Search Results for: Branding

Re: Ideas for online branding

PizzaExpress launches celeb-led campaign

PizzaExpress is supporting the launch of its low-fat Leggera pizzas and revamped restaurant branding with a celebrity-led campaign.

Read: PizzaExpress launches celeb-led campaign.

RE: Helen Edwards on Branding: the best shape for a brand model

I like Helen Edwards' preference for 'brand belief' \('Model answers', Marketing 5th October), but I prefer 'brand promise'. This is because it translates what the brand believes into a positive undertaking to all its stakeholders. And nowadays a complete 'third wave' brand promise should have three key components. The first two 'waves' were concerned with rational and emotional benefits, but in the third wave a 'higher order' layer is required as consumers have moved up Maslow's 'hierarchy of needs'. As people have approached 'self-realisation' so their brands have had to do likewise in order to reflect their customer's evolving needs, and provide additional 'badge values'. Recent research from Trajectory showed that 91% say how 'good' a company is, and 90% say how it 'behaves towards its customers and communities', is influential when considering purchasing a product or service. So managing a great brand now includes making sure it's 'good' as well as being functional and desirable. If the brand can make such a promise credibly, that'll be good for business. Jane Asscher, managing partner & Chairman, 23red

Helen Edwards on Branding: the best shape for a brand model

Brand models come in many shapes and sizes, but all require clarity of thinking from marketers.

Read: Helen Edwards on Branding: the best shape for a brand model.

RE: TBWA\London resigns £25m Müller ad account

You can feel the motivation. We want to out Yeo Valley Yeo Valley. Just forgot to put in any aspects of branding and presume there was a sale on animated characters.

RE: On the campaign couch...with JB

I hope your renaissance prediction proves correct - all the research we have suggests that, when used well, jingles \(or sonic branding) are incredibly powerful for advertisers. And, as the soundtrack to people's daily lives, radio is the perfect medium to popularise and elicit optimum effectiveness from sonic branding,

Helen Edwards on Branding: Tackling the Aftershock

Brands must keep their promises if they are to rebuild consumer trust damaged by the financial crisis.

Read: Helen Edwards on Branding: Tackling the Aftershock.

Helen Edwards on Branding: The inside track

A brand's own employees can serve as the best focus group of all, as Apple's success has shown.

Read: Helen Edwards on Branding: The inside track.

RE: DHL revisits 'Ain't no mountain high enough' in return to TV

"Ain't no mountain high enough" first featured on DHL ads in 1987, actually. A classic example of the strength of sonic branding - whenever I hear this song, I think of DHL!

RE: BlackBerry's reputation takes a hit from rioters

It is unfair and certainly it is as farcical to apportion blame to Blackberry as it would be to blame pagers for the LA riots in 1992. However, Blackberry will invariably suffer from brand contamination as a result. This is always the risk in a culture that places a premium on branding uber alles. Some of the sporting brands may suffer contamination too from the riots however some of the brands have deliberately tried to create a link with urban culture. So whilst publicly professing abhorrence for their brand to be tarnished by association with the riots, secretly some of them may well be delighted as the the target market for Blackberrys and tracksuits are very different demographics.