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.
This document summarizes three major consumer and media trends for 2017: 1) Noise-cancelling consumers who are exposed to many ads each day and seek brands that meet their needs in creative ways. 2) The rise of direct selling as online shopping and delivery options grow. 3) The evolution of mobile payments and virtual currencies as generations who grew up digital become of age. Examples are given of companies innovating in these areas like Amazon, Starbucks, and Nike. The conclusion is that marketers must prepare for these changing consumer behaviors and payment preferences.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
Ritualized collaboration has become a trend where companies team up to create extraordinary products. Examples discussed include Alexander Wang collaborating with H&M to make his high fashion designs more affordable, and COMME des GARCONS and Bape collaborating to satisfy all demographics with a highly sought after product. The document also provides examples of collaboration between Gillette and Marvel's Avengers and Dodge collaborating with the Fast and Furious franchise to promote new movies. Ritualized collaborations are effective at driving consumers between markets and creating buzz around new products.
The document discusses strategies for luxury fashion brands to successfully adapt their business models in today's market. It notes that the traditional model of design-led lines supported by diffusion collections is risky and long-term. Successful brands now release multiple collections per year to reduce seasonality, and merchandisers play a key role in editing designer output for maximum commercial success. Brands must also diversify beyond any single bestselling product to avoid overreliance. Investing strategically in the right retail presence allows more control over brand image and margins.
This document provides an overview of the evolution of advertising in America from the late 19th century to the present. It describes how early ads helped create a mass market by standardizing goods and branding. By the 1920s, ads began selling lifestyles rather than just products. Advertising grew excessive in the 1940s-50s until critics emerged in the 1960s who created simpler, more honest ads. Modern ads increasingly focus on individualism and identity rather than materialism. Common throughout is the goal of creating a desirable brand identity that consumers can identify with.
The best of stand up brands. How are brands taking a stand for causes and their core values to win over the next generation of consumers? A deep dive into consumers’ changing expectations of brands, and how some are already making a stand and bringing social consciousness into their communication strategies.
In the two decades that Y&R’s BrandAsset® Valuator (BAV®) - the world’s largest database of brand perceptions - has studied the brandscape, brands have become 200% less distinct from one another. Marketers must work harder than ever in order to make their brands stand out. But how? By studying thousands of brands - from the most iconic to the most commoditized - we found that breakaway brands have an inherent tension that makes them irresistible. We call this BRAND TENSITY®
This document summarizes three major consumer and media trends for 2017: 1) Noise-cancelling consumers who are exposed to many ads each day and seek brands that meet their needs in creative ways. 2) The rise of direct selling as online shopping and delivery options grow. 3) The evolution of mobile payments and virtual currencies as generations who grew up digital become of age. Examples are given of companies innovating in these areas like Amazon, Starbucks, and Nike. The conclusion is that marketers must prepare for these changing consumer behaviors and payment preferences.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
Ritualized collaboration has become a trend where companies team up to create extraordinary products. Examples discussed include Alexander Wang collaborating with H&M to make his high fashion designs more affordable, and COMME des GARCONS and Bape collaborating to satisfy all demographics with a highly sought after product. The document also provides examples of collaboration between Gillette and Marvel's Avengers and Dodge collaborating with the Fast and Furious franchise to promote new movies. Ritualized collaborations are effective at driving consumers between markets and creating buzz around new products.
The document discusses strategies for luxury fashion brands to successfully adapt their business models in today's market. It notes that the traditional model of design-led lines supported by diffusion collections is risky and long-term. Successful brands now release multiple collections per year to reduce seasonality, and merchandisers play a key role in editing designer output for maximum commercial success. Brands must also diversify beyond any single bestselling product to avoid overreliance. Investing strategically in the right retail presence allows more control over brand image and margins.
This document provides an overview of the evolution of advertising in America from the late 19th century to the present. It describes how early ads helped create a mass market by standardizing goods and branding. By the 1920s, ads began selling lifestyles rather than just products. Advertising grew excessive in the 1940s-50s until critics emerged in the 1960s who created simpler, more honest ads. Modern ads increasingly focus on individualism and identity rather than materialism. Common throughout is the goal of creating a desirable brand identity that consumers can identify with.
The best of stand up brands. How are brands taking a stand for causes and their core values to win over the next generation of consumers? A deep dive into consumers’ changing expectations of brands, and how some are already making a stand and bringing social consciousness into their communication strategies.
In the two decades that Y&R’s BrandAsset® Valuator (BAV®) - the world’s largest database of brand perceptions - has studied the brandscape, brands have become 200% less distinct from one another. Marketers must work harder than ever in order to make their brands stand out. But how? By studying thousands of brands - from the most iconic to the most commoditized - we found that breakaway brands have an inherent tension that makes them irresistible. We call this BRAND TENSITY®
The document presents a marketing plan for Damn Heels, a proposed business selling foldable flats created by Hailey Coleman to relieve foot pain from wearing high heels. It analyzes the market opportunity and competitors, and recommends selling the products on consignment in salons, bars and clubs to test demand. Alternative distribution methods like retail stores and an online store are also considered, but selling on consignment in locations where the products are needed is identified as the best first step to validate the business concept.
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
Découvrez pourquoi les études menées très en amont du projet créatif permettent aux spécialistes du marketing de concevoir une publicité plus créative, plus audacieuse…et plus rapidement.
En savoir + : https://www.ipsos.com/fr-fr/comment-concevoir-des-campagnes-publicitaires-plus-creatives-et-plus-impactantes
Interbrand's Best Retail brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from the U.K., France, Germany, Spain, and the Asia Pacific. The U.S. brands are valued for the fourth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
This document discusses brand migration and collaborations. It begins by describing how a discussion about a beer-infused beauty product line led the author to notice many brands extending into new areas. It then examines what makes for a successful brand migration, such as maintaining a meaningful fit with the brand's core identity and offering real benefits to customers. The document provides examples of both successful and unsuccessful brand migrations. It also discusses different types of brand migrations and considers when collaborations between brands can be beneficial.
Macy's was facing major crises due to poor cost controls, customer service, outdated systems, and inappropriate merchandise. Two new co-CEOs developed a long-term strategic plan to address these issues and revitalize the company. Their five-year plan focused on paying down debt and achieving modest annual sales growth and margin increases. They restructured operations and introduced a new system to improve merchandising, planning, and delivery. Additionally, they launched a successful 24-hour cable TV channel to promote products and gain an exclusive competitive advantage over rivals. Through disciplined long-term planning and strategic changes, the co-CEOs were able to stabilize Macy's finances and revamp its brand image.
This document discusses ambush marketing, which is when companies associate themselves with events or celebrities without paying for sponsorship rights. It provides examples of ambush marketing at the Olympics. The document argues that ambush marketing provides competition for large sponsors and allows smaller companies to market at lower costs. While sometimes seen as unethical, the document claims ambush marketing is a legal tactic as long as companies do not use prohibited words or infringe on trademarks. Forms of legal ambush marketing include advertisements near events and using athletes to promote brands. Overall, the document takes a pro-ambush marketing stance, arguing it creates competition and opportunities for companies in an otherwise restrictive sponsorship environment.
The document discusses plans for a Henri Lloyd pop-up store at the new Boxpark location in Croydon, UK. The pop-up aims to engage younger consumers by incorporating retail trends like technology, personalization, and education. It will utilize an interactive table, video walls, and demo area to showcase products and brand heritage. The 12-month pop-up seeks to inspire new customers and integrate the physical and digital shopping experience through features like click-and-collect. Its goal is to strengthen Henri Lloyd's presence and better connect with consumers in the up-and-coming Croydon market.
This document provides background information on Warby Parker, an eyewear company, and analyzes their marketing strategy for opening their first international retail location in Toronto, Canada. It discusses Warby Parker's founding in 2010 to disrupt the eyewear industry by offering affordable designer glasses. It describes their direct-to-consumer business model and "Buy a Pair, Give a Pair" social program. The document then examines Warby Parker's quirky and innovative marketing approach, such as their use of social media. Finally, it provides details and quotes around their decision to open their first store abroad in Toronto, Canada in 2016.
Starbucks has been highly successful in expanding its coffee chain across the US and world through aggressive growth strategies. However, it now faces increased competition from other chains like Dunkin' Donuts, McDonald's, and Caribou Coffee who are targeting the coffee market. These competitors have launched advertising campaigns and promotional tactics directly taking aim at Starbucks to gain market share in the retail coffee space. Starbucks remains the leading chain but must continue adapting to changing consumer preferences and competitive threats to maintain its success.
DSC has battled against the industry giants and indicated that this “David” fears no “Goliaths”. Although it has currently 2 million active users, DSC still hasn’t turned a profit, despite bringing $64 million in revenue on 2014 and a projected $140 million this year. They have a solid market position, as their razor blades represent today about 10% of the razors sold on the USA. Their unique approach to the razor’s business has forced Gillette to create its own Shave Club, evidencing how influential they have been to men’s grooming market. And after three years on the market Dollar Shave Club is just getting started: so buckle up!
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
The document discusses factors that influence Millennial brand loyalty. It notes that Millennials are diverse and cannot be defined simply. To earn their loyalty, brands must (1) segment their audience rather than targeting all Millennials the same, (2) engage in two-way communication by listening and being willing to change, (3) be honest and transparent to build trust, (4) personalize experiences through a human connection, and (5) connect with local communities in authentic ways. The document advocates segmenting Millennials, having open dialogue with them, being honest about the brand, personalizing experiences, and getting involved in local communities to build genuine affinity and long-term loyalty.
The 22 Immutable Laws Of Branding Biz -www.itworkss.comOnunkwo George
This document provides a summary of key concepts from the book "The 22 Immutable Laws of Branding" by Al Ries and Laura Ries. It summarizes 12 of the 22 branding laws discussed in the book, including the Law of Expansion, the Law of Contraction, the Law of Publicity, the Law of Advertising, the Law of the Word, and others. For each law, it provides a brief explanation and examples to illustrate how well-known brands have successfully applied or violated these branding laws. The overall summary aims to concisely outline some of the most important lessons around building powerful brands according to the authors.
Econ Project - Victorias secret power pointbwellington
Victoria's Secret markets bras and underwear to appeal to younger generations. It has over 1,000 stores for easy access and catalogs/websites for at-home purchases. While it faces competition from other brands, opportunities exist to expand into new markets and lines. However, sales can decrease due to weather, prices, or controversies. The document discusses creating a holiday line targeting the 2013 Christmas season to become the top selling collection and sell 1 million items by 2014. Marketing strategies include fashion show endorsements and pricing items high initially with coupons.
This document proposes a marketing campaign for Big Lots to target college students aged 17-26. It discusses Big Lots' current customer base and proposes ways to appeal to college students through donations to the local university, sponsoring art vendors at a downtown event, and decorating a model dorm room with Big Lots supplies for freshman orientations. The goals are to increase awareness, positive perceptions, and traffic among the target demographic through campus involvement and demonstrating Big Lots' relevance to their needs. The campaign would run throughout 2016 with various events and promotions.
Starbucks is an international coffee and coffeehouse chain based in Seattle, Washington. It is the largest coffeehouse company in the world with over 18,000 stores globally. Starbucks sells coffee, tea, baked goods and other products. The company ensures product differentiation through direct sourcing of high quality coffee beans, careful roasting and brewing processes, extensive employee training, and socially responsible practices like fair trade. Starbucks has experienced rapid growth but is now focusing on international expansion and new product lines to drive future growth.
American Apparel Marketing and Communications StrategyIsaiah Harris
American Apparel faces challenges in communicating its brand and products effectively. It must prioritize developing engaging content for mobile platforms, as online shopping has shifted to mobile. It also needs to clearly communicate the purpose and benefits of its products to consumers. American Apparel specifically should prioritize informing consumers of its plans for the future to rebuild trust after legal issues, and communicate its unique value proposition through social media to drive online sales. Objectives include increasing brand awareness 25% and fan engagement 25% on social media within 12 months. Critical success factors are producing high-quality, relevant content that is shared frequently across channels, with an emphasis on visual content. The website design is effective but could better integrate social media connectivity.
Designed and conducted surveys to understand key market segments for the brand
Analyzed primary research and secondary using programs like MRI+
Assisted with art direction in order to create brand concept
Created television and print ads and guerrilla marketing campaign
A BRAND IS FOREVER: A FRAMEWORK FOR REVITALIZING DEAD AND DECLINING BRANDSSameer Mathur
The document discusses strategies for revitalizing dead or declining brands. It provides examples of brands like Harley Davidson and Cadillac that successfully revived their brands by reinvesting in quality and distinctive styling. Reviving an old brand is often more feasible than launching a new one because old brands have existing brand awareness and equity. However, brands can decline due to issues like neglect, poor quality, price increases that don't match value, or failing to stay relevant to the target market. The document outlines guidelines for brand revivals, such as repositioning the brand, rebuilding quality, resisting the temptation to lower prices, and pursuing a carefully defined target market.
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Cult Collective
We’ve studied the world’s most renowned brands to try and unlock the genetic code that’s helped them dominate their markets and decimate their competitors for years.
Learn the six essential elements that successful brands use to forge fanatical followings and win legions of loyal advocates.
This is a condensed version of a larger report by the same name, available at http://www.cult.ca/
The document ranks the top 20 favorite brands of millennials ages 18-35 based on research from FutureCast and other leading research firms. Nike is ranked number 1 for shoes and apparel. LG is ranked number 2 for appliances. Coca-Cola is ranked number 3 for beverages. Samuel Adams is ranked number 4 for beer. Bacardi is ranked number 5 for spirits.
The document discusses branding and provides examples of small businesses with effective branding strategies. It begins by defining branding and its key components such as logo, colors, fonts, marketing collateral, slogans, and core values. It then profiles several small businesses that have created strong brands through strategies like using social media effectively, leveraging crowdfunding platforms, gaining celebrity endorsements organically, and addressing important social issues.
The document presents a marketing plan for Damn Heels, a proposed business selling foldable flats created by Hailey Coleman to relieve foot pain from wearing high heels. It analyzes the market opportunity and competitors, and recommends selling the products on consignment in salons, bars and clubs to test demand. Alternative distribution methods like retail stores and an online store are also considered, but selling on consignment in locations where the products are needed is identified as the best first step to validate the business concept.
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
Découvrez pourquoi les études menées très en amont du projet créatif permettent aux spécialistes du marketing de concevoir une publicité plus créative, plus audacieuse…et plus rapidement.
En savoir + : https://www.ipsos.com/fr-fr/comment-concevoir-des-campagnes-publicitaires-plus-creatives-et-plus-impactantes
Interbrand's Best Retail brands report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from the U.K., France, Germany, Spain, and the Asia Pacific. The U.S. brands are valued for the fourth time in collaboration with Interbrand Design Forum, the retail experience group within Interbrand.
This document discusses brand migration and collaborations. It begins by describing how a discussion about a beer-infused beauty product line led the author to notice many brands extending into new areas. It then examines what makes for a successful brand migration, such as maintaining a meaningful fit with the brand's core identity and offering real benefits to customers. The document provides examples of both successful and unsuccessful brand migrations. It also discusses different types of brand migrations and considers when collaborations between brands can be beneficial.
Macy's was facing major crises due to poor cost controls, customer service, outdated systems, and inappropriate merchandise. Two new co-CEOs developed a long-term strategic plan to address these issues and revitalize the company. Their five-year plan focused on paying down debt and achieving modest annual sales growth and margin increases. They restructured operations and introduced a new system to improve merchandising, planning, and delivery. Additionally, they launched a successful 24-hour cable TV channel to promote products and gain an exclusive competitive advantage over rivals. Through disciplined long-term planning and strategic changes, the co-CEOs were able to stabilize Macy's finances and revamp its brand image.
This document discusses ambush marketing, which is when companies associate themselves with events or celebrities without paying for sponsorship rights. It provides examples of ambush marketing at the Olympics. The document argues that ambush marketing provides competition for large sponsors and allows smaller companies to market at lower costs. While sometimes seen as unethical, the document claims ambush marketing is a legal tactic as long as companies do not use prohibited words or infringe on trademarks. Forms of legal ambush marketing include advertisements near events and using athletes to promote brands. Overall, the document takes a pro-ambush marketing stance, arguing it creates competition and opportunities for companies in an otherwise restrictive sponsorship environment.
The document discusses plans for a Henri Lloyd pop-up store at the new Boxpark location in Croydon, UK. The pop-up aims to engage younger consumers by incorporating retail trends like technology, personalization, and education. It will utilize an interactive table, video walls, and demo area to showcase products and brand heritage. The 12-month pop-up seeks to inspire new customers and integrate the physical and digital shopping experience through features like click-and-collect. Its goal is to strengthen Henri Lloyd's presence and better connect with consumers in the up-and-coming Croydon market.
This document provides background information on Warby Parker, an eyewear company, and analyzes their marketing strategy for opening their first international retail location in Toronto, Canada. It discusses Warby Parker's founding in 2010 to disrupt the eyewear industry by offering affordable designer glasses. It describes their direct-to-consumer business model and "Buy a Pair, Give a Pair" social program. The document then examines Warby Parker's quirky and innovative marketing approach, such as their use of social media. Finally, it provides details and quotes around their decision to open their first store abroad in Toronto, Canada in 2016.
Starbucks has been highly successful in expanding its coffee chain across the US and world through aggressive growth strategies. However, it now faces increased competition from other chains like Dunkin' Donuts, McDonald's, and Caribou Coffee who are targeting the coffee market. These competitors have launched advertising campaigns and promotional tactics directly taking aim at Starbucks to gain market share in the retail coffee space. Starbucks remains the leading chain but must continue adapting to changing consumer preferences and competitive threats to maintain its success.
DSC has battled against the industry giants and indicated that this “David” fears no “Goliaths”. Although it has currently 2 million active users, DSC still hasn’t turned a profit, despite bringing $64 million in revenue on 2014 and a projected $140 million this year. They have a solid market position, as their razor blades represent today about 10% of the razors sold on the USA. Their unique approach to the razor’s business has forced Gillette to create its own Shave Club, evidencing how influential they have been to men’s grooming market. And after three years on the market Dollar Shave Club is just getting started: so buckle up!
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
The document discusses factors that influence Millennial brand loyalty. It notes that Millennials are diverse and cannot be defined simply. To earn their loyalty, brands must (1) segment their audience rather than targeting all Millennials the same, (2) engage in two-way communication by listening and being willing to change, (3) be honest and transparent to build trust, (4) personalize experiences through a human connection, and (5) connect with local communities in authentic ways. The document advocates segmenting Millennials, having open dialogue with them, being honest about the brand, personalizing experiences, and getting involved in local communities to build genuine affinity and long-term loyalty.
The 22 Immutable Laws Of Branding Biz -www.itworkss.comOnunkwo George
This document provides a summary of key concepts from the book "The 22 Immutable Laws of Branding" by Al Ries and Laura Ries. It summarizes 12 of the 22 branding laws discussed in the book, including the Law of Expansion, the Law of Contraction, the Law of Publicity, the Law of Advertising, the Law of the Word, and others. For each law, it provides a brief explanation and examples to illustrate how well-known brands have successfully applied or violated these branding laws. The overall summary aims to concisely outline some of the most important lessons around building powerful brands according to the authors.
Econ Project - Victorias secret power pointbwellington
Victoria's Secret markets bras and underwear to appeal to younger generations. It has over 1,000 stores for easy access and catalogs/websites for at-home purchases. While it faces competition from other brands, opportunities exist to expand into new markets and lines. However, sales can decrease due to weather, prices, or controversies. The document discusses creating a holiday line targeting the 2013 Christmas season to become the top selling collection and sell 1 million items by 2014. Marketing strategies include fashion show endorsements and pricing items high initially with coupons.
This document proposes a marketing campaign for Big Lots to target college students aged 17-26. It discusses Big Lots' current customer base and proposes ways to appeal to college students through donations to the local university, sponsoring art vendors at a downtown event, and decorating a model dorm room with Big Lots supplies for freshman orientations. The goals are to increase awareness, positive perceptions, and traffic among the target demographic through campus involvement and demonstrating Big Lots' relevance to their needs. The campaign would run throughout 2016 with various events and promotions.
Starbucks is an international coffee and coffeehouse chain based in Seattle, Washington. It is the largest coffeehouse company in the world with over 18,000 stores globally. Starbucks sells coffee, tea, baked goods and other products. The company ensures product differentiation through direct sourcing of high quality coffee beans, careful roasting and brewing processes, extensive employee training, and socially responsible practices like fair trade. Starbucks has experienced rapid growth but is now focusing on international expansion and new product lines to drive future growth.
American Apparel Marketing and Communications StrategyIsaiah Harris
American Apparel faces challenges in communicating its brand and products effectively. It must prioritize developing engaging content for mobile platforms, as online shopping has shifted to mobile. It also needs to clearly communicate the purpose and benefits of its products to consumers. American Apparel specifically should prioritize informing consumers of its plans for the future to rebuild trust after legal issues, and communicate its unique value proposition through social media to drive online sales. Objectives include increasing brand awareness 25% and fan engagement 25% on social media within 12 months. Critical success factors are producing high-quality, relevant content that is shared frequently across channels, with an emphasis on visual content. The website design is effective but could better integrate social media connectivity.
Designed and conducted surveys to understand key market segments for the brand
Analyzed primary research and secondary using programs like MRI+
Assisted with art direction in order to create brand concept
Created television and print ads and guerrilla marketing campaign
A BRAND IS FOREVER: A FRAMEWORK FOR REVITALIZING DEAD AND DECLINING BRANDSSameer Mathur
The document discusses strategies for revitalizing dead or declining brands. It provides examples of brands like Harley Davidson and Cadillac that successfully revived their brands by reinvesting in quality and distinctive styling. Reviving an old brand is often more feasible than launching a new one because old brands have existing brand awareness and equity. However, brands can decline due to issues like neglect, poor quality, price increases that don't match value, or failing to stay relevant to the target market. The document outlines guidelines for brand revivals, such as repositioning the brand, rebuilding quality, resisting the temptation to lower prices, and pursuing a carefully defined target market.
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Cult Collective
We’ve studied the world’s most renowned brands to try and unlock the genetic code that’s helped them dominate their markets and decimate their competitors for years.
Learn the six essential elements that successful brands use to forge fanatical followings and win legions of loyal advocates.
This is a condensed version of a larger report by the same name, available at http://www.cult.ca/
The document ranks the top 20 favorite brands of millennials ages 18-35 based on research from FutureCast and other leading research firms. Nike is ranked number 1 for shoes and apparel. LG is ranked number 2 for appliances. Coca-Cola is ranked number 3 for beverages. Samuel Adams is ranked number 4 for beer. Bacardi is ranked number 5 for spirits.
The document discusses branding and provides examples of small businesses with effective branding strategies. It begins by defining branding and its key components such as logo, colors, fonts, marketing collateral, slogans, and core values. It then profiles several small businesses that have created strong brands through strategies like using social media effectively, leveraging crowdfunding platforms, gaining celebrity endorsements organically, and addressing important social issues.
Concept of Branding in General: An Analysis of Customers’ PerspectiveDr. Amarjeet Singh
When the word brand comes to mind, we, as a customer, can only think about those names which have created an impact in our mind. We do not keep those brand names in our mind which are not impactful. At the same time, it is a major concern for the brands to captivate the place in customers’ minds so that while making a purchase, customers can choose without having second thoughts. The concept of branding is very important in today’s globalized market, as there are lots of competitors in every field. It is the duty and responsibility of the top management of a company to maintain its brand image. But often they fail to do so due to lack of copy testing and customer behavior analysis. Furthermore, it is also important to know about customers’ perception on the concept ‘branding.’ This paper deals particularly with the perception of customers on the concept of branding. Researchers quantitatively analyzed the data collected from a survey to make conclusions which will help the managers to have an insight before making marketing strategies.
This document provides 15 marketing strategies that inspire strategic thinking. It discusses the importance of developing marketing campaigns that resonate with audiences while gaining a competitive edge. Some of the highlighted strategies include partnering with allies, embracing user generated content, collaborating with influencers, helping customers solve problems, experimenting with new channels, tapping into nostalgia, and telling cross-media stories. The goal is to breathe new life into marketing efforts and build a strategic culture within businesses.
20 best marketing_and_advertising_campaigns_weve_ever_seenSelf-employed
This document provides summaries of 10 remarkable advertising and marketing campaigns. Some key lessons that can be stolen or borrowed from these campaigns include using simple calls-to-action, finding passionate niche audiences and entertaining them with immersive storytelling, giving audiences ways to participate and share content, releasing frequent and shareable episodic content, embracing disruption and cultivating direct fan relationships, focusing on what makes your brand different, and telling great stories.
Get Advertising Smart - Realistic Advertising: Aspirational to Honestemmersons1
Brands today are increasingly portraying a more realistic way of life in their advertising. This week's article looks at the reasons for this shift, and who is doing it well.
Kotler's social definition of marketing is presented, which describes marketing as a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others. The document then discusses some criticisms of modern marketing practices, including that too many resources are spent on branding and advertising rather than products, and that marketing can negatively impact consumers, society, and other businesses. It also questions whether it is worth paying more for branded products versus generic alternatives in some cases such as pain relievers, fashion items, and gasoline.
This document discusses advertisements and different creative approaches used in ads. It provides examples of print, broadcast and interactive ads from brands like Oreo, Coca-Cola, Kia Motors and Vodafone. The document notes that while creativity was previously prioritized, most brands now use more conventional methods. It also highlights how some Indian brands have found success through product placements, humor, social messages and storytelling in their ads.
The document discusses how the traditional 4Ps marketing framework of product, place, price and promotion is outdated and no longer effective in today's marketplace. It proposes replacing the 4Ps with the 4Es of experience, everyplace, exchange, and evangelism. The 4Es framework focuses on understanding the full customer experience, engaging customers across multiple channels, appreciating what customers provide in value rather than just cost, and inspiring passion and evangelism around the brand. Case studies from Hershey's, Dove and others are provided to illustrate how marketers have successfully applied the 4Es approach.
Procter & Gamble (P&G) is a global leader in branded consumer goods known for iconic products like Ivory soap and Tide laundry detergent. It was an early innovator in consumer advertising. Through acquisitions from 1945-1980, P&G expanded globally and established market dominance. Its 2010 sales were $78.94 billion with household care, beauty, and health as core businesses. P&G focuses on innovation, serving unmet consumer needs, and developing high-growth brands through extensive marketing capabilities and $500 million annual investment in research.
First, brands have little impact and most customers would not care if 77% of brands disappeared. Second, to have impact, brands must listen to customers, demonstrate empathy and care about social issues. Third, brands can influence culture by redirecting conversations around taboos or competitors' missteps. Leading with empathy and purpose allows brands to drive meaningful change.
First, brands have little impact and most customers would not care if 77% of brands disappeared. Second, to have impact, brands must listen to customers, demonstrate empathy and care about social issues. Third, brands can influence culture by redirecting conversations around taboos or competitors' missteps. Leading with empathy and purpose allows brands to drive meaningful change.
This presentation gives insight into the marketing strategy of P&G.
It deals with various marketing capabilities which the P&G is exploring to continue to be the world leader in consumer goods market.
The document provides guidance on marketing strategies to compete effectively. It discusses six key strategies represented by the letters in THORNS: [1] Targeting the right market and message; [2] Hitting competitors where it hurts through comparative advertising; [3] Obsessing over customer ecstasy and societal impact; [4] Reinventing products constantly for changing markets; [5] Nailing the product in consumers' minds with a memorable message. Successful brands use these THORNS strategies to stand out, aggressively target audiences, and stay ahead of competitors.
The document discusses strategies for polarizing brands based on a Harvard business study. It finds that some brands benefit from having both strong lovers and haters of the brand. This polarization can boost sales. The document outlines several strategies brands use to capitalize on polarization, including placating haters to reduce their numbers, poking haters to generate publicity, and amplifying polarizing attributes to energize existing fans. It provides examples of brands like Betty Crocker, Ryanair, and Marmite that have successfully used polarization to their advantage.
The document discusses strategies for polarizing brands based on a Harvard business study. It finds that some brands benefit from having both strong lovers and haters of the brand. This polarization can boost sales. The document outlines several strategies brands use to capitalize on polarization, including placating haters to reduce their numbers, poking haters to generate publicity, and amplifying polarizing attributes to energize existing fans. It provides examples of brands like Betty Crocker, Ryanair, and Marmite that have successfully used polarization to their advantage.
Procter & Gamble is a global consumer goods company known for iconic brands like Ivory soap, Crest toothpaste, and Tide detergent. The company owns over two dozen $1 billion brands worldwide. P&G pursued international expansion starting in the 1930s and acquired brands to expand into new categories like household paper products, coffee, and disposable diapers. Innovation and rigorous product testing have been crucial to P&G's success, resulting in first-to-market products like Crest toothpaste, Head & Shoulders, and Pampers diapers. Strong branding and marketing, including celebrity endorsements, sponsorships, and digital/social media campaigns, have helped build P&G's portfolio of leading
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.
P&G is an American consumer goods company founded in 1837 and headquartered in Cincinnati, Ohio. It has a presence in 80 countries with over $78 billion in annual revenue and 100,000 employees. P&G has a dozen $1 billion brands in its portfolio like Tide, Gillette, and Ivory. The company invests $2 billion annually in R&D and partners with third parties for over 80% of its innovation. P&G uses consumer insights and celebrity endorsements to build strong brands and employs digital and social media marketing. It faces competition from other consumer goods companies and risks from product recalls and mergers.
2. Brand not bland:How to stand out so you are “the chosen” Me Too Products: Consumers all-knowing power should encourage brand holders to attempt some sense of “how to be different” Cognitive Pollution-The world is full of advertisement on billboards. Over-advertising is a common mistake made by marketers
3. Beauty Sells Design is the excellent differentiator we often take for granted. It takes a product that would otherwise be a mere commodity and gives it a shot at becoming an icon that transcends and even redefines the category it slides into. Excellent design will add an emotional appeal and, when combined with fantastic functionally, can make a product in even the most boring market desirable. Juicy Couture perfume
4. Beauty SELLS Design works in even mundane categories to develop product must-haves You wouldn’t think that everyday necessities would have to be advertised or have marketing strategies because there are some products that we just can’t live without. Even products used regularly have to be marketed to consumers in innovative ways in order to stay on top of the competition. Kotex U
5. Beauty Sells Dull product categories are often overlooked in design standards. “There is no such thing as dull product categories, only dull brands.” –Eric Ryan Hygiene products, personal care items, cleaning products, clothing..
7. Make yourself scarce Design is what high fashion is built on. Majority of designers raw materials and goods are made in other countries to keep the cost of production down, therefore they provide high quality and charge high prices. “Beware of the fakes”, wear and tear shows after merely one month.
8. Make Yourself Scarce Clothing industries have used the tactic of creating scarcity to drive up demand for such products as a T-shirt or pair of ultimately disposable sneakers. Giving something that could have been mass-produced and element of uniqueness can have the same effect, whether it’s a can of soda, a diner, or a chain of flower shops. Marketers can add individual flavor to what they are selling to make consumers want it with abandon. Young people buy outrageously priced items to be like each other. Nigo-A real punk marketer. He helps create items with limited supply.
10. Mommy, I want one Creating scarcity to build a following of consumers who stay firmly attached to the brand has been a favorite of the toy industry for years. Beanie babies, Barbie, Trolls..
12. BIG Business In the past, consumers looked to large, global brands as a way to ensure a consistent, quality product experience. The advantage of these types of brands was knowing, for example, that a burger would taste the same at a Mc Donalds in Paris or New York. However, we now live in Postquality America, meaning that quality is an expectation instead of a qualifying factor for purchase. Because there is a level playing field for product quality, consumers are able to see the flaws in the big business model. We all want to be treated respectfully as costumers, but big businesses often treat everyone the same. They ignore customers wishes in favor or making money. Big means taking advantage of the customer, using bad labor practices, and disregarding local custom. Consumers are beginning to see big business as a selfish, uncaring, faceless entity that should be avoided. This means being big is no longer enough to get you an edge.
13. Standing up to the Man Problems with big business’ globalization and labor practices have led to multiple protests of some of the US’ biggest companies. In 1999, Seattle experienced a protest against local-based Starbucks. Altercations with police occurred while angry protesters trashed Starbucks locations throughout the city. Their rallying point? Starbucks underpaying the impoverished coffee growers who supplied the brand, and the World Trade Organization standing by idly. http://www.youtube.com/watch?v=0N5wzr5xeWI Protesters simply wanted Starbucks to engage in Fair Trade practices when buying their coffee. To the protesters, Starbucks buying activities represented the worst kind of irresponsible globalization and American business imperialism.
14. Standing up to the Man, cont. Protests are also making it apparent that a global corporation doesn’t need to commit a grave offense in order to rile consumers. Around the same time as the Starbucks protest, a French farmer named Jose’ Bove’ was rallying an antiglobalization movement against Mc Donalds. Bove’ was arrested for vandalizing a French McDs, but his release from jail was met with praise and elevation to folk hero status. It goes to show that bigger isn’t necessarily better. Businesses, even the big ones, should begin thinking small.
15. Can you think of any brand protests lately? Q. How much do you think protests really change the publics perception and willingness to patronize a brand?
16. Acting like a Little Guy What exactly does thinking and acting small mean? Richard Branson of conglomerate Virgin Inc. explains: “We like to use [our] brand to take on some very large companies that we believe exert too much power.” http://www.youtube.com/watch?v=dk2AO67dn3w&feature=related http://www.youtube.com/watch?v=S_3Dj5GZJNc&feature=related This is significant because Virgin is a global power comprised of many companies which generate 8 Billion dollars in annual revenue. SO WHY DOES BRANSON WANT TO ACT SMALL? BECAUSE YOU NEED TO IDENTIFY AN “ENEMY” IN ABLE TO FIGHT.
17. Richard Branson Declares War Branson is known for using publicity stunts and controversial marketing campaigns to position his company and products as a fresh alternative underdog. When going against British Airways, Branson deployed staff wearing shirts that read “GET YOUR SICK BAGS READY” BA flights. Branson also wheeled a WWII tank around NYC’s Times Square as part of promotions for his Virgin Cola. He was “figuratively” going to war against the man- in this case, Coca-Cola.
18. The Bigger They are, The Harder They Fall FACT: Little guys can think smarter and take out the big guys. Take the case of Hoover vs. Dyson Vacuums. While Hoover was the industry leader, Dyson was a startup. Hoover unwisely rejected Dyson’s idea for a bagless vacuum in favor of charging consumers for bags. Dyson’s vacuum began to grow in popularity, and Hoover actually tried to copy and sell their own version of the Dyson, called the “Triple Vortex”. However, the joke was on Hoover, who was successively sued for copyright infringement.
19. The benefit of Niche Marketing Store brands from supermarkets and Wal-Mart are bridging the gap between store brands and name brands. Quality is similar, and consumers are trimming the fat when buying generic household products. After flagging sales of their one-size-fits-all products, Procter and Gamble began looking for different ways to market their products. Enter niche marketing! P&G began acting small, cutting 25% of cable tv advertising in favor of “branded entertainment spots” and the Internet. P&G’s lead marketer, Jim Stengel, offered this reasoning: “There is no more MASS in MASS MARKETING.”
20. Benefit of Niche Marketing, Cont. P&G took a grassroots approach: get close to the consumer and treat them like real people. P&G sought to engage their target market with ACTION rather than words. Recognizing that media ads didn’t work in Israel because the Orthodox Jewish population didn’t watch TV, P&G took an approach to marketing their Biomat laundry detergent that would be more visible. They put signs asking for donations of used clothes around neighborhoods during Passover. P&G then collected the donations and washed them with Biomat on mobile laundry trucks. The newly cleaned goods were then distributed in full view of the neighborhood.
21. What are some similar examples of brands using humanitarian efforts in ad campaigns? ?????????????????????????????????????????????????
22. Going up Against the Big Boys Small companies can use a combination of niche markets and grassroots ad campaigns to succeed even in the presence of the largest powers. Saucony, a running shoe supplier, chose not to directly challenge big boys like Nike and Reebok. Instead, they target marathon runners. Their Saucony 26 campaign profiled 26 inspirational people running the Boston, New York, and LA marathons, including a married couple who met during a race and a 91 year old man who set records for the elderly athlete. Saucony checked in on the runners, and gave each a small cash prize for each mile completed. Most of the runners donated their winnings to charity, which was a great bit of PR for Saucony. http://www.youtube.com/watch?v=Jpd4mkReyQY http://www.saucony.com/store/SiteController/saucony/externalstaticpage?content=Athletes_saucony
23. Growing Pains Small companies have found that the key to success is often differentiation and niche markets. However, sometimes these companies grow too fast and then have to adapt to their new situations. 1. Small companies’ markets may get the attention of the big boys, who will then try to throw money and new stores around in order to take your business. 2. The big boys try to buy you out: ie., Nike purchasing Hurley in 2002 in an attempt to corner the Skate/Surf market. 3. BOREDOM. People get tired of you; You’re no longer new, and they move on to the next big thing. 4. You get too big, and your small, loyal market feels left behind. This happened to In-N-Out Burger, whose fans felt like they belonged to a secret club with its own language. http://www.youtube.com/watch?v=Nep8xy6eS3k
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25. Successful companies now see that acting small is a great way to connect to consumers and stay relevant
26. Niche marketing can be extremely beneficial to smaller companies, as long as they remember “who” they are and do not alienate primary brand supporters