If you are responsible for a country or destination brand, read on. As cheap air travel and the package tour (as well as the devaluation of the Spanish Peseta and the abolition of currency controls in the UK) helped jump start international travel in the 1960s, 1970s and 1980s, the world was still a fairly … Continue reading »
The issue or issues I have with positioning are well documented in this blog. But I still get a lot of resistance when I try to explain to companies that they are wasting their money relying on advertising agencies to manage their brands by developing a positioning strategy. This is because another issue that is … Continue reading »
Doe this sound familiar? You need to spend time creating a position that is driven by the corporation. Once created, the position must be communicate across traditional media (with a nod toward social media, but a nod only) to as many people as possible and hope that some of it sticks. If it doesn’t, create … Continue reading »
Bloom Consulting has just published the 2012 Bloom Consulting Country Brand Ranking which classifies countries based on the effectiveness of their country brand strategies and the impact this has on GDP. In an email to me the Ranking was explained as having a different methodology to other indexes such as the Futurebrand or Simon Anholt … Continue reading »
David M. Ogilvy erstwhile spy, farmer, researcher, promoter and of course iconic ad man wrote in his popular book “Confessions of an Advertising Man”, that there are essentially three main points of view on what is considered to be a good advertisement. Ogilvy, “What is a good advertisement? There are three schools of thought. The … Continue reading »
As the consumer landscape changes and consumer habits and the purchase decision making process evolves, it is imperative that brand owners understand where, when and how to spend their valuable and increasingly limited resources. Historically advertising agencies defined and controlled a brand’s message and through which channels it was broadcast. They would then blitz consumers … Continue reading »
In June 2009 I wrote a blog post explaining that in today’s social economy where consumers not companies define brands, the concept of positioning was no longer relevant. You can read the full article here but the crux of the article is that the concept of positioning, a key element of marketing is no longer … Continue reading »
Here’s something interesting from the UK. A group of artists from the UK, Italy and France have embarked on a project around the UK that is called “Brandalism” which aims to “challenge the destructive impacts of the advertising industry.” Brandalism is essentially a campaign to hijack a number of billboards around London and ‘refresh’ them … Continue reading »
Earlier this month, troubled Malaysian carrier, Malaysia Airlines (MAS) reported a staggering RM2.52 Billion (US$850 million) loss for 2011. Despite the tough economic climate, a number of competitor airlines – British Airways, Singapore Airlines and Cathay Pacific all reported a profitable year. Soon after, Group CEO of MAS Ahmad Jauhari announced that he will implement … Continue reading »
In 2002, Nokia was Britain’s number two super brand; by 2010 it was 89th. But Nokia doesn’t have a branding problem. Although I no longer use a Nokia, I still have some brand loyalty and track the performance of the Finnish mobile phone behemoth and although it’s global share of mobile sales dropped below 30% … Continue reading »
