The gloves also have come off for advertisers, and it's not just the upstarts taking swings. The challengers in this round of comparative ads are far from the usual small-time players in esoteric categories. Increasingly, the jabs are coming from industry giants such as Pizza Hut, Diet Pepsi, Apple and Subway. You can take your pick of causes: product clutter, category maturity, executive turnover or activist investors. But one reason beats all.
"In the past 95 years, more than 11 billion Nivea Creme pots have been produced, equivalent to every single person who has ever lived using one pot of Nivea Creme". Caring for skin is at the heart of the Nivea brand and the emotional values associated with the brand have changed little over the past 95 years. Consumers consistently reaffirm their perspective that Nivea is a timeless, uncomplicated, trusted, honest brand that understands its consumers' needs while offering quality and value.
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.
The gloves also have come off for advertisers, and it's not just the upstarts taking swings. The challengers in this round of comparative ads are far from the usual small-time players in esoteric categories. Increasingly, the jabs are coming from industry giants 
"In the past 95 years, more than 11 billion Nivea Creme pots have been produced, equivalent to every single person who has ever lived using one pot of Nivea Creme". Caring for skin is at the heart of the Nivea brand and the emotional values associated with the brand have changed little over the past 95 years. Consumers consistently reaffirm their perspective that Nivea is a timeless, uncomplicated, trusted, honest brand that understands its consumers' needs while offering quality and value.
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.
