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Editor's Picks
 Going retroBrand values must be right to fit the nostalgia megatrendMarie Ridgley, Added Value, 2009
During a recession, people hark back to what they can trust, and some savvy marketers have sought to capitalize on this trend. Drawing on examples such as Virgin's sexy 1980s cabin crew (pictured), this Admap paper looks at the part nostalgia can play, and how to pull it off successfully. For one thing, brands from yesteryear need to update themselves to meet modern expectations in an era when consumers are not prepared to compromise. And nostalgia brands must also be authentic, and meet a real gap in the market. Retro marketing, it seems, isn't what it used to be.   Africa confidentialBrand Building in Africa in 2010: A Field Guide for the Final FrontierMatthew Angus, Millward Brown, 2009
In many ways it's the last frontier for marketing, but building brands in Africa is going to require careful understanding of what's really different from the rest of the world, and what's the same. Millward Brown's concise rule-book is emblematic of the new-found interest in a part of the world ignored for too long. |
Also in BrandingSee all
- Peter Knapp, Landor, 2010
How brands can re-discover the personal touch.
- Hill & Knowlton and Penn Schoen Berland, 2010
Welcome to the inaugural Sovereign Brands Survey 2010, a global study into the attitudes of national elites towards sovereign wealth funds (SWFs) and their countries of origin.
- Sara Tang, 2010
The failure rate of mergers and acquisitions globally is high. One of the chief reasons for failure often cited by companies who have undergone this change is that financial and legal matters take precedence over the brand and customer during the integration process.
- Millward Brown Optimor, 2010
BrandZ Top 100 worth over $2 trillion, a 40 percent growth over five years, strong brands outperformed the stock market and proved resilient in recession.
- Millward Brown, 2010
While customer satisfaction is a critical component of brand equity, companies often underdeliver on service.
- Fitch, 2009
We have identified a loose family of successful, growing brands we call Generous Brands that share commonalities of attitude, behaviour and communication.
- Matthew Angus, 2009
Millward Brown's guide on marketing in Africa, with 10 golden rules for brand-building.
- Added Value, 2009
As brands seek to tap into consumers' desire for nostalgia in uncertain times, Added Value offers some guidelines on getting it right.
- The Brand Union, 2008
Effective brand management is the vital thread which gives your organisation immunity against threats from competitors, activist consumers and the media.
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