Two things are for sure: Marketers are facing an increasing headwind as the economic downturn poses daily challenges. And the consumer is surprisingly resilient and holding -- but for how long, with food prices rising and gasoline at $5 a gallon? If the consumer retreats, marketers will search for solutions outside of their agency rosters, hoping to reinvigorate sagging sales and earnings reports with new ideas and energy. Yet, although this is one of the most important decisions a CMO will make during his or her tenure, the agency-selection process is highly inefficient and dysfunctional.
"...Personal-Care Brands With Broad Portfolios Finally See Sales Slow...". Al Ries and Jack Trout first railed against the dangers of line extensions in their tome "Positioning" 15 years ago. For just about as long, executives at Procter & Gamble Co., Unilever and many of their peers have been raking in billions of dollars by gleefully ignoring their advice. Within the past year, some of the most heavily extended personal-care brands in those giants' portfolios -- Unilever's Dove and P&G's Pantene and Olay -- have slowed substantially or even declined in the U.S.
Brand Fashioning: What Brand Managers Can Learn from Fashion Designers
Người viết: Webmaster
07/07/2008
A strong brand is one of the most powerful assets a company can have. The brand functions as an effective and efficient link between the consumer’s needs and the organization’s value proposition, because it represents the functional and emotional advantages of the concept, which capitalize on the ambitions and aspirations of the consumer. The more successful the brand is in doing so, the greater the chance that a meaningful relationship will develop. As long as the brand is able to fulfill the consumer’s ambitions and aspirations,
You would think there would be at least a remote sense of anticipation about the upcoming Olympic Games. I've had more anticipation over what I'm having for lunch. Not to say that NBC and other media vehicles aren't trying their hearts out. It's all just very tired and ineffective creative. It's hard to turn on the television or open a magazine without some mention. I get it: 8.08.08. But none of the marketing is inspiring me to mark my calendar to watch. Cue the Morgan Freeman voiceover as we watch cheesy slow-motion shots of athletes being awarded, competing, etc.
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Two things are for sure: Marketers are facing an increasing headwind as the economic downturn poses daily challenges. And the consumer is surprisingly resilient and holding -- but for how long, with food prices rising and gasoline at $5 a gallon? If the consumer retreats, marketers will search for solutions outside of their agency rosters, hoping to reinvigorate sagging sales and earnings reports with new ideas and energy. Yet, although this is one of the most important decisions a CMO will make during his or her tenure, the agency-selection process is highly inefficient and dysfunctional. 
"...Personal-Care Brands With Broad Portfolios Finally See Sales Slow...". Al Ries and Jack Trout first railed against the dangers of line extensions in their tome "Positioning" 15 years ago. For just about as long, executives at Procter & Gamble Co., Unilever and many of their peers have been raking in billions of dollars by gleefully ignoring their advice. Within the past year, some of the most heavily extended personal-care brands in those giants' portfolios -- Unilever's Dove and P&G's Pantene and Olay -- have slowed substantially or even declined in the U.S. 
A strong brand is one of the most powerful assets a company can have. The brand functions as an effective and efficient link between the consumer’s needs and the organization’s value proposition, because it represents the functional and emotional advantages of the concept, which capitalize on the ambitions and aspirations of the consumer. The more successful the brand is in doing so, the greater the chance that a meaningful relationship will develop. As long as the brand is able to fulfill the consumer’s ambitions and aspirations, 
You would think there would be at least a remote sense of anticipation about the upcoming Olympic Games. I've had more anticipation over what I'm having for lunch. Not to say that NBC and other media vehicles aren't trying their hearts out. It's all just very tired and ineffective creative. It's hard to turn on the television or open a magazine without some mention. I get it: 8.08.08. But none of the marketing is inspiring me to mark my calendar to watch. Cue the Morgan Freeman voiceover as we watch cheesy slow-motion shots of athletes being awarded, competing, etc. 
