El día en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciación o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
The thorniest question in brand strategy is how to keep growing. At some point in the life of a successful brand, marketers will feel the pressure to extend its success by “leveraging” the brand into other offerings. Brand extensions can make a lot of sense, if the original brand has positive associations for customers.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
El día en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciación o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
The thorniest question in brand strategy is how to keep growing. At some point in the life of a successful brand, marketers will feel the pressure to extend its success by “leveraging” the brand into other offerings. Brand extensions can make a lot of sense, if the original brand has positive associations for customers.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
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!
Social Media Brand Strategy: The Four Districts ApproachDiamond Marketing
Break the rules and your brand will suffer...
Social media is just over 10 years old yet in the past decade it has catapulted artists from the fringe to fame, re-invented journalism, toppled governments, and has become the biggest disruption to the media paradigm since TV was invented. Those who do it right, win big – but so many brands continue to miss out on the social media opportunity. Why?
It is time to see social media for what it is: distinct cultural districts with their own rules that determine what users and content become viral, and which are ignored.
This guide provides the key rules to follow for each district.
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!
Social Media Brand Strategy: The Four Districts ApproachDiamond Marketing
Break the rules and your brand will suffer...
Social media is just over 10 years old yet in the past decade it has catapulted artists from the fringe to fame, re-invented journalism, toppled governments, and has become the biggest disruption to the media paradigm since TV was invented. Those who do it right, win big – but so many brands continue to miss out on the social media opportunity. Why?
It is time to see social media for what it is: distinct cultural districts with their own rules that determine what users and content become viral, and which are ignored.
This guide provides the key rules to follow for each district.
What is Category Marketing?
It’s looking at your brand / consumer relationship in a totally different light. Seeing opportunity in categories you don't find yourself in. It’s both exciting and empowering idea that has been around for a long time can be a great way to infuse new campaigns with a greater purpose.
www.basetwo.co.za
@basetwodigital
@mlwrose
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
The marketing and advertising arms race to create emotional appeal, generate buzz and move up brand valuation league tables, is creating a widening gap between brand strategy and business strategy. In this environment some of the once coolest and iconic brands are faltering at a game they once dominated. The key question for businesses today, is how to expose such strategic blind spots and remain relevant in the face of an evolving marketplace? This article explores one methodology and framework into just how that can be done.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
5. A brand is a product, service, or concept that is publicly
distinguished from other products, services, or concepts
so that it can be easily communicated and usually marketed.
6. Here is the famous advertising copywriter and ad agency founder David Ogilvy's
definition of a brand:
The intangible sum of a product's attributes: its name,
packaging, and price, its history, its reputation,
and the way it's advertised.
7. A brand is not a logo.
A brand is not an identity.
A brand is not a product.
So what exactly is a brand?
8. A BRAND IS A
PERSON’SGUT FEELING
ABOUTA PRODUCT,
SERVICE,
OR ORGANIZATION.
11. People have many choices and less time.
Most products have same quality and features.
Buying choices are based on trust.
Why branding is so important?
12. Product and brand failures occur on an ongoing basis to
varying degrees within most product-based organizations.
The primary goal is to learn from product and
brand failures so that future product development, design,
strategy and implementation will be more successful.
13. The benefits of studying failures
Gaining a better understanding of product failures is
important to help prevent future failures.
Studying the history of product failures may generate
some insight into the reason for those failures and create
a list of factors that may increase the opportunity for
success.
14. Studying product failures allows those in the planning
and implementation process to learn from the mistakes
of other product and brand failures.
Each product failure can be investigated from the perspective
of what, if anything, might have been done differently to produce
and market a successful product rather than one that failed.
15. Defining product and brand failures
A product is a failure when its presence in the market leads to:
•The withdrawal of the product from the market for
any reason
•The inability of a product to realize the required market
share to sustain its presence in the market
•The inability of a product to achieve the anticipated life
cycle as defined by the organization due to any reason
•The ultimate failure of a product to achieve profitability.
16. Examples of product failures
The following is an abbreviated list of product failures
that may provide insight that will help to identify product and
brand success factors:
Automotive and transportation
Cadillac Cimarron ,Pontiac Fiero ,Chevrolet Corvair
Ford Edsel ,The DeLorean ,Crosley ,The Tucker
The Gremlin, the Javelin and a complete line of other
models by American Motors
GM’s passenger diesel engine ,Mazda’s Wankel rotary engine
Firestone 500 tire ,Goodyear tires used on the Ford Explorer ,
Concorde—supersonic airliner
17. Computer industry
IBM’s PCjr—introduced in March 1985 ,Apple’s Newton
Apple’s Lisa ,Coleco’s Adam
Percon’s Pocketreader—hand held scanner,
Bumble Bee’s software version of the book
“What Color is Your Parachute”
19. Food and beverage
Burger King’s veal parmesan ,Burger King’s pita salad
Gerber’s Singles—dinners in jars, for adults—early ’70s
Chelsea—“baby beer”
Photographic and video
Polaroid instant home movies
SX-70 (Polaroid instant camera)
RCA Computers (Spectra-70)
Video-disc players
DIVX variant on DVD
20. Failures are not necessarily the result of substandard
engineering, design or marketing.
Based on critic’s definitions, there are hundreds of “bad”
movies that have reached “cult status” and financial success
while many “good” movies have been box office bombs.
Other premier products fail because of competitive actions.
21. Using these potential causes of a product or
brand failure may help to avoid committing those
same errors. Learning from these “lessons” can
be beneficial to avoid some of these pitfalls.
22. Common reasons for product failures
• High level executive push of an idea that does not fit
the targeted market.
• Overestimated market size.
23. •Incorrectly positioned product.
•Ineffective promotion, including packaging message,
which may have used misleading or confusing
marketing message about the product, its features, or
its use.
•Not understanding the target market segment and the
branding process that would provide the most value for
that segment.
•Incorrectly priced—too high and too low.
24. •Excessive research and/or product development costs.
•Underestimating or not correctly understanding
competitive activity or retaliatory response.
• Poor timing of distribution.
25. •Misleading market research that did not accurately
reflect the actual consumer’s behavior for the targeted
segment.
•Conducted marketing research and ignored those
findings.
•Key channel partners were not involved, informed, or
both.
•Lower than anticipated margins.
26. Something happens to break the bond between the customer
and the brand.
when brands struggle or fail it is usually down to a
distorted perception of either the brand,
the competition or the market.
This altered view is a result of one of the following six
deadly sins of branding:
Or
27. • Brand memory loss For old brands, as for old people,
memory becomes an increasing issue.
When a brand forgets what it is supposed to
stand for, it runs into trouble.
The most obvious case brand memory loss occurs
when a venerable, long-standing brand tries to create a radical
new identity, such as when Coca-Cola tried to replace its
original formula with New Coke.
The results were disastrous.
28. Brand egotism. Brands sometimes develop a tendency for
over-estimating their own importance, and their own capability.
This is evident when a brand believes it can support a
market single-handedly, as Polaroid did with the instant
photography market.
It is also apparent when a brand enters a new market for
which it is clearly ill-suited, such as Harley Davidson trying to
sell perfume.
29. • Brand deception. ‘Human kind cannot bear very much
reality,’ wrote T S Eliot.
Neither can brands. Indeed, some brands see the whole
marketing process as an act of covering up the reality of
their product. In extreme cases, the trend towards
brand fiction can lead to downright lies. In an age where
markets are increasingly connected, via the Internet and
other technologies, consumers can no longer be deceived.
30. Brand fatigue. Some companies get bored with their own
brands.
You can see this happening to products which have been on
the shelves for many years, collecting dust. When brand fatigue
sets in creativity suffers, and so do sales.
31. Brand paranoia. This is the opposite of brand ego and is most
likely to occur when a brand faces increased competition.
Typical symptoms include:
a tendency to file lawsuits against rival companies, a
willingness to reinvent the brand every six months, and a
longing to imitate competitors.
32. Brand irrelevance. When a market radically evolves, the
brands associated with it risk becoming irrelevant and
obsolete.
Brand managers must strive to maintain relevance by
staying ahead of the category, as Kodak is trying to do with
digital photography.
One more reason is gap between creativity and strategy
33. In most companies there is wide gap between
strategy and creativity.