Leading European shoe emporium, Humanic, ducts carefully selected scents through different areas on their shop floor: men make their selection while inhaling the sophisticated aroma of a gentlemen’s club; women breathe in a luxurious and heady floral note; a tropical bouquet enlivens the sports wear section; and in the children’s section, a calming, fruity fragrance [...]
Written on August 31, 2009 | Posted in
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The currency of brand trust has increased in value over the latter part of the 20th century as the functional differences between the goods and services on offer from competing providers become harder to identify. Living in uncertain times has also significantly altered the attributes people ascribe to being ‘trustworthy’.
As trust is a core element [...]
Written on August 28, 2009 | Posted in
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It is natural for brands to evolve as recessionary times impose more discipline, budgetary constraints and brand portfolio triages. Some brands manage to grow without any DNA damage, while others jump on the latest bandwagon trend and then fall off because of an unwise move—all too often at the expense of their own existence.
Survival of [...]
Written on August 28, 2009 | Posted in
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Dave Varty, co-founder and owner of the iconic private game reserve, Londolozi, is one of the fascinating keynote speakers set to take the podium at the upcoming, first of it’s kind, Brands & Branding for Good Conference (www.brandsandbrandingconference.co.za).
The conference will have a major focus on brand relationships with increasingly socially and environmentally ‘aware’ consumers, and [...]
Written on August 27, 2009 | Posted in
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The weather forecast for the old, traditional ways of advertising is gloomy at best. And nowhere was this more clearly demonstrated than in the recent Atlanta study conduced by Daniel Starch & Staff.
According to Starch, about 25% of those noting a television commercial attributed it to the competition. With virtually no exceptions, high scoring commercials [...]
Written on August 27, 2009 | Posted in
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Complexity is part of managing a brand in today’s (and tomorrow’s) social-economic environments. In such times having clear priorities and the strategic flexibility to pursue them is vital. If the objectives are too vague, you get lost. If the strategy is too rigid, you stall.
Tom Fishburne, my favorite cartoonist, tackles the problem of vague and [...]
Written on August 26, 2009 | Posted in
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My wife looked at me. ‘I don’t know why you have a long face,’ she said. ‘Do some kind of analysis or something.’ With that she was back inside the changing room and I was left on my own again in fashion purgatory.
Bitter experience had taught me that, had I wandered off, it would have [...]
Written on August 25, 2009 | Posted in
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Rapper tries his hand at yet another inane talent-farming contest, prepares for ‘Paris’
In the pre-Fall lull of new television programming, MTV and P. Diddy have launched the new reality series “P. Diddy’s Starmaker.” Not to be confused with “Making His Band” or “Making The Band” or the “I Want To Work For Diddy” or “Sean [...]
Written on August 20, 2009 | Posted in
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Creating a global Fast Moving Consumer Goods (FMCG) brand is the same as creating a local FMCG brand, just a whole lot more repetitive. A local brand requires one successful launch. A global brand requires successful launches in 193 countries, and so the chances of failure are 193 times greater.
The good news is that if [...]
Written on August 19, 2009 | Posted in
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For a while, it felt like social media was under the radar for many companies. Something they gave to interns or outsourced to agencies. The better companies experimented with being more transparent than ever before, overlooking the typical safety nets around corporate communication.
Lately though I’ve sensed a backlash brewing about potential liabilities around corporate social [...]
Written on August 19, 2009 | Posted in
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