Nestle dealt fresh 'blow' in Kit Kat trademark case. The CJEU reported today that the four-finger chocolate biscuit shape of Kit Kat does not warrant a trademark under European law, unless Nestle can prove the shape is integral to immediate consumer recognition of the brand.
The CJEU decision would imply that 90% consumer recognition of the shape by the British public is not enough to give Nestle that monopoly right Nestle has been locked in a fierce battle to register the shape of its four-finger Kit Kat bar since its application in 2010, which was blocked by rival Cadbury. Nestle claims 90% of consumers associate the brand with the shape. The moves comes as a "blow" for the chocolate bar maker, experts said. After an appeal by Nestle in June the High Court passed the matter to the Advocate General for recommendation on the case under EU law, which was then passed to the CJEU. The case will now go back to the High Court for a final ruling.
Chocolate wars. ‘Dislike’ Button Is Coming to Facebook. Marketing's New 'Power of Now' In a world of infinite information and product choice, consumers hold more power than brands.
For retailers, this means embracing marketing's new 'power of now.' Below, Steve Dennis of SageBerry Consulting offers a strategic growth model for retailers, anchored in five core experiential elements. Written by Steve Dennis Published September 2015 Topics Stay on top of the latest and greatest Subscribe In the balance of power between retail brands and consumers, companies traditionally held most of the cards. Clearly this has all changed. Related Story. 8 Ways Big Data Will Transform Marketing in 2015. Big Data is a powerful, if sometimes underestimated, force that is driving the future of business, and it’s shaping the trends that will define 2015 and beyond—especially in marketing.
Here are eight marketing trends that Big Data will drive forward in a big way in the next 12 months: 1. Using data to drive content marketing: At first glance, content marketing appears to have little to do with data, big or otherwise, but the capability to deploy data to analyze the performance of various content—whether it’s blog posts, LinkedIn posts, white papers or e-mails—enables marketers to gain insight into what content is working to turn prospects into customers. 2. Making personalization meaningful: Personalization can mean using “Dear, Bob” as a greeting when a marketer sends an automated e-mail to someone named Bob, but ultimately, personalization is broader and more meaningful than that. 3. 4. 5.
A Quick Guide to Avoiding Common Writing Errors. You’re looking at an e-mail you just wrote, and you’re not sure whether you have the right word: Do you want affect or effect?
Further or farther? Gray or grey? Getting it wrong can make you look bad — people do judge you by the way you write — but you also don’t have all day to look up words. It helps to have an easy reference for the basics, bookmark some resources, and learn how to choose your battles. To save you keystrokes, here’s the run-down on some of the most common problem words:
With #ShareaCoke, Twitter Unleashes First Branded Custom Emoji. Sensory marketing set to become the status quo. If you work in or on a make-up business, such as Carat client L’Oréal, Cosmoprof is essentially the cosmetic equivalent of Comicon, minus the cosplay; a festival of big names, landmark product launches and game-changing innovation that announces the industry trend agenda for the upcoming year.
One of the biggest discussion points for Cosmoprof 2015 was the power of sensory marketing, which makes perfect sense given the cosmetics industry’s focus on transforming the sensory experience, particularly sight and scent. Obviously sensory marketing is currently being used by a variety of brands across a breadth of industries – from ice-cream to casinos – as a way of immersing consumers deeper into the brand experience and influencing behaviour. The cosmetics industry is certainly no exception; Cosmoprof even had their own signature scent – fig and coriander with cedar and sandalwood tones for anyone interested.
Sensory marketing is not, in essence, a new concept. 1. What this means for marketers. How idea adoption works. I've been sharing Rogers production adoption curve for a long time, but I realize that it doesn't viscerally explain what's actually happening.
Here's a better way to think about it: [Click to enlarge] Different people have different mindsets when encountering various markets. Some people are eager to try new foods, but always rely on proven fashions or cars. Some people live on the edge of popular culture when it comes to lifestyle, but want to be in the back of the room when it comes to their understanding of the latest science... Every important idea starts out on the fringe. Sometimes, that fringe idea begins to resonate with those around the fringe-loving. Sometimes, more rarely, the risky idea is seen by some culture watchers as a 'new thing'. When enough people embrace a new thing, it becomes a hot thing, and then the hot thing might go mass.