More Than a Name: Case of Japanese Super-brands Diversify
Written by Webmaster
Monday, 25 August 2008
Before addressing these questions, let’s consider the way in which Japanese super-brands evolved. After World War II, Japan reinvented itself and developed into a global economic powerhouse. Some believe a primary reason for this growth was the Japanese keiretsu system. Essentially, keiretsu were major families of affiliated corporations that had ties to a key bank, which both controlled and provided security to the companies. As a result, companies were “protected” financially, similar to the way Japanese companies protected their employees. This may have been a noble concept, but...
Brand Cascading: How to Leverage Your Greatest Asset
Written by Webmaster
Monday, 25 August 2008
Most people think a brand is created through marketing and advertising and point to the interesting ads, impactful messages and cool designs. But successful branding goes much deeper than what customers see and hear in external communications. Think of the familiar iceberg analogy: The majority of its bulk is hidden under the water. Marketing and advertising are like the part of the iceberg you see. They set the expectations for the brand. But the experience a customer has with a given brand extends far beyond what marketing and advertising promise. The brand experience is based on how the organization delivers on the promise...
Nike: New Campaign Portrays Nadal and Federer as Boxing Rivals
Written by Webmaster
Saturday, 23 August 2008
Tennis has always had its share of loudmouths, some of the more memorable being Ilie Nastase, Jimmy Connors and, of course, John McEnroe. But for its most "significant" tennis campaign in years, Nike is bringing out the most loquacious and vociferous loudmouth of them all -- Don King. Tennis will never be the same. Nike tonight kicks off its "Grapple in the Apple" campaign behind next week's U.S. Open with a boxing-match-style media event featuring Mr. King and the sport's No. 1- and No. 2-ranked players, Rafael Nadal and Roger Federer, respectively.
"Automaker Looks to Discount Tactic to Boost Slumping Vehicle Sales, Clear Inventory". With America's new-car market in the dumps, General Motors Corp. returned to one of its former strategies to try to goose sales. The automaker is bringing back "employee discounts" this week that will continue through Sept. 2, calling the limited-time offer its "100th Anniversary Sales Event" as a prelude to its centennial celebration next month. The deals, which refer to consumers receiving a GM employee's discount on car purchases, cover virtually all 2008 models across all eight of its vehicle brands
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Before addressing these questions, let’s consider the way in which Japanese super-brands evolved. After World War II, Japan reinvented itself and developed into a global economic powerhouse. Some believe a primary reason for this growth was the Japanese keiretsu system. Essentially, keiretsu were major families of affiliated corporations that had ties to a key bank, which both controlled and provided security to the companies. As a result, companies were “protected” financially, similar to the way Japanese companies protected their employees. This may have been a noble concept, but... 
Most people think a brand is created through marketing and advertising and point to the interesting ads, impactful messages and cool designs. But successful branding goes much deeper than what customers see and hear in external communications. Think of the familiar iceberg analogy: The majority of its bulk is hidden under the water. Marketing and advertising are like the part of the iceberg you see. They set the expectations for the brand. But the experience a customer has with a given brand extends far beyond what marketing and advertising promise. The brand experience is based on how the organization delivers on the promise... 
Tennis has always had its share of loudmouths, some of the more memorable being Ilie Nastase, Jimmy Connors and, of course, John McEnroe. But for its most "significant" tennis campaign in years, Nike is bringing out the most loquacious and vociferous loudmouth of them all -- Don King. Tennis will never be the same. Nike tonight kicks off its "Grapple in the Apple" campaign behind next week's U.S. Open with a boxing-match-style media event featuring Mr. King and the sport's No. 1- and No. 2-ranked players, Rafael Nadal and Roger Federer, respectively. 
"Automaker Looks to Discount Tactic to Boost Slumping Vehicle Sales, Clear Inventory". With America's new-car market in the dumps, General Motors Corp. returned to one of its former strategies to try to goose sales. The automaker is bringing back "employee discounts" this week that will continue through Sept. 2, calling the limited-time offer its "100th Anniversary Sales Event" as a prelude to its centennial celebration next month. The deals, which refer to consumers receiving a GM employee's discount on car purchases, cover virtually all 2008 models across all eight of its vehicle brands 
