April 2008
Welcome to Brand Strategy's Trends and Ideas for April 2008
Welcome to Brand Strategy's trends and news for April. If you want to keep up-to-date with what's on our radar on a more regular basis, please visit our blog at http://brandstrategy.wordpress.com
Ruth Mortimer, Brand Strategy’s editor, recommends:
TAKING A BITE OUT OF APPLE’S BRAND STORY
This great article in Wired argues that Apple is “evil” and has got where it did by breaking all the corporate rules. A really thoughtful case study of one of the world’s most beloved and iconic brands.
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COKE CREATES ‘GREEN’ CLOTHES
Coca-Cola is turning recycled bottles into clothing in a move to cut off criticism about the waste caused by its empty drinks packaging. Would you buy one? Is this a sign that ‘green’ is now a 100% mainstream business consideration or just a funky side project?
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WHAT’S IN A NAME?
According to the BBC, Sir Terence Conran is worried about Havas’ plans to use his Conran Design Group brand on a global scale. But the designer sold the rights to this name many years ago, so does he have the “moral” right to steer it now? Check it out:
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ANOTHER INTELLECTUAL PROPERTY BATTLE
If you have been living in a nuclear bunker, you might not have heard that JK Rowling is in court over the book, The Harry Potter Lexicon, a fan-fiction encyclopedia about the fictional wizard. Rowling argues that it is infringing her trademark. What do you think? Is fan fiction denigrating intellectual property or flattery and brand engagement?
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THE VOICE OF McDONALD’S SINGS ON
Fast food chain McDonald’s runs an annual global employee incentive scheme called the ‘Voice of McDonald’s’. The American Idol-style competition searches for the most talented singer among the burger joint’s staff members around the world. An engaging internal branding programme or fun but strategically empty? You tell us:
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TURNING THE PAGE ON YOUR ONLINE AGE
Got 10 minutes to spare? If so, try this ‘internet age’ predictor from
mobile brand Orange that tells you just how advanced you are in the world of online matters. If your job has ‘new media’ in the title, hopefully you won’t discover you’re secretly a Luddite.
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GLOBAL YOUTH SURVEY
Habbo, the online virtual world for teens, has released a global youth
survey with some interesting stats. Did you know that social networks are a relatively low priority for young people? Us neither.
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Maeve Hosea, Brand Strategy’s features editor, recommends:
MARKS AND SPENCER’S PLAN A PAYS OFF
The British department store with a green agenda is topping the polls when it comes to eco reputation. In a survey of UK national and trade journalists, sustainability experts and political groups, it was seen as the most successful large corporation in relation to environmental issues.
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STARBUCKS BETS BOTTOM DOLLAR ON A GOOD CUP OF JOE
Hoping to make room for a smoother reputation, Starbucks has started serving up an “everyday” brew, Pike Place Roast, themed around its first store of that name in Seattle, U.S. It is hoped the signature blend will help revive slumping sales in its crucial U.S. market. The move is seen as a response to widespread complaints about the brand’s over-roasting of beans.
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MUSIC CONNOISSEUR’S GET A TASTE FOR THE HARD STUFF
Classy Cognac brand Courvoisier has created a limited edition collection of customized iPhones, Curves, and iPods to generate an exclusive message around its brand.
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TURBULENT TIMES FOR BA BRAND
Far from being the seamless and relaxing travel experience British Airways had hoped for, its much lauded Terminal 5 opening at London’s Heathrow has become something of a brand disaster. BA came under fire for flight cancellations and lost baggage and a general failure on its brand promise.
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Jo Roberts, Brand Strategy’s feature writer, recommends:
SMART COLOUR STRATEGY
Nestle is marking the return of blue Smarties in a rather fancy way. The Smarties Art exhibition is being shown at London's V&A in the museum of childhood in Bethnal green. All of the artwork displayed has been created using chocolate sweets.
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MUSIC GENRE GAFFE DENTS GLASTONBURY BRAND
Hip Hop artist Jay Z was always going to be a controversial choice to
headline music Mecca Glastonbury. He will be closing the show at this traditionally indie festival. Some have suggested that he's not the right man for the job. Slow ticket sales were blamed on the star and Noel Gallagher has waded in arguing that Glastonbury is for 'guitar music.'
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LONELY PLANET IN A SPIN OVER ROGUE AUTHOR
Many travellers rely on guide books to show them the way when they go on holiday. However the authenticity of Lonely Planet's guides have been called into question this week with claims by one of its former travel writers Thomas Kohnstamm that he made up reviews, and gave restaurants good write-ups in exchange for sex.
More...Lonely Planet's response:
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FASHION PERSONALITY PLAYS THE GAME
Fashion designer Karl Lagerfield has taken a dip into the gaming world. He will star in the newest instalment of Grand Theft Auto as a DJ spinning some tunes.
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