The document discusses the history and evolution of branding from its origins in ancient Egypt and cattle branding to modern practices. It explains how branding began as a way to identify cattle and other livestock, and over time became a method for differentiating products and building customer loyalty and trust in a brand. The text also examines how cultural changes and new technologies like the internet and social media have impacted branding strategies and forced brands to adapt. Specifically, it explores how brands now leverage websites, social networking, and viral marketing to better engage with target audiences.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
In the beginning of 2015 we worked the available trends reports out in order to make it compact and relevant to Russian-thinking people. As a fundamental basis JWT allowed us summarizing 100 trends into 8 and then up to 2 slides with a common overview of implications to the Russians.
The old brand model, which advocated the creation of an external brand image to influence consumers, is a thing of the past. We think it’s time to do things differently. So, we wrote this whitepaper drawing upon the anthropological concept of culture to introduce a new model for brands. We argue that its time for true values to replace the external brand image. In other words, looking good is no longer enough. To compete in today’s fast paced landscape, brands must be better from the inside out. We call this new model Brand Culture—and we think it has the potential to transform companies into truly amazing brands.
In the beginning of 2015 we worked the available trends reports out in order to make it compact and relevant to Russian-thinking people. As a fundamental basis JWT allowed us summarizing 100 trends into 8 and then up to 2 slides with a common overview of implications to the Russians.
Interbrand's Best Retail brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from the U.K., France, Germany, Spain, and the Asia Pacific. The U.S. brands are valued for the fourth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
2020 Social Approach to Social Media Marketing for Luxury Brands2020 Social
2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.
Social Media Best Practices For Luxury Brands.
This research and best practices explains how luxury brands can best accomplish these goals in social media and offers solutions for particular challenges. Additionally, this guide presents case studies of luxury brands to illustrate the industry best (and worst) practices.
Research / Case Studies:
BLACKSTONE Digital Agency
http://www.BlackstoneIndonesia.com
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Mega Trends & Counter Trends: Create Marketing Plans with Lasting Impact
(1) Define and describe mega trends and counter trends that influence your markets.
(2) Understand how today’s trends affect how your markets respond to your messaging
A New Perspective on Millennials: Segmenting a Generation for Actionable Insi...Interbrand Design Forum
A New Perspective on Millennials: Segmenting a Generation for Actionable Insights
explores the discrete segments that exist within the Millennial generation.
The study was created in order to better inform retailers and consumer
goods companies on differences that exist in attitudes, behaviors and
preferences within this generation. The report is sponsored by Oracle.
Concept of Branding in General: An Analysis of Customers’ PerspectiveDr. Amarjeet Singh
When the word brand comes to mind, we, as a customer, can only think about those names which have created an impact in our mind. We do not keep those brand names in our mind which are not impactful. At the same time, it is a major concern for the brands to captivate the place in customers’ minds so that while making a purchase, customers can choose without having second thoughts. The concept of branding is very important in today’s globalized market, as there are lots of competitors in every field. It is the duty and responsibility of the top management of a company to maintain its brand image. But often they fail to do so due to lack of copy testing and customer behavior analysis. Furthermore, it is also important to know about customers’ perception on the concept ‘branding.’ This paper deals particularly with the perception of customers on the concept of branding. Researchers quantitatively analyzed the data collected from a survey to make conclusions which will help the managers to have an insight before making marketing strategies.
4th articleNo Logo Taking Aim at the Brand Bullies By NAOMI .docxgilbertkpeters11344
4th article::
No Logo Taking Aim at the Brand Bullies
By NAOMI KLEIN
NEW BRANDED WORLD
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
— David Ogilvy, founder of the Ogilvy & Mather advertising agency,
in Confessions of an Advertising Man, 1963
The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.
Until that time, although it was understood in the corporate world that bolstering one's brand name was important, the primary concern of every solid manufacturer was the production of goods. This idea was the very gospel of the machine age. An editorial that appeared in Fortune magazine in 1938, for instance, argued that the reason the American economy had yet to recover from the Depression was that America had lost sight of the importance of making things:
This is the proposition that the basic and irreversible function of an industrial economy is the making of things; that the more things it makes the bigger will be the income, whether dollar or real; and hence that the key to those lost recuperative powers lies ... in the factory where the lathes and the drills and the fires and the hammers are. It is in the factory and on the land and under the land that purchasing power originates [italics theirs].
And for the longest time, the making of things remained, at least in principle, the heart of all industrialized economies. But by the eighties, pushed along by that decade's recession, some of the most powerful manufacturers in the world had begun to falter. A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down with too many things. The very process of producing -- running one's own factories, being responsible for tens of thousands of full-time, permanent employees — began to look less like the route to success and more like a clunky liability.
At around this same time a new kind of corporation began to rival the traditional all-American manufacturers for market share; these were the Nikes and Microsofts, and later, the Tommy Hilfigers and Intels. These pioneers made the bold claim that producing goods was only an incidental part of their operations, and that thanks to recent victories in trade liberalization and labor-law reform, they were able to have their products m.
NEW BRANDED WORLDAs a private person, I have a passion for lan.docxsachazerbelq9l
NEW BRANDED WORLD
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
— David Ogilvy, founder of the Ogilvy & Mather advertising agency,
in
Confessions of an Advertising Man
, 1963
The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.
Until that time, although it was understood in the corporate world that bolstering one's brand name was important, the primary concern of every solid manufacturer was the production of goods. This idea was the very gospel of the machine age. An editorial that appeared in
Fortune
magazine in 1938, for instance, argued that the reason the American economy had yet to recover from the Depression was that America had lost sight of the importance of making
things
:
This is the proposition that the basic and irreversible function of an industrial economy is
the making of things
; that the more things it makes the bigger will be the income, whether dollar or real; and hence that the key to those lost recuperative powers lies ... in the factory where the lathes and the drills and the fires and the hammers are. It is in the factory and on the land and under the land that purchasing power
originates
[italics theirs].
And for the longest time, the making of things remained, at least in principle, the heart of all industrialized economies. But by the eighties, pushed along by that decade's recession, some of the most powerful manufacturers in the world had begun to falter. A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down with
too many things
. The very process of producing -- running one's own factories, being responsible for tens of thousands of full-time, permanent employees — began to look less like the route to success and more like a clunky liability.
At around this same time a new kind of corporation began to rival the traditional all-American manufacturers for market share; these were the Nikes and Microsofts, and later, the Tommy Hilfigers and Intels. These pioneers made the bold claim that producing goods was only an incidental part of their operations, and that thanks to recent victories in trade liberalization and labor-law reform, they were able to have their products made for them by contractors, many of them overseas. What thes.
Interbrand's Best Retail brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from the U.K., France, Germany, Spain, and the Asia Pacific. The U.S. brands are valued for the fourth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
2020 Social Approach to Social Media Marketing for Luxury Brands2020 Social
2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.
Social Media Best Practices For Luxury Brands.
This research and best practices explains how luxury brands can best accomplish these goals in social media and offers solutions for particular challenges. Additionally, this guide presents case studies of luxury brands to illustrate the industry best (and worst) practices.
Research / Case Studies:
BLACKSTONE Digital Agency
http://www.BlackstoneIndonesia.com
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Mega Trends & Counter Trends: Create Marketing Plans with Lasting Impact
(1) Define and describe mega trends and counter trends that influence your markets.
(2) Understand how today’s trends affect how your markets respond to your messaging
A New Perspective on Millennials: Segmenting a Generation for Actionable Insi...Interbrand Design Forum
A New Perspective on Millennials: Segmenting a Generation for Actionable Insights
explores the discrete segments that exist within the Millennial generation.
The study was created in order to better inform retailers and consumer
goods companies on differences that exist in attitudes, behaviors and
preferences within this generation. The report is sponsored by Oracle.
Concept of Branding in General: An Analysis of Customers’ PerspectiveDr. Amarjeet Singh
When the word brand comes to mind, we, as a customer, can only think about those names which have created an impact in our mind. We do not keep those brand names in our mind which are not impactful. At the same time, it is a major concern for the brands to captivate the place in customers’ minds so that while making a purchase, customers can choose without having second thoughts. The concept of branding is very important in today’s globalized market, as there are lots of competitors in every field. It is the duty and responsibility of the top management of a company to maintain its brand image. But often they fail to do so due to lack of copy testing and customer behavior analysis. Furthermore, it is also important to know about customers’ perception on the concept ‘branding.’ This paper deals particularly with the perception of customers on the concept of branding. Researchers quantitatively analyzed the data collected from a survey to make conclusions which will help the managers to have an insight before making marketing strategies.
4th articleNo Logo Taking Aim at the Brand Bullies By NAOMI .docxgilbertkpeters11344
4th article::
No Logo Taking Aim at the Brand Bullies
By NAOMI KLEIN
NEW BRANDED WORLD
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
— David Ogilvy, founder of the Ogilvy & Mather advertising agency,
in Confessions of an Advertising Man, 1963
The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.
Until that time, although it was understood in the corporate world that bolstering one's brand name was important, the primary concern of every solid manufacturer was the production of goods. This idea was the very gospel of the machine age. An editorial that appeared in Fortune magazine in 1938, for instance, argued that the reason the American economy had yet to recover from the Depression was that America had lost sight of the importance of making things:
This is the proposition that the basic and irreversible function of an industrial economy is the making of things; that the more things it makes the bigger will be the income, whether dollar or real; and hence that the key to those lost recuperative powers lies ... in the factory where the lathes and the drills and the fires and the hammers are. It is in the factory and on the land and under the land that purchasing power originates [italics theirs].
And for the longest time, the making of things remained, at least in principle, the heart of all industrialized economies. But by the eighties, pushed along by that decade's recession, some of the most powerful manufacturers in the world had begun to falter. A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down with too many things. The very process of producing -- running one's own factories, being responsible for tens of thousands of full-time, permanent employees — began to look less like the route to success and more like a clunky liability.
At around this same time a new kind of corporation began to rival the traditional all-American manufacturers for market share; these were the Nikes and Microsofts, and later, the Tommy Hilfigers and Intels. These pioneers made the bold claim that producing goods was only an incidental part of their operations, and that thanks to recent victories in trade liberalization and labor-law reform, they were able to have their products m.
NEW BRANDED WORLDAs a private person, I have a passion for lan.docxsachazerbelq9l
NEW BRANDED WORLD
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
— David Ogilvy, founder of the Ogilvy & Mather advertising agency,
in
Confessions of an Advertising Man
, 1963
The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as opposed to products.
Until that time, although it was understood in the corporate world that bolstering one's brand name was important, the primary concern of every solid manufacturer was the production of goods. This idea was the very gospel of the machine age. An editorial that appeared in
Fortune
magazine in 1938, for instance, argued that the reason the American economy had yet to recover from the Depression was that America had lost sight of the importance of making
things
:
This is the proposition that the basic and irreversible function of an industrial economy is
the making of things
; that the more things it makes the bigger will be the income, whether dollar or real; and hence that the key to those lost recuperative powers lies ... in the factory where the lathes and the drills and the fires and the hammers are. It is in the factory and on the land and under the land that purchasing power
originates
[italics theirs].
And for the longest time, the making of things remained, at least in principle, the heart of all industrialized economies. But by the eighties, pushed along by that decade's recession, some of the most powerful manufacturers in the world had begun to falter. A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down with
too many things
. The very process of producing -- running one's own factories, being responsible for tens of thousands of full-time, permanent employees — began to look less like the route to success and more like a clunky liability.
At around this same time a new kind of corporation began to rival the traditional all-American manufacturers for market share; these were the Nikes and Microsofts, and later, the Tommy Hilfigers and Intels. These pioneers made the bold claim that producing goods was only an incidental part of their operations, and that thanks to recent victories in trade liberalization and labor-law reform, they were able to have their products made for them by contractors, many of them overseas. What thes.
Consumers are increasingly taking control of the purchasing process across a wide range of industries, and making decisions with far less reliance on ‘experts’. It is important for REALTORS® to understand the resulting impacts and find ways to respond to trends such as decreasing loyalty, low perceived REALTOR® value, increased switching, REALTOR® auditioning, increasing demands for transparency, Buyer Agency Agreement tension and removing the REALTOR® as middleman.
This research report is a part of the British Columbia Real Estate Association's Journey of Discovery. BCREA launched the Journey of Discovery (JOD) to help our organization and BC’s eleven member boards strategically plan for the next five years. This project seeks to understand where the greatest contributions of products and services could be for increasing the innovation of REALTORS® in service of their consumers. If organized real estate is to effectively adapt to and proactively initiate change, which we believe is necessary now more than ever, the first stage is to gain a solid understanding of the current and future states of the industry. For access to the slides with links and our other reports, please visit http://web.bcrea.bc.ca/jod/reports.htm
This presentation was prepared by CE Holmes Consulting, Solvable & Monique Morden Consulting
Consumers, Culture, Media, and Brands - Guest lecture pt. IIHenri Weijo
How consumers have evolved as readers of media texts and what this means for brands. A guest lecture by Henri Weijo (http://www.facade.fi) at the Helsinki School of Economics. Course: Brands in Strategic Marketing.
Despite or because of its ubiquity, advertising is not an easy term .docxraelenehqvic
Despite or because of its ubiquity, advertising is not an easy term to define. Usually advertising attempts to persuade its audience to purchase a good or a service. But “institutional” advertising has for a century sought to build corporate reputations without appealing for sales. Political advertising solicits a vote (or a contribution), not a purchase. Usually, too, authors distinguish advertising from salesmanship by defining it as mediated persuasion aimed at an audience rather than one-to-one communication with a potential customer. The boundaries blur here, too. When you log on to Amazon.com, a screen often addresses you by name and suggests that, based on your past purchases, you might want to buy certain books or CDs, selected just for you. A telephone call with an automated telemarketing message is equally irritating whether we classify it as advertising or sales effort.
In United States history, advertising has responded to changing business demands, media technologies, and cultural contexts, and it is here, not in a fruitless search for the very first advertisement, that we should begin. In the eighteenth century, many American colonists enjoyed imported British consumer products such as porcelain, furniture, and musical instruments, but also worried about dependence on imported manufactured goods.
Advertisements in colonial America were most frequently announcements of goods on hand, but even in this early period, persuasive appeals accompanied dry descriptions. Benjamin Franklin’s
Pennsylvania Gazette
reached out to readers with new devices like headlines, illustrations, and advertising placed next to editorial material. Eighteenth- and nineteenth-century advertisements were not only for consumer goods. A particularly disturbing form of early American advertisements were notices of slave sales or appeals for the capture of escaped slaves. (
For examples of these ads, click here for the Virginia Runaways Project site.
) Historians have used these advertisements as sources to examine tactics of resistance and escape, to study the health, skills, and other characteristics of enslaved men and women, and to explore slaveholders’ perceptions of the people they held in bondage.
Despite the ongoing “market revolution,” early and mid- nineteenth-century advertisements rarely demonstrate striking changes in advertising appeals. Newspapers almost never printed ads wider than a single column and generally eschewed illustrations and even special typefaces. Magazine ad styles were also restrained, with most publications segregating advertisements on the back pages. Equally significant, until late in the nineteenth century, there were few companies mass producing branded consumer products. Patent medicine ads proved the main exception to this pattern. In an era when conventional medicine seldom provided cures, manufacturers of potions and pills vied for consumer attention with large, often outrageous, promises and colorful, dramatic advertis.
Branding in basic words is the advancement of items and administrations with various promoting devices and a unique advertising blend. It has existed since the 1500s yet has developed into a legitimate pupil a lot later.
Marking is exceptionally unique in nature; it can change for the time being and has the force of adjusting viewpoints. It is a vital device for organizations to advance and sell their items/administrations to shoppers.
Identica Insight 10 Unity Not UniformityMichael Nash
Brands began purely as identifiers burnt into cattle as a mark of property. It wasn’t until 1876 when Bass Brewery’s red triangle became the first registered trade-mark.
There are now two major influencer’s at play upon the identity landscape - the digital world and the platform it creates but also the demands that those platforms have. Sharing information, open transparency, immersive experiences and the collation of knowledge all creates an interesting space in which brand identities now operate.
The old rules are no longer relevant.
The parameters and definitions of ownership and exclusivity have dissolved and been replaced by something far more inclusive. Today the landscape reflects belonging and mutual exchange. The digital platform allows for participation and conversation.
The following presentation highlights a few interesting aspects of the current disruptive zeitgeist and is rather meant to be a ‘tango with the terminology’ than a complete discourse on the topic. As a former copywriter, creative director and entrepreneur in Germany, Austria and in South Africa, I want to kick off a conversation with you around creative disruption, change, giants, misfits, implications for advertising, and how I fit into the big picture to serve and benefit your business. Enjoy the ride!
White Paper_leadsandfeeds - Influencer Marketing.pdfLeadsandFeeds .
In today's digital world, influencers hold immense sway over consumer behavior, making them powerful allies for brands seeking to expand their reach and impact.
Leads & Feeds’ debut research paper, "Influencer Marketing: Decoding The Ultimate Growth Strategy of Modern Times" reveals the game-changing potential of collaborating with social media influencers.
Through real-life examples and straightforward insights, this study decodes the process of influencer marketing, showing how it can drive tangible results for businesses of all sizes.
Whether you're a seasoned marketer or just starting out, this research paper will equip you with the knowledge and tools needed to harness the full potential of influencer collaborations.
Ready to revolutionize your marketing strategy? Click here to check out the research paper today!
https://leadsandfeeds.com/influencer-marketing/
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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1. Adverting The Brand
Part 1
Did you know that ‘Donkeys are commonly used by the IraqRebels to launch rockets!’ (Funfactz. 09) ‘more Monopoly
money is printed in a year, than real money printed throughout the world!’ (Funfactz. 09) and that surprisingly ‘in Japan, it
is completely acceptable to name your child "Buttocks" or "Prostitute" (Funfactz. 09), all strange but true facts about the
world however, completely irrelevant to the topic of the essay. Now that have your undying attention (hopefully) will
progress to enlighten you on the subject that is branding.
From the research that gathered, guess, advertising agencies owe everything to ancient Egyptians and cowboys, and as
much as you would like not to believe me I’m afraid that to a certain degree this is true. Originally branding was
recognized as ‘a way to tell one person’s cattle from another by means of a hot iron stamp’. (HWevents. 2010) Cattle
branding is said to date back as far as 2700 B.C where images of Egyptian hieroglyphics show the technique being used
to brand an oxen. In todays industry the principles of cattle branding still apply in the sense that branding is used as a
means of identifying a service, specific product, business, taking ‘form in name, sign, symbol, colour combination and
slogans.’ (wikipedia. 2008) Branding products first started with the intention of making it easier to identify and
differentiate products. To this day there is confusion about when the first trademark brand originated, the British beer
Bass, founded in 1777 ‘claim that their red triangle brand was the worlds first trademark’ (wikipedia. 2008) as it ‘was the
first trademark to be registered under the Mark Registration Act 1875‘ (wikipedia. 2008), however Lyle’s Golden Syrup
agues that they were in fact the worlds first brand as their ‘stamp’ has remained unchanged since is set up business in
1885. But when did branding first become important to advertising? Branding as an Advertising technique didn’t become
publicised until the early 1900‘s after ‘James Walter Thompson published a house ad explaining trademark
advertising’ (wikipedia. 2008). Within this early demonstration of commercial work, Thompson made it his key point to
give viewers a simple ‘explanation of what we now know as Branding’ (wikipedia. 2008). By doing this he introduced the
world of consumers to a new way of looking at products, prompting companies to adopt slogans-mascots and jingles that
appear on radio and early television. This new way of thinking allowed companies to keep connected with their target
audiences on a more personal scale, enabling brands to direct their resources to those customers with high potential for
sales growth, interest in the product and loyalty. Another way brands keep in close contact with their target markets is by
setting up brand values which are the ‘essence of a brand; expressed usually in a few keywords such as independence
creativity’ (Businessdictionary. 2010). Cultural changes have played a huge part in the way that people look at brands
and in the way brands operate. Web2.0 is no longer ‘a resource for information and transactions, but for interactivity
(skype, instant messaging) and content creation (blogs, YouTube), co-creation (Wikipedia), and collaboration (screen
sharing).’ (Colyer. 2007) The internet is now in many cases rightfully described as ‘the world of second life’ a place
‘where your alter ego can live, work, party, interact, and forge relationships with others online.’ (Colyer. 2007) Brands
have had to become a part of Web2.0 to survive, all major brands and many smaller brands now have websites and
2. online business’s and ‘take advantage, of the whole range of technologies and experiences out there, including the
relationship and networking aspects.‘ (Colyer. 2007) Branding and advertising have gone viral. ‘Web2.0 is great for
conversations, winning influences and ambassadors for the brand though open, honest talk, but it is still just part of the
brand experience.’ (Colyer. 2007) World wide the social networking website Facebook and video search engine Youtube
are the two most visited. Take these two sites as a playing field for numbers of audience attention. Use one simple sum
to do so. Take the 932,000,000,000 page views between them calculated in January 2011’ + the number of branded and
none branded adverts and advertising campaigns that are viewed on these two websites alone and you should be able
to see how much of a geographical impact the changes in Web2.0 have had on brands and their clients.
A target market ‘enables the brand to direct its resources to those customers with high potential for sales growth, interest
in the product and loyalty.’ (Handling. 2010) In an advertising context ‘branding is a marketing discipline which insists that
you define your audience, know your market sector, differentiate yourself, choose a route market that will be both
appropriate to the brand as well as making the brand stand out’. (Leeds Met. 2011) Target markets are one of the most
important factors to any business, brand or advertising campaign as without them they would have nothing to aim their
products at. A target market is the term used to describe the group of consumers that, in this instant, the brand has
aimed their products at. They do this by grouping members of the public together and generalizing them based on
characteristics such as gender, age and status whether it be low class, middle class, student, pensioners, working class
but to name a few. Over the years brands have had to adapt themselves to current situations around the world such as
cultural, economic and social changes resulting in their target audiences changing. Take the world famous make up
brand Max Factor a brand with over 50 years of history surrounding it, in the 1940s their target audience would have
been older women as it was seen as unacceptable for teenage girls to wear make up, however due to cultural changes it
is now quiet the opposite, in todays world, due to the current celebrity culture forced upon us by the media, make up is
practically forced upon teens meaning that Max Factor has had to adapt itself to become more appealing to a younger
generation. Target markets have a huge impact on how brands work and what brands do ‘It’s not what you say it is, it’s
what they say it is’ (Neumeier. 2003 p3). A trade mark is a name given to a brand protected by the law. The brand Coca-
Cola, currently the worlds leading brand in profit value is a widely recognized trademark representing a global brand.
In advertising ‘A BRAND IS ONE OF THE MOST VALUABLE ELEMENTS IN AN ADVERTISING THEME as it is there to
demonstrate what the management can offer to its market.’ (wikipedia. 2008) Brands and advertising agencies lean on
each other as they are both as important to each other as they are to themselves, by this I mean that without the right
marketing and adverting a brand would not get the recognition it needs to succeed and without brands in general
advertisers would have nothing to advertise. The term brand is used when referring to the identity of a specific product or
business, the identity of a brand can take the form of a ‘name, sign, symbol, colour combination or slogan.’ (wikipedia.
2008) However, a brand is not a logo, it is not an identity and it is not a product. ‘A brand is a person’s gut feeling about a
product, service or organization’ (Neumeier. 2003 p2/3) because brands work so closely with their target markets ‘brands
3. are defined by individuals, not companies or markets.’ (Neumeier. 2003 p2) People name brands. Audiences make
brands ‘. ‘Brands distinguish products from one another. Brands sell products. Brands make clients and companies
money. A brands creates a discernible response between itself and its consumer.’ (Neumeier. 2003) Brands gain the trust
of their markets by making promises to them, ‘all brands want brand loyalty it’s the job of the brand to build up a
relationship with the customer to get them to remain loyal and keep them buying’, (Neumeier. 2003) they can often obtain
this through keeping to promises and brand values. Brand values are the essence of a brand for example Adidas’s brand
value is ‘authenticity, inspiration, honesty and commitment‘ (Manning-Schaffel. 2002) these four words are a base for
everything Adidas stands for, making it a trustworthy brand for customers to invest their money in. A brand with negativity
surrounding it is not a trustworthy brand, therefore any negativity needs to be removed from the brands surroundings, for
example take the fashion brand “Dior’ which recently had to dismiss English fashion designer John Galliano from
designing for the brand after evidence came to light about racial remarks made by him about the Jewish religion, as
having him associated with the brand would not work well in Dior’s favor. Jewish Oscar winner Natalie Portman is
currently the face of Dior. Brands are mainly about recognition and to get recognition brands need to gain trust. ‘Branding
has continued to evolve to encompass identity - it affects the personality of a product, company or service’ (wikipedia.
2008) In todays worlds ‘brands are co-opted as powerful symbols in larger debates about economics, social issues and
politics. The power of brands to communicate a complex message quickly and with emotional impact and the ability of
brand to attract media attention, makes them the ideal tool’ (Brandorganisation. 2011) for agencies to use as a means of
creativity. Brands influence our everyday decisions, the choices we make, the foods we eat, the drinks we buy, the cars
we drive, every aspect of our daily lives is influenced by branding and the promises the brands make to us which is why
it is important that the brand can be trusted at all times.
Part 2
Advertising campaigns have always played a huge part in the uprising of the brand Adidas AG, it uses advertising a
means of getting their deep yet relevant messages across to their chosen target audiences. ‘Authenticity, inspiration,
honesty and commitment - are derived from sports‘ (Manning-Schaffel. 2002) values which Adidas has followed since
entering the marketplace over 50 years ago, values that are similar to that of an actual athlete, linking in well with their
original target audience. In 1920 Adi Dassler the founder of Adidas created his first pair of shoes after coming up with
‘the simple yet brilliant idea to provide athletes with the best possible equipment.’ (Adidas. 2010) The Adidas logo
consists of three stripes, originally they were meant to keep the foot in place. Since being formally registered as a brand
in 1949, Adidas AG has managed to developed has worked it’s way up the brand ladder to become ‘the worlds number
two athletics brand’ (Manning-Schaffel. 2002) placing only behind Nike. Although Nike ranks higher in terms of profit
outcomes Adidas comes across as a more loyal, more trustworthy and inspirational brand, which keeps in touch with
their original brand values.
4. Football is the most played sport in the world and makes up a large proportion of Adidas’s business, it has been an
official sponsor of the sport for over fifty years. Adidas has long held a lock on it’s relationships with FIFA, football’s
governing body, for sponsorship of the sports signature events, giving it strength over Nike in this area. In 1954 Dassler
could have possibly single handedly changed the way football was played forever after inventing shoes with screw-in
studs specifically designed for the German national soccer team to help keep their footing. Adidas was in fact the first
brand associated with the sport, allowing it to form well-established business relationships, Business relationships mean
trust, trust means consumers, consumers mean money, money means allowance to spend on major advertising
campaigns.
In 2003 Adidas’ first 3 quarter sales saw a dip of 16%, due to the early recession. Although 16% does not seem much, on
a scale of how much money the brand usually makes yearly this does translate into a significant amount of revenue loss.
Adidas knew that to get their percentage back they needed to re-energize business within the USA. Working along side
Ad agencies 180, Amsterdam and TBWA, San Francisco, Adidas introduced the largest ever advertising campaign
undertaken by the company costing $50 million. The ‘impossible is nothing’ campaign included print and internet ads and
television commercials. Adidas ‘wanted to extend their philosophy of ‘forever sport’ to a personal level by encouraging
everyone to overcome their personal challenges that seem impossible’ (Grincha21. 2009) keeping in touch with their
original brand values. Adidas’s target market is and always has been first and foremost athletes. The brand strapline
impossible is nothing appeals to sports personnel on a deep and meaningful level, It is obvious to everyone that sports
competitors enter competitions for two reasons only, the first being passion for their chosen sport and the second to win.
Adidas want their mantra ‘impossible is nothing’ to stick in peoples heads. The message of the campaign is vitally
important to the brand as they are using it as a platform to re-enforce their brand values onto the public. ‘Adidas wanted
to position itself as the most inspirational sports apparel and athletic footwear brand, the appeal of the message is
universal in that life poses impediments and challenges regardless of profession, age, gender and status. The idea is
that the attempt is worth the effort and Adidas wants to be the shirt or the shoes or the equipment that the consumer has
on when attempting the impossible, regardless of the outcome.’ (Grincha21. 2009) Adidas encouraged their message by
working along side 22 sports icons, with the likes of David Beckham sharing their journeys to success, subtly reminding
us that these top athletes were in fact every day people and that their own impossible dreams have come true.
The target audience of the ‘impossible is nothing’ ‘campaign is 12 - 34 year olds involved in sport’ (Grincha21. 2009),
Adidas have worked well in marketing this campaign to best fit the needs of their market, by frequently increasing the
amount of air time during prime times shows such as ESPN. Resent research gathers that ‘men ages 18-24 spend more
time online than watching television, the same research showed that people like to multi task while watching television.
Adidas took advantage of this to promote themselves online via behind the scenes videos and downloads. ‘On the day
that the Laila Ali commercial featured online there was a 125% increase in the use of the search term ‘Adidas’ on yahoo
home page- with the highest number of views from men ages between 13-17 years,’ (Grincha21. 2009) perfect for the
5. reception they were trying to get from their audience. Although the brand was invented for athletes the brand has picked
up a loyal urban following after signing the ‘first endorsement deal between hip-hop artists and a major
corporation’ (wikipedia. 2008) This deal was so effective that Adidas now has a sub brand ‘Adidas originals’ entirely
devoted to urban clothing. The advertising campaign ‘the street’s where the originality is’ takes a different approach as
they market themselves as a more stylish brand. The urban culture begins to grow as musical styles such as grime and
dubstep make it into the mainstream.
During the recession of 2009 Adidas ‘got a kick in the teeth as it saw earnings slump by 93%’ (Reuters. 2010)
understandably the recession hit many companies and business’s forcing them to close but luckily Adidas had gained
enough loyalty to survive, Adidas aims to save more than £84m from 210 by cutting 1,000 of it’s 39,000 staff this year
and by closing regional offices and potentially some of its stores. Luckier still at the time Adidas was being hit they had a
new line of trainers about to be released. Adidas planed to use the force to fight the recession and battle rivals Puma and
Nike. A limited addition collection of trainers added to the lifestyles sub brand based on the star wars theme “star wars is
about hope’ It embraces the idea that one person can make a difference’ (Roffman, 2010), The lifestyles brand of the
company makes up about 20% of Adidas generating an annual revenue of roughly 10.8 billion euros. Due to the
recession and some of the major brands it has demolished we have all learnt that ‘nobody is immune from the global
downturn, but Adidas seems to be coming out fighting’ (Footasylum). Adidas has a world wide presence in 200 countries.
Although it is not the top sports brand it does however have the largest market share in Europe, the performance of
athletes wearing the brand has giving them a strong reputation in achieving sports performance products.
To conclude I feel that Adidas’s adverting campaigns were incredibly beneficial to keeping the brand alive. Without them
they wouldn’t have been able to reach out to their audience on the personal level that they wanted, they would also have
had a weaker chance of surviving the recession. In light of the current focus on promoting sport and fitness I have no
trouble thinking that Adidas will remain successful for the foreseeable future. ‘Sportsmen and women often speak of the
enormous pride they have in representing their country, a sense of belonging to a wider family. We see this vividly at the
commonwealth games, for example, which is known to many as the friendly games and where I am sure you have
noticed that it is always the competitors from the smallest countries that receive the loudest cheers’. Let them be
cheered, let them achieve everything they want to achieve in life, may their goals be scored and their races be run.
Nothing is impossible. Let it be Adidas.