May 2007
Welcome to Brand Strategy's Trends and Ideas for May 2007
Welcome to Brand Strategy's trends and news for May. 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:
THE PROBLEM WITH LUXURY BRANDS
Want to know the problems in the luxury brand sector? We did, so we wrote a special report from the 2007 Walpole Seminar where such figures as the MDs of McLaren, Harrods and the Maybourne Hotel Group discussed the future for luxury and what the industry needs to overcome. It's not just luxury either - these are things every brand needs to know:
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THE TOP 10 US GREEN BRANDS
Landor has done a big survey into the greenest brands in America and
consumers' reactions to them. Read all about it here:
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THE TOP 10 UK GREEN BRANDS
Following on from Landor's study into the greenest brands in the US, compare it to the situation in its transatlantic chum, the UK.
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Maeve Hosea, Brand Strategy’s feature writer recommends:
FOOD AND DRUG ADMINISTRATION SNIFFS AT COCAINE BRAND
Concerns expressed by the U.S. Food and Drug Administration (FDA) about a brand name and its associated marketing material have led Redux Beverages to pull its energy drink ‘Cocaine’ off the shelves in its native US. The FDA has complained about the drink's labeling and web site, which included the statements "Speed in a Can," "Liquid Cocaine" and "Cocaine -- Instant Rush." The company says Cocaine contains no drugs and is marketed as an energy drink. It has been sold since last August in at least a dozen states.
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YAHOO GROWS GREEN PORTAL
Web giant Yahoo has launched Yahoo Green, a new channel that aims to be a comprehensive resource for people looking to get environmentally conscious, or those with a determined mission to actively help stem the tide of global warming. A savvy move in the green climate of late.
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ABU DHABI DESERTS CARBON
Newly unveiled plans for the Masdar development in Abu Dhabi, the first zero carbon, zero-waste city in the world, have put a sustainable stamp on the country’s urban brand. When it launches, it will be a 6 km sq, car-free “walled-city” scheme. The development by architects Foster + Partners is being driven by Abu Dhabi’s Future Energy Company and will include a new HQ for the company as well as a new university.
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DOWNING ON THE TUBE
Downing Street has launched a dedicated channel on YouTube. With eyes on the youth vote, Tony Blair is the first world leader with his own channel on the popular video-sharing site. Clips include Tony Blair congratulating Nicolas Sarkozy on becoming the new president of France. Visitors will also be able to watch the Prime Minister's sketch with comedienne Catherine Tate for the UK charity comedy award Red Nose Day and footage of his speeches and daily activities.
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Morag Cuddeford Jones, Brand Strategy’s contributing editor, recommends:
TO INFINITI AND BEYOND
Nissan is adopting the softly, softly approach around the launch of its new luxury brand, Infiniti, to the Chinese market. Addressing the newly rich Chinese consumer, only 1,000 cars will be rolled out initially to allow the car manufacturer to build the brand slowly and ensure that a limited number of dealerships are able to provide a level of customer service to match the car's brand values. Nissan's senior vice president in charge of Chinese operations is quoted as saying: "You do this badly once and you can never recover"
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HEFNER'S SECOND BITE OF THE CHERRY
Playboy is about to launch into Second Life, the virtual world that increasingly shows if you're not there, you're nowhere. Along with business ventures, individuals looking for a bit of fun and stand-up comics in search of an audience, Hugh Hefner's titilation organisation is setting up shop. It's not clear what format the brand will launch under in June - bunny avatars have been suggested.
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BRAND BLAIR NO LONGER FLYING THE FLAG
With his announcement that his departure was imminent, supporters of the UK's entry to the Eurovision song contest hoped that without Blair, the country had a chance. Not so. After coming second last, only beating Ireland, questions are being asked as high up as Parliament as to whether or not the British brand is so tarnished by involvement in Iraq among other things, that it is viewed negatively by the majority of other European nations. Once a triumph of high camp, MPs are beginning to worry that a poor showing in the song contest can actually damage the UK's relationship with the rest of Europe, harming its diplomatic as well as trade relations.
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CHRYSLER CRYING OUT FOR CHANGE
Cerberus Capital Management has paid $36bn (£18bn) for an 80% stake in the Chrysler car brand, currently owned by Daimler Chrysler. It is the first time a US car brand has been in private hands since Ford was taken public in 1956. It is not yet clear how the private equity group plans to revamp the ailing car brand, but it has a reputation for rescuing undervalued, struggling companies.
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