|
Brand You Archives
who's/where's
tom
tom's
ideas
cool friends
consulting & training
tom in
the media
community
playground
new world
of work
in the
news
slides
books
WOW catalog
FAQs
|
Coca Cola... Try, Try, Try Again
Economist: February 1, 2001. Despite Coke's recent
problems, the new CEO is trying a new approach
to get the company back on track. Coke will begin distributing more "non-fizzy"
drinks that are currently stealing the market share
from traditional sodas. In Asia, Coke now markets more
than 250 different drinks. Daft's goal for Coke is 7-8%
average growth each year. At this rate total sales will
reach 35 billion "unit cases" by 2010. It took 111
years to reach 17.1 billion cases; it remains to be
seen if they can double this number in 10 years.
Read the entire article here.
posted on 2/8/2001 02:12:33 PM | permalink
Publishers Plan to Present McCall's to Rosie's World
Chicago Tribune: January 18, 2001. According to the
Publisher's Information Bureau, McCall's magazine is
the weakest of the "Seven Sisters" in the women's
magazines genre. Publisher Gruner & Jahr hopes to
pump new life into the magazine by changing it to
"Rosie's: The Magazine," following the lead of Oprah
Winfrey and Martha Stewart. Rosie will incorporate a
more political focus with the usual "celebrity and pop culture features." Only problem is that Rosie
O'Donnell's talk show ratings have dropped since its
peak of the 1996-97 season. If you could take one magazine
and put your brand on it, which one would it be?
Read the entire article here.
posted on 1/24/2001 08:18:00 AM | permalink
2001 Brand Predictions
Business Wire: January 8, 2001. Brand
Marketing magazine has named the 10 brands to
watch in 2001. The magazine says that the
list "isn't meant to commend or condemn but,
rather, to recognize impact -- in this case
projected impact." The list includes Nokia,
America Online, Napster, the Extreme Football
League, Amazon.com, AT&T, Firestone, Onstar,
Revlon, and last but not least, Hillary
Clinton. PRESS RELEASE. What do all these
brands have in common? Who knows. A better question
is this: what do they have to do with you? How
can you use their strategies to build your brand?
Read the entire article here.
posted on 1/11/2001 10:13:18 AM | permalink
Maytag Repairman Meets Generation X
San Francisco Chronicle: January 4, 2001. Maytag ad agency,
Leo Burnett USA and Will Vinton Studios are revamping "the
lonely repairman" that has been a Maytag icon since 1967.
The new and improved Maytag repairman will no longer sit
idly waiting for Maytag appliances to break down. Instead, he will
"relentlessly pursue in the outside world the kind of
perfection he perceives as endemic to the Maytag line of
washing machines, dryers, dishwashers, refrigerators, and
ovens." This effort is in line with the advertising trend to
update long-running characters to keep the consumer's
interest.
Read the entire article here.
posted on 1/9/2001 08:24:24 AM | permalink
TV And Web Surfing Powers Unite
Los Angeles Times: December 11, 2000. Zenith Electronic
Corporation is introducing the first US television set that
will allow users to connect to the Web as they watch TV. The
set should hit the market in July and retail for $600. It
will enable free Web surfing unlike the services that offer
set-top boxes and charge $22 a month. The all--in-one unit
is designed to appeal to consumers who want to reduce to
clutter in their living rooms. The set should be
formally introduced at the Consumer Electronics Show in
January.
Read the entire article here.
posted on 12/13/2000 12:08:14 PM | permalink
Is Major Branding Losing Its Grip?
Business Wire: October 24, 2000. In a recent conference by
Intelligence Factory, 2001: A Global Branding Odyssey,
consumers' allegiance to major brands has dropped from 80%
to 60% over the past 8 years. Brands can keep from losing
valued customers by retaining clarity in the brand, using
the brand as a "status symbol" to personalize the masses,
maintain quality customer service, maintain a brand
identity, and evolve as the culture and market change. PRESS
RELEASE.
Read the entire press release here.
posted on 10/25/2000 11:04:16 AM | permalink
What Do Pork, Toilet Tissue, Home Insurance, And The Internet Have In Common?
Business Wire: October 12, 2000. According to a new study by
Northwestern University's Medill Graduate Department of
Integrated Marketing Communication, the answer is marketing.
Dot.com start-ups should pay attention to the adverting
taglines of Allstate Insurance Company, Charmin bathroom
tissue, Rice Krispies, Wheaties, and pork. These companies
represent the top five most memorable taglines in
contemporary advertising. In the study 81.7% of those
surveyed recognized Allstate's "You're In Good Hands"
slogan, 80.4% recognized "Please Don't Squeeze the Charmin,"
80.2% Rice Krispies' "Snap, Crackle, Pop," 72.5% Wheaties'
"The Breakfast of Champions," and 69% pork's "The Other
White Meat." PRESS RELEASE.
Read the entire press release here.
posted on 10/17/2000 11:44:09 AM | permalink
|
|
