In the past, the creation and transmission of ideas helped coordinate sophisticated activities like irrigation or architecture which shaped the development of entire civilisations. The introduction of the printing press to Europe was the first means of mass media distribution sparking a Reformation which encouraged public education, widespread literacy and, with the first native language Bible translations, the creation of modern western culture.
Reinvention keeps your brand healthy, but so do strong core values ?
Written by Webmaster
Thursday, 26 April 2007
That was a recurrent theme at the Association of National Advertisers Brand Innovation Forum, where ANA President-CEO Bob Liodice cited a marketing-accountability study from the organization that suggests long-term brand factors effect up to 80% of a brand's current-year sales. Furthermore, intangible long-term assets such as brand equity and market effects contribute approximately 40% to a company's overall value.
Britain's biggest brands are growing at a slower pace than their rivals from around the world. Where are we going wrong? Britain's brands are losing ground to their overseas rivals. That, at least, is the message from this year's BrandZ brand valuation study from Millward Brown Optimor, published this week. Despite the success of companies including Marks & Spencer, the value of Britain's leading brands is growing at a slower pace than those in France and Germany
There is a rare breed of client out there in 2007: the one that commits to an agency through thick and thin. Look around. Read the recent articles in Advertising Age, The Wall Street Journal and others. The trend is disturbing. Agency-client relationships are shortening, averaging two years now. They're becoming project-based; retainers are being questioned and results constantly scrutinized. I just read that Kraft left JWT after 80 years. That's an amazing run.
In the past, the creation and transmission of ideas helped coordinate sophisticated activities like irrigation or architecture which shaped the development of entire civilisations. The introduction of the printing press to Europe was the first means of mass media distribution sparking a Reformation which encouraged public education, widespread literacy and, with the first native language Bible translations, the creation of modern western culture.
That was a recurrent theme at the Association of National Advertisers Brand Innovation Forum, where ANA President-CEO Bob Liodice cited a marketing-accountability study from the organization that suggests long-term brand factors effect up to 80% of a brand's current-year sales. Furthermore, intangible long-term assets such as brand equity and market effects contribute approximately 40% to a company's overall value.
Britain's biggest brands are growing at a slower pace than their rivals from around the world. Where are we going wrong? Britain's brands are losing ground to their overseas rivals. That, at least, is the message from this year's BrandZ brand valuation study from Millward Brown Optimor, published this week. Despite the success of companies including Marks & Spencer, the value of Britain's leading brands is growing at a slower pace than those in France and Germany
There is a rare breed of client out there in 2007: the one that commits to an agency through thick and thin. Look around. Read the recent articles in Advertising Age, The Wall Street Journal and others. The trend is disturbing. Agency-client relationships are shortening, averaging two years now. They're becoming project-based; retainers are being questioned and results constantly scrutinized. I just read that Kraft left JWT after 80 years. That's an amazing run.
