 Vietnamese companies stick so much to products and market branding that they seem to forget about the corporate brand power. It just becomes an issue when companies get ready to be listed or for IPO. Therefore, building brand goes beyond customers, reaching other potential stakeholders who are strongly needed, so are potential investors. Companies with strong corporate brand awareness would be able to attract right investors portfolio and thus lower its cost of capital and increase its market value.
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Last Updated ( Tuesday, 06 May 2008 )
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.jpg) There is a lot of discussion in the retail marketing industry about the more strategic role POP should be playing in the marketing mix. For the most part, the assertions, ambitions and aspirations of the industry are all perfectly valid, writes Creo's Richard Saysell. POP is being treated with more importance by some clients and senior staff are getting involved, demanding a more consultative agency type approach. Some agencies are also getting involved earlier in the project process...
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Last Updated ( Tuesday, 06 May 2008 )
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 Every conversation about digital marketing invariably raises the "M word" -- measurement. Everyone knows the internet is the most addressable medium. However, there is no single standard that clients and agencies can use to benchmark their programs against each other. The industry is crying out for a standard, but don't wait around for a single number. It's not coming anytime soon. The current alternative is chaos as every agency and marketer scrambles to concoct its own recipe.
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Last Updated ( Monday, 28 April 2008 )
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2007-17524.jpg) Sir Martin Sorrell has said in Italy this week that WPP and other agency groups must work harder to crack the key opportunity of owning and producing content and has suggested closer ties with Hollywood talent agencies. In a video speech to the Venice Festival of Media, the WPP chief executive expressed his belief that getting better at branded content and intellectual property will help his company compete with its traditional rivals such as Omnicom and emerging competitors such as Google and Facebook.
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Last Updated ( Monday, 28 April 2008 )
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