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Editor's Picks
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.
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.
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.
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Millward Brown, 2010
While customer satisfaction is a critical component of brand equity, companies often underdeliver on service.
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Matthew Angus, 2009
Millward Brown's guide on marketing in Africa, with 10 golden rules for brand-building.
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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.
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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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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.
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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.
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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?
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Landor, 2009
How should the United Arab Emirates market itself and its brands during the global economic downturn?
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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.
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