I'm going to go out on a limb and propose that product crises aren't communications crises. Suggesting otherwise is like giving the play-by-play announcer credit for a sports score, or holding a translator responsible for presenting an untenable negotiating position. Our selective vision makes us focus on how issues are communicated at risk of losing sight of the business reality it narrates. Bad news doesn't influence or have an impact on brands as much as reveal them for what they are. CMOs need to see someone else's misfortune as the opportunity to review and perhaps change how you see your function before the inevitable spotlight finds you.
Cause Campaigns Must Benefit Brand and Greater Good
Người viết: Webmaster
03/03/2010
Is it possible to have a coffee, buy a car or go shopping without saving the world? Not these days. And now you can also host a pancake breakfast, send Girl Scout cookies to the troops and shelter stray pets, thanks to a friendly corporate sponsor. In addition to the now-requisite cause marketing, brands such as Quaker, Pepsi, Prilosec and Bisquick are turning to so-called microsponsorships of a few hundred or few thousand dollars that go straight to the consumer to fund their own pet project. The most visible of these is Pepsi Refresh, in which consumers can apply for grants ranging from $5,000 to $250,000. Industry experts say that...
The notion of “brand equity” has been common currency amongst marketers for several years. And barely a day goes by without marketing, HR and other departments speaking about the “health” or “value” of their brand. In this paper I aim to untangle a number of related concepts of use to brand owners and those working with brands. (I’m not entering into the business of financial brand valuation. For an example of this see Interbrand’s methodology.). First up are two ways of conceptualising the importance or power of a brand; brand equity and brand value. These topics form the first half of this paper. Brand health is a kind of hybrid which we’ll come to later.
Marketing World's New Year Resolution: to Further Evolution
Người viết: Webmaster
11/01/2010
MARTIN SORRELL, CEO OF WPP: "This year, I'm looking to strike a better balance in my life between time spent with family, in business, and on social initiatives. So when not focusing on the economies of the BRIC countries (Brazil, Russia, India, China), and the emerging Next 11, digital expansion, operating margins and industry consolidation, I hope to be playing more cricket, particularly with my youngest son. Am looking forward to bowling [with] Clive Lloyd and Mike Proctor -- again. The last may be totally lost on your U.S. readership, so perhaps they might like to consult their Australian, Indian, Pakistan, South African or West Indian colleagues!"
I'm going to go out on a limb and propose that product crises aren't communications crises. Suggesting otherwise is like giving the play-by-play announcer credit for a sports score, or holding a translator responsible for presenting an untenable negotiating position. Our selective vision makes us focus on how issues are communicated at risk of losing sight of the business reality it narrates. Bad news doesn't influence or have an impact on brands as much as reveal them for what they are. CMOs need to see someone else's misfortune as the opportunity to review and perhaps change how you see your function before the inevitable spotlight finds you. Africa.sflb.gif)
Is it possible to have a coffee, buy a car or go shopping without saving the world? Not these days. And now you can also host a pancake breakfast, send Girl Scout cookies to the troops and shelter stray pets, thanks to a friendly corporate sponsor. In addition to the now-requisite cause marketing, brands such as Quaker, Pepsi, Prilosec and Bisquick are turning to so-called microsponsorships of a few hundred or few thousand dollars that go straight to the consumer to fund their own pet project. The most visible of these is Pepsi Refresh, in which consumers can apply for grants ranging from $5,000 to $250,000. Industry experts say that... 
The notion of “brand equity” has been common currency amongst marketers for several years. And barely a day goes by without marketing, HR and other departments speaking about the “health” or “value” of their brand. In this paper I aim to untangle a number of related concepts of use to brand owners and those working with brands. (I’m not entering into the business of financial brand valuation. For an example of this see Interbrand’s methodology.). First up are two ways of conceptualising the importance or power of a brand; brand equity and brand value. These topics form the first half of this paper. Brand health is a kind of hybrid which we’ll come to later.
MARTIN SORRELL, CEO OF WPP: "This year, I'm looking to strike a better balance in my life between time spent with family, in business, and on social initiatives. So when not focusing on the economies of the BRIC countries (Brazil, Russia, India, China), and the emerging Next 11, digital expansion, operating margins and industry consolidation, I hope to be playing more cricket, particularly with my youngest son. Am looking forward to bowling [with] Clive Lloyd and Mike Proctor -- again. The last may be totally lost on your U.S. readership, so perhaps they might like to consult their Australian, Indian, Pakistan, South African or West Indian colleagues!" 
