by admin | Jun 17, 2014 | Brand strategy
The global market opportunity during the World Cup this year is phenomenal to say the least, and when you look at the marketing and stats of advertisers during this sporting event the engagement will be astonishing. Read more about the World Cup brand marketing and ad spending...
by admin | Jun 16, 2014 | Brand strategy
Within seconds of our VC money hitting the bank, we started hearing the same question over and over again: have you hired a head of marketing? This was extremely confusing to me because a) I had a pretty good marketing background as far as 29-year-olds go and b) we had a fabulous head of marketing who had already proven that she could make marketing mountains out of molehills by getting millions of women to flock to our site by a stealthy combo of PR, field marketing, strategic word-of-mouth and general scrappiness. What our investors meant by marketing is what some call consumer marketing, digital marketing, paid marketing, mobile-internet marketing and essentially means spending millions of dollars on search engine marketing (SEM), search engine optimization (SEO) and many other three-lettered acronyms meant to help your startup scale. Everyone, except our actual team, was convinced that the only way Rent the Runway was going to scale was via these tech-savvy marketing strategies, many of which are funded by the VC world. Brand marketing was fine at launch but clearly it couldn’t have legs long-term. The PR would one day stop and traditional marketing was dead — or so they said. Read more about why you should not discount brand marketing for start-ups...
by admin | Jun 16, 2014 | Brand strategy
Nestlé SA NESN.VX -0.14% wants to brew up interest in one of its oldest brands—Nescafé instant coffee. Sales growth of the venerable brand has slowed in Europe as more consumers buy pod coffee machines—including Nestlé’s own Nespresso line—that make fresh espressos with comparable convenience to preparing instant coffee. In North America, a new generation of coffee drinkers raised on Starbucks Corp. SBUX +0.31% cafes views instant coffee as fusty. Putting pep in Nescafé sales is a priority for Nestlé, which missed an important revenue target in its most recent fiscal year. The brand is Nestlé’s single largest and anchors the Swiss food giant’s powdered-and-liquid beverage category, which generated sales of $22.8 billion in 2013. Analysts estimate Nescafé generates as much as $13.5 billion, or 59% of the category’s revenue, and about a fifth of Nestlé’s operating profit of 14.05 billion Swiss francs ($15.61 billion). Read more about how Nestle seeks to revitalize Nescafe brand...
by admin | Jun 13, 2014 | Brand targeting & positioning
Yes, it’s true. The Paula Deen Network is launching in September. The celebrity cook, whose career was nearly burnt, is cooking up something new – and digital. Paula Deen Ventures, a new company formed to cook up a comeback for Deen, announced June 11 the creation of the Paula Deen Network. A paid, subscription-based network that will be accessible to anyone that owns a computer, smartphone or tablet. The network will feature daily programming in an unscripted format with new recipes, cooking demos and other entertainment for foodies. Learn the 3 classic recipes in case your brand gets grilled (such as what happened to Paula Deen)...
by admin | Jun 12, 2014 | Brand strategy
The web has evolved, and establishing a brand online has changed with it. Design trends and web development techniques are in the midst of a profound renaissance. And this period of change and progress is directly related to the world’s smartphone and tablet obsession. With an expanding variety of device types and mobile operating systems (OS), web teams are being forced to adapt content, visual aesthetics, and user interface features. Not to mention the millions of apps on the market consuming hours of people’s time every day. Brands hoping to reach customers must provide high-end web experiences. Not only does a website have to communicate a brand’s mission, culture, and attitude in a consistent fashion, but the technical aspects incorporated into a site serve to further exemplify a brand’s commitment to excellence. Read more about these web development tips...
