August 2006
Brand Strategy's Trends and News for August
Welcome to the seventh of our monthly newsletters!
Ruth Mortimer, editor (ruth.mortimer@centaur.co.uk) recommends…..
MYPATH TO VICTORY
Mind-numbed by Myspace? Bored of Bebo? But you want your front garden paved or to lose that pesky five pounds? You need Pathconnect, a social networking site that lets you set up a ‘path’ which lays out your aims. Other members can then help you out. Will this mix between a telephone directory and friendship group put people on the right road?
More...........................................................................................................................
THE SILKEN BUSINESS TRIP
How is trade flowing from Asia to the Middle East? Are ancient trade lines being awoken as the Europe and US-centric world wobbles on its axis? McKinsey’s report identifies potential opportunities as Asia seeks $1trn of foreign direct investment in the five years to 2010.
More... (free registration needed)
........................................................................................................................
LOVING THE LUXURY LIFE
Everyone loves luxury - except monks and nuns, of course. But the face of luxury is changing from ostentatious items such as ‘land yachts’ to smaller, targeted items that provide comfort - with a massive impact. An Ignite Guide rounds up this trend:
More...........................................................................................................................
WE’RE GOING DEEPER UNDERGROUND
Next month’s Brand Strategy looks at branding new property developments. But this particular property brand is particularly unusual. Hydropolis is the brand for a new underwater resort in Dubai. Will it be the hot destination of the future? It’s due to open next year, so book your place by the pool now.
More...More...More...........................................................................................................................
Morag Cuddeford Jones, contributing editor, (morag.cuddeford@centaur.co.uk) recommends….
MELTS ON THE CANVAS, NOT IN THE HAND
Nobody likes their brand to be central to a public hoo-hah. So imagine how Masterfoods felt when it discovered that its M&M brand had been used to create dyes for a convicted criminal’s artwork business. But despite any concerns, the whole exercise has given the brand maximum publicity, especially after the criminal was given a show (benefiting prisoner’s families) in Mexico and bowls of M&Ms greeted the visitors.
More...........................................................................................................................
BRANDS IN EDUCATION
Should brands be given out or sold in schools? The debate rages on, particularly in the US, where marketing feminine hygiene products to young girls has come under fire. Can brands play a part in the education process without offending parents?
More... (free registration may be needed)
........................................................................................................................
MOTORING TO THE KIDS
If you want to have longevity in your market, get the consumers while they’re young. This is the plan for a rash of vehicle brands who offer everything from kids bikes to Happy Meal toy cars. Would your kids like a BMW bike for their birthday?
More... (free registration may be needed)
........................................................................................................................
Maeve Hosea, feature writer, (maeve.hosea@centaur.co.uk) recommends...
IN TUNE WITH THE YOUNG AND FAMOUS
Playing on the youth market’s enduring desire to find the rock star within, Nokia’s “Rock Up & Play” experiential activity gives 15 minutes of fame space to anyone who feels they have the talent to hold together a tune on stage. Airing live at music festivals and HMV on London’s Oxford Street, the phone brand makes the investment while positioning itself as a leader in mobile music.
More...........................................................................................................................
ROUND-THE-CLOCK FASHION FIX
Web retailers are not the only ones who can offer fashion hungry consumers purchase power day and night. At the tap of a touch-sensitive technology button, Polo Ralph Lauren’s store on Madison Avenue, New York is offering 24 hour retail therapy that redefines the term window shopping.
More...........................................................................................................................
GUERILLA TACTICS LOSING GROUND
As more and more big brands adopt the street-theatre stunts that once gave edgy fashion brands kudos, it may spell the end of the surprise effect that gave them value. Is there mileage in guerrilla marketing or has its appeal been played out?
More...........................................................................................................................
STORM IN A SODA CAN
While six Indian states have announced partial or complete bans on Pepsi and Coca Cola soft drinks after claims they contain harmful pesticides, both soft drinks manufacturers say their products are safe. But amid the controversy, India’s supreme court has asked both brands to reveal the ingredients in their recipes. What effect might this have on global brands investing in the region?
More...More...More...........................................................................................................................
Claudine Baker, feature writer, (claudine.baker@centaur.co.uk) recommends…
PEER RAPPORT
You’re the chief executive of a company. You have very strong views about the economy, trends and how to stay in business long-term. But do you know what your peers think? If you haven’t read it yet, PricewaterhouseCooper’s ninth annual CEO survey from earlier this year is worth a look:
More...........................................................................................................................
MARKETING CAN FLY HIGH
For every tragic global event, there’s an upside in the marketing world. Brands are seeing a rise in basic consumer goods following the ban on liquids in hand luggage on flights following a UK terrorist scare. Business travellers are choosing to buy basic amenities at their destination rather than check-in luggage.
More... (free registration may be needed)
But the $27bn duty free industry is being hit hard by the airport restrictions:
More...........................................................................................................................
CHINESE CONSUMERS ARE BRAND-SAVVY
Think that Chinese consumers are lagging behind the times and they’re not as demanding as Western customers? Think again. American computer manufacturer Dell has discovered to its cost that Chinese consumers are just as keen to get their value for money from its products.
More...........................................................................................................................
Also from Brand Strategy magazine this month…
Mike Ashton, senior VP of marketing at Hilton hotels, explains why he is driven by emotion:
More...Why Winnie the Pooh is more cash cow than conventional bear:
More...Matti Kuoreharvi, marketing director at Nokia, calls for convergence:
More...........................................................................................................................
........................................................................................................................
........................................................................................................................