To Connect Across Cultures, Find Out What You Have in Common. How Coca-Cola overhauled its marketing in 2015. Back in March this year, Coca-Cola introduced a one brand strategy where its four product variants, Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life were placed under one Coca-Cola master brand instead of being marketed as separate products.
At the same time, the company changed its ‘Open Happiness’ strapline to ‘Choose Happiness’ in the UK to enable consumers to make informed choices by more clearly communicating product differentiation. The new brand strategy came to fruition after its consumer research showed that half of consumers didn’t know that Coke Zero has no sugar and no calories, with many unclear about the different between Coke Zero and Diet Coke. Bobby Brittain, GB marketing director for Coca-Cola, told Marketing Week at the time that this lack of knowledge suggests the company’s focus on building personality behind its brands has stunted consumers’ understanding of the products. McDonald's Next Hong Kong Concept Elevates 'Create Your Taste' Dining. Viens jouer avec Monsieur Madame sur le site d'evian Monsieur Madame
Le plongeon culotté du Slip français avec Evian. Le co-branding d’Evian et de Kenzo. Chaque année Evian sort une bouteille en édition limitée conçue en partenariat avec une maison haute couture.
Déjà huit années que l’eau de source s’associe avec les plus grands créateurs afin de lancer des bouteilles en verre et de gamme supérieure produites en série limitée dans le temps. Une histoire de co-branding entre Evian et Spiderman. Après le succès de « Baby Me », Evian va encore plus loin en invitant le personnage Spiderman dans sa nouvelle campagne publicitaire…
Design du Glorifier pour la bouteille co-branding Evian/Gaultier couture. Three Tips for Going Global. When it comes to enriching customer data for CRM initiatives or conducting new customer acquisition campaigns using a channel like e-mail, U.S. marketers have the benefit of working in the most prolific, efficient data market in the world.
The U.S. has more than 200 times more data available per capita than any other market. CMOs and senior marketers in the U.S. can count on the ideal combination of market dynamics: -Low hurdles related to data privacy and data compliance -A vast array of data providers offering specific, comprehensive, granular data options -Relatively inexpensive and consistent pricing across the board. A Guide To Globalisation: Balancing Global Messaging With Local Relevancy.
For global organisations, embracing market diversity, attitudes, and cultural preferences has long since ceased to be a ‘nice to have’ element that sat passively behind the global brand strategy; it is now an essential part of any brand program.
The rise of ‘glocal’ (global vs local) campaign preparation and localisation has become the imperative. There are clear financial drivers, particularly with digital commerce. Local is Global: Effective Multilingual Web Strategies. Web on-the-go is now an everyday reality.
It touches all of our lives from the moment we wake, to our commute, from work to an evening out on the town. This reality presents both an opportunity and an incredible challenge as Web content managers attempt to optimize customer engagement. Because visitors do not see themselves as part of a global audience but as individuals, we will examine the WCM software requirements that enable organizations to maintain central control, while providing their audiences with locally relevant and translated content. From a Global Brand Management perspective, we will examine how organizations can manage, and build and sustain a global brand identity by reusing brand assets across all channels (multiple, multilingual websites, email and mobile websites).
A Framework for Strategists Assessing Emerging Markets. Steven Moore Not really, suggests our analysis.
There are several flaws in using such acronyms as the basis for entering overseas markets. Country groupings tend to conceal more about a nation’s growth than they reveal. For instance, ever since Goldman Sachs coined the term BRIC, China and India have pulled ahead of Brazil and Russia, whose growth fell below the group average between 2001 and 2013. Reverse Innovation. Summary: Reverse Innovation Professor Vijay Govindarajan, a leading expert on innovation strategy explains the concept of Reverse Innovation.
"Reverse innovation" is the opposite of what has been done for centuries: It is innovating in a poor country and sell it to a developed one. Govindarajan gives an example of multinational GE using reverse innovation successfully. For rural India, GE no longer offers an expensive American electrocardiogram machine. Rather it innovated a new, low cost portable ECG machine in India. Usage: Understanding Reverse Innovation, Innovation Strategy, Emerging Markets, BOP. Reverse Innovation. McDonald's International. The Lewis Model. The Big Mac index: A basket of sliders. MOBILE: Toyota tops Japanese brands. The End of the ‘Developing World’ In Vermont, Unilever Fights—and Ben & Jerry's Funds—Anti-GMO Activism. MOBILE: China's smartphone growth halts. MOBILE: DHL partners for growth in Africa.
Customer Experience Is More Important Than Advertising (Infographic) Popular Today in Business: All Popular Articles Recently businesses surpassed $200 Billion dollars a year in advertising spending.
Yet fewer and fewer customers are trusting advertising as the source of information for products and services. Word of mouth carries a big, heavy stick when it comes to the reputation of your business products and services. Facebook, Twitter, Yelp, and other social media and reviews sites help to amplify to voice of the customer. Pantene 'Equality' Ad Goes Global, Splitting Hairs Amongst Feminists.
Pantene is doing its part to capture lighting in a bottle (er, shampoo) after a local Philippines TV ad garnered global attention thanks to a certain bigwig at Facebook 'leaning-in.' After garnering support for its message of feminism from Facebook COO Sheryl Sandberg—author and leader of the Lean In movement—Pantene has decided to expand the campaign beyond the island nation.
The video, Labels Against Women, has already earned over 8.2 million views on YouTube after Sandberg called it "one of the most powerful videos I have seen illustrating how when men and women do the same things they are seen in completely different ways. " The ad “makes a powerful statement about the way career women are regarded in society—as bossy, aggressive and neglectful of their families" the UK's Guardian notes. “In contrast the male figure is depicted as powerful, dedicated and successful.”