Brand Cascading: How to Leverage Your Greatest Asset
Người viết: Webmaster
25/08/2008
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...
Media Strategies: 2008 Chevy Malibu vs. Honda Accord
Người viết: Webmaster
18/08/2008
There hasn't been a lot of good news for the auto industry in 2008. The effects of declining consumer credit, rising gas prices and a negative outlook for the economy have all taken their toll on car manufacturers' sales and earnings. However, one sector to emerge relatively unscathed is the midsize car segment. Two success stories in this sector were the 2008 model launches of the Chevy Malibu and Honda Accord. Automotive is arguably one of the most competitive categories in the advertising business, and this is especially true in the midsize segment, where some 40 different nameplates compete for market share
How to Balance Consumer-Generated Content With Brand Content? There is no denying the radical shift from companies and brands controlling their messages to consumers controlling them. From blogs to YouTube to social networking, consumers have a bigger, louder voice than ever. And they're being heard. Progressive companies are engaging consumers through blogs, video submissions, product reviews and consumer forums. But sites can get bogged down in unfiltered contributions. What's more, poorly written, irrelevant, false or incorrect submissions drive away high-quality consumers, and all reflect badly on your company.
“A well-known, well-branded agricultural product can do a great deal to help build a nation's brand...”There may be an inherent perceptual bias against developing countries’ products, serving as an entry barrier to industrialized markets," write Professor Eugene D. Jaffe and Israel D. Nebenzahl in National Image & Competitive Advantage (2006). "In general, American consumers are more receptive to products from developed countries and less so from developing countries.” But not everyone agrees with this statement. Thomas Cromwell, president of East West Communications in Washington,
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... 
There hasn't been a lot of good news for the auto industry in 2008. The effects of declining consumer credit, rising gas prices and a negative outlook for the economy have all taken their toll on car manufacturers' sales and earnings. However, one sector to emerge relatively unscathed is the midsize car segment. Two success stories in this sector were the 2008 model launches of the Chevy Malibu and Honda Accord. Automotive is arguably one of the most competitive categories in the advertising business, and this is especially true in the midsize segment, where some 40 different nameplates compete for market share 
How to Balance Consumer-Generated Content With Brand Content? There is no denying the radical shift from companies and brands controlling their messages to consumers controlling them. From blogs to YouTube to social networking, consumers have a bigger, louder voice than ever. And they're being heard. Progressive companies are engaging consumers through blogs, video submissions, product reviews and consumer forums. But sites can get bogged down in unfiltered contributions. What's more, poorly written, irrelevant, false or incorrect submissions drive away high-quality consumers, and all reflect badly on your company. 
“A well-known, well-branded agricultural product can do a great deal to help build a nation's brand...”There may be an inherent perceptual bias against developing countries’ products, serving as an entry barrier to industrialized markets," write Professor Eugene D. Jaffe and Israel D. Nebenzahl in National Image & Competitive Advantage (2006). "In general, American consumers are more receptive to products from developed countries and less so from developing countries.” But not everyone agrees with this statement. Thomas Cromwell, president of East West Communications in Washington, 
