WPP



BRANDING


Editor's Picks

Virgin Atlantic Going retro

Brand values must be right to fit the nostalgia megatrend
Marie 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.
-
Photo of Jeremy Faro Appellation control

Names we can believe in
Jeremy Faro, Landor, 2009

It’s time to find a new paradigm for naming public institutions and structures which is in tune with the post-Obama zeitgeist, is the argument proposed by this think-piece. Time, perhaps to consign the Patriot Act and the Department of Homeland Security, with all their Orwellian connotations, to history.
-
Global Brand Worldly wisdom

The Global Brand
Nigel Hollis, 2008

"Going global" is the biggest challenge that most brands will face, posing a fundamental dilemma: how much of a brand can be exported around the world, and how much should be adapted to local needs? Nigel Hollis, Millward Brown's chief global analyst tackles this question in great depth, from defining what is meant by a brand to analyzing the strengths of the biggest global brands, and even considering the implications of global warming for those who seek to launch their product on a worldwide stage.
 

Also in BrandingSee all

  • What Are the Benefits to a Brand of a Satisfied Customer?

    Millward Brown, 2010
    While customer satisfaction is a critical component of brand equity, companies often underdeliver on service.
  • Brand Building in Africa in 2010

    Matthew Angus, 2009
    Millward Brown's guide on marketing in Africa, with 10 golden rules for brand-building.
  • The Nostalgia Megatrend

    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.
  • What doesn't kill you

    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.
  • BrandZ Top 100

    Millward Brown Optimor, 2009
    The fourth annual BrandZ Top 100 Most Valuable Global Brands ranking reveals that brands sustain their value, despite the tough economic environment.
  • How Higher Prices Can Strengthen Your Brand

    James Cockerille, 2009
    There is a strong link between price and perceptions of product — and the brand behind both. Instead of succumbing to the trend towards rock-bottom pricing, use creative tactics to strengthen your brand’s perceived value by increasing prices.
  • Don't Chicken Out Of Innovation

    Ian Wood, 2009
    Real innovation does not revolve around creating new products, but around finding new ways of doing business. Could different thinking help turn around declining industries?
  • Branding the United Arab Emirates: Interview with Charles Wrench

    Landor, 2009
    How should the United Arab Emirates market itself and its brands during the global economic downturn?
  • Personality Not Included

    Rohit Bhargava, 2008
    Marketing expert, award winning blogger and social media guru Rohit Bhargava explains how faceless companies do not work in today’s environment.
-







Tools
Print page
E-mail page