Measurement and models. Portfolios. Segmentation. New Unilever campaign tells the story of how its brands are building a better world. Running on TV and online in the UK, Brazil, South Africa and Indonesia, "So long old world" suggests that "the world as we know it is ending – because a new one is just beginning.
" It goes on to depict scenes of the people who have benefitted from Unilever’s initiatives: Dove helping 19 million young people to build positive self confidenceDomestos helping 5 million people to access toiletsPersil helping 10 million children to get an education.
Ikea opens a DIY supper club in Shoreditch. Visitors will have the assistance of a sous chef and maître de, while the venue has been designed to have a homely, kitchen-style environment – but with space for far more guests.
"The dining club" opens on 10 September, runs for two weeks, and will offer a menu of modern sharing dishes, including some from Scandinavian cuisine. Ikea will be providing the food, drink and staff free of charge. Hippopotamus se refait une beauté. Beyond Storytelling: 7 Highlights from Content Marketing World 2014. Everlane. How to measure value of a brand. “As markets have matured, we have realised there are now a multitude of important components to brands and as a consequence there is some disagreement about what the term ‘brand’ actually means,” says James Cronin, lecturer in marketing at Lancaster University.
“While once upon a time experts could pin the term down to a signifier or an identifier of one producer from the next, and measuring results simply came down to awareness and sales, brands now have been defined according to more complex constructs like emotions, imagery, mental associations, symbolic meanings, tribal meanings, loyalty and accessibility. “While this plethora of theory has deepened our understanding and appreciation of brands, the recognised complexity has made it extremely difficult to agree on how results should be measured.
A New Gauge For Brand Strength: The Tangible Brand Test. Much has been written about Apple and its Brand.
I think it's the strongest brand ever created. However, per conventional branding thinking, I am quite wrong: P&G, Mobil, BP, Coca-Cola, and others are all bigger, older brands whose purported worth is far greater. (Apple is a measly 17th.) Brand Perception - Inside the Minds of Consumers. Conventional market research data often depends on the subjective comments and observations of consumers.
The problem is that consumers may say one thing and intend to do another. Brand. Brand Attachment and Brand Attitude Stre20151119 3128 1j9q6f6. Burberry becomes first luxury brand to personalise on Pinterest. Lancome x Sonia Rykiel. Designing brand experiences through trends – Take. How Nike and Spotify joined forces to connect online with offline through music. Nike and Spotify teamed up for Nike Women’s 10k running events in London (March to June) with the twin objectives of driving awareness of music’s positive effect on running performance and increasing Spotify’s monthly active usage among female runners.
After downloading the MyTempo app runners were asked three questions and assigned to a Tempo group, based on the beats per minute of a track. From this group their perfect playlist was created. Working with agency Wasserman, Spotify positioned the installation on the ground floor of Nike Town in London for three weeks so consumers could experience the feeling of their Tempo groups via a vibrating podium and on-screen animation. Can Coca-Cola rely on a boost from marketing or must it accept sales decline? Coca-Cola has had a difficult couple of years.
Consumers are increasingly moving away from sugary drinks, and the announcement of a UK tax on soft drinks, which will come into force in 2018, as well as the Government health committee’s damning childhood obesity report, have put renewed pressure on the soft drinks industry. Total UK cola value sales for the six months ending 2 July 2016 were £756.8m, down 4.3% on the same period last year, according to Nielsen. China’s biggest brand on its plans to conquer the West. Tencent is China’s biggest brand.
It has more than 1 billion monthly users, runs the country’s most popular internet portal and messaging services, and last year generated revenues of almost £12bn. It is also the most valuable brand in the country, worth £85bn according to Millward Brown’s BrandZ. That valuation also puts it ahead of the likes of Coca-Cola, Disney and MasterCard. But in the UK, and most of the rest of the West, the brand is relatively unknown. Despite this, when Marketing Week catches up with Steven Chang, Tencent’s corporate vice-president, it is clear from the start how much investment and importance he places on the parent brand. Campaignlive.co. Insight: What's the taste of a brand? Terms and conditions.
MADE IN Final HR. Gen Z lacks brand loyalty, seeks social engagement, open to loyalty programs - Luxury Daily - Marketing. Why Burberry’s new boss Marco Gobbetti should be a great fit. Monoprix crée des packagings en anglais pour amuser les touristes. On ne présente plus les packagings de Monoprix, qui nous émerveillent de jour en jour avec une répartie et un humour bien placés.
En France, la célèbre enseigne de distribution s’est associée à l’agence Rosapark pour mettre en place une opération originale pour l’été. Afin de communiquer auprès des touristes étrangers qui viennent visiter notre belle capitale, Monoprix a eu l’idée d’orchestrer toute une campagne autour de packagings entièrement en anglais, qui ont néanmoins su conserver l’humour et la répartie de la marque. La campagne d’affichage est diffusée pendant tout l’été dans les lieux touristiques de la capitale. Elle sera également diffusée via des encarts presse dans des parutions dédiées aux touristes. Une idée amusante, qui permet à la marque de renforcer son capital sympathie en s’ouvrant aux touristes étrangers. Coke launches biggest new product campaign in a decade for Coca-Cola Zero Sugar. The £10m campaign includes a TV spot, airing from Thursday 7 July, which drives home the message that the product "Tastes more like Coke, looks more like Coke".
The spot was created by Madrid-based WPP shop Sra Rushmore, with Esther Rozadilla and Rafa Otero as creative directors, Pedro Oliver the art director and Luis Sánchez the copywriter. It was directed by Pucho Mentasti for production house Mister, and MediaCom is handling media buying. This will be supported by out of home, experiential and in store activity with more than four million samples given away. This will include pop-up the Coca-Cola Zero Sugar Taste Lounge in central London this weekend, while a five metre tall replica of the Zero Sugar contour bottle will go on a tour of the UK. Coke launches biggest new product campaign in a decade for Coca-Cola Zero Sugar.
Disney X COACH. Vans fête ses 50 ans en grande pompe ! 2016. The 2016 report shows how brands that are leading in innovation have disrupted conventional ways of doing business. Some innovative brands have risen to the top of the ranking and others have just made the list. Snapshots from the global trend community. Google knocks Apple off the top spot to become the world’s most valuable brand. Canada Goose Growth Leads to Standalone Stores. Elon Musk’s Hyperloop transport system boosted by rebrand and funding.