November 2006
Brand Strategy's Trends and News for November
Welcome to our monthly newsletter. We also have a new way for you to stay on top of all the trends and ideas in the branding world on a daily basis - the Brand Strategy blog at http://brandstrategy.wordpress.com. Please visit us throughout the month for updates.
Ruth Mortimer, editor (ruth.mortimer@centaur.co.uk) recommends…..
2007’S TOP TEN TRENDS
Mintel has identified what will be hitting supermarket shelves in 2007. For a full rundown on the top ten trends, visit our new blog:
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BRAND STRATEGY WEIGHT MANAGEMENT
No, it's not some new-fangled diet. How can you slim down your brand portfolio in the most effective and economical way? Read this article from Strategy + Business for some useful tips:
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EMERGING IDEAS
Are you thinking of undertaking a merger? Stop right there. Don’t do anything until you’ve read the McKinsey article on successful mergers.
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THE EUROPEAN LEADERS SUMMIT 2006
Did you miss this event? Catch up on Brand Strategy’s view and the trends from this event on our new blog:
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Morag Cuddeford Jones, contributing editor, (morag.cuddeford@centaur.co.uk) recommends….
After what seems like an extremely long wait, Al-Jazeera English has finally gone live. Can the brand’s political stance appeal to viewers across the world or will the established players such as CNN still dominate the market?
More...For an article written on Al-Jazeera in Brand Strategy earlier this year, subscribers visit:
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Maeve Hosea, feature writer, (maeve.hosea@centaur.co.uk) recommends...
REFRESHED BOND BRAND ENDURES
Released this week, the latest James Bond film Casino Royale is expected to add to the enduring appeal of one of the most successful British brands. While giving viewers a modern take on the character of Bond, it takes a backward glance at Bond’s life. The iconic hero who deals so suavely in sex, death, money and power continues to grip millions. It also promises to boost millions of pounds of brand promotions associated with the suave spy character not least those of product placement deals such as Heineken, Sony Electronics, Smirnoff and Virgin.
More... For more:
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BARBIE WANTS TO MAKE UP FOR LOST SALES
Looking to revive sales of enduring fashion doll brand Barbie, toy manufacturer Mattel has announced a pairing up with leading US cosmetics brand MAC. The adult-targeted project due to go worldwide in Spring 2007 marks the first time Barbie has partnered with an adult prestige cosmetics company. Will this be child’s play for Mattel or should they stick to dolls?
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BENNETTON LOSES EXECUTIVES
Benetton's shares fell this week after the Italian apparel giant said its chief executive and chief financial officer had quit. News has hit its shares and overshadowed a strong nine-months of sales and profits. Benetton said Silvano Cassano stepped down as chief executive because he disagreed with the way the Benettons wanted to expand the business overseas. The company is looking for an external candidate to take his place with the post filled by next spring. Asian expansion is expected to be a key part of the job. Who do you think would be good at leading the iconic Italian brand?
More...www.ft.com/cms/s/a3a7c6b4-7384-11db-9bac-0000779e2340.html
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Claudine Baker, feature writer, (claudine.baker@centaur.co.uk) recommends…
IPOD V ZUNE: THE BATTLE BEGINS
Microsoft is hoping the launch this week of Zune - its answer to the iPod - will break Apple's dominance of the digital music device market. Zune's wireless technology, allowing users to send each other songs and pictures, is being heavily touted, but will it be enough to chip away at Apple's 75% market share?
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PS3 LAUNCH CONCERNS
This week's Japanese launch of Sony's PlayStation 3 has been plagued by gamer complaints over the new console's difficulty in playing games designed for the PlayStation and PS2. Sony is promising software upgrades to improve the “backwards compatibility” - particularly crucial given the limited range of launch titles on offer.
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LOVE BOAT FOR CHINESE MILLIONAIRES
China's growing number of eligible male millionaires are being invited to join a matchmaking boat cruise that promises "good-looking and desirable" women. Launching later this week, men have to be worth at least 2m yuan (£130,000) to qualify.
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Also from Brand Strategy magazine this month…
Craig Merrigan, VP of marketing, strategy and design at Lenovo sets out his brand philosophy:
More...How has business changed for UPS as its brand moves from delivery of parcels to delivering anything clients desire?
More...Mehmood Khan, global leader of innovation at Unilever, says that development should have no frontiers.
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