The document discusses the concept of divergence and how it leads to the creation of new brands, products, categories and species. Some key points:
1) Divergence occurs when an existing branch splits off in a new direction, similar to how Darwin's theory of evolution describes new species arising. This principle applies to the development of new brands and product categories.
2) Many modern categories and brands arose through divergence from earlier products - examples include types of TVs, computers, smartphones and cars. New categories like cable TV, laptops and SUVs were created through brands diverging in new directions.
3) For companies, deliberately pursuing divergence through new brands is more effective than just improving existing products. It
This document provides a summary of 10 successful digital marketing campaigns from 2012. It describes each campaign's country, brand, target audience, objectives, challenges, concepts, results, and key takeaways. The campaigns covered include McDonald's behind-the-scenes video, Mercedes' "Invisible Car" stunt, Red Bull Stratos skydiving jump, Coca-Cola's "Share a Coke" personalization campaign, and more. Overall, the document analyzes viral videos and integrated campaigns that drove engagement, innovation, emotion, and solutions for customers.
25 Biggest Company and Product FailuresJesse Daniel
This document summarizes 25 major company and product failures, including Smith and Wesson mountain bikes, DeLorean Motor Company, Swiss Air, Commodore Computers, Cosmopolitan Yogurt, Webtv, Life Savers Soda, Coors Rocky Mountain Spring Water, Cocaine Energy Drink, Earring Magic Ken, Colgate Kitchen Entrees, Apple Newton, Kellogg's Breakfast Mates, Pepsi AM and Crystal Pepsi, Frito Lay Lemonade, Bottled Water for Pets, Bic Underwear, Harley Davidson Perfume, RJ Reynolds' Smokeless Cigarettes, Sony Betamax, New Coke, Pan Am, Pets.com, Polaroid, and
JUst Good Business - CSR and Brabd StrategyGiles Hayward
The document provides 8 steps for creating an effective CSR strategic plan:
1. Select a point person to lead the CSR efforts and ensure accountability, efficiency, and communication.
2. Conduct an internal assessment of past and present CSR operations to identify gaps and missed opportunities.
3. Perform an external analysis of industry issues, best practices, and failures to identify opportunities.
4. Create a cross-functional team to develop the strategic plan.
5. The team should brainstorm clear and realistic CSR goals.
The document discusses brand concepts and strategies. It defines what a brand is - going beyond just products and attributes to something greater that connects with customers. It also discusses developing a brand identity framework and different brand strategies like extension and revitalization. A strong brand identity provides strategic vision and direction to strengthen the brand while balancing the need for consistency and change over time.
Unilever's Pond's toothpaste failed in the Indian market due to brand perception issues. As a skin cream and soap brand, Pond's was associated with smell and topical use, whereas toothpaste is associated with taste and internal mouth use. Customers did not find the brand attributes of Pond's suitable for toothpaste. Similarly, Tata Nano failed due to incorrect positioning as a budget upgrade from two-wheelers, when customers instead aspired to own a regular car. Kellogg's cereal also failed in India by not recognizing that Indians prefer a filling breakfast like chapatis over corn flakes, and by not adapting products to local tastes.
The document discusses the concept of divergence and how it leads to the creation of new brands, products, categories and species. Some key points:
1) Divergence occurs when an existing branch splits off in a new direction, similar to how Darwin's theory of evolution describes new species arising. This principle applies to the development of new brands and product categories.
2) Many modern categories and brands arose through divergence from earlier products - examples include types of TVs, computers, smartphones and cars. New categories like cable TV, laptops and SUVs were created through brands diverging in new directions.
3) For companies, deliberately pursuing divergence through new brands is more effective than just improving existing products. It
This document provides a summary of 10 successful digital marketing campaigns from 2012. It describes each campaign's country, brand, target audience, objectives, challenges, concepts, results, and key takeaways. The campaigns covered include McDonald's behind-the-scenes video, Mercedes' "Invisible Car" stunt, Red Bull Stratos skydiving jump, Coca-Cola's "Share a Coke" personalization campaign, and more. Overall, the document analyzes viral videos and integrated campaigns that drove engagement, innovation, emotion, and solutions for customers.
25 Biggest Company and Product FailuresJesse Daniel
This document summarizes 25 major company and product failures, including Smith and Wesson mountain bikes, DeLorean Motor Company, Swiss Air, Commodore Computers, Cosmopolitan Yogurt, Webtv, Life Savers Soda, Coors Rocky Mountain Spring Water, Cocaine Energy Drink, Earring Magic Ken, Colgate Kitchen Entrees, Apple Newton, Kellogg's Breakfast Mates, Pepsi AM and Crystal Pepsi, Frito Lay Lemonade, Bottled Water for Pets, Bic Underwear, Harley Davidson Perfume, RJ Reynolds' Smokeless Cigarettes, Sony Betamax, New Coke, Pan Am, Pets.com, Polaroid, and
JUst Good Business - CSR and Brabd StrategyGiles Hayward
The document provides 8 steps for creating an effective CSR strategic plan:
1. Select a point person to lead the CSR efforts and ensure accountability, efficiency, and communication.
2. Conduct an internal assessment of past and present CSR operations to identify gaps and missed opportunities.
3. Perform an external analysis of industry issues, best practices, and failures to identify opportunities.
4. Create a cross-functional team to develop the strategic plan.
5. The team should brainstorm clear and realistic CSR goals.
The document discusses brand concepts and strategies. It defines what a brand is - going beyond just products and attributes to something greater that connects with customers. It also discusses developing a brand identity framework and different brand strategies like extension and revitalization. A strong brand identity provides strategic vision and direction to strengthen the brand while balancing the need for consistency and change over time.
Unilever's Pond's toothpaste failed in the Indian market due to brand perception issues. As a skin cream and soap brand, Pond's was associated with smell and topical use, whereas toothpaste is associated with taste and internal mouth use. Customers did not find the brand attributes of Pond's suitable for toothpaste. Similarly, Tata Nano failed due to incorrect positioning as a budget upgrade from two-wheelers, when customers instead aspired to own a regular car. Kellogg's cereal also failed in India by not recognizing that Indians prefer a filling breakfast like chapatis over corn flakes, and by not adapting products to local tastes.
This document summarizes key points from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique place for a product in the consumer's mind. Being first helps establish leadership, but later entrants can succeed by finding an unoccupied position. The summary also covers strategies for market leaders to maintain their position, tactics for later entrants to find their own position, and potential pitfalls to avoid like using line extensions improperly.
Sometimes a single mistake can bring horrendous results to your brand! Get some valuable insights through these worst marketing campaigns and avoid marketing glitches for your brand.
Ries and Trout popularized the concept of positioning in marketing. Positioning involves communicating a simplified message to consumers that is consistent with their existing beliefs in order to stand out in a crowded marketplace. They argue it is important to be the first brand in a category or find an unoccupied position. Repositioning competitors or using descriptive names can also help brands succeed. Line extensions often fail by diluting an established brand position. Overall the document outlines Ries and Trout's theories on how positioning a brand in the consumer's mind is key to marketing success.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
This document discusses strategies for capitalizing on and creating brand polarization. It provides examples of brands that have successfully utilized polarization, such as Miracle Whip and Progressive Insurance's Flo character. The document also discusses tactics for companies to amplify polarization such as placating haters, poking haters, driving wedges in the market through differentiated targeting, and launching provocative ads. Overall, the document argues that polarization can increase brand awareness, sales, and fan enthusiasm if properly leveraged.
English 215 Fall 2015Essay 1 What is rea.docxYASHU40
English 215 Fall 2015Essay 1: What is “real” about race?
Essay question:
If race is an “illusion,” without biological reality, were Rachel Dolezal’s actions acceptable or unacceptable? Why or why not?
Directions: In the beginning of your essay, paraphrase the overall message of “Race – The Power of an Illusion Part I” and explain the Rachel Dolezal controversy. Then, present your perspective on the essay question, and support it with facts and ideas from the source materials. Finally, finish your essay with a conclusion that states your message on this topic – what should we understand about race after reading your essay?
Source Materials:
· You may use any of the materials posted on iLearn, including those we did not discuss. You must use the documentary film as one of your sources out of a minimum of three sources total.
· Paraphrase the material you use in your essay. You may also include 2-3 well-chosen quotations.
· Cite all paraphrases and quotations using APA format, and include an APA list of references at the end of your essay
· Note: For this essay, please only use the sources on iLearn. All material in your essay should come from these sources; no others should be used.
Length: Your essay should be a minimum of 2.5 pages (approximately 750 words) and a maximum of 3.5 pages (approximately 1000 words), not including references page.
Format: Your essay should be a minimum of 2.5 pages (approximately 750 words) and a maximum of 3.5 pages (approximately 1000 words), not including references page. Use 12 point font and double-space. Leave 1.5 inch margins on the left & right, and 1-inch margins on the top & bottom. Please leave a ragged (unjustified) right side.
Important Notes:
· Plagiarized work on any drafts, including proofreading, will result in an essay grade of No Credit. You must submit your final draft to TurnItIn.com(through iLearn) by the due date.
· You must turn in all drafts of your essay (including a proofreading draft) in a flat, two-pocket folder.
DUE DATES:
Idea draft (in class): Tuesday, 9/8
Final Draft (in a folder with ALL drafts): Thursday, 9/17
Optional conferences are available with Lisa or Sofia by appointment.
EXECUTIVE SUMMARY:
For most of its 100-year existence, Oreo
was America’s best loved cookie, but today
it is a global brand. Faced with stagnation
in the domestic market, Kraft Foods moved
it into emerging markets where it made
some mistakes, learnt from them and
ultimately triumphed. This case study
looks at the strategies used to win over
customers in China and India.
By STEPHEN CLEMENTS, TANVI JAIN, SHERENE JOSE,
BENJAMIN KOELLMANN
March 31 2013 BUSINESS TODAY 109
CASE STUDY Oreo
SMA RT
spurred Kraft to turn to international
markets. With China and India rep-
resenting possibly the jewels in the
crown of international target mar-
kets due to their sheer size, Oreo was
launched in China in 1996.
The China launch was based on
th ...
Small brands can compete with large corporations by acting locally and niche marketing. P&G had success targeting specific communities like Orthodox Jews in Israel. Saucony found a niche marketing to marathon runners. Acting like the underdog and declaring "war" on big competitors through publicity stunts, like Richard Branson did against British Airways, can position small brands as alternatives to large companies. Quality alone is no longer enough - brands must personalize their marketing to feel local and connect with customers.
The document discusses the "Law of Hype" which states that marketing situations are often opposite of how they are portrayed. Products that receive a lot of hype through advertising campaigns are not always successful and often fail to meet expectations. Some reasons for heavily hyped products failing include being launched in response to competitors, not being as good as advertised, or not capturing consumers' attention. Examples of overhyped products that failed include Google Glass, New Coke, Frito-Lay's WOW! Chips, Ford Edsel, HP TouchPad, Crystal Pepsi, and Levi's Type 1 Jeans. The conclusion is that when a company needs hype, it usually means they are in trouble or their product is failing.
3Apples Think Different AdThe think different vintage campai.docxgilbertkpeters11344
3
Apples Think Different Ad
The think different vintage campaign used by Apple was the turning point to the reputation and economic situation of the company in the market. The campaigns great back ground, context and visual presentation worked for apple making it successful and outstanding in the market which saved it from a state of impending bankruptcy. Its success was highly enhanced by the effective use of pathos, ethos and logos which make it appear ancient though a modern brand advertisement. These three convince the audience or customers how the company thinks differently. The great turn around could have not been in place were it not for Steve Jobs who after being fired in 1985 was recalled in 1997 and found the company only four months to bankruptcy. His strategy to returning the company to glory was through improving the companies advertising after they had been spending a lot of money without returns.
In a campaign which ran from 1997 to 2002, Jobs used two strategies namely the TV commercial and a print campaign. In this paper, we shall look at the effectiveness of the ethical appeals or credibility used to convince the audience, the impact of emotional appeals used and finally the logic or clarity of the claims used which are the strengths in the campaign that led to the revival of Apple.
The commercial starts with a 60 seconds black screen with the announcer Richard Dreyfuss, an American actor narrating several quotes from notable revolutionists starting with the manifesto “Here’s to the crazy ones by Albert Einstein” followed by the words; “The misfits. The rebels. The trouble makers. The round pegs in the square holes. The ones who see things differently. They are not fond ofrules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think that they can change the world, are the ones who do”. As the voice speaks, the images of several revolutionists flash over the screen beginning with Albert Einstein, Martin Luther King, Mahatma Gandhi, Mohammed Ali, Bob Dylan, Yoko Ono and Ted Turner just to mention a few. The list of inspiring images ends with the image of an anonymous girl which is followed by the disappearance of the think different into white, Apples Logo and the commercial ends. The print ad comprised of billboards, posters and magazines which had one of the inspiring characters, the words think different and the multicolored Apples logo. The posters and billboards were placed on famous cities like San Francisco while the magazine ad was available in Newsweek and other mainstream magazines.
The campaign uses logos or reasoning effectively by honoring great revolutionists while using the ration that positive change is brought about by creative thinkin.
The document discusses common reasons why products fail in the marketplace. Some key reasons identified include:
1) Picking the wrong market that the company does not have the skills or resources to succeed in.
2) Taking too long to enter the market, allowing competitors to gain an advantage in meeting customer needs.
3) Failing to solve problems that customers actually want solved.
4) Having a product that is not good enough in terms of design, quality, or execution. Examples given include poor user experience, architecture, and implementation.
5) Choosing terrible names that do not resonate with customers or create confusion about the product. Several historical examples of product failures are discussed to illustrate these
This document discusses strategies for launching a new brand, including defining the brand's platform, determining a flagship product, choosing a brand name, and building buzz. Some key points include:
- It is important to define the underlying brand program by clarifying the brand's vision, values, know-how, and territory.
- The flagship product should best represent the brand's intentions and convey its potential to change the market.
- Choosing a descriptive name risks missing opportunities, while an inimitable name helps avoid copycats.
- Building a base of ambassadors who engage with the brand can create word-of-mouth and status.
This document analyzes the brand marketing techniques of P&G and PepsiCo. It discusses several brands from each company, including Tide, Old Spice, and Gillette from P&G, and Mountain Dew, Gatorade, and Quaker Oats from PepsiCo. For each brand, it examines the target demographics and the executional frameworks and appeals used in marketing, such as animation, demonstration, humor, and emotion. It finds that both companies tailor their marketing strategies for each brand based on the target audience. Their effective use of different frameworks and appeals for each diverse brand portfolio has contributed to the companies' marketing and financial success.
How do you differentiate your small business and stand out from your competition?
Find out 27 ways to do so, and how brands have successfully implemented these ways to create differentiation, attract customers, and grow their businesses.
1. The document discusses branding, brand management, and building brand equity. It covers topics like what a brand is, different types of brand architecture, branding versus marketing, and brand loyalty.
2. Key aspects of building brand equity discussed include brand name awareness, brand loyalty, perceived quality, and brand associations. Brand equity is influenced by creating strong brand awareness and recognition.
3. The pyramid of brand loyalty is presented, ranging from switchers with no loyalty to committed buyers who consider the brand a friend. Strategies for developing loyalty at each level of the pyramid are also outlined.
This document discusses examples of companies that successfully expanded globally. It describes how Coca-Cola established worldwide bottling operations enabling consistent production and branding with their distinctive contour bottle. McDonald's found success through standardization while adapting menus locally. Dunkin Donuts embraced their strong visual brand and crafted country-specific business plans that matched local tastes, such as producing seaweed and mango-chocolate donuts for China and Lebanon respectively.
P&G Marketing Capabilities Case Study PresentationAnurag Roy
P&G is a global consumer goods leader known for brands like Tide, Crest, and Pampers. It was founded in the 1800s and pursued international expansion starting in the 1930s. Through acquisitions and innovation, P&G grew its product lines and became the top cosmetics company by the 1990s. Currently, P&G spends heavily on R&D and marketing with a focus on design and consumer insights to drive new product introductions. Some of its most iconic brands like Tide, Pampers, and Always helped define their product categories through manufacturing innovations.
P&G is a global consumer goods leader known for brands like Tide, Crest, and Pampers. It was founded in the 1800s and pursued international expansion starting in the 1930s. Through acquisitions, P&G expanded into new product categories. Today it manages over $1 billion brands and spends heavily on marketing, R&D, and consumer insights. P&G's success stems from innovation, strong brands, and marketing strategies that focus on design and building direct relationships with consumers.
Procter And Gamble : Marketing capabilitiesAjinkya Pujari
P&G is a global consumer goods leader known for iconic brands like Tide, Crest, and Pampers. It was an early innovator in consumer advertising. Through acquisitions and innovation, P&G expanded globally and into new product categories. P&G utilizes extensive market research and testing to develop products that meet consumer needs. Its marketing capabilities include celebrity endorsements, digital/social media campaigns, and sponsorship to build brand awareness worldwide. Moving forward, P&G will continue innovating to reach more global consumers through new marketing approaches.
Hr consulting services for small businessesAccuprosys
HR consulting firms provide human resource management services to help small businesses improve processes and employee performance. Consulting services include auditing HR practices, recommending improvements, and managing recruitment, compensation, and employee training. HR consultants aim to increase employee satisfaction and efficiency while reducing costs for clients. Their services revolve around recruitment, performance management, policy development, and ensuring compliance. Seeking professional HR assistance can translate to improved organizational performance and lower employee turnover for small businesses.
The document provides guidance on conducting an HR audit by outlining key areas to evaluate and questions to consider. It recommends developing an HR audit checklist to assess areas like communications policies, hiring and firing protocols, and other HR functions. The goal of the audit is to identify any issues or areas of noncompliance that could pose legal or engagement problems if not addressed.
This document summarizes key points from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique place for a product in the consumer's mind. Being first helps establish leadership, but later entrants can succeed by finding an unoccupied position. The summary also covers strategies for market leaders to maintain their position, tactics for later entrants to find their own position, and potential pitfalls to avoid like using line extensions improperly.
Sometimes a single mistake can bring horrendous results to your brand! Get some valuable insights through these worst marketing campaigns and avoid marketing glitches for your brand.
Ries and Trout popularized the concept of positioning in marketing. Positioning involves communicating a simplified message to consumers that is consistent with their existing beliefs in order to stand out in a crowded marketplace. They argue it is important to be the first brand in a category or find an unoccupied position. Repositioning competitors or using descriptive names can also help brands succeed. Line extensions often fail by diluting an established brand position. Overall the document outlines Ries and Trout's theories on how positioning a brand in the consumer's mind is key to marketing success.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
This document discusses strategies for capitalizing on and creating brand polarization. It provides examples of brands that have successfully utilized polarization, such as Miracle Whip and Progressive Insurance's Flo character. The document also discusses tactics for companies to amplify polarization such as placating haters, poking haters, driving wedges in the market through differentiated targeting, and launching provocative ads. Overall, the document argues that polarization can increase brand awareness, sales, and fan enthusiasm if properly leveraged.
English 215 Fall 2015Essay 1 What is rea.docxYASHU40
English 215 Fall 2015Essay 1: What is “real” about race?
Essay question:
If race is an “illusion,” without biological reality, were Rachel Dolezal’s actions acceptable or unacceptable? Why or why not?
Directions: In the beginning of your essay, paraphrase the overall message of “Race – The Power of an Illusion Part I” and explain the Rachel Dolezal controversy. Then, present your perspective on the essay question, and support it with facts and ideas from the source materials. Finally, finish your essay with a conclusion that states your message on this topic – what should we understand about race after reading your essay?
Source Materials:
· You may use any of the materials posted on iLearn, including those we did not discuss. You must use the documentary film as one of your sources out of a minimum of three sources total.
· Paraphrase the material you use in your essay. You may also include 2-3 well-chosen quotations.
· Cite all paraphrases and quotations using APA format, and include an APA list of references at the end of your essay
· Note: For this essay, please only use the sources on iLearn. All material in your essay should come from these sources; no others should be used.
Length: Your essay should be a minimum of 2.5 pages (approximately 750 words) and a maximum of 3.5 pages (approximately 1000 words), not including references page.
Format: Your essay should be a minimum of 2.5 pages (approximately 750 words) and a maximum of 3.5 pages (approximately 1000 words), not including references page. Use 12 point font and double-space. Leave 1.5 inch margins on the left & right, and 1-inch margins on the top & bottom. Please leave a ragged (unjustified) right side.
Important Notes:
· Plagiarized work on any drafts, including proofreading, will result in an essay grade of No Credit. You must submit your final draft to TurnItIn.com(through iLearn) by the due date.
· You must turn in all drafts of your essay (including a proofreading draft) in a flat, two-pocket folder.
DUE DATES:
Idea draft (in class): Tuesday, 9/8
Final Draft (in a folder with ALL drafts): Thursday, 9/17
Optional conferences are available with Lisa or Sofia by appointment.
EXECUTIVE SUMMARY:
For most of its 100-year existence, Oreo
was America’s best loved cookie, but today
it is a global brand. Faced with stagnation
in the domestic market, Kraft Foods moved
it into emerging markets where it made
some mistakes, learnt from them and
ultimately triumphed. This case study
looks at the strategies used to win over
customers in China and India.
By STEPHEN CLEMENTS, TANVI JAIN, SHERENE JOSE,
BENJAMIN KOELLMANN
March 31 2013 BUSINESS TODAY 109
CASE STUDY Oreo
SMA RT
spurred Kraft to turn to international
markets. With China and India rep-
resenting possibly the jewels in the
crown of international target mar-
kets due to their sheer size, Oreo was
launched in China in 1996.
The China launch was based on
th ...
Small brands can compete with large corporations by acting locally and niche marketing. P&G had success targeting specific communities like Orthodox Jews in Israel. Saucony found a niche marketing to marathon runners. Acting like the underdog and declaring "war" on big competitors through publicity stunts, like Richard Branson did against British Airways, can position small brands as alternatives to large companies. Quality alone is no longer enough - brands must personalize their marketing to feel local and connect with customers.
The document discusses the "Law of Hype" which states that marketing situations are often opposite of how they are portrayed. Products that receive a lot of hype through advertising campaigns are not always successful and often fail to meet expectations. Some reasons for heavily hyped products failing include being launched in response to competitors, not being as good as advertised, or not capturing consumers' attention. Examples of overhyped products that failed include Google Glass, New Coke, Frito-Lay's WOW! Chips, Ford Edsel, HP TouchPad, Crystal Pepsi, and Levi's Type 1 Jeans. The conclusion is that when a company needs hype, it usually means they are in trouble or their product is failing.
3Apples Think Different AdThe think different vintage campai.docxgilbertkpeters11344
3
Apples Think Different Ad
The think different vintage campaign used by Apple was the turning point to the reputation and economic situation of the company in the market. The campaigns great back ground, context and visual presentation worked for apple making it successful and outstanding in the market which saved it from a state of impending bankruptcy. Its success was highly enhanced by the effective use of pathos, ethos and logos which make it appear ancient though a modern brand advertisement. These three convince the audience or customers how the company thinks differently. The great turn around could have not been in place were it not for Steve Jobs who after being fired in 1985 was recalled in 1997 and found the company only four months to bankruptcy. His strategy to returning the company to glory was through improving the companies advertising after they had been spending a lot of money without returns.
In a campaign which ran from 1997 to 2002, Jobs used two strategies namely the TV commercial and a print campaign. In this paper, we shall look at the effectiveness of the ethical appeals or credibility used to convince the audience, the impact of emotional appeals used and finally the logic or clarity of the claims used which are the strengths in the campaign that led to the revival of Apple.
The commercial starts with a 60 seconds black screen with the announcer Richard Dreyfuss, an American actor narrating several quotes from notable revolutionists starting with the manifesto “Here’s to the crazy ones by Albert Einstein” followed by the words; “The misfits. The rebels. The trouble makers. The round pegs in the square holes. The ones who see things differently. They are not fond ofrules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think that they can change the world, are the ones who do”. As the voice speaks, the images of several revolutionists flash over the screen beginning with Albert Einstein, Martin Luther King, Mahatma Gandhi, Mohammed Ali, Bob Dylan, Yoko Ono and Ted Turner just to mention a few. The list of inspiring images ends with the image of an anonymous girl which is followed by the disappearance of the think different into white, Apples Logo and the commercial ends. The print ad comprised of billboards, posters and magazines which had one of the inspiring characters, the words think different and the multicolored Apples logo. The posters and billboards were placed on famous cities like San Francisco while the magazine ad was available in Newsweek and other mainstream magazines.
The campaign uses logos or reasoning effectively by honoring great revolutionists while using the ration that positive change is brought about by creative thinkin.
The document discusses common reasons why products fail in the marketplace. Some key reasons identified include:
1) Picking the wrong market that the company does not have the skills or resources to succeed in.
2) Taking too long to enter the market, allowing competitors to gain an advantage in meeting customer needs.
3) Failing to solve problems that customers actually want solved.
4) Having a product that is not good enough in terms of design, quality, or execution. Examples given include poor user experience, architecture, and implementation.
5) Choosing terrible names that do not resonate with customers or create confusion about the product. Several historical examples of product failures are discussed to illustrate these
This document discusses strategies for launching a new brand, including defining the brand's platform, determining a flagship product, choosing a brand name, and building buzz. Some key points include:
- It is important to define the underlying brand program by clarifying the brand's vision, values, know-how, and territory.
- The flagship product should best represent the brand's intentions and convey its potential to change the market.
- Choosing a descriptive name risks missing opportunities, while an inimitable name helps avoid copycats.
- Building a base of ambassadors who engage with the brand can create word-of-mouth and status.
This document analyzes the brand marketing techniques of P&G and PepsiCo. It discusses several brands from each company, including Tide, Old Spice, and Gillette from P&G, and Mountain Dew, Gatorade, and Quaker Oats from PepsiCo. For each brand, it examines the target demographics and the executional frameworks and appeals used in marketing, such as animation, demonstration, humor, and emotion. It finds that both companies tailor their marketing strategies for each brand based on the target audience. Their effective use of different frameworks and appeals for each diverse brand portfolio has contributed to the companies' marketing and financial success.
How do you differentiate your small business and stand out from your competition?
Find out 27 ways to do so, and how brands have successfully implemented these ways to create differentiation, attract customers, and grow their businesses.
1. The document discusses branding, brand management, and building brand equity. It covers topics like what a brand is, different types of brand architecture, branding versus marketing, and brand loyalty.
2. Key aspects of building brand equity discussed include brand name awareness, brand loyalty, perceived quality, and brand associations. Brand equity is influenced by creating strong brand awareness and recognition.
3. The pyramid of brand loyalty is presented, ranging from switchers with no loyalty to committed buyers who consider the brand a friend. Strategies for developing loyalty at each level of the pyramid are also outlined.
This document discusses examples of companies that successfully expanded globally. It describes how Coca-Cola established worldwide bottling operations enabling consistent production and branding with their distinctive contour bottle. McDonald's found success through standardization while adapting menus locally. Dunkin Donuts embraced their strong visual brand and crafted country-specific business plans that matched local tastes, such as producing seaweed and mango-chocolate donuts for China and Lebanon respectively.
P&G Marketing Capabilities Case Study PresentationAnurag Roy
P&G is a global consumer goods leader known for brands like Tide, Crest, and Pampers. It was founded in the 1800s and pursued international expansion starting in the 1930s. Through acquisitions and innovation, P&G grew its product lines and became the top cosmetics company by the 1990s. Currently, P&G spends heavily on R&D and marketing with a focus on design and consumer insights to drive new product introductions. Some of its most iconic brands like Tide, Pampers, and Always helped define their product categories through manufacturing innovations.
P&G is a global consumer goods leader known for brands like Tide, Crest, and Pampers. It was founded in the 1800s and pursued international expansion starting in the 1930s. Through acquisitions, P&G expanded into new product categories. Today it manages over $1 billion brands and spends heavily on marketing, R&D, and consumer insights. P&G's success stems from innovation, strong brands, and marketing strategies that focus on design and building direct relationships with consumers.
Procter And Gamble : Marketing capabilitiesAjinkya Pujari
P&G is a global consumer goods leader known for iconic brands like Tide, Crest, and Pampers. It was an early innovator in consumer advertising. Through acquisitions and innovation, P&G expanded globally and into new product categories. P&G utilizes extensive market research and testing to develop products that meet consumer needs. Its marketing capabilities include celebrity endorsements, digital/social media campaigns, and sponsorship to build brand awareness worldwide. Moving forward, P&G will continue innovating to reach more global consumers through new marketing approaches.
Hr consulting services for small businessesAccuprosys
HR consulting firms provide human resource management services to help small businesses improve processes and employee performance. Consulting services include auditing HR practices, recommending improvements, and managing recruitment, compensation, and employee training. HR consultants aim to increase employee satisfaction and efficiency while reducing costs for clients. Their services revolve around recruitment, performance management, policy development, and ensuring compliance. Seeking professional HR assistance can translate to improved organizational performance and lower employee turnover for small businesses.
The document provides guidance on conducting an HR audit by outlining key areas to evaluate and questions to consider. It recommends developing an HR audit checklist to assess areas like communications policies, hiring and firing protocols, and other HR functions. The goal of the audit is to identify any issues or areas of noncompliance that could pose legal or engagement problems if not addressed.
The document discusses the importance of human resource training and development in organizations. It notes that the HR training and development unit aims to promote efficiency and productivity by providing training opportunities to help employees build their skills. This includes consulting firms that provide training and development services as part of their HR offerings to help companies improve employee management. The responsibilities of an HR training and development program include needs assessment, customized program design, coordination of new employee orientation, and more. Both employees and organizations benefit from career development opportunities that meet skills and interests through increased motivation, productivity and retention.
Financial, accounting and taxation services accuprosysAccuprosys
Accuprosys is equipped with a well experienced team of Chartered Accountants, Tax Consultants and Financial Advisors with specialized skills who can offer effective financial interventions to corporates, by strictly adhering to quality standards & industry practices. Through Accuprosys we provide wide range of services including Auditing and Assurance Services, Financial and Accounting services. Size doesn’t matter for us & every client is vital to us. We aim to serve you in the most effective manner.
Accuprosys renders multidisciplinary integrated facility management Services in the areas of Electrical Maintenance & Computer Hardware, networking to various corporates with decades of experience. In today’s business world, the majority of the companies are outsourcing Facility Management contracts to cut costs and improve efficiency.
Accuprosys renders multidisciplinary integrated facility management Services in the areas of Electrical Maintenance & Computer Hardware, networking to various corporates with decades of experience. In today’s business world, the majority of the companies are outsourcing Facility Management contracts to cut costs and improve efficiency.
Corporate legal Services - Company IncorporationAccuprosys
Planning to register a business or get your company incorporated? We get the A to Z of company establishment and incorporation done for you. Incorporation is the process of transforming a business into a legal entity that is recognized under law.
smart management holding back some resources may actually do you goodAccuprosys
The document discusses how withholding resources from employees can increase cooperation between them. It describes a case study of a company that was struggling to reduce costs across departments. By limiting the budget of one department, management forced employees to work more closely with another department they had been isolated from. This increased cooperation led them to meet targets without compromising quality. The document argues that smart managers can achieve better results by strategically withholding resources to encourage employee interdependence rather than self-sufficiency.
In order to be incorporated as a private limited company, a business should have at least two directors and a minimum paid up capital of Rs. 1 lakh. Private limited companies are those companies that raise capital through private deposits and shares.As per the guidelines of the Ministry of Corporate Affairs, Government of India, incorporation of a private limited company is done as follows:
The applicant has to list 1-6 names for the company. They should be indicative of the company’s objectives. The name availability can be checked online. An application has to be made to the Registrar of Companies (RoC) to get the name approved and registered.
An application also has to be made for acquiring a Director Identification Number (DIN) for the business. A DIN is to be assigned to each director and an application has to be made for digital signatures for all directors.
Forms such as the ‘Declaration of compliance’ (Form-1), ‘Notice of situation of registered office of the company’ (Form-18) and ‘Particulars of the Director’s, Manager or Secretary’ (Form-32) within 60 days have to be filled.
Applicants will then have to arrange for Memorandum of Association and Articles of Association. These have to be stamped and signed.
The forms along with stamped and signed memorandum and articles, agreements, company name availability letter along with registration fee are then to be submitted to the ROC.
The Certificate of incorporation has to be collected.
AutoCAD is a 2D and 3D computer-aided design software used worldwide for drafting and design. It has replaced manual drafting and is widely used in fields like engineering, architecture, and construction. There are several training institutes in Hyderabad that offer AutoCAD courses to students from various backgrounds. These courses cover basic to advanced skills in using AutoCAD's tools to create technical drawings and designs. Students who complete the training gain skills that improve their job prospects in careers that utilize CAD software.
An All-Encompassing Human Resources and Hiring Platform Now AvailableAccuprosys
Lever, a startup, has created an all-encompassing HR and hiring platform to help companies source, interview, schedule, and manage job candidates. The software pulls various aspects of the hiring process together into a single system. It has received $10 million in backing and is being tested by companies like GitHub, Reddit, and Lyft. The platform aims to fill a need for a complete HR management solution.
LLpicult to decide the right incorporationAccuprosys
Accuprosys is a boutique business Consulting firm headquartered in Hyderabad. We provide end to end Consulting business Solutions to various corporates across mid market segments in India. Over the years, we have supported several organizations to emerge as successful business entities by keeping pace with their day to day business requirements. Accuprosys understands and upholds that each segment has its own requirements, our unique consulting expertise with decades of experience and knowledge base across various disciplines makes us the best option to help our clients to increase the productivity and organizational growth with a less turnaround time.
The Best Backup Idea Across Training Your EmployeesAccuprosys
Cross-training employees helps businesses deal with key employees leaving or taking extended time off by ensuring that someone else can take over their responsibilities. It results in stronger, more productive teams as employees gain an understanding of each other's roles. Managers should implement cross-training programs by identifying essential job tasks, prioritizing them, and training multiple employees to share responsibilities for tasks rather than have just one backup for each role. Getting employee feedback during the process can help address any resistance.
Why a majority of the companies in the Top Places to Work List are IT companies is still an unanswered question.
It encourages entrepreneurial skills among employees and promotes employee participation by inviting suggestions. Employees enjoy autonomy in operations. Happy employees spread the cheer around the organization, spread positive word of mouth about their workplace and promote the company’s products and services.
Accuprosys delivers comprehensive services ranging from customized website design solution to development of complex enterprise wide IT applications.We provide dependable and trusted IT solutions based on our clients requirements.We are equipped with state-of-the-art project management tools and services to effectively collaborate with clients and deliver quality IT applications. We are having a team of enthusiastic, dedicated and experienced professionals with decades of experience who are capable of executing the most complex and ambitious projects, ensuring high solution maintainability, performance, scalability and system integration. Our dedicated team works across the clock to support customers and for development of new products. We always strive to exceed expectations by delivering maximum Value to our clients – Customer satisfaction guaranteed.
Accuprosys offers Intellectual Property Law Services, Intellectual Property Rights,
Trademark Registration, Design Registration and Copyright Registration Services to Indian clients and as well as abroad clients. IP related services are at most demand because of the dire necessity to protect ones IP from infringements. If ones brand is not protected all the efforts, pains that have been put across to build the business over years will go in vain – If protected
effectively the brand might be worth of billions of dollars in the near future.
Intellectual property can be defined as a wide definite account for the group of intangibles that is possessed and protected legally by an institution from outside use or effectuation without consent. Intellectual property comprises of patents, trade secrets, trademarks, copyrights, etc.
The idea of intellectual property pertains to the reality that a few products of human intellect must be given the same rights of protection that enforce to physical property. Many of the developed countries have legal standards set in place to guard such kids of property.Corporations are steadfast in classifying and guarding intellectual property due to the huge worth they hold in knowledge-based economy. Bringing about the worth from the intellectual property and thwarting others from getting worth from the intellectual property is a crucial duty of any company.
Accuprosys is one of the pioneers of intellectual property services in India. All you need to do is get in touch with the well-abled people at Accuprosys and they will guide you in the best ways of keeping your intellectual property well protected and secured and profitable to your business in the years to come.
Corporate Identity – An Essential Aspect of Branding Accuprosys
The corporate identity of a company does not simply correspond to a compelling tagline,
a well-designed logo or a striking brand name.Great branding does not just end at these three branding stakes.The corporate or brand identity of a business defines how customers relate with and think about the brand. It is the overall image of a company that is imprinted in the minds of customers, employees and investors.
The main aim of establishing a corporate identity is to serve as a means of branding the business for the public. It establishes the individuality of the company’s corporate culture, philosophy and core values.A number of reputed branding agencies have recently come to fore and have been successful largely because of their innovative, technological and social media approach to branding. Accuprosys is one such company worth noting.
Accuprosys provides comprehensive HR Solutions through a single window across
various domains to enhance the success of your organization.Our services are
designed to make a difference to human resource management through our unique methodologies. Accuprosys has exceptional strengths in ensuring well-timed and dependable delivery of HR solutions to clients across various sectors.
Startups commonly make mistakes with their intellectual property (IP) that can be costly. Some key IP mistakes startups make include failing to patent products and innovations, not securing ownership of IP developed before incorporation, using IP from previous employers, choosing weak trademarks, and uncontrolled use of open source software in products. These mistakes can result in losing ownership of IP, costly lawsuits, delays in projects, and reduced acquisition values. It is important for startups to get expert guidance on IP issues to avoid damaging legal and financial consequences of non-compliance.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
EASY TUTORIAL OF HOW TO USE CAPCUT BY: FEBLESS HERNANEFebless Hernane
CapCut is an easy-to-use video editing app perfect for beginners. To start, download and open CapCut on your phone. Tap "New Project" and select the videos or photos you want to edit. You can trim clips by dragging the edges, add text by tapping "Text," and include music by selecting "Audio." Enhance your video with filters and effects from the "Effects" menu. When you're happy with your video, tap the export button to save and share it. CapCut makes video editing simple and fun for everyone!
International Upcycling Research Network advisory board meeting 4Kyungeun Sung
Slides used for the International Upcycling Research Network advisory board 4 (last one). The project is based at De Montfort University in Leicester, UK, and funded by the Arts and Humanities Research Council.
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...Designforuminternational
India’s architectural landscape is a vibrant tapestry that weaves together the country's rich cultural heritage and its modern aspirations. From majestic historical structures to cutting-edge contemporary designs, the work of Indian architects is celebrated worldwide. Among the many firms shaping this dynamic field, Design Forum International stands out as a leader in innovative and sustainable architecture. This blog explores some of the best Indian architects, highlighting their contributions and showcasing the most famous architects in India.
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
ARENA - Young adults in the workplace (Knight Moves).pdfKnight Moves
Presentations of Bavo Raeymaekers (Project lead youth unemployment at the City of Antwerp), Suzan Martens (Service designer at Knight Moves) and Adriaan De Keersmaeker (Community manager at Talk to C)
during the 'Arena • Young adults in the workplace' conference hosted by Knight Moves.
Practical eLearning Makeovers for EveryoneBianca Woods
Welcome to Practical eLearning Makeovers for Everyone. In this presentation, we’ll take a look at a bunch of easy-to-use visual design tips and tricks. And we’ll do this by using them to spruce up some eLearning screens that are in dire need of a new look.
1. Seven Deadly Kinds
of Branding Failures
Know branding mistakes before you
make them!
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2. It’s established – brands do
commit suicide or are killed.
O When the sales of a
product are
flagging, it’s not the
product but the
brand that is failing.
O So many brands
meet an untimely
death, often on an
embarrassing note
for the companies.
Just google “epic brand failures of all
time” and you’ll see why.
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3.
4. 1. Idea Failures
O Sometimes brands
fail simply because
of a bad idea or an
improperly thought
out/not wellresearched idea.
O Like Pepsi AM for
instance.
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5. Pepsi found out that there are
many consumers who drank
colas for breakfast.
O Without
comprehensive
market research,
Pepsi assumed that it
has unearthed an
unexploited consumer
base that drank
caffeinated cola for
breakfast instead of
coffee.
Accuprosys.com
O That gave Pepsi an
idea – a rather BAD
IDEA.
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6. What Pepsi didn’t know was
that although some consumers
drank Pepsi in the morning,
there was no special demand
for a breakfast sub-brand.
Customers simply didn’t think they needed it.
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7. If a consumer doesn’t know he has a need, it’s
hard to offer a solution.
Robert M. McMath
Brand expert and writer
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9. 2. Extension Failures
Extension
the “addition of a new
product to an already
established line of
products under the same
name”
Often, companies try to leverage the reputation of their already
well established brand name to sell a different product.
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11. It’s not necessary that the
success of one product would
guarantee the success of
another.
Learn this from Harley Davidson.
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12.
13.
14. If you have a powerful perception for one class of
product, it becomes almost impossible to extend
that perception to a different class.
Al Ries
Marketing writer
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16. 3. PR Failures
O It is taken that brands
will face at least one
crisis during their run.
O Companies need to
be ready with the
right PR strategy and
the right answers if at
all their product or
brand gets negative
media attention.
Accuprosys.com
O While some
companies manage
such crises
gracefully, others
simply make
matters worse.
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19. In these days of active communication and social media transparency,
companies need to take responsibility for their products and strengthen
their PR. Not doing so will only spell doom not only for the brand but
also the company.
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20. 4. Culture Failures
O In this era of globalization, it isn’t
necessary that what works in one culture
will do so in another.
O Brands need to cater to the requirements
of each market they enter.
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22. Kellogg’s is the most
consumed cereal brand across
the world.
The company
reached an all-time
peak in 1980s in the
US, with a 40% stake
in the ready-to-eat
market.
Accuprosys.com
O With increasing
competition,
Kellogg’s sought
expansion beyond
its traditional US
and European
markets.
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23. With increasing competition,
Kellogg’s sought expansion beyond its
traditional US and European markets.
O It soon decided that
India is a suitable
market and
launched its
subbrand
Cornflakes with a
US $65 million
investment.
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24. But in India, breakfast cereal
was an entirely new concept.
VS.
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25. Moreover, the product was pretty
expensive for Indian consumers when
compared to homemade breakfast.
O Unwilling to accept
failure, the
company launched
other products
tailored to suit
indigenous tastes.
Accuprosys.com
O It has ever since
had a tough ride in
India.
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26. 5. People Failures
O Planet Hollywood, a
hotel venture, was a
unique brand with a
grand launch.
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27. It is one of the most famous
celebrity backed ventures
with high profile investors
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28.
29. The Company’s Faults
O It was expanding too quickly
O It was launching new branches even before
the already existing ones started making
profits
O It didn’t advertise its food and was rather
banking on the celebrity status of its investors
O It didn’t tie its theme to its core product and
simply relied on celebrity
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30. Other such brand failures
include Fashion Café,
Ratner’s and Hear’Say.
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31. 6. Rebranding Failures
O British Airways is
one of the biggest
rebranding failures.
O It started an
expensive
rebranding strategy
in 1996.
Accuprosys.com
O Soon afterwards it
announced its costsaving
redundancies that
contrasted with its
costly makeover
and rebranding.
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32. It redid the tail-fins of its airlines,
abandoning the Union Jack colors to
give it a more international identity.
O The fact that the
“British” airways
didn’t look “British”
anymore did not go
well with customers!
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33. 7. Internet and New
Technology Failures
O A glitch was
discovered in Intel’s
Pentium Chip by a
mathematics
professor.
Accuprosys.com
O This news spread
like wildfire but Intel
denied that its chips
had a problem.
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36. It is imperative for
companies to respond
quickly, acknowledge
online criticism, and
monitor critics if they wish
to maintain the reputation
of their brand.
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