October 2006
Brand Strategy's Trends and News for October
Welcome to the ninth of our monthly newsletters! Please look out for our new Brand Strategy blog - appearing from next month - where you can be updated with trends on a regular basis.
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Ruth Mortimer, editor (ruth.mortimer@centaur.co.uk) recommends…..
HOW NOT TO BLOG
The rule of thumb in setting up a blog seems to be: don’t do it if you have ANY connections to a big corporate or PR company, however innocent. The blogosphere is not kind to those it perceives as corporate bloggers acting as average Joes - as a pro-Wal-Mart blogging pair found out after intense criticism of their storytelling website:
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THE PRESS ARE EVERYWHERE
Reuters has now set up a news bureau in online world Second Life to report on the lives and businesses of those inside the game. As the average day’s turnover of Second Life is already more than $400,000, brands would do well to keep their eyes on this burgeoning area.
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DON’T PUT ALL YOUR EGGS IN ONE BASKET
Relying on a single business discipline to build the brand and manage your company is probably a mistake. A new report from McKinsey explains why blending a variety of techniques is the way to success.
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THE CRAZY CHOICE OF CONSUMER CULTURE
Sacha Baron Cohen’s comedy character Borat has had so much press about the release of his upcoming film that he’s virtually a brand himself. But this out-take from the film does make a serious point about the crazy levels of excess choice afflicting American consumer society - through the medium of bagged cheese.
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Morag Cuddeford Jones, contributing editor, (morag.cuddeford@centaur.co.uk) recommends….
THE SKINNY ON COKE’S NEW BRAND
It may not yet be the fountain of youth, but Coca-cola has launched a drink which claims to burn an average of 106 calories after three cans. Enviga, the new beverage, has been created in conjunction with Nestle. Will this boost the functional foods sector even further?
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PARTNERSHIP PRESSURES
Brand partnerships are tricky things at the best of times. But when something goes wrong, they are pushed under a harsh spotlight. Now Toshiba says it may sue Sony after it claims that the latter company’s battery recall could have affected its own brand.
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Maeve Hosea, feature writer, (maeve.hosea@centaur.co.uk) recommends...
PICTURE THIS!
Imaging brand Canon seems keen to build its name in the socially responsible company area. The brand has launched its third programme that takes employees to work on conservation projects with the World Wildlife Fund in Italy. Could your brand engage its internal customers like this?
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ORGANICALLY GROWING?
Are organic foods fizzling out? With all the current buzz about Wal-Mart investing more heavily in an organic selection, the industry seemed to be on its way up. But this report suggests that the high prices are putting off consumers:
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NANDO’S KNOWS
More and more mainstream brands are realising that targeting niche audiences with direct communications can help them build stronger relationships with those groups. Check out this story about Nando’s ad appealing to Muslims during Ramadan:
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Claudine Baker, feature writer, (claudine.baker@centaur.co.uk) recommends…
PLAYING FOR ADULTS
You might think that it’s only the kids who love their Sony Playstations. But Sony Computer has gone after the educated adult vote with a partnership with the historic Victoria & Albert museum in London. The brand is also in deals with Sadler’s Wells, English National Opera and the British Film Institute. Canny or aiming for a clanger?
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COKE MAKES A FIZZ ABOUT NEW ARTISTS
Coca-Cola is hoping to give its brand an edge by joining up with trendy US magazine Paste to offer free music downloads, podcasts and information about emerging artists. The move comes after Coca-Cola shut down its down its UK music store after competition from Apple’s iTunes. Can the service help Coke keep its fizz?
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Also from Brand Strategy magazine this month…
Michael Birch, founder of social networking site Bebo, is looking for corporate friends:
More...How does Nivea’s manage to keep its brand snow white in the competitive cosmetics and toiletries sector?
More...Richard Cotter, brand president at outwear brand Berghaus, lists five top tips for innovation:
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