The Best (and Worst) Brand Extensions. It’s a plane! It’s a purifier! It’s both! In theory, launching a successful brand extension should be easy. All you have to do is take a familiar name and slap it on a new product in another category. Then again, in view of history’s epic flops including Hooter’s Air, Colgate TV dinners and the Evian water-filled bra, perhaps it’s not that easy. Regardless, each year witnesses a new crop of brands that try. And judging from the results of Adweek’s exclusive reader survey of the past year’s best and worst extensions—conducted in partnership with brand-extension agency Parham | Santana—it’s clear that some marketers know how far they can stretch a brand name, while others have gone clear around the bend. Fortunately, says Parham | Santana president John Parham, “there’s a well-trod pathway to success, and you don’t have to reinvent the wheel each time.”
Of course, we didn’t ask our 10,500-plus online respondents about all that; we just wanted to know what they liked and what they didn’t. [Infographie] Marketing : quelles tendances vont marquer l'année 2013 ? Adobe vient de publier une infographie présentant les opportunités et les défis du marketing digital pour l’année 2013. Intitulée « Digital Trends 2013″, celle-ci révèle les principaux chiffres de l’étude Adobe/Econsultancy réalisée fin 2012 auprès de 700 professionnels du digital basés en Europe et aux États-Unis. Selon l’infographie, 5 tendances semblent sortir du lot en 2013:Le contenu sera au coeur de toutes les préoccupations. Parmi les grandes priorités des marketeurs en 2013, on retrouve le content marketing (39%), l’optimisation du taux de conversion (39%) mais également l’optimisation des contenus mobiles (30%).Le ciblage et la personnalisation des contenus seront la clé de toute bonne stratégie marketing en 2013.
Social Tool Aids Collaboration In A Project-By-Project Economy [Future Of Work] Workers are transitioning to accommodate a wider range of communication methods into their daily workflow. Based on this, Millennials are 3 times as likely to think a company should be using IM, or mobile text messaging than companies are to actually be using these channels. Will these new methods eventually grow to replace traditional communication forms such as email? Social communication tools are being baked into business processes to provide more fluid workflows and enable data gathering to make better business decisions.
Using the popular form factor of social networks and user-friendly graphic interfaces, these platforms help remove obstacles around effective use. Aaron Dignan of Undercurrent says: We’re trying to replicate the offline world benefits of a corkboard or a whiteboard, with the fluid and collaborative elements of a digital execution. Below we’ve higlighted two examples of the Social Workflow trend: Social Network For Doctors Improves Cross-Specialty Collaboration. Interesting? The Strong Arm of the sponsor: what sports marketing must learn from the Armstrong affair. There are very few people in this world I would happily punch full-on in the face. Given my own enfeebled condition, actively seeking out violent confrontation is probably unwise.
But Lance Armstrong is a man I would cheerfully beat unconscious with a bicycle pump. This week we have seen Armstrong make the least surprising admission of guilt in the history of sport. It has received a mixed reception, but I came away from the experience feeling like I had been party to a thoroughly self-pitying (not to mention self serving) media exercise. Although all the performance enhancing drugs may have been purged from his system, the ‘smug’ was very much present.
After all, this is a man who has, until very recently, ferociously and indignantly denied these allegations, to the point where he even posted a photo of Twitter with him posing with his 7 illicitly won Tour de France Yellow Jerseys. And that group was the sponsors. But that is now the power of the sporting sponsor. @Boultini. Why Reputations Do Matter In The Business World?
Why reputations do matter in the small and large business world? Wait, you do not know the answer to such a simple question? For too many small and large business business owners, they actually may struggle with answering what should be a rather easy question to respond to. As a result, they may be missing out on new customers because something is floating around the Internet, something that is either putting them and/or their business in a bad light. With 2013 here and off to a fast start, do you plan at some point this year in stopping for a minute or two to check your online profile? Wait, you do not know how to do such an easy thing? With more and more consumers turning to the Internet these days to browse and shop/purchase goods and services, it is important for those running companies to not have any skeletons in the closet when it comes to their online reputation. If you have never really put much thought into your online persona, then consider a few things: 1. 2. 3. 4.
Marketing Progress - Bync ou comment customiser ses promos. Publié le 17 janvier 2013 Décidément, l'innovation est reine sur les plates-formes digitales pour coupons, bons de réductions et autres cartes de fidélité. La start-up Bync réinvente-t-elle la relation entre le consommateur et les commerçants? Une seule plate-forme pour gérer des cartes-cadeaux souvent égarées, volées ou oubliées ?
C’est ce que propose la startup californienne Gyft, dont INfluencia décryptait la semaine passée l’application mobile, façonnée pour mieux gérer et optimiser la jouissance des fameuses gift cards. Lancée le 3 janvier après avoir été testée en version Beta par 5000 utilisateurs, la plate-forme - dont le nom est la contraction de « banque » et « synchronisation » - permet à chaque consommateur d’harmoniser toutes ses factures pour en retour recevoir des offres spéciales d’achat ultra personnalisées.
Quel est intérêt réel pour lui ? INfluencia : Vous affirmez que Bync réinvente la façon dont le consommateur et les marques interagissent. Benjamin Adler TAGS : Bync. Marketing, Advertising and Social Media News With Attitude by Steve Hall - Adrants. Reebok to Leave McGarryBowen, Return to DDB | Agency News. How 360 Branding Can Transform Your Company. When Randy Paynter was 11 years old, he traveled with his ornithologist dad up the Amazon River.
The richness and diversity of wildlife, vegetation and people of the deep jungle made a lasting impression. He was concerned about the destruction of the Amazonian rain forests and wanted to do something to help. With the advent of the Internet, he found a way. He started a website called Care2 that would bring social activists together to make a difference in the world. Over time, the website became the number-one petition site in the world. However, it added so many community features, e-cards, healthy and green living content, and news feeds that it eventually became cluttered and hard to navigate.
When I was brought in to help the company, it had something no other competitor could boast: Care2 was the world’s largest and most trusted social action network. Its brand promise was enabling members to Feel good about taking social action in a friendly community. “Let’s all ask ourselves. Watch: Yves Béhar Overhauls Nivea's Brand. You’re in the grocery store after work. You look for the same “curly hair” shampoo you’ve bought for months, but when you go for the familiar bottle, you find three new, infuriatingly similar curly hair shampoos to choose from. It’s a familiar scenario, driven by companies who hope that you’ll buy more products if they’re tailored to your “type.”
It’s exactly what Nivea, the German skincare brand, wants to avoid. Nivea began with just one product, their iconic white cream, back in 1882. Personal care was in the midst of a revolution. The market for cosmetics--once the realm of the aristocracy who could afford such perishable luxuries--was broadening to include the average girl, and Nivea’s inexpensive cream led the way, with its Bauhaus-designed font and smart blue tin. By 2012, the company’s board was set on a major brand overhaul. Over the next three years, Nivea’s hundreds of logotypes will be replaced by a single, simplified mark. A Cheeky Hugh Grant Promotes The Guardian's Weekend Editions. Agency BBH has devised a three-minute tongue-in-cheek ad for The Guardian, which focuses on its weekend publications.
‘Own the Weekend’ starts with an introduction from Hugh Grant, who praises the newspaper for their commitment to integrity and sound journalism (a dig at News Corp maybe?). Then it delves into blockbuster movie trailer territory with a series of spoof scenes that show the newspaper effectively ‘owning the weekend.’ The ad aims to promote the Saturday Guardian and Sunday’s Observer by suggesting that the papers give people so much to read and so much to do that the Guardian has trademarked the best part of seven days. It also highlights the new food and drink supplement ‘Cook’. David Pemsel, chief commercial officer at Guardian News & Media, said: We wanted to continue last year’s marketing successes by experimenting with a new, bold approach to January marketing in 2013.
You can check out the new ‘Own the Weekend’ ad below: The Guardian. Coke's New Ads Will Talk About Obesity. Coca-Cola will begin airing ads on January 14 that will address the fact that drinking too much soda makes you fat. The AP reports that the ads will emphasize the fact that Coke makes products with fewer calories (though these also might make you fat) and that you can get fat from eating too many calories from any source. One of the ads, which will air during American Idol, uses Coke’s usual positive message: It features a montage of activities that add up to burning off the "140 happy calories" in a can of Coke: walking a dog, dancing, sharing a laugh with friends and doing a victory dance after bowling a strike.
Why now? Besides the fact that New York’s large soda ban will soon take effect, the soda company also needs people to get a little less concerned about their calorie intake: The AP notes that all growth in the soda industry in the last 15 years has come from low-calorie offerings. Shawn Parr: Why Brands Are Like People. Brand is misunderstood, underappreciated and very often underutilized. When brand comes up in a meeting, it often means different things to different people, and many executives speak the language of brand the way some of us speak Spanish: with a limited vocabulary and rotten accent. And while being fluent in another language is helpful, not understanding the definition, and differentiating value and places to deploy it properly can be highly problematic. Despite the excellent books, many courses, and conferences dedicated to brand there’s still confusion surrounding its meaning and how it should be operationalized even within the most sophisticated companies.
At Bulldog Drummond, one of our key practices guides a wide range of organizations, from multi-billion dollar internationals to passionate startups and not-for-profits, to define and unlock the power of their brand (whether it’s refreshing or repositioning tired brands or building new-to-world brands from scratch). » Let’s go crazy – La campagne Coca-Cola qui donne le sourire. 14jan 2013 Une semaine après la mise en ligne d’un court métrage produit par Ridley et Tony Scott, Coca-Cola vient de diffuser un nouveau spot nommé « Let’s Go Crazy ». Coca-Cola vous invite à travers cette vidéo à transgresser, à faire des choses « folles ». Le tout, uniquement pour le bonheur des autres. Ce nouveau message est intéressant et est complètement cohérent avec le slogan actuel de la marque « open happiness » ainsi qu’avec les dernières opérations telles que « Happiness machine » ou encore « Happiness table » . Le message pourrait presque rappeler la campagne « Be stupid » de Diesel, le bonheur en plus.
La musique du spot est « Give a little bit », écrite et interpreté par Roger Hodgson. Are you crazy enough ? Le message est simple, clair, et donne du baume au coeur en cette période de crise. Plus de 98% des votes sont positifs et les commentaires sont élogieux: Rien à redire. Bonne semaine, Guillaume. Three Regulation Trends to Watch in 2013 | Special: Look Ahead 2013.
Samsung launches 'Dream the Blues' football initiative with Chelsea Football Club. Samsung Electronics has unveiled its ‘Dream the Blues’ campaign, devised and created by Bristol-based digital agency Rebel, alongside Chelsea FC to provide young fans a once-in-a-lifetime football experience. Spanning eight countries across four continents, ‘Dream the Blues’ aims to encourage youngsters, aged from nine to 13, to develop and achieve their football dreams. The campaign, an expansion on the existing Samsung-Chelsea FC Youth Football Camp programme, will see Samsung and Chelsea visiting youth football camps across the eight countries offering training to local children who want to learn ‘The Chelsea Way’ from Chelsea Foundation coaches. The 16 most passionate participants will then be selected from each of the local camps to attend the Blues Camp in London during May 2013 and train with Chelsea players Juan Mata, Fernando Torres, Victor Moses and Oscar, who have all been appointed as campaign ambassadors.
Three Marketing Trends We're Watching in China | Special: Look Ahead 2013. L'Opération No Logo de Selfridges. Cette année le grand magasin londonien donne le ton. Pour ses bonnes résolutions, Selfridges offre à ses clients le privilège d'effectuer leur achat en toute quiétude et en toute plénitude. Certaines marques ont accepté pour l'occasion de jouer (partiellement) le jeu en gommant une bonne partie de leur étiquette, à l'image de Heinz, Crème de la Mer, Clinique Levi's ou plus franchement comme l'ont fait Lanvin, Paul Smith, McQueen pour une collection capsule de tee-shirt.
Pour faire une pause avec cette pollution visuelle ou sonore, un monde où l'infobésité est de mise, Selfridges a également mis en place un espace dédié à la méditation, baissé le volume de la musique dans ses rayons et interdit les téléphones. Bien entendu, la marque a concocté pour un de ces restaurants quelques mets spécifiques prônant l'idée de bonne santé. Cette opération intitulée « No Noise » est vraiment inattendue de la part d’une grande enseigne. Look Ahead 2013: Challenges and Predictions for Marketers | News. Pepsi Puts Public in Super Bowl Spot | Special: Super Bowl.
WWE's Cena Boots Fred Flintstone From Fruity Pebbles Box | News. Evian's 'Live Young' Brings Playgrounds, Snow to Londoners | Global News. Etudes - Le consommateur: de plus en plus volage. Publié le 01 janvier 2013 Un consommateur sur cinq en 2012 a été coupable d’infidélité à sa marque habituelle. Le résultat de la 8ème Etude mondiale sur les consommateurs, effectuée par Accenture, peut faire réfléchir les annonceurs. Et si les nouveaux outils digitaux de conversation étaient les meilleurs leviers de consolidation de la sacro sainte loyauté ? Publiée en décembre et réalisée auprès de 12 000 individus dans 32 pays du globe et concernant 10 industries différentes, Accenture Global Consumer se révèle être un document très instructif.
Interrogé par Brand Channel, Robert Wollan, global managing director chez Accenture, estime que « les entreprises doivent épouser la dynamique changeante de ce qu’on appelle la "non stop customer experience". Avec l’avènement de l’e-commerce et de ses nouveaux supports d’achat digitaux (f-commerce, t-commerce), le consommateur est ultra sollicité. Augmentation des attentes d’un traitement de faveur Les envies d’interaction changent Benjamin Adler.
Diet Pepsi Looks to Take Back Share in Diet Segment | News. Seeking a Hit, Yahoo Partners With Jack Black on Web Series | Digital. Google : les tendances en France pour 2012. Les 3 dernières études à découvrir Reebok Edits and Refines Its Social-Media Footprint | Digital. 10 Things You Need to Know About the Global Market | Global News. Closely Integrated With TV, 'Simpsons' Game Finds Success | Media. Etudes - Gamification : l'enjeu du premier contact. Les Phoenix Suns lancent le 1er match "Satisfait ou remboursé" en NBA ! The cycle of customers who care. Is Gamification Just A Passing Trend? Non-profits have a charter to be innovators. Who's Buying What in Super Bowl 2013 | Special: Super Bowl. L'Observatoire Influencia - Célébrités et marketing émotionnel. What in the Internet World Is Cyber Monday Anyways? A Guide. How Shopping Apps Turned A Non-Shopper Into a Black Friday Doorbuster | Digital.
Haltères pour Reebok. Stratégies - Marketing, Communication, Médias, Marques, Conseils, Publicité. Nespresso Bets on Penelope Cruz | News. National Geographic & Coca-Cola Create A Positive Vision Of The World. Reader (2) Can Starbucks Make China Love Coffee? | AdAge China: Breaking News. With NHL Season Still on Ice, Marketers Find New Ways to Connect | News. Facebook Gifts and Wrapp Aim to Make Gift-Giving Casual | Digital. App Lets You Compose Music With Tweets. Samsung's Galaxy Note Gets Boost From MVP User: LeBron James | Digital.
Duracell Brings Charging Stations to Battery Park | News. Les marques de cosmétiques doivent adapter leur stratégie en Chine ? Microsoft's Windows 8 TV Ad Blitz Swamps Twitter | Social TV and Trending Topics: What's Hot Right Now. This Week In Brand Strategy & Marketing. Early Foothold in China Pays Off | Special: P&G at 175. IKEA AR App Shows Users How Furniture Would Look In Their Homes. Street Magazine Launches Their Digital Edition As A QR Enabled Card. Apple Adds iPad Mini, its First Actually Mobile Tablet | Digital. Advertising Becomes Amazon's Newest Low-Price Weapon | Digital.
Toys 'R' Us Continues Digital Push With Movie-Streaming Service | Media. Oreo's Final Daily Twist Created Live in Times Square | Creativity Pick of the Day. JWT-Amsterdam | Marc Fichou. Why smart consumers make dumb decisions on smartphones. Je Like - Passbook devient le portefeuille digital de Sephora ! Discover six crucial trends in North American retail with Nurun’s free report. Nestle Embeds GPS In Chocolate Bars For Real-Life ‘Golden Ticket’ Contest. Pour ou contre le neuromarketing? Luxury Marketing in China: How Volkswagen Does It | Global News. Klipdrift répond à Renault. Facebook descend dans la rue pour l’élection américaine. Crowdsourced Music Video Shot Entirely Using Sony Phones [Video] This Week In Brand Strategy & Marketing.
New York Road Runners Running in Wrong Direction | Guest Columnists. Campbell's Pulls a Warhol With Limited Edition Cans | Creativity Pick of the Day. Sans doute la meilleure campagne publicitaire de cette rentrée 2012, « Adidas #The Return » MacGyver fait son grand retour avec un nouveau partenaire. Le Marketing de Contenu en Chine. Nike's $300 Shoe Has the Marketing Built Right In | News. - StumbleUpon. Would You Check Your Smartphone At The Door For 5% Off Your Dinner Bill? No cart left behind. Coca-Cola Puts Major Marketing Push Behind Fuze | News. Marketing Chine et les réseaux sociaux.
Les 7 analyses les plus complètes sur Marketing Chine. Interactive Infographic Tells Which Olympic Sponsor Is Winning The Online Ad “Race” Tesco Introduces Interactive, Virtual Grocery Store In UK’s Gatwick Airport. Olympics Ads Reverse BP Brand Perceptions | Media. Adidas Captures Lollapalooza Action With Animated GIF Photo Booth. Flexible Batteries Mean Tablets Could One Day Be Foldable [Video] L'Observatoire Influencia - Le marketing de contenu aux JO : hypocrisie ou réinvention? IKEA Provides ‘Dog Parking’ For Shoppers With Pets. Sephora Eco-Friendly Packaging Features Make-Up Refills [Pics] “Man Aisle” Launched at New York City Grocer With Products For Men. Le storytelling est mort, vive le discours de vérité !
How Will Athletes Use Advanced Technologies To Win Gold In London? [Sponsored] Starbucks New Eco-Sleeves Will Save 100,000 Trees. Marketing. BLOG-IN / DAILY - Mesurer l’Efficacité du Marketing Digital.