Always nice to know how the big global brands are doing.
http://www.interbrand.com/en/best-global-brands/Best-Global-Brands-2010.aspx
Interbrand Report 2010
Interbrand poster top 100
21 September 2010
Best global brands 2010
Always nice to know how the big global brands are doing.
http://www.interbrand.com/en/best-global-brands/Best-Global-Brands-2010.aspx
Interbrand Report 2010
Interbrand poster top 100
18 September 2010
Facebook: The So Coal Network - A timely story about Mark Zuckerberg
A nice example of cause marketing campaign Cool IT using a viral to get the message of using dirty coal for data centres accross to the public. Excellently well executed. Make the concept simple as seen through the eyes of a child. We will definitely hear more from this campaign.
http://news.cnet.com/8301-11128_3-20015522-54.html
Facebook reacts to Greenpeace anticoal campaign
Greenpeace has launched an effort to pressure Facebook to stop polluting with coal, but Facebook counters by saying its newest data center will be a model energy efficiency.
On Wednesday, Greenpeace executive director Kumi Naidoo sent a letter sent to Facebook CEO Mark Zuckerberg, urging him to take steps to lighten Facebook's environmental footprint.
Naidoo said that the environmental watchdog group was dismayed by Facebook's plans to build a large data center in Prineville, Oregon. Due to Facebook's rapid growth, that facility will be twice as large as first anticipated and the local utility runs an "electricity mix that is disproportionately powered by coal, the largest source of global warming pollution," Naidoo wrote.
Since February, meanwhile, Greenpeace has been running an "Unfriend Coal" protest on Facebook that has gathered more than 500,000 people. Backed by its supporters, Greenpeace wants Facebook to commit to phasing out coal-powered electricity, lobby for climate change and clean energy policies, and disclose its greenhouse gas emissions inventory.
On Thursday, Facebook's director of policy communications, Barry Schnitt, responded, saying that Facebook's planned Oregon facility was chosen with energy efficiency in mind. Also, he noted that Facebook, like any other company, doesn't have control over the fuel source for its electricity.
It's true that the local utility gets 58 percent of its power from coal, compared to a national average of about 50 percent, Schnitt said. But the location was chosen because of its temperate climate, which allows Facebook to use more efficient evaporative coolers rather than the traditional power-hungry mechanical chillers.
Also, by consolidating into a single location, rather than leasing space at various locations, Facebook can design for efficiency. He said that the Oregon facility will have a Power Usage Effectiveness rating of 1.15, far below the industry averages for efficiency. Google, considered an industry leader, was about 1.17 in the past quarter.
"We strongly believe that the best way to minimize our impact is to concentrate on efficiency and building servers that work towards that goal," Schnitt wrote.
The director of Greenpeace's Cool IT program then responded to Schnitt, arguing that Facebook and other Internet providers need to take a more active stance on energy policy.
"Efficiency is certainly important, but is only the beginning of taking responsibility for your rapidly growing energy and environmental footprint," wrote policy analyst Gary Cook.
The back-and-forth, done publicly to maximize exposure of the anticoal campaign, sheds some light on the reality of procuring huge amounts of electricity to run data centers.
Google, Facebook, Yahoo and others are investing billions of dollars to build out data centers to meet growing demand for Web services, adding to the pollution from computing.
Given that energy is a cost, these Web providers have a financial motivation to use as little electricity as possible. That, and growing environmental concerns, has led to designs that optimize cooling, which is about half the energy used in data centers.
Read more: http://news.cnet.com/8301-11128_3-20015522-54.html#ixzz0zt8GPAu3
http://news.cnet.com/8301-11128_3-20015522-54.html
Facebook reacts to Greenpeace anticoal campaign
Greenpeace has launched an effort to pressure Facebook to stop polluting with coal, but Facebook counters by saying its newest data center will be a model energy efficiency.
On Wednesday, Greenpeace executive director Kumi Naidoo sent a letter sent to Facebook CEO Mark Zuckerberg, urging him to take steps to lighten Facebook's environmental footprint.
Naidoo said that the environmental watchdog group was dismayed by Facebook's plans to build a large data center in Prineville, Oregon. Due to Facebook's rapid growth, that facility will be twice as large as first anticipated and the local utility runs an "electricity mix that is disproportionately powered by coal, the largest source of global warming pollution," Naidoo wrote.
Since February, meanwhile, Greenpeace has been running an "Unfriend Coal" protest on Facebook that has gathered more than 500,000 people. Backed by its supporters, Greenpeace wants Facebook to commit to phasing out coal-powered electricity, lobby for climate change and clean energy policies, and disclose its greenhouse gas emissions inventory.
On Thursday, Facebook's director of policy communications, Barry Schnitt, responded, saying that Facebook's planned Oregon facility was chosen with energy efficiency in mind. Also, he noted that Facebook, like any other company, doesn't have control over the fuel source for its electricity.
It's true that the local utility gets 58 percent of its power from coal, compared to a national average of about 50 percent, Schnitt said. But the location was chosen because of its temperate climate, which allows Facebook to use more efficient evaporative coolers rather than the traditional power-hungry mechanical chillers.
Also, by consolidating into a single location, rather than leasing space at various locations, Facebook can design for efficiency. He said that the Oregon facility will have a Power Usage Effectiveness rating of 1.15, far below the industry averages for efficiency. Google, considered an industry leader, was about 1.17 in the past quarter.
"We strongly believe that the best way to minimize our impact is to concentrate on efficiency and building servers that work towards that goal," Schnitt wrote.
The director of Greenpeace's Cool IT program then responded to Schnitt, arguing that Facebook and other Internet providers need to take a more active stance on energy policy.
"Efficiency is certainly important, but is only the beginning of taking responsibility for your rapidly growing energy and environmental footprint," wrote policy analyst Gary Cook.
The back-and-forth, done publicly to maximize exposure of the anticoal campaign, sheds some light on the reality of procuring huge amounts of electricity to run data centers.
Google, Facebook, Yahoo and others are investing billions of dollars to build out data centers to meet growing demand for Web services, adding to the pollution from computing.
Given that energy is a cost, these Web providers have a financial motivation to use as little electricity as possible. That, and growing environmental concerns, has led to designs that optimize cooling, which is about half the energy used in data centers.
Read more: http://news.cnet.com/8301-11128_3-20015522-54.html#ixzz0zt8GPAu3
17 September 2010
What Social Media Means for Beauty Brands
What Social Media Means for Beauty Brands
Stacy Mackler June 30th, 2010
Social media isn’t just a way for friends to stay in touch—smart PR professionals and marketers know that SoMe can be the answer to their prayers. Though beauty is the rare—and lucky—industry that may have bucked the trend of dwindling budgets (because women want to look good no matter how much the economy is suffering!), it still benefits resourceful pros to understand how employing social media in their strategies can have a great impact with a small budget.
We at Euro RSCG Worldwide PR engage in social media everyday—for our company and for our clients. We know that the Web is not just important, it’s essential to reach consumers in today’s fully connected world. We embrace the opportunity to link up with people on such a micro-level; anyone can follow any (or all) of us at ERWW PR on Twitter, either at the company level (@ERWWPR) or at the personal level; each of us at the agency is a citizen of Twitterville.
Beauty brands may have the most to gain from engaging in social media marketing in all its forms. In the real world, beauty products have long been at the center of social gatherings—BFFs help each other decide the right shade of eye shadow, mothers tell daughters which lipstick color looks best (and vice versa!), sisters help each other do their hair just so…and the list goes on. So when a beauty brand is able to tap into the strength of online bonds, it’s really hit the SoMe jackpot.
Girls (and women) can be intimidated by the prospect of seeking out advice and how-to tips in person. Mainstream fashion and beauty media outlets are already aware of the demand for these services; the clever marketer or PR pro will figure out a way to supply this need via social media. How-tos online in the privacy of one’s home, behind closed doors or with a trusted pal, can be just as good as that magazine page…or even better, since it has the benefit of being multidimensional (in other words, the real deal).
If you look at the places where social media stars and the championing of brands have intersected, you’ll often find beauty products to be the subject. Look at YouTube sensation Blair Fowler, known as Juicystar07: The 16-year-old shares her fashion and beauty expertise (and her shopping “hauls”) with 330,000 subscribers. Her YouTube channel has been viewed almost 18 million times, and she has appeared on “Good Morning America.” Her older sister, Elle (now 21), has another ultrapopular channel, allthatglitters21.
These girls have scored by leveraging the power of social media; but what PR and marketing professionals need to realize is that their brands have scored, as well. The number of YouTube videos of unwitting teen brand ambassadors is astounding—they plug products with on-brand messaging that could make a PR maven weep with joy. They’re using their 15 minutes of fame to advertise their favorite merch, and the marketers who tease out the special sauce of really leveraging these unpaid brand ambassadors may actually revolutionize social media marketing.
Have there been companies that have done it well already? Procter & Gamble may be the closest to really getting it right. Its site and newsletter Vocalpoint engages women not just with free samples (which are always nice!) but also with a forum for women to talk to each other in a nonthreatening, inviting community. Many of P&G’s brands are big players in the social media space. Among them are Olay, which has an active social media presence, and has been able to broaden its user base and demo in recent years; Pantene, which recently became one of the first brands to launch a community manager (the Pantene Beauty Maven); Cover Girl and Herbal Essences.
There hasn’t been one knockout win yet in the beauty arena—but it will happen. The question at this point isn’t “Why not?” The question is “When?”
 |
| http://eurorscgsocial.com/2010/06/30/what-social-media-means-for-beauty-brands/ |
What Social Media Means for Beauty Brands
Stacy Mackler June 30th, 2010
Social media isn’t just a way for friends to stay in touch—smart PR professionals and marketers know that SoMe can be the answer to their prayers. Though beauty is the rare—and lucky—industry that may have bucked the trend of dwindling budgets (because women want to look good no matter how much the economy is suffering!), it still benefits resourceful pros to understand how employing social media in their strategies can have a great impact with a small budget.
We at Euro RSCG Worldwide PR engage in social media everyday—for our company and for our clients. We know that the Web is not just important, it’s essential to reach consumers in today’s fully connected world. We embrace the opportunity to link up with people on such a micro-level; anyone can follow any (or all) of us at ERWW PR on Twitter, either at the company level (@ERWWPR) or at the personal level; each of us at the agency is a citizen of Twitterville.
Beauty brands may have the most to gain from engaging in social media marketing in all its forms. In the real world, beauty products have long been at the center of social gatherings—BFFs help each other decide the right shade of eye shadow, mothers tell daughters which lipstick color looks best (and vice versa!), sisters help each other do their hair just so…and the list goes on. So when a beauty brand is able to tap into the strength of online bonds, it’s really hit the SoMe jackpot.
 |
| http://www.youtube.com/user/juicystar07 |
Girls (and women) can be intimidated by the prospect of seeking out advice and how-to tips in person. Mainstream fashion and beauty media outlets are already aware of the demand for these services; the clever marketer or PR pro will figure out a way to supply this need via social media. How-tos online in the privacy of one’s home, behind closed doors or with a trusted pal, can be just as good as that magazine page…or even better, since it has the benefit of being multidimensional (in other words, the real deal).
If you look at the places where social media stars and the championing of brands have intersected, you’ll often find beauty products to be the subject. Look at YouTube sensation Blair Fowler, known as Juicystar07: The 16-year-old shares her fashion and beauty expertise (and her shopping “hauls”) with 330,000 subscribers. Her YouTube channel has been viewed almost 18 million times, and she has appeared on “Good Morning America.” Her older sister, Elle (now 21), has another ultrapopular channel, allthatglitters21.
These girls have scored by leveraging the power of social media; but what PR and marketing professionals need to realize is that their brands have scored, as well. The number of YouTube videos of unwitting teen brand ambassadors is astounding—they plug products with on-brand messaging that could make a PR maven weep with joy. They’re using their 15 minutes of fame to advertise their favorite merch, and the marketers who tease out the special sauce of really leveraging these unpaid brand ambassadors may actually revolutionize social media marketing.
Have there been companies that have done it well already? Procter & Gamble may be the closest to really getting it right. Its site and newsletter Vocalpoint engages women not just with free samples (which are always nice!) but also with a forum for women to talk to each other in a nonthreatening, inviting community. Many of P&G’s brands are big players in the social media space. Among them are Olay, which has an active social media presence, and has been able to broaden its user base and demo in recent years; Pantene, which recently became one of the first brands to launch a community manager (the Pantene Beauty Maven); Cover Girl and Herbal Essences.
There hasn’t been one knockout win yet in the beauty arena—but it will happen. The question at this point isn’t “Why not?” The question is “When?”
 |
| http://www.glitzy-glam.com/store/ |
Infectious personalities
Marketing uses the "connnectors" in a network to promote a new product. Health authorities could use the connectors in a network to get an early warning signal of a disease outbreak. The spreading of a disease and the spreading of a new product through a network are remarkabely similar.
Social networks catch an early glimpse of disease outbreaks
Who will sneeze first?
CHANCES are your friends are more popular than you are. It is a basic feature of social networks that has been known about for some time. Consider both an avid cocktail party hostess with hundreds of acquaintances and a grumpy misanthrope, who may have one or two friends. Statistically speaking, the average person is much more likely to know the hostess simply because she has so many more friends. This, in essence, is what is called the “friendship paradox”: the friends of any random individual are likely to be more central to the social web than the individual himself.
Now researchers think this seemingly depressing fact can be made to work as an early warning system to detect outbreaks of contagious diseases. By studying the friends of a randomly selected group of individuals, epidemiologists can isolate those people who are more connected to one another and are therefore more likely to catch diseases like the flu early. This could allow health authorities to spot outbreaks weeks in advance of current surveillance methods.
In a report just posted on arXiv, an online repository of research papers, and which has been submitted to the Proceedings of the National Academy of Sciences, Nicholas Christakis from Harvard University and James Fowler from the University of California, San Diego put the friendship paradox to good use. In a trial carried out last autumn, they monitored the spread of both seasonal flu and H1N1, popularly known as swine flu, through students and their friends at Harvard University.
Dr Christakis and Dr Fowler selected a random group of 319 undergraduates and asked each to nominate up to three friends. Using these names, they collected another group of 425 friends. As the friend paradox predicts, the second group were both more popular (named more times by the random group) and more central to the connections among Harvard students. Flu infections were monitored from September 1st 2009 to the end of December by identifying those diagnosed by the university’s health services and by e-mail responses to a twice-weekly health survey. Overall, 8% of the students were formally diagnosed with the flu and 32% were self-diagnosed. But the infection rate peaked two weeks earlier among the group of more-connected friends. Their social links were indeed causing them to get infected sooner.
Early warning
As this result came with the benefit of hindsight, the researchers tried to come up with a real-time measure that could potentially provide an early warning sign of an outbreak as it began to spread. To do this they went back to the beginning and compared diagnoses between the two groups on a daily basis for each of the 122 days of the study. A significant difference between the two groups was first detectable a full 46 days before visits to health services peaked for the random group. For those with self-reported symptoms, there was a noticeable difference 83 days before the peak in self-reported symptoms.
These early results are impressive. Currently, the methods used to assess an infection by America’s Centres for Disease Control and Prevention lag an outbreak by a week or two. Google’s Flu Trends, which monitors millions of queries submitted to the giant search engine for the occurrence of flu-related keywords, is at best contemporaneous with an outbreak. Dr Christakis and Dr Fowler suggest that a hybrid method might be developed in which the search queries of a group of highly connected (ie, popular) individuals could be scanned for signs of the flu.
Although the technique has so far only been demonstrated for the flu and in the social milieu of a university, the researchers nevertheless think that it could help predict other infectious diseases and do so on a larger scale, such as in cities and across regions. Nor should it be difficult to implement. Public-health officials already conduct random sampling, so getting the participants to name a few friends too should not be onerous. When it comes to infectious diseases, your friends really do say a lot about you.
http://mobile.economist.com/science_16103882.php
Social networks catch an early glimpse of disease outbreaks
Who will sneeze first?
CHANCES are your friends are more popular than you are. It is a basic feature of social networks that has been known about for some time. Consider both an avid cocktail party hostess with hundreds of acquaintances and a grumpy misanthrope, who may have one or two friends. Statistically speaking, the average person is much more likely to know the hostess simply because she has so many more friends. This, in essence, is what is called the “friendship paradox”: the friends of any random individual are likely to be more central to the social web than the individual himself.
Now researchers think this seemingly depressing fact can be made to work as an early warning system to detect outbreaks of contagious diseases. By studying the friends of a randomly selected group of individuals, epidemiologists can isolate those people who are more connected to one another and are therefore more likely to catch diseases like the flu early. This could allow health authorities to spot outbreaks weeks in advance of current surveillance methods.
In a report just posted on arXiv, an online repository of research papers, and which has been submitted to the Proceedings of the National Academy of Sciences, Nicholas Christakis from Harvard University and James Fowler from the University of California, San Diego put the friendship paradox to good use. In a trial carried out last autumn, they monitored the spread of both seasonal flu and H1N1, popularly known as swine flu, through students and their friends at Harvard University.
Dr Christakis and Dr Fowler selected a random group of 319 undergraduates and asked each to nominate up to three friends. Using these names, they collected another group of 425 friends. As the friend paradox predicts, the second group were both more popular (named more times by the random group) and more central to the connections among Harvard students. Flu infections were monitored from September 1st 2009 to the end of December by identifying those diagnosed by the university’s health services and by e-mail responses to a twice-weekly health survey. Overall, 8% of the students were formally diagnosed with the flu and 32% were self-diagnosed. But the infection rate peaked two weeks earlier among the group of more-connected friends. Their social links were indeed causing them to get infected sooner.
Early warning
As this result came with the benefit of hindsight, the researchers tried to come up with a real-time measure that could potentially provide an early warning sign of an outbreak as it began to spread. To do this they went back to the beginning and compared diagnoses between the two groups on a daily basis for each of the 122 days of the study. A significant difference between the two groups was first detectable a full 46 days before visits to health services peaked for the random group. For those with self-reported symptoms, there was a noticeable difference 83 days before the peak in self-reported symptoms.
These early results are impressive. Currently, the methods used to assess an infection by America’s Centres for Disease Control and Prevention lag an outbreak by a week or two. Google’s Flu Trends, which monitors millions of queries submitted to the giant search engine for the occurrence of flu-related keywords, is at best contemporaneous with an outbreak. Dr Christakis and Dr Fowler suggest that a hybrid method might be developed in which the search queries of a group of highly connected (ie, popular) individuals could be scanned for signs of the flu.
Although the technique has so far only been demonstrated for the flu and in the social milieu of a university, the researchers nevertheless think that it could help predict other infectious diseases and do so on a larger scale, such as in cities and across regions. Nor should it be difficult to implement. Public-health officials already conduct random sampling, so getting the participants to name a few friends too should not be onerous. When it comes to infectious diseases, your friends really do say a lot about you.
http://mobile.economist.com/science_16103882.php
15 September 2010
Country of origin effect
If you are producing high quality products in China you will have a hard time beating the low cost low quality perception. This strong negative "country of origin" effect is shown in a research by Interbrand consultancy.
Chinese companies must improve their quality and brand image to gain a competitive edge in the global arena, according to a recent survey by London-based Interbrand Consultancy. The “Made-in-China” survey interviewed over 700 business professionals on their perceptions about products made in China and the potential for Chinese brands going overseas. The survey revealed that Chinese brands were unable to cash in on the Olympics goodwill largely due to the tainted milk powder scandal. “Products made in China continue to represent the image of cheap price but low quality with safety problems,” the survey said.
http://nation-branding.info/2009/01/14/made-in-china/
Chinese companies must improve their quality and brand image to gain a competitive edge in the global arena, according to a recent survey by London-based Interbrand Consultancy. The “Made-in-China” survey interviewed over 700 business professionals on their perceptions about products made in China and the potential for Chinese brands going overseas. The survey revealed that Chinese brands were unable to cash in on the Olympics goodwill largely due to the tainted milk powder scandal. “Products made in China continue to represent the image of cheap price but low quality with safety problems,” the survey said.
http://nation-branding.info/2009/01/14/made-in-china/
A Great Bargain or a Big Rip-off? Consumers' Perceptions of Price Fairness in the U.S. and China
How cultural differences affect consumer price fairness perceptions. An interesting research article shows the differences in perception of price fairness between the US and China. The findings are in line with the Hofstede theory on cultural dimensions. China is a relationship oriented collective society where as the US is a society which scores high on the individuality dimension.
Researchers found that American consumers in general tended to see things as fair if they got the bargain and unfair if they didn't, regardless of whether the shopper they were being compared to was a friend or a stranger. Chinese consumers, on the other hand, cared more about how they stacked up against their friends. "The Chinese were less affected by what a stranger paid than what a friend paid, whereas Americans were uniformly sensitive to price discrimination,' the researchers report.
They also explored whether customers' relationship with the seller -- first-time buyer versus loyal customer -- affected their feelings of fairness in the price they paid. For American consumers, it did not seem to matter much whether they were a first-time or loyal customer: It was fair if they got a lower price and unfair if they paid more regardless of their relationship with the seller. Chinese consumers, on the other hand, tended to be more bothered if they paid a higher price as a loyal customer. Chinese consumers "were more sensitive...to the nature of the vendor-customer relationship."
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1906
Researchers found that American consumers in general tended to see things as fair if they got the bargain and unfair if they didn't, regardless of whether the shopper they were being compared to was a friend or a stranger. Chinese consumers, on the other hand, cared more about how they stacked up against their friends. "The Chinese were less affected by what a stranger paid than what a friend paid, whereas Americans were uniformly sensitive to price discrimination,' the researchers report.
They also explored whether customers' relationship with the seller -- first-time buyer versus loyal customer -- affected their feelings of fairness in the price they paid. For American consumers, it did not seem to matter much whether they were a first-time or loyal customer: It was fair if they got a lower price and unfair if they paid more regardless of their relationship with the seller. Chinese consumers, on the other hand, tended to be more bothered if they paid a higher price as a loyal customer. Chinese consumers "were more sensitive...to the nature of the vendor-customer relationship."
http://knowledge.wharton.upenn.edu/article.cfm?articleid=1906
How to change a good advert into a bad one with 10 rules
The proces by which a good advertising changes into a bad one.
Simply apply all the rules of good advertising without bearing in mind the effect on the impression on the viewer. During the proces you lose sight of the origial big idea to visualize the intended positioning.
Simply apply all the rules of good advertising without bearing in mind the effect on the impression on the viewer. During the proces you lose sight of the origial big idea to visualize the intended positioning.
An outdated example, but this kind of advertising is still widespread.
14 September 2010
Top ten reasons why BP’s advertising is a disaster
An interesting article by Simon Mainwaring on corporate reputation.
BP’s handling of the Deepwater Horizon disaster demonstrates a lack of understanding as to how technology has changed the consumer marketplace. Their PR efforts have effectively pitted traditional media (such as TV and newspaper ads) against social media (such as the Boycott BP page on Facebook that has received close to a million ‘Likes’ or the BP logo competition run by Greenpeace). Not only does this mean that their ad spend on traditional media is largely ineffectual, but it allows the negative conversations around their brand to continue unresolved.
If a brand wants to influence consumer opinion within this social ecosystem it must play by a set of rules seemingly foreign to BP – transparency, authenticity and accountability. Social networks allow people to bypass traditional media outlets, talk among themselves and come together around shared values. Ecological damage on such a historic scale tapped into our shared concern for the ocean, its marine life, and the planet we leave for our children, and so social media amplified consumer outrage around the world.
......
......
A full page newspaper ad (or ten) does not disperse the damage done to the lives of fishermen and their surrounding communities devastated by the spill who are now struggling under the weight of consumer concerns over their catches. A TV ad (or ten) does not restore the generations of marine life lost, nor repair the damage done to the Gulf’s ecosystem. A search ad (or ten) does not change the mind of a single consumer unless BP fundamentally changes its behavior.
Read more at http://simonmainwaring.com/future/top-ten-reasons-why-bps-advertising-is-a-disaster/
 |
| Credit: AP |
BP’s handling of the Deepwater Horizon disaster demonstrates a lack of understanding as to how technology has changed the consumer marketplace. Their PR efforts have effectively pitted traditional media (such as TV and newspaper ads) against social media (such as the Boycott BP page on Facebook that has received close to a million ‘Likes’ or the BP logo competition run by Greenpeace). Not only does this mean that their ad spend on traditional media is largely ineffectual, but it allows the negative conversations around their brand to continue unresolved.
If a brand wants to influence consumer opinion within this social ecosystem it must play by a set of rules seemingly foreign to BP – transparency, authenticity and accountability. Social networks allow people to bypass traditional media outlets, talk among themselves and come together around shared values. Ecological damage on such a historic scale tapped into our shared concern for the ocean, its marine life, and the planet we leave for our children, and so social media amplified consumer outrage around the world.
......
......
A full page newspaper ad (or ten) does not disperse the damage done to the lives of fishermen and their surrounding communities devastated by the spill who are now struggling under the weight of consumer concerns over their catches. A TV ad (or ten) does not restore the generations of marine life lost, nor repair the damage done to the Gulf’s ecosystem. A search ad (or ten) does not change the mind of a single consumer unless BP fundamentally changes its behavior.
Read more at http://simonmainwaring.com/future/top-ten-reasons-why-bps-advertising-is-a-disaster/
To Whisper Neuromarketing- Presentación Daniel Razniewski
A thorough presentation from LAB an international biometric advertising research company. Based on the assumption that the uncounscious can be scientifically explored. Central is the question how to relate Neuro research results to conventional marketing measures. Based on some real life cases showing some interesting results
The invisible gorilla
Before reading any further do the test
The Invisible Gorilla provides an interesting counterpoint to Malcolm Gladwell’s Blink. While Gladwell sought to show that our minds can perform remarkable feats of judgment, often without conscious processing, Chabris and Simons show us how many ways our human brains can fail. If that sounds depressing, it’s not really. The Invisible Gorilla seeks to expose some of the limitations of our brains in areas like observation and memory; with this understanding, we can adopt strategies to compensate for them.
Read more at http://www.neurosciencemarketing.com/blog/articles/the-invisible-gorilla.htm
Blue ocean strategy Mobile Phone with 3 weeks standby time
A nice example of a blue ocean strategy. Who would have thought there would be room on the overcrowded mobile telephone market for yet another mobile phone? Back to basics. John’s Phone claims to be the most simple (to operate) mobile phone. No frills. Simlock free, big buttons, old fashioned adress booka pencil. Claiming 3 weeks standby time. Worldwide coverage, A waterresistant dumbphone. Target groups young, old, holidaygoers, grandpa, grandma sportsmen and women, national and international businesses. The Dutch design company apparently found some quality Chinese producers who were willing to take their phone into production.
Available in 6 colors white, brown, pink, black and green.
The official website John's phones Sells via the internet at http://www.johnsphones.com/store/item9
See Dutch review http://www.bright.nl/eerste-indruk-johns-phone
Time will tell if there is a big enough market for a basic mobile phone version. Looking forward to first user experiences if this basic phone does what it promises.
Available in 6 colors white, brown, pink, black and green.
The official website John's phones Sells via the internet at http://www.johnsphones.com/store/item9
See Dutch review http://www.bright.nl/eerste-indruk-johns-phone
Time will tell if there is a big enough market for a basic mobile phone version. Looking forward to first user experiences if this basic phone does what it promises.
How Steve Jobs turns consumers into fanatics
In neuromarketing terms, our brains are hardwired to WANT to be in one or more groups. Brands that can be positioned to put their customers into a group will find that their efforts will be enhanced by their customers’ own need to belong. In addition, they will likely cultivate a dislike for other brand groups.
How Apple turns consumers into fanatics
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| How Steve Jobs turns consumers into fanatics |
How Apple turns consumers into fanatics
R.I.P. Twitter as a marketing platform.
Twitter is ineffective a a marketing tool, argues the author. He shows some interesting statistics to prove it.
According to the author Dan Schawbel an email subscriber is worth five times as much as a blog subscriber and ten times as much as a Twitter follower. Taking all things into account, he would rather have 5,000 email contacts than 100,000 Twitter followers.
Personal branding not using twitter
According to the author Dan Schawbel an email subscriber is worth five times as much as a blog subscriber and ten times as much as a Twitter follower. Taking all things into account, he would rather have 5,000 email contacts than 100,000 Twitter followers.
Personal branding not using twitter
International branding. A global or local marketing campaign ?
One of the important questions in an increasing globalizing world. "Should a globally sold product have a global marketing campaign or does it have to be localized ?"
A nice example of a localised bollywood style XBOX360 Indian TV commercial featuring Akshay Kumar & Yuvraj singh.
xbox360 bollywood style
A nice example of a localised bollywood style XBOX360 Indian TV commercial featuring Akshay Kumar & Yuvraj singh.
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| Enjoy the ride. |
xbox360 bollywood style
How do consumers engage with brands in an increasingly digital world?
How do consumers engage with brands in an increasingly digital world?
This marks a significant shift in focus for the research of Razorfish. Their past studies have been almost exclusively concerned with charting how consumer behavior adapts to advances in Internet technology and web services.
In this report Razorfish is broadening their attention toward exploring how consumers interact with brands online.
What does the future hold for brands when everything is just a click away? If consumers really are in control, what can we learn from their interaction with brands today?
Highly recommended
Building brands online
With all the (campaign) metrics available brand marketeers maintain preference for traditional brand impact metrics. An interesting presentation clearly explaining different metrics.
Building Brands Online: An Interactive Advertising Action Plan
Building Brands Online: An Interactive Advertising Action Plan
Positioning luxury car brands
A nice example powerpoint on positioning 4 luxury car brands from down under.
Positioning luxury car brands (Bmw, Mercedes Audi, Lexus )
Positioning luxury car brands (Bmw, Mercedes Audi, Lexus )
Social Media Guide lines
An interesting example of social media guide lines. Razorfish Social Media guidelines
A students video view on Windesheim University of applied sciences in Zwolle
13 September 2010
Classic Old Spice Social Media Campaign
Well here it is. The Old Spice Social Campaign Case Study from WK. To save the judges some time this year, I’d suggest sending the pencils, lions, grand pix’ and the like straight to the WK head office in an overnight express bag, no need for a tracking code, everyone know’s who those awards will belong to! Check out the video above, the results are just as you’d expect.
The Old Spice Case Study talks us through the insight around targeting men & women at the same time to generate conversation around body wash. When it was launched online for the super bowl weekend (and TV shortly after) the campaign managed to capture 75% of all conversations in the category (although I’m sure that was off a small base) before every man and his dog was talking about the Old Spice ads.
To continue that success Old Spice & WK needed to take the campaign to the next level, Mustafa was now a household hero, and they wanted to engage the fans directly. And so the response campaign was born.
Over 3 days, a team of creatives, digital strategists, developers and producers filmed 180 odd videos around the clock, creating videos and responding directly to fans and celebrities in near real time to create what is now known as the best social campaign ever to have been created.
So here are a few of the stats… hold your breath…
I don’t think I need to add much more to that. I just really want to see what old spice has in store for us next, in fact i’m itching for it. (no pressure WK!) (via Creativity Online)
From
http://www.digitalbuzzblog.com/old-spice-social-campaign-case-study-video/
Watch the case story on Youtube
The Old Spice Case Study talks us through the insight around targeting men & women at the same time to generate conversation around body wash. When it was launched online for the super bowl weekend (and TV shortly after) the campaign managed to capture 75% of all conversations in the category (although I’m sure that was off a small base) before every man and his dog was talking about the Old Spice ads.
To continue that success Old Spice & WK needed to take the campaign to the next level, Mustafa was now a household hero, and they wanted to engage the fans directly. And so the response campaign was born.
Over 3 days, a team of creatives, digital strategists, developers and producers filmed 180 odd videos around the clock, creating videos and responding directly to fans and celebrities in near real time to create what is now known as the best social campaign ever to have been created.
So here are a few of the stats… hold your breath…
- ◦On day 1 the campaign received almost 6 million views
- (that’s more than Obama’s victory speech)
- ◦On day 2 old spice had 8 of the 11 most popular videos online
- ◦On day 3 the campaign had reached over 20 million views
- ◦After the first week old spice had over 40 million views
- ◦The old spice twitter following increased 2700% (probably off a lowish base)
- ◦Facebook fan interaction was up 800%
- ◦Oldspice.com website traffic was up 300%
- ◦The old spice YouTube channel became the all time most viewed channel (amazing)
- ◦Thecampain has generated 1.4 billion impressions since launching the ads 6 months ago
- ◦The campaign increased sales by 27% over 6 months since launching (year on year)
- ◦In the last 3 months sales were up 55%
- ◦And in the last month sales were up 107% from the social responses campaign work
- ◦Old spice is now the #1 body wash brand for men.
I don’t think I need to add much more to that. I just really want to see what old spice has in store for us next, in fact i’m itching for it. (no pressure WK!) (via Creativity Online)
From
http://www.digitalbuzzblog.com/old-spice-social-campaign-case-study-video/
Watch the case story on Youtube
The Dirt on Laundry Trends Around the World
Unilever, P&G, Henkel Adjust Products to Suit Cultural Preferences -- and Washing Temperatures
BATAVIA, Ohio (AdAge.com) -- Every half hour 7 million people in the world wash their clothes with Unilever products, and 6 million of them do so by hand.
That rather jarring statistic, courtesy of Unilever Chief Marketing and Communications Officer Keith Weed, helps explain Unilever's exit from North American laundry a few years ago: The biggest growth markets are where people are dreaming of moving up from hand washing to their first hand-cranked or semi-automatic washing machine, or are looking for lower-suds products or rinse additives that will let them make fewer or shorter trips to the well or river.
......
'Nintendo kids'
Europe is embroiled in a new sort of cold war as the major laundry players launch a range of products promising better performance from cold-water washing, most recently Procter & Gamble Co.'s Ariel gel with Actilift. By contrast, in India, P&G and Unilever are in more of a hot war combining price cuts and competitive advertising claims, with both sides having had to pare back or scrap ads under court order in recent months.
Marketers do seek to capitalize on some global trends and attitudes, such as a preference for strong floral fragrances that spans southern Europe, Latin America and Asian markets. But even in broad trends, the world is often moving in opposite directions at once. For example, most people in the U.S. and northern Europe prefer lighter fragrances their southern peers would find too watered down -- or as having no scent at all.
In developing markets, the combination of warm temperatures, sweat and heavy physical labor create a need for powerful washing and stain removal, with much of the power supplied by elbow grease. Compare that to the U.S., where Eric Schwartz, VP-laundry marketing for Henkel U.S., identifies a segment he calls "Nintendo Kids." They're the growing number of youths who spend more time indoors playing video games than outdoors getting grass and ground-in dirt stains that generate challenging laundry problems.
For those challenges, Unilever markets four of its regional brands -- Persil, Skip, Via and Omo -- under a common "Dirt is Good" logo and positioning. For more premium brands, dirt is indeed good, but it's also good for kids, as Randy Quinn, exec VP global laundry for Unilever sees it.
"The proposition is based on the fundamental insight that giving children the ability to get dirty and experience life as part of the growing up process is healthy for their development and gives moms the freedom to say, 'I can let my children get dirty without worrying about whether I can get clothes clean,'" he said.
.... more
Posted by Jack Neff on 06.14.10
From: http://adage.com/globalnews/article?article_id=144398
BATAVIA, Ohio (AdAge.com) -- Every half hour 7 million people in the world wash their clothes with Unilever products, and 6 million of them do so by hand.
That rather jarring statistic, courtesy of Unilever Chief Marketing and Communications Officer Keith Weed, helps explain Unilever's exit from North American laundry a few years ago: The biggest growth markets are where people are dreaming of moving up from hand washing to their first hand-cranked or semi-automatic washing machine, or are looking for lower-suds products or rinse additives that will let them make fewer or shorter trips to the well or river.
......
'Nintendo kids'
Europe is embroiled in a new sort of cold war as the major laundry players launch a range of products promising better performance from cold-water washing, most recently Procter & Gamble Co.'s Ariel gel with Actilift. By contrast, in India, P&G and Unilever are in more of a hot war combining price cuts and competitive advertising claims, with both sides having had to pare back or scrap ads under court order in recent months.
Marketers do seek to capitalize on some global trends and attitudes, such as a preference for strong floral fragrances that spans southern Europe, Latin America and Asian markets. But even in broad trends, the world is often moving in opposite directions at once. For example, most people in the U.S. and northern Europe prefer lighter fragrances their southern peers would find too watered down -- or as having no scent at all.
In developing markets, the combination of warm temperatures, sweat and heavy physical labor create a need for powerful washing and stain removal, with much of the power supplied by elbow grease. Compare that to the U.S., where Eric Schwartz, VP-laundry marketing for Henkel U.S., identifies a segment he calls "Nintendo Kids." They're the growing number of youths who spend more time indoors playing video games than outdoors getting grass and ground-in dirt stains that generate challenging laundry problems.
For those challenges, Unilever markets four of its regional brands -- Persil, Skip, Via and Omo -- under a common "Dirt is Good" logo and positioning. For more premium brands, dirt is indeed good, but it's also good for kids, as Randy Quinn, exec VP global laundry for Unilever sees it.
"The proposition is based on the fundamental insight that giving children the ability to get dirty and experience life as part of the growing up process is healthy for their development and gives moms the freedom to say, 'I can let my children get dirty without worrying about whether I can get clothes clean,'" he said.
.... more
Posted by Jack Neff on 06.14.10
From: http://adage.com/globalnews/article?article_id=144398
The Variables of 'Like' Brands go to great lengths for Facebook fans
Back in 2006, Mentos became an early leader among brands in social media when it capitalized on two performance artists posting videos of what happens when you put the candy in Diet Coke. (Explosions.) After the resulting YouTube viral phenomenon, Mentos embraced the creators and rode a wave of viral buzz while Coke issued a dour statement that it wasn't amused.
Fast-forward to 2010. Coke now ranks as the third most popular brand on Facebook with 11.3 million fans. Mentos, as of March, had only 10,000 fans. But then its agency, Isobar, in an effort to play catch-up, paired a two-for-one offer with a pricey reach block on Facebook -- it can cost over $500,000 to reach every Facebook user for a day -- and Mentos saw its number of fans grow to 120,000 in a single day.
Brands that are only now establishing themselves on Facebook are playing a desperate game of catch-up. They're pulling out the stops to rack up what Facebook now calls Likes, social actions by which consumers express interest in a brand. To get Likes, they're going beyond ads and bartering for friendship with offers of exclusive content, discounts and special offers.
..........Read more ......
http://www.adweek.com/aw/content_display/news/digital/e3iafc531ef3af052c79c14f214db8bd30d
Fast-forward to 2010. Coke now ranks as the third most popular brand on Facebook with 11.3 million fans. Mentos, as of March, had only 10,000 fans. But then its agency, Isobar, in an effort to play catch-up, paired a two-for-one offer with a pricey reach block on Facebook -- it can cost over $500,000 to reach every Facebook user for a day -- and Mentos saw its number of fans grow to 120,000 in a single day.
Brands that are only now establishing themselves on Facebook are playing a desperate game of catch-up. They're pulling out the stops to rack up what Facebook now calls Likes, social actions by which consumers express interest in a brand. To get Likes, they're going beyond ads and bartering for friendship with offers of exclusive content, discounts and special offers.
..........Read more ......
http://www.adweek.com/aw/content_display/news/digital/e3iafc531ef3af052c79c14f214db8bd30d
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