by admin | Mar 6, 2014 | Brand strategy
Adidas Group is setting up a series of digital newsrooms across the world in a bid to bring more strategic oversight to how brands such as Reebok are marketed online. Commenting on its financial results for 2013 yesterday evening (5 March), the sportswear maker said its brands needed to be more relevant online in order to propel demand. It is setting up internal digital newsrooms over the next 12 months to tap into trending topics, a move that builds on the “moments of celebration and acknowledgment” real-time marketing strategy it currently employs with its agencies. Read more about the ‘digital newsroom’ strategy...
by admin | Mar 5, 2014 | Innovation
Last week, almost every American could have ticked off who the Oscar nominees were for best actor or actress. But given the disappointing US economic data that also made news last week, the stars we should be paying close attention to are those who won the “Oscars of Management Thinking.” This yearly award from Thinkers50 acknowledges the world’s seminal management thinkers, whose contributions can make a meaningful difference by improving the business climate. Past winners have included Steve Jobs, Richard Branson, Michael Porter, Malcolm Gladwell, Thomas Friedman and more. Read more about innovation thought...
by admin | Mar 5, 2014 | Brand strategy
The Share the Love: 2014 Consumer Study into Australian Loyalty Programs report released in February showed an alarming quarter of consumers leaving loyalty programs in recent years. Disillusioned by the speed of earning or redeeming points, or unappealing offers available, many of these individuals simply stopped using cards or apps, and walk away. According to report authors, Cirrus and Directivity, this mass exodus is a clear judgement on brands and something all should be striving harder to curb. “Make no mistake – if members have defected from a program, they’ve defected from the brand,” CEO of Citrus, Peter Noble, warned. “Loyalty programs are big business and a key touch point for a brand so marketers need to ask themselves: Remove a quarter of your membership and what impact would that have on your brand?” Read more about these customer loyalty programs...
by admin | Mar 3, 2014 | Communication development/evaluation
Sometimes it is difficult to navigate workplaces that are full of politically-savvy peers and team members. In such an environment, good communication holds key. Shreya Biswas lists a few thumb rules to make it better. 1. Be Consultative Communication is situational and differs based on situations but, in general, it has to be consultative. “A boss, while talking to his team members, should not impose his ideas on them, instead should draw out inputs from them,” says Rituparna Chakraborty, co-founder & SVP, TeamLease. Read more about the 4 ways to communicate with your team & peers...
by admin | Mar 3, 2014 | Brand strategy
The role and purchasing power of the female audience are changing, yet brands have been slow to drop outdated stereotypes, writes Jane Bainbridge. The 1950s advertising image of the archetypal female consumer was one of a consummate homemaker: attractive, slim, two beautiful children (one boy, one girl), handsome husband, content within her domestic domain. Roll forward 60-odd years and this image doesn’t feel quite so consigned to history as it should. Read More about the new woman consumer...
