Blogal strategies of brands

MacDonald’s still deny that they are fat food

2010-08-09T16:33:00.003+02:00

In Israel MacDonald's has changed their menus and made them lighter in calories and fat. Here the print commercial that they’ve done to spread the word...

Do you think that people gonna believe in the message?

Big Ideas use lower budgets!

2010-04-28T22:57:00.004+02:00

What can you do if you're low on your publicity budget, but still want to access as many people as you can with your message?
Harley Davidson made it quite simple:

ChatRoulette consists of randomly connecting you and someone somewhere in the world using a connected webcam and allowing you to talk to a stranger. You never know who you are going to be talking to. Some 500,000 people connect daily to ChatRoulette, so it's quite popular.

We don't need to have money to make big campaigns. Harley Davison proved it!

9 in 10 want use 2.0 in their communication strategies. But when?

2010-04-22T19:48:00.004+02:00

PRWeek put the question and enterprises answered that social media has a very important place in our days. They have a particular importance to listen users as to act and to answer to all positives or negatives discussions. “It is easy to assume, for example, that the value of social media is well understood by clients. Almost two-thirds of respondents, accordingly, see digital PR and social media as "a real comms and business opportunity".

The main question is when to entry in the social media : sooner or later? “Nearly one-third of them say they are open-minded but need to see more hard evidence of their potential value”.
2 in 3 enterprises choose Twitter for start link in, without forgetting Facebook and blogs.

When brands know how to profit from social media they can really increase they notoriety in first place, and in second place they can increase their sells. But being present in social media is a daily work. Otherwise brands will be perceived like being far from people/market.

Wine Spectator gave 100 points to the 2007 Dow's Vintage Port

2010-04-22T10:00:00.003+02:00

"Amazing aromas of lilac, violet, crushed blueberry and mineral that turn to black pepper and spices follow through to a full-bodied, medium-sweet palate, with a long, chewy finish. Evolves to tar and asphalt. Really held back, yet powerful grip slaps you. This is mind-blowing in texture. The greatest Dow ever made."

Congretulations! It's a great communication to the Porto wine and to Portugal also.

It’s time to change

2008-11-27T13:30:00.002+01:00

If you think about changing your brand’s positioning, now it’s the time.
In fact, the entire world has changed: markets have changed, costumer’s habits have changed and the perceptions also changed. People are ready to receive changes, solutions, new breath of air (actually, they expect it).

Why not take advantage of this period to get closer to your target, or, get a new one?

With this crisis, costumers try news products, news brands, new ways of life. They try to adapt to this new context. This period transforms the costumers and their way of buy: they search more; they look for alternatives, for substitute products. So, they are open, they are ready to listen new messages; more than that: they are ready to see brands changing with them and start to speak their new language. In the other way, they will look out for brands that already do so. In other periods, costumers don’t look over so much. Now they are less loyal to their habits of consumption.

Yes, we all know that to do a repositioning we need money and money is not so available like in the other times… But don’t forget that who approaches you when you need or desire, is who you’ll remember later. To conquer costumers in this time could be a start of a loyal relationship.

All changes in this moment are investments!! Costumers expect and are looking for it.
Don’t miss the opportunity.

Opinion is money

2008-06-17T14:55:00.001+02:00

Several brands have a lot to learn whit magazines with online presence. Let’s analyze:

Paper magazines and journals are practical. They can be read everywhere and every time. To read in paper is also easier than in monitors. It’s true that the physical support is comfortable.

So, why do people search so much online papers and magazines, even after having read the print version?
Answer: Opinion.

In internet readers can give their opinion, they are listened. Readers can exchange opinions, pose questions and make an identity and to be recognized.
Online press subscriptions are already a big market; readers, after have read the free print journal, go to online version to see comments and leave their owns.
And opinion is money. Online papers make money and bring loyal readers.

We see brands with great web sites, dynamic and with design, user friendly and also with tips. But, nowadays, people search for more. They want to give their opinions and take part in the brands/products development. Like news in online papers. Don’t forget that developing a customer’s loyalty is usually cheaper than conquer new ones.

Skoda for gourmets...piece of cake

2008-06-06T16:43:00.001+02:00

I fond this great film made by Skoda, or by the creative agency Fallon London. An imaginative and ambitious campaign, with soundtrack the classic of Julie Andrews singing “My Favourite Things”.

A pure moment of pleasure!

The future media world

2008-04-23T21:29:00.002+02:00

I found this video in internet. It was made in 2005. I think that it's interesting to see it:

In my opinion this vision is a little bit radical. I don’t think that tv will disappear in10 years, but that tv and pc will be integrated.

When we talk about advertising what will change in the next 10 years is not advertising itself but the way to segment people. We will have more and more access to the ways of life and know where our target is at each moment. Target will be more fragmented, what is good for advertisers. Advertising will be more efficient because we know with more precision where our target is and which are they motivations.

It’s true that contents are becaming free, but all of us known that actually they aren’t free. Advertising pays these contents:

1 – More contents sources means more target fragmentation by interests, thinking ways, live styles, ages…so, became easier planning media campaigns in the more efficient approach;

2 – All of us also know that there will always be a market for the paid contents. There is always a target that is willing to pay to have something different.

In the other side we have to think in the entire world and not only in the “developed” world. I don’t believe that in the next 20 years all people will have pc. But I believe that in many nations, tv and radio will be more developed than today. These nations will consume more and more products from “developed” world. So, “developed” world will need to communicate, to advertise, for this people.

I also believe that internet’s group leaders will make space missions not to find new worlds for virtual life, but more probably, to put servers in the space. Information grows in gigabytes each day. It’s starting to be difficult to have space for all this information.

It’s an interesting film to make us to think. I assure you that advertising will never stop. Me, like other communication professionals, have many ideas for new advertising supports. We only need the opportunity to put them in practice.

WARNING:

2008-04-17T13:04:00.001+02:00

Marketers:

Today everyone is “green”. Now this positioning is in vogue and it’s well succeeded. But, being ecologic is no more a strategy but a need. These times will pass: it’s the moment to think in what will come next; which is the next strategy.

Today, all brands are “green”. There is no more difference between brands. Respect the environment is no longer an innovation: all brands like all citizens should protect the environment. It’s a duty! I’m looking for a job and when I have an appointment, I don’t say that I pay attention to lights, water, or I take the public transports and I separate garbage. That’s normal; it’s what I should do as citizen. For brands is the same: they should respect environment by nature; it should be an acquired point for society and no longer a brand positioning. Furthermore, when all brands have the same positioning. Positioning should be to differentiate! If you want to differentiate your brand you should go out from this vogue.

So, what can brands do to differentiate them?
Brands should specialise their “green” positioning by finding a new perspective or they can just consolidate this vision between consumers and start thinking in the next step.

If you don’t do it, some one will do it before you.

What consumers do while watching tv?

2008-02-06T14:17:00.000+01:00

The North-American consulting BIGresearch brought out a study where only 5,5% of the tv watchers pay attention to tv advertising. More: the number of tv watchers visualizing other media at the same time is increasing.

I think the BIGresearch article very interesting:

11^th Simultaneous Media Survey:

"COLUMBUS, OH – (MARKET WIRE) – 1/22/08 - How much media can any one person consume? According to BIGresearch’s (http://www.bigresearch.com) latest Simultaneous Media Survey (SIMM 11), in which 15,727 people participated, the only way for people to keep up with the deluge of media options is to multitask with other media. The level of simultaneous media usage in SIMM 11 increased over SIMM 10 for all major forms of media.

“Technology is creating new media options faster than most people can assimilate and is causing more multitasking,” said Gary Drenik, President of BIGresearch. “Unfortunately for marketers faced with the challenges of an uncertain economy and the need to increase marketing ROI, new media options are impacting how consumers use traditional media. Specifically, TV’s influence on consumers to purchase products declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased. Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn’t providing the requisite information,” said Drenik.

This does not mean all traditional media are declining in influence. Media that can target, be timely, and deliver value to consumers, such as coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts all increased in influence to purchase as consumers are looking to stretch budgets in a slowing economy.

Other Key Findings from SIMM 11 include:

Regular simultaneous media consumption for online, newspapers, magazines, radio, TV and direct mail is up from 1% to 35%, depending on the medium.
Channel surfing remains the #1 regular activity engaged in during TV commercials with 41.2% doing so followed by:

33.5% talk with others in the room or by phone
30.2% mentally tune out
5.5% regularly fully attend to commercials

In SIMM 11, eating continues to be the #1 activity people engage in while using media followed by doing housework, doing laundry, cooking and talking on phone.
Top simultaneous media used when reading a newspaper are: watch TV, listen to the radio and go online.
For people listening to radio, other media simultaneously used are (top 3): engage in other activities, go online and read the newspaper.
Web radio usage is up in all dayparts.
Cable is where most TV viewing takes place.
Dayparts which had highest number of media types increase usage over SIMM 10 – 1:00 am to 6:00 am, Noon to 4:30 pm, 4:30 pm to 7:30 pm, 7:30 pm to 11:00 pm and 10:00 am to Noon.
Top 3 In-Store Promotions for influence of purchasing a product: Product Samples, Shelf Coupons and Special Displays
Top 3 Media for triggering an online search: Magazines, Reading an article on the product and TV.
Blogging increases in all dayparts.”

What I ask me is if all the money that brands dispense in tv commercials is actually well spent. TV still being the principal media for a lot of brands: are they reaching maximum efficacy with these strategies? I’m afraid that many actors in the market still tied in cultural factors.

About BIGresearch
BIGresearch is a consumer intelligence firm providing solution-based insights of consumer behavior, present and future, in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the Simultaneous Media Survey (SIMM) bi-annually and the Consumer Intentions and Actions Survey (CIA) monthly. More information is available at www.bigresearch.com.

Audio spotlight

2008-01-09T18:36:00.000+01:00

(following the post "is not your imagination")

I want to write a little bit more about this technology. I’m still thinking about the Audio spotlight and what it can involve.

Can we imagine the effect that can produce a little voice inside consumers head? This voice doesn’t come from outside; no one is speaking with them: but it is a real voice, as the conscience voice. Then, it is a technology that brings new experiences to consumers. And when we give new experiences to consumers, the persuasive effect will be superior.

Imagine this situation: you go work, and when you walk, a voice inside your head says: “is my home safe? Did I close every thing?”. Certainly you will think about this all day. I would! And then you are exposed to an assurance ad (no matter which mean of communication is used). It’s normal that you will give more importance to that ad, because, now, you are worried about it. The same, for example, for all healthy food products; after lunch, I listen: “did I have a healthy lunch?”. I remember that no one speaks with us; it’s all inside our head.

I don’t think that the Audio spotlight can be efficient by itself, but it can be a powerful and very persuasive marketing mean. It’s not difficult to imagine its success in supermarkets or in consumption spaces.

“Is not your imagination”

2008-01-09T00:15:00.000+01:00

In New York we can discover the last new audio advertising using the technology “Audio spotlight”. The principle is simple: someone walking in the street listen the words: “Who is there? Who is there? Is not your imagination?”. These words are mysterious and could, seem as if they were said by a spirit. After this shiver, people can see a big board in a building announcing the tv serie calls Paranormal State.

This technology was developed by Holosonic that utilises the ultrasound waves to produce a sound witch only the target person listens. This sound is heard as if someone was talking inside his head. This effect is spectacular for this advertising. A Lot of people will speak about this experience.

Here goes one of these experiences

The next movie shows other experience in a library, where people seem upset when someone speaks whit them, and the sound seems to be inside their heads.

(to continue read "Audio spotlight")

General advertising vs direct marketing

2007-11-18T23:12:00.000+01:00

I have to share this with you. It’s a video from the final 80’s, beginning 90’s. David Ogilvy makes a speech, in one of the Ogilvy international meetings, about the importance of direct marketing.

It’s amazing how this speech can be so contemporary. Why creative professionals still think in awards and not in efficacy? Creativity can be a false friend. It is good when it helps to find new ways to communicate and catch the consumer’s attention: make him remember us and try us – want us! (or hate us – it’s also a good strategy).

Creativity wanted

2007-11-15T19:40:00.000+01:00

I’m one of the young people that pass more time online than in front of other medium. And like the other people* I don’t like online advertising. I like to decide what to see and when. That’s one of the big advantages of internet comparing to TV. And one of the big defies to advertisers. Every thing is happening now. There are no books or case studies; there are no puppies or babies that can assure us.

Making a tour towards news about internet consumers, we realize that young people spend more time in internet than watching television**. Even than the other age groups still spend more time in front of television, we can comprehend the future trend.

So: the movement catches more attention then pictures, but, in internet, people don’t tolerate more then 10s of movie. In the same direction, people don’t trust online banners, but, they trust in other consumers (and this is true for all ages). Well, everybody knows that the word-on-mouth is the best advertising media, so, in this case, what we have to create is the word-online.

Brands like Dove and Roche and a few others have already understood this, and they created spaces for discussion. Me, as a consumer, even if I don’t find opinions about all products and brands, I can find opinions from other consumers about the products from one brand. And it’s better when these brands have professionals to moderate and to give advices to online visitors.

Another problem with internet is segmentation. Some times campaigns are not well directed and have no success. The planning is not easy. Everyday people change. Before, people found Hi5, then, myspace, and now facebook. We need to work with internet daily to understand it. Advertising has to be in facebook before consumers. For example, I am member of a lot of sites, not because I like them, but to know them and to know who is there and who will be.

Having spaces for discussion is only one idea. There are a lot of others for having success in this online world. Creativity and originality are essential to catch consumers. And internet still has a lot of virgin areas.

*40% according to the study “The End of Advertising as We Know It”.

**approximately 82% of European people between 16 and 24 years old spend 12h in internet and only 77% see regularly TV.

eStara defines 6 types of online consumers

2007-11-12T19:49:00.000+01:00

The eStara analyzed the internet shopping behaviors and solutions to obtain best results. According to eStara this behaviors can be grouped in 6 types:

- Runaway Shopper;

- Doubting Thomas;

- Hail Mary;

- Sir Glance a Lot;

- The Gambler;

- Ms. Bottomline.

Runaway Shopper
This is the most common consumer type. They visit a lot of online shops, but they leave them before finish their buy (approximately 88%). eStrara suggests for this behavior type the use of pro-active tools, like live chats or “click to call”, to reduce the abandon tax by 20%.

Doubting Thomas
Also called the” Understanding Travel’s Technology Pessimists”, characterize the consumer that searches business opportunities but doesn’t trust in the internet for his transactions. They prefer the personalized contact. As attraction, eStara proposes the direct call to take away doubts and raise confidence to conclude the buy.

Hail Mary
This e-consumer appraises the convenience and easiness of online shopping. But the telephone or other personal contact are the choice for ending their shopping, even though, the number of the buys exclusively online increases.

Sir Glance a Lot
This profile is defined by people that acquire more expensive and complex products in internet, so, that needs a supplementary support to help to finish the buy. Interactive applications are essential to break some eventual friction. “For this client type is essential to reduce the call center waiting time. The function “click to call” increases a lot sells meant to this client type”.

The Gambler and Ms Bottomline
Both are suppliers. The first ones are marketeers that have to define online promotion strategies. They need mechanisms to measure the campaigns efficiently, so the best tools for this type of internet consumers are the pro-active that can give information instantly.

Ms Bottomline represents a small enterprise that pretends to provide their products through internet. This study has shown that more than 70% of the advertisers from small enterprises prefer the telephone contact.

eStara is a supplier of internet communication solutions. In this study they adopted its solutions as the “click to call” to each consumer/supplier type to reduce the abandon tax in internet shops. No one works for free.

Ajax helps women in Spain

2007-10-26T15:43:00.000+02:00

Táumaco launches 'Casajax', a new concept for Ajax (Colgate Palmolive). It’s simple and it will generate lot of buzz:

It’s an ad-hoc communication provide by a site where women can search for housewives and where housewives can inscribe themselves.

With this site, Ajax comes to respond to a need felt by Spanish women of having someone skilled and from trustworthy to take care of their houses (I don’t think that’s only by Spanish ones).

In my opinion it’s a very good strategic idea. Ajax position itself toward the needs felt by women and it is there to help them. I suppose that this site will be very efficient for Ajax’s communication. In our days brands need to think in customers, to be toward them. As Ajax and Dove did, brands have to find which actually are the needs of those who make part of their universe. The society is more developed and only advertising has no more the same efficacy. We need marketing strategies to stand near customers. There are a lot of good ideas out there!

Approach Model (2)

2007-10-19T17:42:00.000+02:00

I’m going to talk a little bit about the Approach Model that I developed in my thesis. I already wrote about the evolution brand strategies thinking. Now I’m going to explain the investigation that I made and its most important conclusions.

I analyzed the Effie Awards to understand which factors could influence the communication’s efficacy. Only Dove had won in different countries with the same insight, even though with different campaigns. One of the stronger conditions to obtain efficacy was exactly “for who” is the campaign thought. Even Dove, with a very good universal insight, needed to adapt their communication campaigns. Not even one campaign from any brand won in 2 countries (and there were many of them that were diffused in numerous countries). The majority of the winning campaigns were created for a precise market – segmentation: maybe the most important factor that was much emphasized in the Approach Model (but not the only one).

In 428 campaigns analyzed, only 4 were made by professionals from outside the country where the campaign won. So, as conclusion, we can say that the campaigns made by professionals with a good knowledge of the markets where the campaigns will be diffused, have an additional probability of being more efficient.

These conclusions helped me to develop the Approach Model, which I will explain better in another post (If you want to have an idea you can read the post from the 4th September and the previews). During the thesis discussion was said that I should present my model to a university to continue the investigation. Maybe I will do it, but first I want to contact more with the reality and work with the brands - That's my passion.

Money to see commercials

2007-10-17T18:44:00.000+02:00

There is in the French market a beta version from a site where we are paid to see commercials. The site is called imagiin and gives us points for each view, which after we can change for gifts in the shop.

So, we register, we describe ourselves, then we see commercials and respond to a questionnaire to make sure that we saw every thing with attention. That’s a dream for a lot of people. And actually, I think that it can work!

But we should think a little bit about this points:

- for the announcer its good because his target is well defined;

- it’s also good, because they are sure that the target has seen the commercial with attention;

- and yet, we can play with the questionnaire to strengthen the message, so ,be more persuasive;

- In the other hand, as target: if I see a commercial because I want, to make some money, I will have my persuasion barriers higher;

- Commercials for money can reduce the advertising credibility, because I know that they want me to watch this commercial to sell me something. I know that I’m the target and they want “corrupt” me. So, that ad has no longer the same credibility for me as before.

A question that I have is how many times the target will see a commercial? Will we have for the first time campaigns without repetition? If so, we can talk about a new generation of commercials: commercials that amuse people and with more creative messages; maybe sequences of stories, with different endings, etc (I won’t GIVE all my ideas…). But, it’s sure that it brings more possibilities for brands strategies.

Brand strategies vs. environment

2007-10-15T14:29:00.000+02:00

In our days we see 2 big visions in brand strategies to enrich products: design and environment friendly (read enrich as sell expensive and become different from the competitors).

The first one passes not only for the graphics but also for the packaging. And here, brands utilize many packages in each product and more and more sophisticated. These practices make brands dispense more then twice the resources necessary to pack a product. Then we have the environment consequences: more packages produced, more natural resources dispensed and more garbage in the world.

Today we see a lot of environmentally friendly products (without chemicals in their production chain - bios- or with reduction or substitution of their chemicals) using packaging we don’t actually need (for example: one more package for each 4 cookies). And why? Because in the few seconds of a choice, “we have more eyes then belly” or, it’s the visual that will sell more and better.

But we have to change this, and we can! The only thing we have to do is to play with the people’s perception. The environment friendly is one of the values more in fashion. In any place, in any area, people talk about it. So we can sell any product with a simple packaging (but nice), just by making a campaign explaining why it’s good for the environment and for us. It helps also to alert for our consumption society and its dangerousness. And the most amazing thing is that we can sell the same product with less production expenses but at the same price because what we are selling is the philosophy!

Can you imagine the changes in the market when the first brand starts to communicate this idea?

post wrote for the blog action day

Finally, money for our films!!

2007-10-11T14:03:00.000+02:00

Blinkx is an internet advanced video search engine. And for the first time we can receive money for the films that we put in our blogs, web pages…The principle is simple: we embed the film by Blinkx and each time that the film is played an ad appears in the background or in a banner above the film; we receive for each click in the ad.

It can open the discussion. It opens doors for the brands. How many brands wouldn’t want to be present in the most seen internet films? I don’t know exactly the system of ad choice, but I think that it’s random. So, POINTS TO THINK:
- credibility and image of site where is the film embed;
- kind of film that passes my ad (if I can’t choose);
- control of my advertising;
- if I can choose the films for my ad, that’s great but what’s the price?
- if I can choose the sites that I want or not, that can be a good segmentation;
- segmentation
- …

The discussion is open.

http://www.blinkx.com/

DOVE attacks again

2007-10-09T14:04:00.000+02:00

Dove shows us its new campaign: Dove Self-Esteem. As slogan, “talk to your daughter before the beauty industry does”. This campaign seeks to promote the discussion around the beauty concept.

The last Dove concept was great, but now the sales were falling down. The last concept was already exceeded. Even Nivea was trying to launch the same concept.And voilà, Dove comes with another great concept – in my opinion.

This new concept is not a direct appeal to buy the brand, but it involves the brand. The brand products are never referred, what leaves the customers thinking that the brand has an authentic preoccupation with them. This gives more credibility to Dove, and let it enters in customers and potential customers houses easily.

This is one of the strongest links between brand and the customers.

Note:
Views: 476,814 | Comments: 550 | Favourited: 1678 times
Not bad!!

Vista Vs Open source

2007-10-08T23:41:00.000+02:00

I just finished formatting my computer. I had windows Vista as operating system but like for almost everyone this system gave me problems. So, I wanted to change.

At the beginning l thought about the open source softwares. But unfortunately I couldn’t leave Windows… I need it to work with the Adobe softwares (I’m a designer too). I consider the open source design softwares are not, for now, as good as Adobe’s, but they will be! Even though, the rest looks better.

The advantage of these softwares is that, at first, we don’t pay them, and anyone can make upgrades and diffuse them. At the end, this type of softwares is not so susceptible at virus attacks and it has the functionalities made by the users for the users.

It’s amazing Microsoft’s power and how they can impose their softwares. It’s almost impossible to buy a computer without windows, and now, without windows Vista. It’s stupid, but I didn’t want it and I had to pay for!!

It’s true that it looks better, more design and has a lot of little gadgets that people like. After, it cleans and defragments the hard disk by itself, what is good to certain people. At the end we assisted to a BIG MARKETING CAMPAIGN! Microsoft took profits from the amount of free advertising. It’s only for who has a powerful name. All the medium spoke about it: the magazines wrote articles and first pages…even the shops made a special opening! That was for crazies. I compare it to Harry Potter. And all this to promote a software where 5 years were spent to develop it and which, for now, it’s worst than the previous. Even the new Office 2007 is not compatible with the other Office versions, Macs…

After all, today it’s Microsoft that tries to catch the other softwares. The last version from Internet Explorer has functionalities like Mozila FireFox; Vista has a layout closer to Mac… And the more intelligent: Windows Open Source. It’s not free, but is open.

I think we have to diffuse the open source softwares. Even that Microsoft does not agree, I think that this concurrence is healthy and should be stronger. I consider the Microsoft monopoly not fair. It hinders the opportunity at the costumer and advertisers to choose. As costumer, I want to choose my software and functions in agreement with my needs. As advertiser I don’t want to pay for contacts that have no importance to me.

“Open source software is computer software which source code is available under a license (or arrangement such as the public domain) that meets the Open source definition. This permits users to use, change, and improve the software, and to redistribute it in modified or unmodified form. It is often developed in a public, collaborative manner. Open Source software is the most prominent example of open source development and often compared to user generated content.” (Wikipedia)

I leave some links:

ubuntu.com

en.wikipedia.org/wiki/Ubuntu

en.wikipedia.org/wiki/WinLibre#Office

fr.wikipedia.org/wiki/Alternatives_libres_aux_logiciels

Toscani brand

2007-09-27T12:06:00.000+02:00

Oliviero Toscani signs another polemic campaign. And the timming is perfect: the Fashion Milan starts.

In my opinion Toscani is already a brand. Each ad is a campaign to himself. Everybody - specially the international press - talks about the new Toscani campaign and not the No-l-ita campaign (by the way, it’is a clothes shop).

Talking about Toscani, he built a good brand: we love or we hate. Normally, these are strong brands. Each of his campaigns are quickly commented and appear all over the world, in all media. Free advertising, not bad!! He is an example for several brands.

After podcasts, the radios

2007-09-24T12:27:00.000+02:00

Last week I spoke about the brand’s podcasts. To begin this week I announce Levis Radio: 24h/day in the air. It’s a brazilian radio for the brazilian target.

Because of the name “Levis” I think a lot of people will try this radio. I think that the Levis target, in Brazil, coincides whit the same people that have internet (any Brazilian can confirm?). In my opinion it’s an innovating step that will touch the opinion leaders.

New BMW strategy

2007-09-20T11:47:00.001+02:00

BMW have a new campaign whit a new strategy. The new message that they try to pass has more values of technology, ecology and design. So, values witch are in vogue.

I’m not surprise. BMW is a upon-class car and Renault said that they want change their positioning for upon-class too. They've already changed the logo for the new positioning. Thus, is acting or die.

Podcasts

2007-09-19T18:16:00.000+02:00

The podcasts are a marketing tool in evolution. There are more and more brands making podcasts to communicate, specially with their younger costumers.

I was surprised when I found that Whirlpool diffuses every week one podcast. We can listen in http://www.whirlpool.com/custserv/promo.jsp?sectionId=563. In other different way from whirlpool, there are brands that diffuse tv programs with the same brand philosophy. An example is Acuvue from Johnson & Jonson that makes available a program where adolescents discuss music.

I never saw a professional making a direct connection between podcasts and sells, but it’s true that they can increase the brand notoriety.

Let’s swim!

2007-09-19T00:43:00.000+02:00

In London the Discovery Channel put a giant swimmer in one of the Thames merges to promote its new reality show, ”London In”.

I think that it’s a true artistic work that can put the London people talking. I don’t know all the communication strategy, but I hope that they called the media to show this man. He deserves!

"Advertising agency Mother London has also worked with Discovery to create sculptural billboards of human body parts adorned with bespoke tattoos, which go up from September 17. Clean graffiti 'inking' of tattoo designs will also appear on walls and pavements to promote the show." So, street marketing. I think it can be a good strategy. In London everybody will talk. And certainly, they made other campaigns for the rest of the country (more classic).

I less also their official homepage:http://myspace.com/londonink332 . It's not a traditional site, but they are in a community giving a feelling they belong to.

source: aletp, discovery channel

Spectacular!

2007-09-18T11:12:00.000+02:00

That’s what I was talking about when I referred ″the amazing productions″ that universal brands can do. Whit a concentrated the budget, this brands can make one big production for their global campaigns.

In this particular case, I think that they made this trailer and site for a younger target. The national sites are still the same and still have a completely different image from this http://www.ffk-wilkinson.com. This fact can be a little bit confusing to the costumers that see these 2 communications.

In my opinion, here there is a veritable effort to conquer the younger target, and maybe a future change of positioning.

A problem of the site is the time waiting for the download.

et ...voilà!

2007-09-04T18:57:00.000+02:00

My thesis is done! but the reflection continues...

Resume:

With time, brands felt the need to communicate with various markets. Since then, the question of differences between cultures and standardization versus diversification of communication is debated. And even more so today, with the market’s globalization!

Global communication strategies are characterized by a common structure, present in all international brands communication, which is more or less standardized by the markets. The standardization creates scale economies, and market value to the brand. It can also prevent the consumer’s confusion and the confusion of the brand’s image. On the other hand, it can create understanding and different comprehensions of the message by the consumers. At the same time, it does reduce the probability of being efficient because the target becomes too heterogeneous.

The subject of my thesis pretends to discuss the global communication strategies, if they are successful, or if they should be adapted in each country. Which are the obligations? What is at stake? The limits and the materials and symbolic costs…

The analysis realized by the Effie Awards shows us that the communication campaigns are more efficient when made by professionals with a good knowledge of a market and thought specifically for that market. ″For Who″ was the factor that evidenced more influence in the probability of having more efficacy next to the target. The bigger the target is, the lesser the probability of being efficient.

The Approch Model comes as a reflection to help at the construction of the communication strategies. The important thing is not only to know what we want, but above all, to know the limits and brand’s potential. It’s highly important to study the brand and its entire world. After studying the brand and the market it’s time to reflect on the strategy. There are always barriers that we are ready or not to surpass.

This model calls the attention to the difficulties and risks when making a completely global communication. Around the entire world, targets can have completely different comprehensions and reactions. It is always necessary to make an alternation between global and local communications to have an approach to the targets. It will make a correction of the brand consumer’s perceptions.

Therefore, three strategies are proposed:

- The Incisive Strategy explores a more elevated approach level with the targets, due to its smallest dimension. For the international brands this strategy can be more expensive;

- The Diversification Strategy searches to create clusters, to build a unique and flexible message and, if possible, to centralize the production in order to reduce costs. Afterwards, the message will be adopted in the most efficient way to each cluster;

- The Universal Strategy thinks in brands which want to make global communication. The aim is to alternate a more standardized communication with communications which are closer to the target. Thus, the consumer’s perceptions will be placed in way and to create a stronger link to the brand.

To complete the Approach Model, other models can be used to help filling each point of the model and strategy. There are always three essential steps:

- Brand analysis;

- Market analysis;

- Messenger perception analysis;

- And when needed, a fourth step: target approaches (in consequence of the third).

This thesis shows that there are no ″magic recipes″ to assure the success, but several reflections should be made when we want to construct an efficient brand strategy communication. The Approach Model helps to reflect and to construct this strategy. The main aim is to make a target approach to get a more efficient communication, since this is one of the main factors to increase the probability of being efficient. At the same time these approaches reduce the risk of the brand competitors being selected by the target.

To have a strong brand makes the difference. So, brands should create a link with the target which is clearly understood. When that happens the repercussion is immediate! Thereby, before having a very creative campaign, it is more important to have an efficient campaign. Creativity can help to sell, efficiency sells!

the beginig of the Strategies of Global Brands

2007-04-28T16:12:00.000+02:00

No, I’m not far way! I am finishing writing the first part of my “memoire”.

The first theories came in the 10’s, and of course, in the first years it was the people from the car industry who developed them. There is a big list of names that theorized about the standardization or not of the communicational campaigns. Here are some of them:

- Arren – 1914: first set of guides for an international campaign

20’s
- David L. Brown (responsible for the commercial services of Good Year - 1923: Export Advertising); Robertson

50’s
– General Motors introduced the segmentation concept and the modern marketing was born.

60’s / 70’s
For standardization:
- Suédois Elinder ; Ernest Dichter; Arthur C. Fatt; Lanigan.

Against standardization :
- Reed ; Britt; Donnelly ; Boothof.

After 80’s
- Théodore Levitt - for standardization
- Percy Barnevik –"Think global, act local" – this theory came until today
- Ursula Grüber – elements for an international campaign
- Björn Walliser – "recipe" for a successful standardization

First appeared the standardization adepts, then, came the voices against, and at least, those who preferred to stay in the middle. The truth is that never ever a brand had made a total standardization. Only Coca-Cola had made something similar, but in some markets, it made a few adaptations because there were several points that could be controversial in some markets.

In the beginning it was the crazy era with the scale economies that globalization could bring; then, segmentation became the key of the success; now some authors speak about the consumer perception.

For me, the same perception by all our consumers (and potential consumers) is what we are looking for. So, we need a good segmentation, that give us the clusters of people with the same perception, to have real scales economies.

i'm in troubles!!

2007-04-03T20:27:00.000+02:00

What should a brand W do when it wants to come into a market where there is another brand C with the same positioning that W wants?

W can’t communicate the same positioning;

- It can create rivalries in the market with C.

- That can confuse the consumers.

However, isn’t it dangerous to change W’s positioning?

- If the same brand has different positionings that can confuse the new “world consumer”

- A brand with different positioning can’t adopt a global strategy

- It’s not coherent with itself

If there is already a brand like W, is W needed in the market? Can W bring something new into the market?

Even though W wants to impose its positioning in the new market, if the competitor C is strong, that becomes very difficult to accomplish.

Hypothesis: should brand W create a new brand, Wa, for the same product that could adjust to the new market?

Yes:

- the communication in that market would be more efficient

- Wa could be more successful in the new market than W.

No:

- it can fragmentise the brand

- it won’t be perceived as a global or international brand.

- if W is strong enough in the world, Wa will loose that value

- considering the brand Wa, we are then talking about another brand, different from W, with other values, then with another strategy.

With Wa, W is less of a global brand to be more of an international brand. Here, we start to talk of another strategy: an enterprise with more than one brand for the same product. Each brand (Wa, Wb, …) is adopted to each different market.

Maybe Coca-Cola or McDonalds didn't have the need to make it, because they didn’t find a competitor with the same positioning, or, if they found it, they were strong enough to impose their positioning.

new “world consumer” – with this term I mean the consumers that travel by the world and surf on the internet. So, people that have contact with the different markets where a brand can be.

consumer perception

2007-03-16T00:22:00.000+01:00

Hello! I was in vacations but now I’m back with news ideas!

After my holydays in Portugal, I realised that there are some products for wich we can’t make the same communication in Portugal and in France. WHY?

There isn’t the same perception for the same products in this 2 countries. The ads in conformity with one perception, certainly, have no effect over the other.

It’s sure that there is a problem of DIFFERENCE OF CULTURES, but maybe also a ERROR IN THE COMMUNICATION. If the brands want to adopt a global strategy with the same ads in all the countries where they are present, first, they should make a HARD WORK OF COMMUNICATION to HOMOGENIZE THE CONSUMER’S PERCEPTION (therefore, the choice of the perception is crucial. This choice can destroy a brand).

I think that this is a KEY POINT in our days (also an expensive one) for all the international brands witch have as strategy to use the same communication in all markets (here we return to the question of the competitors: if there is none with the same perception that the brand wants…).

thinking note

2007-02-26T15:33:00.000+01:00

Don't you think that this ad can be difused by all the world?

There are 3 ads for an enterprise that offer internet, tv and telephone. The idea is that for any commercial to triunph, it's enough to have someone popular, an animal, the logo and the telephone number where clients must call. The personnage of the director of the enterprise explains Eric Cantona (the celebrity with a baby dog) the "clichés" for a successfull ad, at the same time they appear in the screen. So, they just make joke with the advertising world.

Competitors

2007-02-25T01:53:00.000+01:00

In all my research I see many times references to the cultural differences (language, religion, level of studies, society rules,…) and the type of product. However, there’s a point that I don’t see that make me think: THE COMPETITORS!

That means:

- if there’s any concurrent with a similar POSITIONING in any country where our brand is present;

- competitors AGGRESSIVENESS.

For example, I think that if MacDonald’s makes a new international campaign, repositioning the brand, and if in same country there is already one fast food restaurant with roots in that country and with a similar positioning, then Mac’s campaign isn’t going to have the same efficacy than in others countries.

to make or not to make adaptations

2007-02-23T21:49:00.000+01:00

Now, I’m still in the step of research, analyse and reflection.

The actual discussion is about brands with presence in several markets and the decision of those brands to make or not adaptations of their strategy and ads for all the markets.

First, we should think in the positive and negative points of this decision.

As positive points, we have:

- One unique image in all the world (this is important, namely not to confuse travelling costumers and all the users of the international media);

- A better control of the brand value;

- Scale-economies.

As negative points:

- Misunderstanding of the message (message not efficient):

- Costs for the brand value;

- more expensive campaigns

Therefore, one important question is:

What is more important for the brand?