Jun 27, 2014 | Brand strategy
Following a deep-dive review of its market perceptions Virgin Media Business, the largest B2B Virgin branded business, has refreshed its brand strategy with a new visual identity designed to better show the company’s vision and values in the world of business telecoms. While still holding onto the trademark red, the new visual identity introduces more vibrant and less traditional business colours, including shades of pink and purple, in a bid to stand out from the crowd. Read more about it...
by admin | Jun 27, 2014 | Uncategorized
There was a time not long ago that many consumers wouldn’t have associated Popeyes with Louisiana. “We were missing the opportunity the brand had, which is Louisiana,” said Popeyes Chief Brand Experience Officer Dick Lynch, noting there was “spotty awareness” for the chain throughout the U.S. just five years ago. As it turned out, that heritage was the point of differentiation the chain needed to help fight stagnating sales and declining traffic. To communicate those roots, Omnicom’s GSD&M created the chain’s spokeswoman, Annie, played by actress Deidrie Henry. She allowed Popeyes to simultaneously advertise new products and highlight the brand’s heritage, Mr. Lynch said. “When Annie is talking, she is characterizing [Popeyes] as being from Louisiana, so we don’t have to spend time convincing people we’re different, because Louisiana is differentiation enough [in the chicken category].” Read more about Popeyes and their new brand identity...
