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Monocle editor-in-chief Tyler Brûlé is a rare believer in print - The Globe and Mail
ERIC REGULY - EUROPEAN BUREAU CHIEF
LONDON — The Globe and Mail
Published Friday, Dec. 23, 2016

Wallpaper was Mr. Brule’s first media success story, even if it was, for him, a financial dud. ...Wallpaper, focused on fashion, design, travel and art and, as does Monocle today, highlighted top-quality products and services as opposed to merely “luxury” offerings in all their potential vulgarity. The magazine was launched in 1996 – “It ran out of money right away” – and Mr. Brûlé sold it to Time Warner (now Time Inc.) a year later. In 1998, Wallpaper started Winkreative, a brand design and strategy agency that, lately, designed the brand image of Toronto’s Union Pearson Express.....Across the street are two trim shops – Trunk Labs and Trunk Clothiers – that sell horrendously expensive travel and clothing items such as the Begg Arran scarf, apparently made from the wool of caviar-fed sheep; yours for €345 (almost $500 Canadian).

On the same street is the little, ship-shape Monocle Café...The Monocle Shop is around the corner. In nearby Paddington, Monocle is experimenting with Kioskafé, a news and coffee shop that sells 300 magazine titles and thousands of print-on-demand titles, including The Globe and Mail.

Mr. Brûlé says the collective revenue for the publishing, agency and retail spreads are about $50-million. “We’re disappointingly small,” he says.
Eric_Reguly  Tyler_Brûlé  Monocle  digital_media  cosmopolitan  stylish  print_journalism  magazines  journalism  entrepreneur  branding  niches  elitism  social_media 
december 2016 by jerryking
How fascination is a brand’s trump card - The Globe and Mail
HARVEY SCHACHTER
Special to The Globe and Mail
Published Sunday, Jun. 19, 2016

She boils it down to seven forms in her book Fascinate and an online diagnostic tool:

Innovation: Such brands revolve around the language of creativity. She lists five adjectives that indicate how to make that advantage come alive: forward-thinking, entrepreneurial, bold, surprising, and visionary. Virgin and Apple are exemplars. Innovation brands open our eyes to new possibilities and change expectations. They invent surprising solutions; they do the opposite of what is expected.

Passion: This is about relationships – building a strong tie between the brand and users. Key adjectives: expressive, optimistic, sensory, warm, and social.

Power: This brand trait speaks of confidence. Key adjectives: assertive, goal-oriented, decisive, purposeful, and opinionated. The Tesla she and her husband recently bought is a power brand – not afraid to have opinions and lead the way. Beyoncé is also a power brand. Power brands need not be overpowering; they can guide gently, even lovingly. But they are confident, pursuing specific goals.

Prestige: This is about excellence. Key adjectives: ambitious, results-oriented, respected, established, and concentrated. It’s a mark of excellence such as Chanel or Louis Vuitton. People shell our big bucks for the prestige of Channel sunglasses, she notes, while Louis Vuitton maintains its standards by shredding unsold bags so they don’t end up sold at discount somewhere. She points to Brooks Brothers and Calvin Klein losing their prestige status as they opt for stores in malls.

Trust: This brand trait expresses the language of stability. Key adjectives: stable, dependable, familiar, comforting, predictable. I

Mystique: this is the language of listening, saying “Mystique reveals less than expected. It provokes questions. These brands know when to talk, and when to be quiet.” Key adjectives: observant, calculated, private, curiosity-provoking, and substantive (e.g. KFC’s 11 secret herbs and spices play to this sense of mystery).

Alert: This is the language of details. Key adjectives: organized, detailed, efficient, precise and methodical. ... Public-health campaigns are alert brands.

To use her shortcut, you need to identify the prime advantage you hold for prospects and customers.
brands  branding  brand_purpose  hacks  Harvey_Schachter  fascination  prestige  trustworthiness  innovation  books  political_power  mystique  forward-thinking 
june 2016 by jerryking
One unresponsive hour on Twitter could harm your brand - The Globe and Mail
MIA PEARSON
Special to The Globe and Mail
Published Thursday, Feb. 25, 2016
branding  brands  Twitter 
february 2016 by jerryking
Marketing in the Moments, to Reach Customers Online - The New York Times
JAN. 17, 2016 | NYT | By ROBERT D. HOF .

MOMENTS are having a moment in advertising. Or at least a micro moment.....It is not just a matter of reaching people at a particular time of day, a capability advertisers have employed for decades. Randy Wootton, chief executive of the ad technology firm Rocket Fuel, which recently announced a “marketing in the moment” approach, refers to ancient Greek concepts of time: chronos, or sequential time, and kairos, a moment of opportunity independent of linear time. The latter, of course, is the one his company claims to employ for marketers.

Another key, said Brian Solis, a principal analyst at Altimeter Group, a market research firm, is that the ads need to be more useful than they are attention-getting. According to a Google survey, 51 percent of smartphone owners have bought from a different company than they intended on the basis of information found online.....However, to build brands, an effort that accounts for the majority of ad spending, companies need more than a moment. And few marketers currently have all the skills needed for moments-based marketing, such as ethnographic studies of their customers and the ability to match customer data to the right context,
intentionality  immediacy  GPS  location_based_services  Greek  LBMA  advertising  instant_gratification  purchase_decisions  brands  branding  marketing  ephemerality  impulse_purchasing  contextual  Ram_Charan  P&G  real-time  Flybits  moments  linearity  seminal_moments  chronological  kairos 
february 2016 by jerryking
Successful people act quickly when things go wrong - The Globe and Mail
HARVEY SCHACHTER
Special to The Globe and Mail
Published Sunday, Aug. 02, 2015

Productivity

Pivot quickly to maximize success
Airplanes are off course 90 per cent of the time but incessantly correct their direction, . Similarly, successful people correct their course quickly when off-kilter. They also set short timelines, have small daily to-do lists and drop stuff that isn’t working. Lifehack.org

Branding

Learn from but don’t live in the past
It’s great to know your company history but senseless to live in the past,Your company’s history is valuable only if customers and prospective clients believe it defines your brand and success, and differentiates you from competitors. If it doesn’t, build a new history.

Leadership

Pre-empt attacks with regular audits
To pre-empt an activist investor’s attack, eliminate financial and operational underperformance. Conduct regular vulnerability audits, looking at factors such as how earnings per share, profit and price-to-earnings ratios in the past 18 months compare with peers. If necessary, create an aggressive turnaround plan. ChiefExecutive.net

Human resources

Ask potential hires where they’ll go next
It sounds weird, but LinkedIn asks potential employees what job they want to have next after they leave the company. Founder Reid Hoffman says it signals the intent to have a huge impact on the individual’s career, helping to develop them for whatever they choose, and invites honesty. Vox.com

Tech tip

Use phone’s camera as portable copier
Productivity blogger Mark Shead recommends using your phone’s camera as a portable copy machine/scanner when on the road, photographing paperwork, train schedules or other information. Many new camera phones have the resolution to provide readable copies. Productivity 501.com
branding  productivity  human_resources  leadership  Harvey_Schachter  character_traits  habits  pre-emption  course_correction  Reid_Hoffman  career_paths  beforemath  overachievers  affirmations  pivots  audits  signals  vulnerabilities  hiring  interviews  high-achieving 
august 2015 by jerryking
Ontario Tender Fruit Lab
October- December 2014

Found by Googling "challenges import exotic fresh produce ontario"
Ontario  fruits  fresh_produce  branding  organic  agribusiness  agriculture  farming  retailers  supermarkets  grocery  MaRS  sustainability  challenges  problems  solutions  farmland  local 
august 2015 by jerryking
Membership Experience Not Membership Math
Posted by Amanda Kaiser on Sep 5, 2014

How do you move members away from doing that mental math? How do you make joining less transactional and focus more on experience?

Help members solve more important problems

Our visits to the zoo solve many problems for me. Superficially, we are active and outside – but I can get this at a playground. More importantly, we are having fun and learning something. Most important, I believe that experiences like this can help teach my son those life skills that will help him be well rounded, fulfilled and giving person.

The zoo markets fun and learning but stories from higher up the list of mom’s needs would resonate far more. You see this play out successfully with the big brands. Harley Davidson means freedom not transportation. Coke means youth and fun not sugar water.

You can provide the most value when you help solve your member’s most important problems.

Provide special member experiences

Many member benefits lists read like a math equation: 10% off for members, a $50 savings, and 1 free guest. This is hardly compelling reading and it is not so compelling in the decision making process either. The logic is there but the emotion is missing.

How to help LBMA members package the emotional benefits of joining so that they can be shared back at their companies?
memberships  LBMA  associations  branding  transactional_relationships  brands  value_propositions  experience  emotions  OPMA 
july 2015 by jerryking
Does a national food branding strategy make sense for Canada? - The Globe and Mail
DAINA LAWRENCE
Globe and Mail Update (includes correction)
Published Thursday, Jul. 23, 2015

Australia introduced the “True Aussie” brand into its Asian exports of red meat in the spring of 2014 with great success. Earlier this year other agricultural sectors came forward saying they wanted to reap the same marketing benefits by attaching the True Aussie brand to meat and vegetable exports. The strategy is still in the development stages, but is expected to be in full effect within a year to capitalize on the upswing in Chinese demand – China is Australia’s top purchaser of agricultural products.....The challenge of developing a popular national brand strategy lies in the fact that Canada’s food products are diverse – everything from apples, to meat to dairy and grain. On top of that, the country’s growers range in size from small family-run growers to massive agribusinesses.

“What we would have to do is create an umbrella strategy that is flexible enough that it can be used regardless of the organization that is part of it,” says John Miziolek, president and co-founder of Oakville, Ont.-based Reset Branding, “because there’s no way you could create one singular brand and hope that it would fit everybody’s needs.”

The solution could be creating smaller brands for each of those diverse products and then to develop an umbrella strategy to encompass the smaller classes, he explains. But he emphasizes that making it mandatory would be the strategy’s death knell.

“Just from a branding and marketing perspective that’s a horrible way to start a brand,” says Mr. Miziolek, “forcing people to comply with rules that they’re not very excited about.”
branding  howto  food  Canada  Canadian  China  geographic_ingredient_branding  middle_class  food_safety  competitiveness_of_nations  brands 
july 2015 by jerryking
No place for Future Shop as shopping’s future shifts - The Globe and Mail
MARINA STRAUSS - RETAILING REPORTER
The Globe and Mail (includes correction)
Published Sunday, Mar. 29 2015
Marina_Strauss  retailers  e-commerce  consolidation  Future_Shop  Best_Buy  marketing  branding  bricks-and-mortar 
march 2015 by jerryking
Want a strong digital brand? Then look at your offline one - The Globe and Mail
HILARY CARTER
Special to The Globe and Mail
Published Monday, Feb. 09 2015,
branding  social_media 
february 2015 by jerryking
Why empty shelves killed the Target brand - The Globe and Mail
SUSAN KRASHINSKY - MARKETING REPORTER
The Globe and Mail
Published Thursday, Jan. 15 2015
retailers  Target  Susan_Krashinsky  crossborder  exits  branding 
january 2015 by jerryking
Corporate sponsors of the arts missing creative opportunities - The Globe and Mail
Jan. 16 2015 | The Globe and Mail | TODD HIRSCH.
...the necessary bridge between creativity and innovation is collaboration – the act of allowing someone else’s experience to change the way you see the world....
It’s time to entirely rethink corporate sponsorship of the arts. Forget the silly logo on the back of the program or the complimentary tickets to the play. What artists can offer is much more valuable: a chance to peer into the mind of a choreographer, a singer, a set designer, a writer. How do they solve complex problems? And what insights can this bring to corporate leaders who are trying to solve problems of their own?

In the end it comes down to something neurologists know very well. If you want to become a creative person, you have to force your brain to see new patterns, unfamiliar terrain and uncomfortable situations. Sitting in a boardroom full of people with the same university degree and the same clothes (think dull blue suits and boring shoes) will do nothing to foster creative, innovative visionaries.

Why don’t artists offer those corporate suits something really valuable? The pitch should be: “Give us $100,000 and we’ll show you how we solve problems and design solutions. You’ll think we’re crazy – and quite possibly we are – but if you allow yourselves the chance, you’ll start to change the way your brain operates. Creativity can’t be taught, but it can be developed.”

Companies can transform the way their leaders think.
Todd_Hirsch  arts  philanthropy  branding  creativity  artists  critical_thinking  skepticism  problem_solving  sponsorships  art  creative_renewal  ideality  collaboration  rethinking  missed_opportunities  heterogeneity  crazy_ideas  radical_ideas  creative_types  neurologists  complex_problems 
january 2015 by jerryking
Redefining ‘made in China’: How one firm is forging a new path for manufacturers - The Globe and Mail
Nov. 30 2014 | G&M | NATHAN VANDERKLIPPE.

CFmoto has obsessed about quality, devoting nearly a fifth of its 1,350-person work force to research and development, and buying dozens of robotic CNC machines to sculpt its own key components. It has built dealer networks around the world – and sales, too. Eighty per cent of its revenues now come from exports

“We have a different way of thinking from others,” Mr. Lai said. “We want to create fun for our customers.”....China is already the world’s motorcycle factory. Last year, nearly 23 million were built by hundreds of Chinese companies – some sprawling state-owned enterprises, some barely larger than a backyard shed....But that business model is beginning to tatter, as South American and Eastern European consumers gain the wealth to buy cars, and competition steps in. ...“Now they’re looking another way at it – and mainly because of the threat from the Indian industry in their established markets.”....The Chinese situation is, of course, different: Where Japanese and Korean companies built their skill inside markets largely protected from foreign competition, China today is wide open to imported brands, which have been hugely successful. Cars bearing a mainland mark now account for only 23 per cent of sales.....But western markets have remained largely impenetrable: after years of splashy introductions at the Detroit Motor Show that date back to 2006, Chinese brands are no closer to making their big North American entrance....China’s experience with motorcycles, however, shows the distance it has to go. In their bid to increase quality, companies have outfitted their products with foreign-made suspensions, brakes and fuel systems....“demand for design is shifting” to Asia....He faults an inability among many Chinese firms to create their own identity, which can translate into a uniqueness that customers can latch onto.
China  manufacturers  motorcycles  design  value_chains  branding  brands  quality  automotive_industry  copycats  dealerships  distribution_channels 
december 2014 by jerryking
Loblaw targets food-savvy Canadians in major marketing overhaul - The Globe and Mail
SUSAN KRASHINSKY - MARKETING REPORTER
TORONTO — The Globe and Mail
Published Wednesday, Sep. 17 2014

Loblaw has partnered with Google Inc. to build a “food pulse index,” which will track online conversations about food across Canada. It will publish the results on a regularly updated map on the corporate website, which will show food trends by region.

And the content on the site and on Loblaw’s social media channels will be determined by what people are talking about. If beets are a hot topic, for example, the retailer will serve up images, recipes, polls and information about the root vegetable. If people are wondering about gluten-free Thanksgiving meals, Loblaw will respond.

The Google trends will influence not just marketing, but also product development at the retail giant.
Susan_Krashinsky  Loblaws  marketing  branding  brands  Google  product_development  trends 
october 2014 by jerryking
To Keep Your Customers, Keep It Simple -
May 2012 | Harvard Business Review |by Patrick Spenner and Karen Freeman
marketing  information_overload  decision_making  brands  branding  simplicity  HBR 
september 2014 by jerryking
When scent crosses the ethical line - The Globe and Mail
CARLY LEWIS
Special to The Globe and Mail
Published Wednesday, Sep. 10 2014,
brands  branding  marketing  smell  fragrances 
september 2014 by jerryking
Brands not just a new wrapper for institutions
Fall 2014 | Western Alumni Alumni Gazette   | by Paul Wells, BA'89.

Michael Ignatieff is an asset to the Harvard brand. Or rather, to the Kennedy School brand, because Ignatieff is returning to the John F. Kennedy School of Government, also known as the Harvard Kennedy School or even as HKS. In other words, Harvard today is a sort of a nested set of Russian dolls of identity. There’s Harvard on the outside, and various affiliated schools further in, with academics of greater or lesser star power in the middle.

And it’s all of those attributes together, that jumble of organizations and individuals, that informed audiences think about when they think about Harvard.....In 2012 Arthur Brisbane, the former public editor of the New York Times, noted he found himself at “an oddly disaggregated New York Times of hyper-engaged journalists building their own brands, and company content flung willy-nilly into the ether.” The Times, surely the strongest newspaper brand in the world, has watched while reporter-columnists like David Carr, Mark Bittman, Paul Krugman, David Brooks take their act at least partly on the road, through active Twitter accounts, books, TV and public speaking gigs. I’ve even had well-meaning readers tell me I’d do better to leave Maclean’s and hang out my own shingle. But that misunderstands the nature of the relationship: The umbrella organization strengthens the individual writer’s clout — and vice versa. Strong identities aren’t something to fear on a big team. They’re essential to the team’s success
Paul_Wells  Colleges_&_Universities  Harvard  brands  branding  KSG  Michael_Ignatieff  personal_branding  NYT  symbiosis  relationships  unidirectional  bidirectional  misunderstandings  star_power  columnists  identity  matryoshka_dolls  writers 
september 2014 by jerryking
Retailers compete with Amazon: Lowes Foods
July 11, 2014 | CNBC | Kristina Yates.

"What do we do to survive?" That's the No. 1 question branding expert Martin Lindstrom gets from his clients, brick-and-mortar stores.

Lindstrom's answer: entertainment. Create an "in-store sensory experience, and a sense of community, that can't be packaged and delivered by mail, or perhaps by drone in the future," "We have five senses that we can appeal to. When you go to Amazon, you have a maximum of appealing to two senses."

Appealing to all the senses is a concept that Lowes Foods, a 99-location grocery chain across the Carolinas and Virginia, is embracing wholeheartedly. The company hired Lindstrom and his team to give its traditional stores a makeover.
......
The store in Clemmons, North Carolina—ground zero for the chain's reinvention of the grocery shopping experience—doesn't look like a traditional supermarket. On the outside, it looks more like a greenhouse. On the inside, it's a mix of farmer's market and theme park.

"It's an experience. It feels like a destination, like we're going to Disneyworld," said long-time customer Mike Parnitzke.

Lindstrom hired writers from Walt Disney to create a storyline throughout the store. The most visual and unique example of that philosophy is the "Chicken Kitchen," where each chicken is celebrated with a chicken dance when it comes out of the rotisserie oven. Then there's "Sausageworks," which looks like a crazy laboratory complete with a crazy sausage professor, concocting whacky sausage flavors like the "Star Spangler," a bacon cheddar cheeseburger sausage for the Fourth of July. The "Beer Den" lets customers sample local draft beers. There's also the community table, hosting events from recipe sharing to speed dating.

"It's really about finding a connection with the guest. To have them come back and say, 'Oh my gosh, I had so much fun here in your store,'" said store manager Kate Allred...... brick-and-mortar stores have to create a memorable experience if they want to retain customers. "Brick-and-mortar stores are not necessarily going away," she said, "but we know that 20 percent of all specialty retail spending is done online."

According to the Food Marketing Institute, consumers spent $5.8 billion online grocery shopping in 2012. It's an industry that is attracting heavyweights like Amazon and Wal-Mart, and already has established players like Peapod.com, Freshdirect.com and Harris Teeter.

"You can't compete on volume, you can't compete on prices because the online retailer will always win," said Lindstrom.

Lowes Foods' new, rebranded store has seen basket size rise 7 percent and transaction volume increase 23 percent since January, the grocer says.
.
The company is remodeling 10 more stores this year, but Lindstrom said the work doesn't stop when the makeover is done. "This is like a sand castle. It's beautiful day one, day two it starts to fall apart. To communicate that to an organization of 10,000 people, and in some cases a million people, is pretty hard. It has to go through the system."
.....

The company's hiring pool has also changed. "If we can go look, for example, at local schools of arts, schools of theater, let's go find some folks who can go through and play the role and actually take care of our guests, and we can teach them the grocery industry," Lowe said.
retailers  grocery  supermarkets  branding  Lowes_Foods  digital_media  shopping_experience  web_video  contra-Amazon  experiential_marketing  e-commerce  Amazon  Disney  theme_parks  in-store 
july 2014 by jerryking
A brand new way of building a company’s image - The Globe and Mail
PAUL ATTFIELD
The Globe and Mail
Published Tuesday, May. 20 2014
branding 
may 2014 by jerryking
Hidden gems
Apr 12th 2014 | The Economist | Schumpeter.

Reviving old brands sometimes makes more sense than creating new ones.

companies often discard brands that contain plenty of what marketers call “equity”. In plain English, ones that people still remember fondly. Healthy brands can be sacrificed on the altars of corporate takeovers and restructurings....The second reason is that reviving an old brand often beats spending months and millions on creating a new one, with a lower risk of failure. If something has worked before there is a good chance that it will work again. Old brands come with ready-made logos, slogans, jingles and memories.
brand_equity  brands  branding  orphan_brands  rejuvenation  goodwill  symbolism  jingles  logos  slogans  memories  culling 
april 2014 by jerryking
Ten common branding mistakes to avoid - The Globe and Mail
Dan Antonelli

Contributed to The Globe and Mail

Published Friday, Apr. 18 2014
branding  mistakes 
april 2014 by jerryking
Branding is Everything | LinkedIn
Justin Foster
Co-Founder/CMO of Klowd.com + Brand Strategist
Branding is Everything
March 18, 2014
branding 
march 2014 by jerryking
How to become 'cult-worthy'
Combine a good measure of desire, courage and knowledge and you’ll have a shot at being a cult brand, says Sheldon Lachambre, Cult Collective’s vice president of account services. “Cult bran...
branding  brands  howto  marketing 
march 2014 by jerryking
Burberry's Rose Marie Bravo Designs Ways to Keep Brand Growing and Still Exclusive
September 9, 2004 | THE WALL STREET JOURNAL Page B1 | By SALLY BEATTY
Staff Reporter

FASHIONABLE TIPS

Lessons from Rose Marie Bravo on rebuilding and sustaining a hot brand:

• Lesson 1: Do...
Burberry  fashion  branding  brands  CEOs  reinvention  dissatisfaction  exclusivity  execution  teamwork 
february 2014 by jerryking
Case Study: Edgy Ad Campaign, With Hefty Digital, Traditional PR Support, Helps the Pistachio Come Out of Its Shell
Timeframe: March - Dec. 2009

In early 2009, life wasn't all it was cracked up to be for the pistachio. In March of that year, the FDA issued a precautionary, voluntary recall for the green nut for...
product_recalls  public_relations  commodities  branding  brands  transparency  crisis_management  FDA  marketing  Lynda_Resnick  social_media  funnies  contests  virality 
december 2013 by jerryking
DESIGN: Brand design--the antidote to category camouflage
Jan 9, 2009 | Marketing Week | Andy Black.

As budgets are cut and tough questions are asked, design can make a difference by getting a brand noticed, standing out from the competition and engaging ...
branding  brands  design  commodities  advertising  hard_questions 
december 2013 by jerryking
Chilled champion
Jun 27, 2007 | Marketing | Charles Gemma.

=============================================
Richard Tolley has no interest in golf, and has never played on the rather odd mini-course on Dairy Crest's ...
marketing  dairy  branding  brands 
december 2013 by jerryking
Tart Cherries Grown in the States of Michigan, et al.; Final Free and Restricted Percentages for the 2006-2007 Crop Year for Tart Cherries
Mar 23, 2007 | The Federal Register / FIND72.

==============================================

Aggregate demand for tart cherries and tart cherry products tends to be relatively stable from ye...
commodities  agriculture  farming  brands  branding 
december 2013 by jerryking
Co-op Delivers Atlantic 'Gold'
Anonymous. Canadian Grocer119.9 (Nov 2005): 12.


John Harvie, CEO of Co-op Atlantic, says development of the Rochdale Gold demonstrates the forward-looking, consumer-sensitive character of today's...
potatoes  innovation  agriculture  commodities  brands  branding  retailers 
december 2013 by jerryking
Dave Nichol: The man who revolutionized branding, and made simple exotic
Sep. 26 2013, | The Globe and Mail |SUSAN KRASHINSKY And MARINA STRAUSS

The Globe and Mail

Published Thursday,
obituaries  marketing  private_labels  Loblaws  retailers  Marina_Strauss  Susan_Krashinsky  branding  supermarkets  grocery 
september 2013 by jerryking
Documentary: Brand New World
September 15, 2013 | | The Sunday Edition with Michael Enright | CBC Radio | Ira Basen .
branding  brands  personal_branding  podcasts 
september 2013 by jerryking
Delivering the message: How premium hotel brands struggle to communicate their value proposition
2006 | International Journal of Contemporary Hospitality Management Vol. 18 Iss: 3, pp.246 - 252 | by Winfried Daun, Raffaela Klinger.

Purpose – The purpose of this paper is to review the ways in which premium hotel brands address the challenge of building and sustaining their value proposition and communicating the essence of this value to their customers.

Design/methodology/approach – The article draws on commercial market research, published information sources and industry experience to identify the key issues that impact on the effectiveness of marketing communications.

Findings – The conclusion is that luxury hotel chains have worked hard to improve the effectiveness of brand management but that several key factors (such as market insight, differentiation, relative uniqueness) influence the long-term effectiveness of the brand management approach.

Research limitations/implications – Practical measures for improving brand management practices are identified and explained.

Practical implications – The key success factors are explained, with suggestions for implementation.

Originality/value – The paper draws on consulting experience and contains analysis and practical suggestions that are especially relevant to practitioners.
value_propositions  Communicating_&_Connecting  hotels  brands  branding  information_sources 
august 2013 by jerryking
Taiwan Brand Builders Add Hollywood's Glitz - WSJ.com
August 7, 2013 | WSJ| Eva Dou.

For Taiwanese companies, brand-building has been challenging because of their legacy as contract manufacturers, and because of cultural obstacles such as the hierarchical nature of Asian companies, executives and analysts say.

"By and large, Asian brands have this common problem," said Thomas Chen, managing director of consultancy Interbrand China. "They are afraid to show their attitude."
branding  brands  HTC  Taiwan  Acer  competitiveness_of_nations  Hollywood  advertising  Asian 
august 2013 by jerryking
What’s an Idea Worth? - NYTimes.com
By ADAM DAVIDSON
Published: July 29, 2013 (think about this for WaudWare)

Companies like G.E., Nike and Apple learned early on that the real money was in the creative ideas that can transform simple physical products far beyond their generic or commodity value....we have no idea how to measure the financial value of ideas and the people who come up with them.
fees_&_commissions  invoicing  intangibles  billing  transformational  GE  Nike  Apple  fees  goodwill  professional_service_firms  branding  metrics  time-management  productivity  knowledge_economy  creativity  pricing  value_creation  ideas 
august 2013 by jerryking
Cirque, Sid Lee team up to create marketing ‘events’ - The Globe and Mail
Jun. 20 2013 | The Globe and Mail | SUSAN KRASHINSKY - MARKETING REPORTER.

Cirque du Soleil is bringing its sense for spectacle to the marketing world, teaming up with Montreal ad agency Sid Lee to launch a branded entertainment company. The joint venture will aim to help brands create experiences that people actually want to watch, listen to, and experience. The joint venture, Sid Lee Entertainment, has been a year and a half in the making, and is an attempt to address a fundamental shift in advertising: away from pushing messages to consumers, and toward creating engaging content....Marketers have been approaching Cirque for years to develop entertainment projects, Mr. Lamarre said, but the company was unable to figure out how to do that without having it conflict with its own brand.

The goal is to create events engaging enough that the brands behind them can sell tickets, Mr. Cesvet said – and to potentially create a new economic model for an industry in flux.

“With advertising, we’re still selling hours,” he said. “What we want to do with this entertainment division is transform the revenue stream of our business … what clients expect from agencies is a lot more complex. You have to do an app, you have to do interactive experiences. I don’t think the value is recognized.”
marketing  branding  brands  Cirque_du_Soleil  Montreal  advertising_agencies  partnerships  joint_ventures  events  event_marketing  ideaCity  product_launches  customer_experience  experiential_marketing  content_creators  live_performances  interactivity  inbound_marketing  entertainment  Sid_Lee  Susan_Krashinsky  creating_valuable_content  fascination 
june 2013 by jerryking
Branding basics: The signature dish
Feb 11, 2013 | Nation's Restaurant News | Laura Ries.

The restaurant industry invented a concept I believe should be copied by every other industry: the signature dish.

A signature dish helps c...
branding  foodservice  fast-food  casual_dining  restaurants  marketing 
april 2013 by jerryking
The Financial Bonanza of Big Data
March 7, 2013 | WSJ | By KENNETH CUKIER AND VIKTOR MAYER-SCHÖNBERGER:
Vast troves of information are manipulated and monetized, yet companies have a hard time assigning value to it...The value of information captured today is increasingly in the myriad secondary uses to which it is put—not just the primary purpose for which it was collected.[True, but this secondary or exhaust data has to be placed in the right context in order to maximize value]. In the past, shopkeepers kept a record of all transactions so that they could tally the sums at the end of the day. The sales data were used to understand sales. Only more recently have retailers parsed those records to look for business trends...With big data, information is more potent, and it can be applied to areas unconnected with what it initially represented. Health officials could use Google's history of search queries—for things like cough syrup or sneezes—to track the spread of the seasonal flu in the United States. The Bank of England has used Google searches as a leading indicator for housing prices in the United Kingdom. Other central banks have studied search queries as a gauge for changes in unemployment.

Companies world-wide are starting to understand that no matter what industry they are in, data is among their most precious assets. Harnessed cleverly, the data can unleash new forms of economic value.
massive_data_sets  Amazon  books  Google  branding  Facebook  Wal-Mart  Bank_of_England  data  data_driven  value_creation  JCK  exhaust_data  commercialization  monetization  valuations  windfalls  alternative_data  economic_data  tacit_data  interpretation  contextual  sense-making  tacit_knowledge 
march 2013 by jerryking
How to create a brand: Five tips - The Globe and Mail
MARJO JOHNE

Special to The Globe and Mail

Published Thursday, Nov. 15 2012
branding  howto  small_business  tips  brands 
february 2013 by jerryking
Marketing: Why Data Visualization Is Important for a Brand | DigitalNext: A Blog on Emerging Media and Technology - Advertising Age
Oren Frank
Published: August 11, 2010

consider evolving your next brief to also answer the following questions:

Can data itself become an asset of my brand and a pillar to visually enhance our story?
Have we enhanced our product, or broke through communication barriers using DaViz?
Is there a new product idea for my brand which can stem from data visualization?
data  visualization  branding  data_driven  massive_data_sets  infographics 
february 2013 by jerryking
Time for China to venture out
November 8th, 2012 | The World in 2013 | Vijay Vaitheewaran.

Ask consumers around the world to name a Chinese brand, more often than not they will stare blankly. One in six people around the world use mobile telephones that relyr on kit made by the world`s largest telecoms­equipment firm, but few know of the from Shenzhen. Not one Chinese brand made the latest list of best global brands compiled by Interbrand. a consultancy.
Developing blockbuster global brands on a par with Coca-Cola will take time, but 2013 promises to be a turning-point. One reason is that after three decades of gravity-defying growth, China’s home market is at last cooling off. Easy pickings at home meant many Chinese did not need to build proper brands globally. Now, the slowdown will push many into overseas markets in quest of growth. If they are to flourish in such hypercompetitive markets, they will have to invest in brandbuilding in...though Chinese firms will venture overseas in record numbers in 2013, they will not find it easy. One reason is prejudice. Much as Iapanese and Korean firms did before them, they will need to persuade sceptical consumers that they are not peddling cheap junk. Building global brands will also require cleaning up the country’s notoriously murky corporate governance. William Brent of Weber Shandwick, a communications consultancy, argues that the quest for a global brand means that “2013 will mark the year when Chinese multinationals come face to face with transparency.” .
books  China  branding  brands  Huawei  transparency 
january 2013 by jerryking
Marketers develop a taste for aspiring foodies
Dec. 27 2012 | The Globe and Mail | SUSAN KRASHINSKY - MARKETING REPORTER.

Loblaw's President’s Choice Black Label Collection targets a growing consumer population: foodies.

The Black Label products launched late last year, but in limited distribution at first in select parts of Ontario. With the nationwide rollout now complete, there has been a bigger push to advertise the products this holiday season.
marketing  grocery  Loblaws  private_labels  brands  branding  gourmands  gourmet  food  foodies  market_segmentation  product_launches  rollouts 
december 2012 by jerryking
How to battle a dominant brand
Nov. 29 2012| The Globe and Mail | SUSAN KRASHINSKY - MARKETING REPORTER.

This emphasis on customer service, insinuating that dominance has made the competitor lazy because they can afford not to try as hard, is one way to challenge a highly dominant competitor.

Another way is to chip away at a niche segment the competitor may not be looking at. The sweetener product Stevia is currently attempting this. It is facing a very crowded market for sugar alternatives: Globally, roughly 50,000 tonnes of high-intensity sweeteners will have been consumed by the end of 2012. Aspartame accounts for about half of the market in terms of volume, according to Euromonitor International. Saccharine and sucralose, the ingredient in Splenda, also each have a healthy share.

The marketing for Stevia, like other sweeteners, revolves around a reduced calorie option for consumers attempting to keep a healthy lifestyle; with one difference. While other sweeteners are associated with being highly processed, chemical products, Stevia markets itself as natural.

“There’s such a demand for reduced calorie products, and because Stevia has that added natural benefit, it’s doing fairly well and competing for space,” said Lauren Bandy, an ingredients analyst with Euromonitor. That is despite the healthy debate around just how natural the product really is.

That niche demand has helped it land deals to be included in some high-profile company’s products, such as PepsiCo’s reduced-sugar juice Trop50, in Coca-Cola’s Sprite on a test basis in France and Australia, and in some Danone yogurt products. Stevia still only has about 2 per cent of the global market in sweeteners by volume, but that’s doubled since last year. Euromonitor expects its growth to continue at a compound annual rate of 23 per cent from 2011 to 2016.

But that strategy can also be used against underdog brands. One of the most powerful ways for a company to protect its dominance is to fragment the market pre-emptively, giving challenger brands no niche to use as a foot in the door, said Niraj Dawar, a marketing professor at the Richard Ivey School of Business at the University of Western Ontario.
brands  Nike  Stevia  Susan_Krashinsky  Google  search  Bing  market_leadership  Microsoft  underdogs  branding  product_extensions  niches  fragmentation  customer_service  pre-emption  sweeteners  sub-brands  category_killers  habits  barriers_to_entry 
december 2012 by jerryking
How branding should boost your bottom line
December 5, 2012 |Toronto Caribbean | JG Francoeur.

“The single most important decision in evaluating a business is pricing power. If you’ve got the power to raise prices without losing business to a competitor, you’ve got a very good business. And if you have to have a prayer session before raising the price by 10 percent. then you’ve got a terrible business.” says Warren Buffet. If you employ solid branding techniques you can do the same with your business. raise your prices and boost your income!
To build a good brand you must focus on the 5 P5 of branding. Start by answering this questions and building your branding plan.
* First is purpose: When someone hears your name. what do you want them to think?
* Second is proposition: Your proposition is your core competency. You've got to know yourself to grow yourself!
* Third is packaging: 55 percent of how people perceive you is visual and most small business owners look small, unprofessional and unreliable. You must convey an image that will inspire confidence for your prospects.
* Fourth are people: It’s simple but powerful, your net worth is equal to your network of people. Big brands are surrounded by other big brands and you can do the same if you employ a partnership model.
* Fifth is perseverance: Many business owners think clients will fall from the sky. They try one venture or one marketing initiative and because it’s not successful they quit. You must never quit because your dream is important not only to you but to others who you will inspire along the way.
branding  howto  brands  brand_purpose  packaging  perseverance  purpose  value_propositions  human_capital  the_single_most_important  pricing  Warren_Buffett  price_hikes 
december 2012 by jerryking
The 9 Characteristics Of A Strong Brand:
October 26, 2008 | Branding Strategy Insider| Posted by Martin Roll.
1. A brand drives shareholder value
2. The brand is led by the boardroom and managed by brand marketers with an active buy-in from all stakeholders
3. The brand is a fully integrated part of the entire organisation aligned around multiple touch points
4. The brand can be valued in financial terms and must reside on the asset side of the balance sheet
5. The brand can used as collateral for financial loans and can be bought and sold as an asset
6. Customers are willing to pay a substantial and consistent price premium for the brand versus a competing product and service
7. Customers associate themselves strongly with the brand, its attributes, values and personality, and they fully buy into the concept which is often characterized by a very emotional and intangible relationship (higher customer loyalty)
8. Customers are loyal to the brand and would actively seek it and buy it despite several other reasonable and often cheaper options available (higher customer retention rate)
9. A brand is a trademark and marquee (logo, shape, colour etc) which is fiercely and pro-actively protected by the company and its legal advisors
brand_purpose  brands  branding  ksfs  large_companies  Fortune_500  emotional_connections  goodwill  customer_loyalty  brand_equity  boards_&_directors_&_governance  logos  trademarks  intangibles  shareholder_value  assets  collateral 
november 2012 by jerryking
Birks’ CEO wraps jeweller in the Maple Leaf - The Globe and Mail
BERTRAND MAROTTE

MONTREAL — The Globe and Mail

Published Wednesday, Sep. 26 2012
Birks  jewellery  luxury  globalization  CEOs  national_identity  branding 
september 2012 by jerryking
How the Pros Build Brands
January 1991 | Canadian Business | by Derek Suchard
howto  branding  brands  Colgate 
august 2012 by jerryking
First on the scene
April 27, 2012 | strategy | by Melinda Mattos
crisis  branding  Canadian_Tire  Telus  CSR  Toronto  neighbourhoods 
august 2012 by jerryking
Innovation in Private-Label Branding
Spring 2005 | Design Management Review | by Charlie Conn, Director of Branding, Proteus, Boston.

Success in private-label branding boils down to a retailer’s ability to build a brand and control and manage it on a local level to create relationships with consumers....others see innovation coming from the
private-label brands. By creating unique brand experiences for consumers, such retailers as Starbucks, Whole Foods Market, and Trader Joe’s have created truly innovative brands that encourage repeat purchases. From a private-labeling perspective, Starbucks is innovative because it provides exclusive,exclusive, private-label products that are in line with the lifestyle experience it has created. Starbucks reached the pinnacle of success in this area when
one of its exclusive private-label music CDs, “Ray Charles: Genius Loves Company,” won Album of the Year at the 2005 Grammy Awards,
after being nominated in 10 categories. This and other exclusive products contribute to the emotional benefits experienced by Starbucks’ customers, and as a result they contribute to the
bottom line. Private-label branding has been most prevalent
in supermarkets and drug chains. According to the Private Label Manufacturers Association, supermarkets rang in $42.9 billion in sales of store brands in 2003, representing 16.3 percent of overall sales.2 Drug chains reached an all-time high of $3.8 billion in store brand revenues that same year.3 In both sectors, growth of private label brands exceeded the growth of manufacturer brands....

“I’m not sanguine about the major supermarkets,” says Richard J. George, professor of food marketing at the Haub School of Business, Saint Joseph’s University, Philadelphia. “To be successful, supermarkets need to look to customers to determine the set of needs that can be uniquely satisfied. Brands are more than products on the shelf (national brand or private label.) Retailers are brands and need to focus on what the customer wants and how the retailer can positively differentiate the brand. It’s all about customers, not products. Retailers need to think like a brand and act like a retailer.”...A brand is more than just a name and logo. It’s a set of associations that lives in the consumer’s mind—the sum total of everything the brand represents for that consumer. To fully understand what a brand stands for—private-label or otherwise—retailers need to ask themselves:
• How appropriate is the brand?
• What makes it unique?
• Who are the target consumers?
• What functional, rational, and emotional
benefits does it offer consumers?
• How adaptable is it?
• Is it protectable?
Based on understanding these brand attributes, retailers can put some definitions around their positioning statements.
innovation  private_labels  branding  design  retailers  Starbucks  Whole_Foods  supermarkets  Trader_Joe's  brands  strategic_thinking  positioning 
august 2012 by jerryking
Form and function
September 1, 2006 | Progressive Grocer |Jeff Motley is the v.p., marketing & sales for Forbes Medi-Tech
Tesco  retailers  innovation  private_labels  branding  United_Kingdom  grocery  supermarkets  cholesterol 
july 2012 by jerryking
How Red Sox owners got it right
Jul. 20 2012 | The Globe and Mail | STEVE LADURANTAYE.

Over the past 10 years, the Boston Red Sox have been transformed a small baseball ownership group into one of the largest sports companies on the planet – consistently high payrolls, solid scouting and clutch plays have all helped the team post the second highest winning percentage in baseball over the past decade.
sports  Steve_Ladurantaye  Boston  globalization  branding  sponsorships  advertising 
july 2012 by jerryking
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