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laceprop-blog-blog · 12 years

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Olympic Branding: Nike Steals The Show From Adidas

Not only is Nike's "Olympic campaign" awesome... the price-point is unbeatable. Adidas spent $60 million to become the official sponsor of the Olympics and Nike has spent... well nothing. Yes, they could be fined but I doubt penalties will come remotely close to the $60 million Adidas has paid to be an official sponsor.

Nike – not an official Olympic sponsor – has a new YouTube ad that promotes athletes in towns around the world named “London.” Get it? They’re not actually saying the 2012 London Olympics, but subliminally and emotionally you can’t avoid linking the brand to the city and, thus, the event. Oh, FYI, adidas paid around $60 million for their official brand status.

So does this all pay off? As official sponsor or as ambusher? Here’s how the athletic footwear brands currently rank in terms of engagement and loyalty, according to our Customer Loyalty Engagement Index, which, we’d like to point out to the officials at the ODA, has nothing to do with the Olympics

New Balance

Nike

Skechers

Brooks

Adidas

Reebok/Asics/Converse

Fila/Puma

Olympic host cites depend on official sponsorships to raise money to stage the games, so they’ve created groups like the ODA to seek out ambush marketers and punish them. Penalties can be as high as $31,228.74. That’s according to today’s pound-to-dollar exchange rate.

Is it worth it? Well back at the 1984 summer games Nike ran ads of athletes with the Randy Newman song “I Love LA” as the soundtrack. After the games, research found that consumers thought Nike was the official sponsor – not Converse, who was the official sponsor.

*Source: Robert Passikoff, Forbes

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laceprop-blog-blog · 12 years

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BlackBerry's Fall From Grace--Inconsistency of Messaging

As the recently appoint Chief Marketing Officer, Frank Boulben is the guy who has been chosen to rebuild RIM's BlackBerry brand.

This is a formidable task because RIM is plagued with a lack of innovation and prestige in its products. In some ways this is more of a business strategy problem than a branding issue although they do go in hand.

Boulden claims that the issue was not caused by poor marketing strategy but by inconsistencies in messaging on a global scale.

I subscribe to the theory that BlackBerry got caught resting on their laurels and were swept away by the competition. In an attempt to regain their footing, they launched poorly constructed marketing campaigns across the board during a time where they should have been pushing a clear and focused message for what it means to own a BlackBerry.

Check out the full article here: Business.FinancialPost.com

#BlackBerry #Boulden #Branding #Financial Post #RIM #business #communication #marketing

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laceprop-blog-blog · 12 years

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Building Brands on More than Advertising

I just read one of the most interesting articles on branding I've read in a while by Ben Flanagan. He had the opportunity to sit down with John Brash, the executive of Brash Brands a Dubai Agency which boasts Emirates Group as one of their clients.

I've always held the belief the branding is much more than advertising. It requires a diverse toolbox to properly create and maintain a brand. Advertising is a tool but it is relied on too heavily with formulating effective strategies and exploring your other options.

Below is an excerpt of the article:

Great brands are built on more than just advertising.

If you doubt that, just ask John Brash, the founder and chief executive of Brash Brands, a Dubai agency that helped create the public image of the Burj Khalifa.

Mr Brash believes companies are spending too much on advertising and need to "take a step back" before shelling out on expensive campaigns.

The fictional Don Draper from the television series Mad Men would doubtlessly disagree but Mr Brash is adamant.

"A lot of organisations just do what they've always done and they don't take a step back and reappraise. Therefore, I would say that they are definitely spending too much on advertising," he says.

"[If] advertising is the correct means to reach your target audience, fine, do it. But don't just do it because you've always done it. It might be relevant for your brand, or it might not."

Mr Brash's clients have included Emirates Group, Abu Dhabi's Tourism Development & Investment Company (TDIC) and the Dubai-based property developer Emaar. Part of his work for Emaar involved the renaming of the Burj Dubai, the world's tallest building, as the Burj Khalifa.

Here he talks about how an organisation's front-line employees are critical to the success of a brand.

What is the difference between branding and advertising?

Advertising is a way to help sell a product. Branding is looking at the core of the organisation. It's basically your DNA, what goes through your veins. It's what makes you who you are. And that's something that will last 10 or 20 years. If you're building a house, if you don't get the foundations right, then the house - no matter how beautiful it is - might never be sustainable. I almost feel branding should be part of the capital cost of the organisation, like your IT bill or your fixtures.

I'm sure you do, given that you're in the branding business … does this mean brands should spend less on advertising?

I would say brands should not just go to their traditional methods. Look at your customer's journey, look at all the key touch-points. Who are your key stakeholders? It could be government, it could be shareholders, it could be customers. What you do is map all of that out and then you say, 'Who are we trying to communicate to?' You don't say, 'Let's do an ad straight away.' If your brand is about being personal and being intimate, having a billboard on Sheikh Zayed Road is not a way to create intimacy.

*Source: Ben Flanagan, The National

Check out the full article here: thenational.ae

#Branding #advert #advertising #benflanagan #brand #brand strategy #brands #business #commercial #communication #marketing #persuasion #pr #public relations #Dubai #Emirates

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laceprop-blog-blog · 12 years

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You can always count on Adidas to think outside the box.

Adidas shoe box store from 2011 installed as part of the launching of new denim line called Adidas Originals Blue Collection

#Branding #advert #advertising #brand #brand strategy #brands #business #commercial #communication #marketing #persuasion #pr #public relations #adidas #trade show #blue box #sneakers

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laceprop-blog-blog · 12 years

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Branding Artists

Andy Warhol grew his fame thanks to the healthy creation and management of his own personal brand. Artists today seem to be working on the same business model. A great brand allows you to mark up your product or service far beyond the value generated to the consumer. The same is true of art. Branding seems to have no bounds in it's usefulness.

Brand value is the driving force behind the major movements of the art world {. . .} Souren Melikian, long-time arts editor of the International Herald Tribune, considers branding as ‘the great paradox of our times’ because visual culture should be vanishing even as the art market soars, while abstract concepts take precedence over what the eye sees. “Artists’ names matter ever more – and the art to which they are attached ever less.”

In his book, The $12 Million Dollar Shark, Canadian economist Don Thompson poses the question: does Damien Hirst command power and high prices for his works because he is a ‘good’ artist or because he is a ‘branded’ artist? This is indeed a very valid question because, frankly, most of his work has no great technical or painterly skill; he has artists working for him in a factory-esque setting (much like his hero Warhol, who was the instigator of 20th century ‘branded art’), and is well known for his dictatorial approach to producing art. Nonetheless, the public at large lusts after his skulls, his beautiful butterfly prints and his downright morbid installations. The iconic artist himself pledges: “Becoming a brand name is an important part of life. It’s the world we live in.” The shock value in his works left us long ago – and yet his brand equity is still very much present, as evidenced by his grandiose retrospective at Tate Modern.

*Source: www.timeout.com.hk/art/features/51383/the-curse-of-the-branded-artists.html

#andy warhol #art #artists #branded art #hong kong #Branding #marketing #advertising #brand #brands #communication #persuasion #commercial #business #advert #pr #public relations #brand strategy

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laceprop-blog-blog · 12 years

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Women more likely to buy clothes when the models look like them

Apparently, fashion magazines, designers and marketers had it all wrong. This is particularly interesting because it has the potential to disrupt the entire fashion industry or it could just be swept under the rug. Given the nature of the situation I doubt the latter will prevail.

*Source: http://www.thefashioncult.com/2009/04/well-fed-models-can-sell-clothes/

A note to stores, fashion magazines and designers: If you want sell more clothing, pick mannequins and models that look like your customers.

According to a researcher at Cambridge University, women are a lot more likely to make a purchase when they see the item on models who look like them, the Guardian reported.

Barry created fake magazine advertisements with models of different sizes, shapes and ethnicities and showed them to 3,000 women in the U.S., the U.K. and Canada.

"The vast majority of women significantly increase purchase intentions when they see a model that reflects their age, size and race," Barry told the Guardian.

Such studies are slowly pushing designers and magazines to put curvier women into the forefront, instead of as a stunt or as an occasional feature.

"The industry operates in its own bubble, but advertisers and magazine editors need to be mindful of who their target market is and how the models reflect that market, catch up and change," Barry said.

*Source: Lindsay Goldwert, NYDailyNews

#Branding #advert #advertising #brand #brand strategy #brands #business #commercial #communication #marketing #persuasion #pr #public relations #fashion #plus size #model #Cambridge University #women #New York Daily News

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laceprop-blog-blog · 13 years

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nothing is as powerful as the idea whose time has come

-Victor Hugo

#Branding #marketing #advertising #brand #brands #communication #persuasion #commercial #business #advert #pr #public relations #brand strategy

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laceprop-blog-blog · 13 years

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laceprop-blog-blog · 13 years

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youtube

Another great concept... "A Misunderstood Man"

#creative #Branding #marketing #advertising #brand #brands #communication #persuasion #commercial #business #advert #pr #public relations #brand strategy

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laceprop-blog-blog · 13 years

Video

vimeo

Stephen Fry vs Impotent Language Sticklers

"Using the wonderful words of acclaimed writer, actor and allround know it all (I mean that in the best of ways) Stephen Fry I have created this kinetic typography animation. If you like what you hear you can download the rest of the audio file from Mr. Fry's website. stephenfry.com and then go to the audio and video section at the top of the page and look for the file entitled language. You can also find the file on iTunes by searching the name 'Stephen Fry's Podgrams'."

By way of Matthew Rogers

#Branding #advert #advertising #brand #brand strategy #brands #business #commercial #communication #marketing #persuasion #pr #public relations #Stephen Fry #language #video #typography #vimeo

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laceprop-blog-blog · 13 years

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INFLUENCERS In-depth Series features Steve Stoute, Founder and CEO of Translation, a brand management firm that arranges strategic partnerships between Pop Culture icons (Jay-Z, Gwen Stefani, Lebron James, Justin Timberlake, etc.) and Fortune 500 companies.

In this episode, Steve Stoute discusses the concept of cool, how new cultural codes are redefining traditional corporation communication. He also talks about creating successful collaborations between Artists and Brands.

Named one of the Fortune's 40 under 40 list and inducted into the American Advertising Hall of Achievement (2009), Steve Stoute is one of today's most influential forces in entertainment marketing.

His client roster includes companies such as Samsung, State Farm, Mc Donald's, Target, Wrigley's, HP, P&G and artists such as Lady Gaga and Rihanna (management)

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influencersfilm.com facebook.com/influencersfilm twitter.com/influencersfilm