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Much the way recipients of German Qkies can scan the QR code on each cookie to be directed to a video, photo or personalized message, so Greek consumers can use augmented reality and a Lacta chocolate bar to convey a secret message to a friend. Thanks to a free Android and iPhone mobile application by OgilvyOne Worldwide, Athens, Greek consumers can use their phone to send a message to a friend via any chocolate bar from Kraft Foods’ Lacta brand. They begin by composing the message on the Lacta app, which also shows how it will appear on a Lacta bar. Next, they select the name of the friend they’d like to send it to from their list on Facebook.
Ekaterina Walter is a social media strategist at Intel. She is a part of Intel’s Social Media Center of Excellence and is responsible for company-wide social media enablement and corporate social networking strategy. She was recently elected to serve on the board of directors of WOMMA. What makes a brand stand out from its competition? For some, it’s their cutting-edge design, for others it’s their customer service.
Opinion BY Armin The A3 EPFL Alumni Association is, as its name evidently implies, the alumni association for the École Polytechnique Fédérale de Lausanne (EPFL) , a higher education institution established by the Swiss Federal Government in 1853 devoted to engineering and science. With close to 9,000 enrolled students in undergraduate and graduate courses, EPFL is constantly ranked among the top universities in the world and its alumni include CEOs of Logitech and Danone, among other notables. The alumni association is a network of more than 18,000 graduates of the EPFL and it recently introduced a new identity designed by Geneva, Switzerland-based Enigma . This unique organization consists of former EPFL students, which form an exclusive community.
No Gatorade shower could extinguish the flaming mess Sarah Robb O’Hagan inherited when she took over the legendary sports-drink brand four years ago. Its message had been simplified to the point of uselessness: Hydration is good, and something or other about electrolytes. Most of its new products were just new flavors, with names that sounded like American Gladiators rejects--Fierce, Frost, Rain, X-Factor--which cut into older drinks’ sales. And it was fighting for attention with every other neon-colored liquid in convenience-store coolers. Sales for the multibillion-dollar brand flatlined in 2007, then went cliff diving: The flagship had dipped almost 10% in the 52 weeks before she took the job amid the blizzard (not a Gatorade flavor name) of muddled extensions, while rival Powerade gained 13%.
In an age of content, nobody cares much about how it gets to us. But the recent Digital Signage Expo in Las Vegas showcased the thinking -- and hardware -- that is reshaping the way we, as brand managers and marketers, are engaging consumers. The most important thing right off the bat: the signage industry has come a long way, and that growth is only going to continue. Some estimates put the number of digital signs at 20 million by 2015. That's a whole new world of brand interactivity on the streets, and it's just around the next corner. It's important to understand where we've been.
There's no better way to dissect the how-tos of branding than to dig deep into the companies everybody knows and trusts. To accomplish this, Entrepreneur teamed with The Values Institute at DGWB, a Santa Ana, Calif.-based think tank that focuses on brand relationships, on a consumer survey that explored the reasons some brands manage to stay on top. What became clear: Though they may not have the biggest sales or market share in their categories, today's most trustworthy brands have created relationships with consumers through experiences that trigger a visceral response. "We're seeing more of an emphasis on brands building emotional relationships with consumers because it's powerful and it works," says branding consultant Jim Stengel, former global marketing officer of Procter & Gamble and author of Grow: How Ideals Power Growth and Profit at the World's Greatest Companies .
Storytelling for Branding and Marketing. Links to Read and Follow. | Savage Brands & Marketing CommunicationsStories motivate, inform and inspire. Like campfire stories of old, they are memorable because they invite the audience to “actively participate” and absorb key points by relating to the narrative elements. Because of this, storytelling is a powerful tool for brand communications (and let’s not forget social media too). Don’t limit yourself to just thinking about a story as a book. A “narrative” can manifest through many different mediums: think about video, social media, presentations, events, and more.
The celebrity-certified headphones business just keeps getting more crowded. Rappers 50 Cent and Ludacris recently joined the likes of Lady Gaga and Justin Bieber in the ranks of musicians who either have their own headphones line or models bearing their name. But crescendoing competition doesn't bother Jimmy Iovine , who along with producer-rapper Dr.
Cascada means waterfall. But there's not a drop of H2O falling on visitors to the Cascada exhibit in Quito, Ecuador. The 52-foot-tall installation is part of an interactive sensory experience that leaves viewers surprised that they’re still dry, and, as the idea goes, in dire need of a Coca-Cola. The global soft drink titan teamed up with London-based production studio Nexus Interactive Arts to create what both partners are calling the largest interactive screen ever. After eight months of preparation and construction, the installation launches November 17 at the El Condado shopping center in Quito, Ecuador.
Many consumer goods companies have environmental initiatives. Think of Dell's e-waste recycling program , for example. Or P&G's commitment to 100 percent renewable energy. Or the Chevy Volt , even. But, as laudable as these are, you might argue that they are secondary to a larger problem. All these companies still want us to buy more products.
A guest article by Joe Gullo . You too can be part of this great knowledge sharing community. Take a look at our guest blogging guidelines . Blogging is an excellent tool to establish expertise in a particular subject. Blogs offer you the ability to connect with readers from all over the world. Getting readers on your blog takes hard work, dedication, and time.
Not a secret, often overlooked: "Keep your promises." If you say you'll show up every day at 8 am, do so.
" Gamification " is one of those magical buzz words that is simultaneously grating and legitimately useful. Whatever you make of the jargon, gamification is a huge trend for marketers, who use game mechanics — such as rewards, leaderboards and challenges — to build brand loyalty, grow their community and boost sales. Of course, the grand-daddy of gamification is gaming itself.
Most of you reading this are beyond the “start a blog, get on Twitter” advice for personal branding. Way beyond it. Hell, if you found this site, you’re already on Twitter, you rock out Facebook, and you know how your Klout score is trending. but still have to look at your license plate to remember the number. Personally, I’m getting sick of being tricked into reading one more article that promises NEW, IMPROVED social networking techniques, only to find out it’s more dreck about the importance of blogging and the importance of adding value to conversations on LinkedIn.
Rohit Bhargava is SVP of global digital strategy at Ogilvy , an award-winning marketing blogger and the best-selling author of Personality Not Included , a book about creating a more human brand. His is currently writing his second book called Likeonomics on how to be more believable. When an irate traveler tweeted about how he had arrived late to The Four Seasons in Palo Alto and been “bumped” to an inferior room, the hotel saw it immediately and responded, promising to make it up to him.