Times are tough in business, and many unsuccessfully attempt to navigate through the maelstrom by mirroring the competition. But, in a world where credibility is king, becoming ‘dai-sensei’ could be the answer, argues Mariel Brown, Head of Trends at Seymourpowell.
What Brands can Learn from Hollywood: Interview with: Jonathan Sands, Chairman, Elmwood, a sponsor company at the marcus evans CMO Asia Summit 2013, on brand differentiation.
Interbrand Best Global Brands Report 2010isnickythere
This document summarizes the key insights from Interbrand's annual Best Global Brands report. It discusses how brands must adapt to the new normal where customers have unprecedented access to information and can spread feedback rapidly online. Brands are constantly stress-tested for relevance and value. To manage the constant customer connection demanded in real-time, brands must empower employees and engage authentically with customers. While the relationship between brands and customers has changed, building strong brands through trust, loyalty, and driving premium remains as important as ever.
This document provides an overview of Interbrand's annual Best Global Brands report. It discusses how brands are facing a new paradigm in brand management due to changes in consumer behavior and expectations in the digital age. Customers now have more information at their fingertips and can publicly share their feedback, positive or negative, about brands in real time. The document argues that in this new landscape, brands must focus on building trust and loyalty by engaging with customers transparently and responding to their needs. It provides examples of how Coca-Cola, Ford, and Santander have adapted successfully to these challenges.
Andrex, a leading toilet paper brand in the UK, faced competitive challenges in the 1980s from a new softer product. Instead of rational arguments, Andrex launched an advertising campaign featuring a playful Labrador puppy to tap into consumers' emotions. The campaign was highly successful and boosted Andrex's sales during this difficult time. The document discusses how many of the world's top brands, like Nike and Apple, have built strong emotional connections with consumers through their marketing, beyond rational product attributes. While appealing to emotions is powerful, brands must ensure a rational product basis and address any disconnects to maintain customer loyalty over time.
The document provides an overview of how to bridge the gap between business strategy and design. It discusses that branding is about creating emotional connections and building trust with customers. The five disciplines of brand-building are outlined as differentiation, collaboration, focus, avoiding ill-considered extensions, and viewing branding as a collaborative project.
Influence is a social currency connecting those who have knowledge and topical experience with those that seek it. In a fragmented media environment, where millennials consume content and are exposed to marketing messages in a state of “continuous partial attention,” influencers have never been more important.
BUZZMEDIA's massive study of U.S. millennials focuses on the personal dynamics of influence: How influence is created, nurtured, earned and shared via social media. The study details the rise of the influencer as a ‘relatable icon’ and the role these dynamic individuals play in a consumer’s day to day life.
The document discusses how most consumers have little knowledge or interest in brands and marketing content. It notes that only 20% of buyers hold 50% of brand knowledge, and 80% know little about brands they buy. Most marketing content goes unseen due to the massive amount of daily content people receive. The document argues brands should focus on mass appeal over intense fandom or participation, as broad popularity is more important than depth or loyalty from few users. Brands depend on occasional buyers more than active fans.
What Brands can Learn from Hollywood: Interview with: Jonathan Sands, Chairman, Elmwood, a sponsor company at the marcus evans CMO Asia Summit 2013, on brand differentiation.
Interbrand Best Global Brands Report 2010isnickythere
This document summarizes the key insights from Interbrand's annual Best Global Brands report. It discusses how brands must adapt to the new normal where customers have unprecedented access to information and can spread feedback rapidly online. Brands are constantly stress-tested for relevance and value. To manage the constant customer connection demanded in real-time, brands must empower employees and engage authentically with customers. While the relationship between brands and customers has changed, building strong brands through trust, loyalty, and driving premium remains as important as ever.
This document provides an overview of Interbrand's annual Best Global Brands report. It discusses how brands are facing a new paradigm in brand management due to changes in consumer behavior and expectations in the digital age. Customers now have more information at their fingertips and can publicly share their feedback, positive or negative, about brands in real time. The document argues that in this new landscape, brands must focus on building trust and loyalty by engaging with customers transparently and responding to their needs. It provides examples of how Coca-Cola, Ford, and Santander have adapted successfully to these challenges.
Andrex, a leading toilet paper brand in the UK, faced competitive challenges in the 1980s from a new softer product. Instead of rational arguments, Andrex launched an advertising campaign featuring a playful Labrador puppy to tap into consumers' emotions. The campaign was highly successful and boosted Andrex's sales during this difficult time. The document discusses how many of the world's top brands, like Nike and Apple, have built strong emotional connections with consumers through their marketing, beyond rational product attributes. While appealing to emotions is powerful, brands must ensure a rational product basis and address any disconnects to maintain customer loyalty over time.
The document provides an overview of how to bridge the gap between business strategy and design. It discusses that branding is about creating emotional connections and building trust with customers. The five disciplines of brand-building are outlined as differentiation, collaboration, focus, avoiding ill-considered extensions, and viewing branding as a collaborative project.
Influence is a social currency connecting those who have knowledge and topical experience with those that seek it. In a fragmented media environment, where millennials consume content and are exposed to marketing messages in a state of “continuous partial attention,” influencers have never been more important.
BUZZMEDIA's massive study of U.S. millennials focuses on the personal dynamics of influence: How influence is created, nurtured, earned and shared via social media. The study details the rise of the influencer as a ‘relatable icon’ and the role these dynamic individuals play in a consumer’s day to day life.
The document discusses how most consumers have little knowledge or interest in brands and marketing content. It notes that only 20% of buyers hold 50% of brand knowledge, and 80% know little about brands they buy. Most marketing content goes unseen due to the massive amount of daily content people receive. The document argues brands should focus on mass appeal over intense fandom or participation, as broad popularity is more important than depth or loyalty from few users. Brands depend on occasional buyers more than active fans.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
Business week baby boomer economy.7 23_09guest0e39643
The document discusses how the economic downturn has significantly impacted spending habits of Baby Boomers. Many major companies that relied heavily on Boomer consumers are struggling as Boomers cut spending and focus more on saving. Mercedes-Benz, Starwood Hotels, and other brands are scrambling to adapt their marketing and offerings to appeal to younger generations and a leaner Boomer economy focused on value and budget-friendly options. The downturn accelerated trends of frugality that were expected as Boomers approached retirement, but the speed and depth of changes have caught many companies off guard.
How to connect with urban millennials: results from a global research communityJoeri Van den Bergh
This Marketing paper offers insights on what drives Generation Y and how global brands can really connect with youth worldwide. By discussing trends with young people in our global research community, we managed to gather 10 interesting Gen Y evolutions. The paper also highlights the key dimensions behind cool places, products and brands.
The document discusses Peet's Coffee & Tea's efforts to help poor coffee farmers in East Africa by developing a special blend of their coffees to sell and generate more income for the farmers. This will help the farmers but also strengthen Peet's brand by appealing to customers who want to support socially responsible causes. However, the plan faces challenges in working with farmers in unstable regions with poor infrastructure and getting the coffee to market internationally.
If you want to fail, assume there is an audienceHonza Marcinek
Presentation takes a deliberately provocative stance and is a personal view – there is after all, no official ‘philosophy’ about anything at Wieden+Kennedy – but it is my belief that our task as communicators is not merely nurturing enthusiasm, but overcoming indifference. For most people don’t care that much about our output. Brands and their communications just don’t matter that much to most people.
Public Engagement In The Conversation AgePiaras Kelly
This document discusses several topics related to public engagement in the conversation age, including:
1. Trust in financial institutions and governments has collapsed due to the global economic crisis, and restoring confidence and trust will be key to recovery.
2. The financial services sector has seen a significant decline in trust, particularly banks, and rebuilding trust with citizens will require adapting communications strategies to new digital channels.
3. Other industries like hedge funds and insurance have been less directly impacted but still face challenges in engaging external stakeholders and avoiding excessive regulation due to negative perceptions.
4. Public relations is evolving towards a model of public engagement that converges different communications disciplines and emphasizes constructive dialogue between citizens, businesses, and governments.
No guts, No glory: 5 steps to become a brave new marketerJoeri Van den Bergh
Our world is changing rapidly. Technology is developing faster than ever. Information is shared and made available everywhere.
This InSites Consulting marketing paper on Generation Y is based on interviews with 21 global marketing executives from various industries (such as Converse, Heineken, Abercrombie & Fitch, BBC, Microsoft, Reckitt & Benckiser and many more) and it offers a 5step plan for marketers to improve their marketing towards the demanding Gen Y customers.
Marketers have been slow to adapt to a post-campaign world where the old familiar rules of brand-building are obsolete. To connect with customers today marketers must not only manage channel complexity, they must make the brand more relevant and central to their lives.
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
Ogilvy & Mather developed a framework called "The big ideaL" to help brands find an authentic platform to speak from. It involves identifying a cultural tension in the market and finding the brand's core strength. For Louis Vuitton, this resulted in the ideal that the world is a better place when we live life as an exceptional journey. For Milo chocolate drink, it was the belief that play is essential for childhood development. Applying this process helps brands lift themselves above competitors by taking a clear point of view.
Seymourpowell announces details of its design work for the Little Devil, the new vibrator ring in the 'Play' range from Durex.
For more information, go to seymourpowell.com/casestudies/20 and blog.seymourpowell.com/2011/12/seymourpowell-reinvigorates-rb%E2%80%99s-durex-packaging/
It seems everyone is claiming expertise in storytelling to help brands connect with consumers. However, some question whether brand stories are truly authentic or just a marketing ploy. If a brand story is discovered to be insincere, it could seriously damage reputation. The document argues that brands must genuinely live their story from start to finish, not just where convenient, and consider their legacy over short-term gains to avoid this risk.
The document summarizes key trends observed at the 2013 Milan design fair. It discusses two main trends - the Poetry of the Essential, where some designers focused on simplifying designs down to their basic elements, and the Joyful Absurd, where some designers took a more playful approach. It also discusses trends around Heirloom Rituals, focusing on products used in cultural rituals; Redefining Value, where young designers questioned concepts of luxury materials; Soft Sanctuary, focusing on comforting soft forms and textures; and Digital Fantasy, where digital elements were incorporated into physical design spaces and products. The document provides examples to illustrate each trend.
The newsletter provides updates on Seymourpowell's recent projects and events. It discusses two main stories:
1) Two employees will take part in the Marathon Des Sables, known as the "toughest footrace on Earth", lasting 6 days and 150 miles through the Saharan Desert. They are running to raise money for a charity called Facing Africa.
2) Seymourpowell unveiled its visionary transportation concept called "Aircruise" - a giant vertical airship designed to carry travelers in luxury. The concept questions current air travel and proposes slow travel for a leisurely experience. Samsung has partnered with Seymourpowell to further develop the Aircruise concept.
The V&A Schools team is partnering with design company Seymourpowell to bring their expertise to the 2010-11 academic program. Through workshops and events, students and teachers will gain unique access to Seymourpowell's perspective on design to inspire the next generation of designers. A Design Pro workshop challenges students to solve design briefs using techniques like trend forecasting and prototyping. The collaboration aims to provide exceptional learning opportunities through real-world insights.
Seymourpowell announces details of its design work for the new Smooth Skin PLUS from Cyden iPulse, the permanent body hair reduction system.
For more information, go to seymourpowell.com and blog.seymourpowell.com/2011/11/boots-smooth-skin-plus/
Seymourpowell announces it has designed Express machine for Coffee Nation, the UK's fastest growing coffee company and leader in gourment self-service coffee.
For more information, go to seymourpowell.com and http://blog.seymourpowell.com/2010/10/coffee-nation-express-machine/
The document discusses how the role of designers has changed from traditionally focusing on the creation of products within defined design briefs to now being more involved in the front-end process of finding new opportunities, markets, and ways to create value. Designers now must consider numerous factors such as the brand, users, product context and use, manufacturing, sustainability, and trends. They manage this complex process by focusing on clarity, developing a vision, and delivering on that vision through a managed, systematic, and creative non-linear process.
We all know that really good designers somehow think differently about new products from you and me. But just exactly what does this difference consist of? Simon Rucker of Seymourpowell discusses...
Este documento presenta propuestas para la estructura y normas de presentación de tesis universitarias. Propone tres modelos de estructura que incluyen capítulos como planteamiento del problema, marco teórico, metodología, recursos, fuentes de información y anexos. Además, detalla el desarrollo de cada capítulo y sección. Finalmente, brinda recomendaciones sobre aspectos formales como portada, índice y estilos de citación. El objetivo es estandarizar la presentación de tesis de manera que facilite
Cooking Up a Storm - Using Design in Food Innovation Seymourpowell
It’s no secret that we have become a nation of foodies. Enticing new food and drink experiences litter the pages of our lifestyle magazines, making consumers ever more demanding.
Despite being famed for transportation and product design, Seymourpowell’s designers often work with a different raw material – food. Whether creating the future of beer, chocolate, coffee, orange juice or crackers, it’s the same team of talented designers turning their hand to the future of food who were, the day before, working on the design of a TV or a train.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
Business week baby boomer economy.7 23_09guest0e39643
The document discusses how the economic downturn has significantly impacted spending habits of Baby Boomers. Many major companies that relied heavily on Boomer consumers are struggling as Boomers cut spending and focus more on saving. Mercedes-Benz, Starwood Hotels, and other brands are scrambling to adapt their marketing and offerings to appeal to younger generations and a leaner Boomer economy focused on value and budget-friendly options. The downturn accelerated trends of frugality that were expected as Boomers approached retirement, but the speed and depth of changes have caught many companies off guard.
How to connect with urban millennials: results from a global research communityJoeri Van den Bergh
This Marketing paper offers insights on what drives Generation Y and how global brands can really connect with youth worldwide. By discussing trends with young people in our global research community, we managed to gather 10 interesting Gen Y evolutions. The paper also highlights the key dimensions behind cool places, products and brands.
The document discusses Peet's Coffee & Tea's efforts to help poor coffee farmers in East Africa by developing a special blend of their coffees to sell and generate more income for the farmers. This will help the farmers but also strengthen Peet's brand by appealing to customers who want to support socially responsible causes. However, the plan faces challenges in working with farmers in unstable regions with poor infrastructure and getting the coffee to market internationally.
If you want to fail, assume there is an audienceHonza Marcinek
Presentation takes a deliberately provocative stance and is a personal view – there is after all, no official ‘philosophy’ about anything at Wieden+Kennedy – but it is my belief that our task as communicators is not merely nurturing enthusiasm, but overcoming indifference. For most people don’t care that much about our output. Brands and their communications just don’t matter that much to most people.
Public Engagement In The Conversation AgePiaras Kelly
This document discusses several topics related to public engagement in the conversation age, including:
1. Trust in financial institutions and governments has collapsed due to the global economic crisis, and restoring confidence and trust will be key to recovery.
2. The financial services sector has seen a significant decline in trust, particularly banks, and rebuilding trust with citizens will require adapting communications strategies to new digital channels.
3. Other industries like hedge funds and insurance have been less directly impacted but still face challenges in engaging external stakeholders and avoiding excessive regulation due to negative perceptions.
4. Public relations is evolving towards a model of public engagement that converges different communications disciplines and emphasizes constructive dialogue between citizens, businesses, and governments.
No guts, No glory: 5 steps to become a brave new marketerJoeri Van den Bergh
Our world is changing rapidly. Technology is developing faster than ever. Information is shared and made available everywhere.
This InSites Consulting marketing paper on Generation Y is based on interviews with 21 global marketing executives from various industries (such as Converse, Heineken, Abercrombie & Fitch, BBC, Microsoft, Reckitt & Benckiser and many more) and it offers a 5step plan for marketers to improve their marketing towards the demanding Gen Y customers.
Marketers have been slow to adapt to a post-campaign world where the old familiar rules of brand-building are obsolete. To connect with customers today marketers must not only manage channel complexity, they must make the brand more relevant and central to their lives.
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
Ogilvy & Mather developed a framework called "The big ideaL" to help brands find an authentic platform to speak from. It involves identifying a cultural tension in the market and finding the brand's core strength. For Louis Vuitton, this resulted in the ideal that the world is a better place when we live life as an exceptional journey. For Milo chocolate drink, it was the belief that play is essential for childhood development. Applying this process helps brands lift themselves above competitors by taking a clear point of view.
Seymourpowell announces details of its design work for the Little Devil, the new vibrator ring in the 'Play' range from Durex.
For more information, go to seymourpowell.com/casestudies/20 and blog.seymourpowell.com/2011/12/seymourpowell-reinvigorates-rb%E2%80%99s-durex-packaging/
It seems everyone is claiming expertise in storytelling to help brands connect with consumers. However, some question whether brand stories are truly authentic or just a marketing ploy. If a brand story is discovered to be insincere, it could seriously damage reputation. The document argues that brands must genuinely live their story from start to finish, not just where convenient, and consider their legacy over short-term gains to avoid this risk.
The document summarizes key trends observed at the 2013 Milan design fair. It discusses two main trends - the Poetry of the Essential, where some designers focused on simplifying designs down to their basic elements, and the Joyful Absurd, where some designers took a more playful approach. It also discusses trends around Heirloom Rituals, focusing on products used in cultural rituals; Redefining Value, where young designers questioned concepts of luxury materials; Soft Sanctuary, focusing on comforting soft forms and textures; and Digital Fantasy, where digital elements were incorporated into physical design spaces and products. The document provides examples to illustrate each trend.
The newsletter provides updates on Seymourpowell's recent projects and events. It discusses two main stories:
1) Two employees will take part in the Marathon Des Sables, known as the "toughest footrace on Earth", lasting 6 days and 150 miles through the Saharan Desert. They are running to raise money for a charity called Facing Africa.
2) Seymourpowell unveiled its visionary transportation concept called "Aircruise" - a giant vertical airship designed to carry travelers in luxury. The concept questions current air travel and proposes slow travel for a leisurely experience. Samsung has partnered with Seymourpowell to further develop the Aircruise concept.
The V&A Schools team is partnering with design company Seymourpowell to bring their expertise to the 2010-11 academic program. Through workshops and events, students and teachers will gain unique access to Seymourpowell's perspective on design to inspire the next generation of designers. A Design Pro workshop challenges students to solve design briefs using techniques like trend forecasting and prototyping. The collaboration aims to provide exceptional learning opportunities through real-world insights.
Seymourpowell announces details of its design work for the new Smooth Skin PLUS from Cyden iPulse, the permanent body hair reduction system.
For more information, go to seymourpowell.com and blog.seymourpowell.com/2011/11/boots-smooth-skin-plus/
Seymourpowell announces it has designed Express machine for Coffee Nation, the UK's fastest growing coffee company and leader in gourment self-service coffee.
For more information, go to seymourpowell.com and http://blog.seymourpowell.com/2010/10/coffee-nation-express-machine/
The document discusses how the role of designers has changed from traditionally focusing on the creation of products within defined design briefs to now being more involved in the front-end process of finding new opportunities, markets, and ways to create value. Designers now must consider numerous factors such as the brand, users, product context and use, manufacturing, sustainability, and trends. They manage this complex process by focusing on clarity, developing a vision, and delivering on that vision through a managed, systematic, and creative non-linear process.
We all know that really good designers somehow think differently about new products from you and me. But just exactly what does this difference consist of? Simon Rucker of Seymourpowell discusses...
Este documento presenta propuestas para la estructura y normas de presentación de tesis universitarias. Propone tres modelos de estructura que incluyen capítulos como planteamiento del problema, marco teórico, metodología, recursos, fuentes de información y anexos. Además, detalla el desarrollo de cada capítulo y sección. Finalmente, brinda recomendaciones sobre aspectos formales como portada, índice y estilos de citación. El objetivo es estandarizar la presentación de tesis de manera que facilite
Cooking Up a Storm - Using Design in Food Innovation Seymourpowell
It’s no secret that we have become a nation of foodies. Enticing new food and drink experiences litter the pages of our lifestyle magazines, making consumers ever more demanding.
Despite being famed for transportation and product design, Seymourpowell’s designers often work with a different raw material – food. Whether creating the future of beer, chocolate, coffee, orange juice or crackers, it’s the same team of talented designers turning their hand to the future of food who were, the day before, working on the design of a TV or a train.
Every January the consumer electronics show (CES) generates terabytes of coverage as the world’s press flock to Las Vegas to report on the very latest technology releases. Mariel Brown, Head of Trends from design and innovation company Seymourpowell, cuts through the digital noise and reflects on this year’s highlights, exploring the cultural trends and social context that surround the latest technology releases.
Seymourpowell’s Head of Transport, Jeremy White, recently delivered a keynote presentation at The Cabin Innovation & Strategies for the Future conference, part of the Aircraft Interiors Expo in Hamburg. In his speech Jeremy addressed the future expectations and trends shaping the consumers of tomorrow.
Jeremy along with Seymourpowell researcher Chloe Amos- Edkins (pictured above) have had a presence at several airline conferences this year including the Business Jet Interiors conference in Cannes and the Aircraft Interiors Expo in Hamburg. In this thought piece Chloe Amos-Edkins reflects on the opportunities for innovation in the Airline industry
Dokumen tersebut membahas tentang konsep-konsep mekanika rotasi seperti torsi, momentum sudut, dan momen inersia serta hubungannya dengan hukum II Newton. Diberikan pula contoh soal latihan dan jawabannya untuk memahami penerapan konsep-konsep tersebut dalam menyelesaikan masalah mekanika rotasi benda tegar.
The document provides an overview of Islamic finance principles. It discusses the primary and secondary sources of shariah law and covers proofs for the permissibility of trade in Islam. The key pillars of Islamic business contracts are explained as well as conditions and options within contracts. Forbidden transactions like riba (interest), gharar (uncertainty), and maisir (gambling) are defined. Modern financial instruments and banking concepts are analyzed through an Islamic lens. Common Islamic finance contracts involving murabaha, musharaka, mudaraba and ijarah are also defined.
This document provides an overview of Interbrand's annual Best Global Brands report. It discusses how brands are facing a new paradigm in brand management due to changes in consumer behavior and expectations in the digital age. Customers now have more information at their fingertips and can publicly share their feedback, positive or negative, about brands in real time. The document argues that in this new landscape, brands must focus on building trust and loyalty by engaging with customers transparently and responding to their needs. It provides examples of how Coca-Cola, Ford, and Santander have adapted successfully to these challenges.
This document summarizes the key insights from Interbrand's annual Best Global Brands report. It discusses how brands must adapt to the new normal where customers have unprecedented access to information and can spread feedback rapidly online. Brands are constantly stress-tested for relevance and value. To manage the constant customer connection demanded in real-time, brands must empower employees and engage authentically with customers. While the relationship between brands and customers has changed, building strong brands through trust, loyalty, and driving premium remains as important as ever.
This document provides an overview of Interbrand's annual Best Global Brands report. It discusses how brands are facing a new paradigm in brand management, as spending habits have changed and relationships between brands and customers have become constantly tested. It highlights how some brands like Coca-Cola, Ford, and Santander are adapting to this new environment by embracing transparency, customer engagement, and building trust and loyalty.
This document provides an overview of Interbrand's annual Best Global Brands report. It discusses how brands are facing a new paradigm in brand management, as spending habits have changed and relationships between brands and customers have become constantly tested. It highlights how some brands like Coca-Cola, Ford, and Santander are adapting to this new environment by embracing transparency, customer engagement, and building trust and loyalty.
This document provides an overview of Interbrand's annual Best Global Brands report. It discusses how brands are facing a new paradigm in brand management, as spending habits have changed and relationships between brands and customers have become constantly tested. It highlights how some brands like Coca-Cola, Ford, and Santander are adapting to this new environment by embracing transparency, customer engagement, and building trust and loyalty.
This document provides an overview of Interbrand's annual Best Global Brands report. It discusses how brands are facing a new paradigm in brand management due to changes in consumer behavior and expectations in the digital age. Customers now have more information at their fingertips and can publicly share their feedback, positive or negative, about brands in real time. The document argues that in this new landscape, brands must focus on building trust and loyalty by engaging with customers transparently and responding to their needs. It provides examples of how Coca-Cola, Ford, and Santander have adapted successfully to these challenges.
This document provides an overview of Interbrand's annual Best Global Brands report. It discusses how brands are facing a new paradigm in brand management due to changes in consumer behavior and expectations in the digital age. Customers now have more information at their fingertips and can publicly share their feedback, positive or negative, about brands in real time. The document argues that in this new landscape, brands must focus on building trust and loyalty by engaging with customers transparently and responding to their needs. It provides examples of how Coca-Cola, Ford, and Santander have adapted successfully to these challenges.
This document summarizes a case study on revitalizing declining and dead brands. It begins by looking at examples of Ford's Taurus and Harley-Davidson, which both nearly died but were revived. It then discusses reasons why brands decline, such as poor management, changes in the market environment, and competitive actions. Signs of impending decline are identified as decreasing brand differentiation, awareness, and customer response. Approaches to strengthening brands include rebuilding quality, resisting price cuts, and clearly defining the target market. The case of Cadillac's successful repositioning in the late 20th century is provided as an example of effective brand revitalization.
This document discusses approaches to revitalizing declining or dead brands. It analyzes case studies of Ford's Taurus and Harley-Davidson, both of which saw declines but were later revived. Brands can decline due to bad management, changes in the market environment, or competitive actions. Signs of impending decline include losing brand differentiation, decreasing brand awareness, and damage to brand image. The document provides frameworks for understanding the generative, selective, and mediative forces that affect a brand's success or decline over time.
Brands are accused of manipulating consumers into uniformity and an unhealthy lifestyle. This view has been popularized by books arguing that companies now market aspirations and dreams rather than product features to drive brand value and profits. Historically, building a brand simply meant consistent quality and novelty, allowing premium prices, but brands are now hugely powerful. Consumers face overwhelming choices and are cynical after frequent advertising exposures. Marketers also bear blame for outdated practices that focus on products rather than customers, but future brands will need to represent social responsibility in addition to quality and desirability.
Attention, Art & Social Capital in BrandingYvette Dubel
Invites viewers to consider the role of Attention and social capital in branding. Slides are from storyboard for related project(s) still in development.
A few things you need to know about digital marketingAna Andjelic
This is the presentation I gave at IdejaX conference this past weekend. I focused mostly on the overall approach characteristic to digital marketing that often gets lost when people talk about it.
Sharing Surplus: The Brand is a Social AnimalUwe Lucas
The document discusses the rise of social media and how it has changed the relationship between brands and consumers. It suggests that brands need to focus on sharing surplus, which is the social and economic value consumers get from sharing their experiences with brands. The opportunity for brands is to help consumers collect social rewards from their peers by associating with the brand. However, brands must understand the nature of their relationship with consumers and the type of social capital they can offer in order to develop an effective social media strategy.
In this new report, Engauge executives share their perspectives on the most important challenges and opportunities facing the advertising industry, revealing thought-provoking ideas about what it takes to truly engage consumers in today’s culture.
Emerging technology insights include evaluations of the most important platforms for digital marketing and what to expect from interactive TV, as well as key takeaways from the retail industry on managing convergence.
The report also features critical perspectives on important issues in contemporary culture, including privacy concerns in the social media ecosystem, and the radical reorientation of the relationship between brands and consumers.
Interbrand analyzes three emerging trends influencing the future of retail brands: 1) Demand for a seamless multichannel shopping experience as digital plays a larger role, 2) Need for a more human touch in all interactions as customers expect transparency and humanity from brands, 3) Increasingly global retail market. Retailers must adapt their brands to new digital mediums and provide consistent brand experiences across all touchpoints to meet evolving customer expectations.
The document discusses the power of emotion in branding and advertising. It provides the example of how Andrex toilet paper used emotional advertising featuring a Labrador puppy to boost sales when facing new competition. While emotions are powerful, brands must handle them with care. Successful brands like Nike harness diverse emotions to develop a "polyphonic" personality. While emotions can build strong bonds, brands must ensure their communications are grounded in reality to maintain credibility over time. Overall, the document argues that emotion is fundamental to branding but must be used skillfully given consumers' growing sophistication.
Small brands should understand branding to strengthen their credibility and better understand larger brands' strengths and weaknesses. While large global brands spend heavily on advertising, branding is about the total customer experience, not just media. Small brands can compete by creating a compelling, consistent customer experience through personal service and flexibility that satisfies customer needs in a unique way, focusing on building their brand without worrying that branding requires large advertising budgets.
The document summarizes the top 10 trends of 2012 as identified by BuzzMG CEO Tina Wells. The trends are: 1) Conscious Consumption, 2) Profitable Purpose, 3) Cake Baking, 4) Instanity, 5) Hand-Me-Ups, 6) Wharholism, 7) Communal Consumption, 8) Existential Experience, 9) Technoholism, and 10) Segmented Engagement. The trends are based on surveys, immersion experiences, and interviews with BuzzMG's Buzz Spotters institute and focus on influences that will impact the year among Millennials.
A report by Karen Rosenkranz and Mariel Brown
Every year the Milan design fair heralds a tidal wave of new concepts and products, the sum of which allows trend researchers to spot patterns for the year ahead. Mariel Brown and Karen Rosenkranz from design and innovation agency Seymourpowell, filter through this seismic swell of the new and uncover the standout projects that will set the design mood for 2014.
Many Routes, One Destination - The Sustainable Design CompassSeymourpowell
The document provides an overview of the Sustainable Design Compass created by Seymourpowell to guide designers towards more sustainable practices. The Compass maps out six routes or pathways for sustainable design: 1) Sustainability in All Design, 2) Cleantech by Design, 3) Design for Sustainable Behaviors, 4) Social Innovation, 5) New Design Models, and 6) Creating Design Visions. It argues that embedding sustainability in every design project is the first challenge, and that sustainability should be considered in all design briefs and part of what constitutes good design. The Compass is intended to help designers identify the best routes to more sustainable design.
Wearable Technology - Learning, Connecting, Monitoring and Posing Seymourpowell
Probably the most discussed technological advancements since the iPhone was introduced, wearable technology embodies the unavoidable and fascinating era of enmeshing computers and advanced electronic technologies onto our selves – through accessories and clothing. In sci-fi speak – it is the biological integration of electromechanical elements for the benefit of the human self. Cyborgs, then.
In this article I will explore four key questions with wearables –
Will wearable technology make us more skilful?
Will it make us more connected?
Will it make us healthier?
Will it be stylish?
In each, I will strive to understand the potential and concern for technology in these areas and explore how effective this tech is at replacing something inferior, or not.
As first printed in Marketing Week magazine recently, Chris Sherwin, Head of Sustainability at Seymourpowell explains why innovation is a better route to sustainable behaviour than communications
The Milan Furniture Fair in 2012 had a more subdued and reflective atmosphere compared to previous years. Designers were taking time to carefully consider their next designs in response to global economic instability. There was a move away from loud, attention-seeking designs towards more humble, considered pieces. Simplicity, versatility, and craftsmanship were valued. Young designers were finding new ways to both design and manufacture products independently of large brands through technologies like 3D printing and crowd-funding. Alternative economic models and currencies were also being explored.
Sustainability needs to be properly represented in design briefs to make it a more systematic part of the design process. Some clients now include sustainability in briefs, showing increasing commitment. However, sustainability is not always included and clients sometimes drop related goals. For sustainability to be effective in briefs, clients must clearly define what they mean by sustainability and align any goals with their corporate targets. Designers can also help by explaining the business value of sustainability measures and considering sustainability even if not formally required in the brief.
Seymourpowell Creates New Look for Nestlé Purina’s PRO PLAN catfood branSeymourpowell
Seymourpowell unveils new packaging designs and visual identity for the Nestlé Purina
PRO PLAN Cat brand with a completely new look for pan European roll out
For more information go to www.seymourpowell.com and blog.seymourpowell.com
The key trends from CES 2012 included the continued growth of 3D TV technology, with passive 3D that doesn't require glasses showing promise. Smart TVs are becoming more intelligent and connected to other devices, allowing a more integrated experience across different platforms. Automakers are working to make driving more connected and enjoyable through concepts like Ford's Evos car. Competition in the ultraportable laptop market is increasing with many manufacturers introducing alternatives to the dominant MacBook Air. 3D printing technology is moving closer to consumers with products like Cubify that allow printing designs at home.
Seymourpowell had a presence at several conferences in the past quarter, including Wired 2011 and the World Innovation Convention. They hosted a trends talk at the London Design Museum on highlights from the Milan Furniture Fair 2011. Seymourpowell also unveiled a special exhibition at the V&A celebrating their collaboration, which involved workshops introducing professional design practice using V&A collections. Recently, Seymourpowell teamed up with the D&T Association to promote Design and Technology education through a campaign film including comments from designers like Sir James Dyson.
Dick Powell was appointed Chairman of D&AD in June 2010, succeeding Anthony Simonds-Gooding who had served as Chairman for 17 years. In July 2010, Seymourpowell helped design an exhibit for the Science Museum in London about the human genome. They created a double helix DNA model to illustrate the complexity of the human genetic sequence. Seymourpowell also designed a new rail seat layout system that allows seats to spin, giving passengers the option of sitting facing each other convivially or individually for privacy.
The document discusses the shift from optimism about the future in the 1950s to more pessimistic visions today. It argues that French cartoons still promote optimistic visions of advanced technology improving lives. The author believes designers must envision better futures and use their skills to address issues like energy and transportation. Small, incremental changes can make large impacts if part of a long-term vision to transition to more sustainable systems over time.
Richard Seymour believes that marketeers are missing out on an astonishing creative resource... because they don't understand it.
For more information, go to seymourpowell.com
1) The future is shaped more by our ability to imagine what can be done with new technologies, rather than the technologies themselves. We interpret new things based on our own experiences.
2) Broad-bandwidth thinkers are helping form the future by envisioning possibilities and dragging others along, not by extrapolating trends. This is similar to the Renaissance, fueled by polymaths and craftspeople.
3) Emergent behaviors, reactions to new products/services, will continue playing a big role in shaping the future as communication accelerates. The future remains uncertain.
This document discusses the difference between innovation that leads to better products versus new products for their own sake. It argues that true innovation means developing products that are better, not just new, by fulfilling real customer needs. Merely refreshing a product line with new features does not establish strong brands or ensure longevity. True innovation takes time to understand implicit customer needs and behaviors, and develop products that address them in a better way. Focusing on better addresses the problem more fully than new features alone.
Seymourpowell created the brand identity and packaging design for Goldshield's new SHAPE.SMART weight management product line, which includes APPEsat, LIPObind, and newly launched DEcarb. The design unified the three sub-brands under the SHAPE.SMART umbrella brand to improve visibility and standout on shelves. Seymourpowell developed the name, graphics featuring a central figurine shape, and coordinated color packaging designs. They also helped Goldshield develop the EATERtypes assessment system incorporated into the packaging design. Goldshield commented that the design successfully brings together their weight management products to give them great brand presence in stores.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.