by admin | Mar 6, 2014 | Brand strategy
In the last 15 years, Geico has successfully branded their business with astounding success. With the creative use of their mascot, the Geico Gecko, and one of the best known slogans in history, they have earned the attention, and even affection, of customers across the US. Fannit, an internet marketing firm from the Seattle area, has chosen to analyze this success in a recent publication by breaking down the key components of Geico’s business branding and revealing the principles that they used to achieve success. Read more about Geico’s branding strategy...
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 | 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 | 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The role and purchasing power of the female audience are changing, yet brands have been slow to drop outdated stereotypes, writes Jane Bainbridge.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...
by admin | Feb 28, 2014 | Brand strategy
People’s values have shifted dramatically over the last couple of years, changing their needs and expectations from brands. Mark Artus, CEO at global brand agency 1HQ explains how brands need to adapt to stay relevant. 1. Go long on your brand Building a successful brand has never come easy. It takes insight into consumers, creating products and services they love and investing in your reputation. The current market environment makes it tempting to profit at the expense of your brand – say by reducing quality or discounting – but these actions can quickly erode the competitive advantage and customer goodwill that takes years to build. More than ever it’s important to invest in and manage your brand with a long-term mindset. Find out about the remaining nine tips that will allow you to make sure your brand stands the test of...
by admin | Feb 27, 2014 | Brand strategy
When branding your website, advertising, newsletter and other marketing collateral, you’re the one in total control. You own the pixels, you own the story — it’s your game and you dictate how it’s played. Social media branding doesn’t work like that. Read more about how it does work and how you can establish your brand right...
