by admin | Sep 25, 2014 | Uncategorized
After a fall from Procter & Gamble Co.’s pantheon of billion-dollar brands and a media benching, Braun will re-emerge as a prime-time player this fall with a return to TV and a high-profile NFL partnership alongside big brother Gillette. The “FaceGreatness” campaign featuring Seattle Seahawks quarterback Russell Wilson comes as P&G prepares to shed as many as 100 brands globally, with some analysts believing Braun could or should be one of them. So could this be the last chance for the brand with P&G, or a dressing up for sale? P&G executives working on Braun declined to comment on any divestiture plans. But Brian Messerschmitt, senior brand manager for Braun, said the brand had the strongest sales growth in its history in North America for the fiscal year completed June 30. And he said grooming remains strategically important to P&G. Read more about it...
by admin | Sep 25, 2014 | Brand strategy
I was facilitating the two-day executive offsite of a mid-sized technology company. The goal of the meeting was to solve major issues and identify potential opportunities that would guide their efforts, as a company, for the next year. We were halfway through the first day and, while everything was going according to plan, I couldn’t shake this nagging feeling that something wasn’t right. I struggled to put my finger on it. I took in the scene. The CEO and all his direct reports were sitting around the board room table and everyone was engaged. People were being respectful, listening to each other without interrupting, asking clarifying questions, and moving efficiently from one presentation to the next. Everyone seemed satisfied; the presentations and conversations were useful and clear. Read more about it...
by admin | Sep 24, 2014 | Brand strategy
It’s a brave new world for advertising. In an attempt to vie for viewers scattered attention these days, ad agencies will do pretty much anything to cement brand awareness in the minds of consumers. Enter the age of “prankstervising.” If you can get someone to scream, chances are you’ll get them to remember, or so marketers believe. Here are a few of the best/worst prank ads. Read more about prankstervising...
by admin | Sep 24, 2014 | Brand targeting & positioning
Though social media presence and strategy is critical in areas such as the fashion and food industries, it is important for almost all companies and products to create, maintain, nurture and grow their visibility online. Regardless of the nature of your business, these tips can give your social media strategies a lift and give you brand awareness in a crowded online marketplace. A forward-thinking, hands-on, digital media focus can enhance brand identity by getting, and holding, attention in even the most competitive digital spaces. Define your Brand, Create your Personality As any successful company is likely to tell you, creating and defining your brand identity is imperative. Whether a television network or a soft drink company, a tech giant or a car manufacturer, how people perceive your company is critical. Social media has taken brand identity to the next level, so use that to your advantage. Companies that work to define a clear strategy on how to speak to their fans and consumers on social networks and then execute those strategies skillfully are never out of the conversation or far from the consciousness of the consumer. The first step is to decide who you are, what your brand ethos is, what your voice will be, and what types of content you’d like to publish. Read more about the tips...
by admin | Sep 23, 2014 | Brand identity
Data-driven and digital. Omnichannel and always-on. Mobile and social (mocial?). If marketers can feel overwhelmed by the complexity and pace of our ever-evolving digital world (or at least by the jargon), imagine how a customer feels when seeking to connect. Customer loyalty has long been a challenge for even the most dedicated consumer brands. Losing a long-time customer is often times the result of failing to meet an expectation of some sort, but here’s the rub: It hasn’t been easy to discern what customers want and expect from you and your brand. If it were that simple, after all, then every business would be jumping on the bandwagon to success. It’s up to you, the marketer, to know the individuals that comprise your market and to make it easier than ever for them to buy into the experience of your brand. That’s why a data-driven approach—to relate with, reward, and retain your customers is so vital. Read more about brand love here....
