The Brandz top 100 list of most valuable brands in 2013 has just been released. So who made it to the top? The list may not surprise you, as many of these brands are household names and are very easily recognized. The total brand value represented in this list is remarkable, and have seen a collective 7% increase since last year. Here are the top 5:
This part two of “10 Ways to Avoid Branding Mistakes on the Internet,” is a continuation from part one, which can be found HERE. In part one, we discussed five ways to avoid branding mistakes, with examples from the internet. In this continuation, I will discuss another five ways to avoid branding mistakes.
In the era of social media and YouTube, it’s quite easy to forget the fundamentals of brand management. But social media and the new zeitgeist of our time are producing interesting, sometimes unexpected, responses to once absolute commandments. The following pitfalls are to remind you of the care you should take when managing your brands. Also included are some examples of how the internet has tried to tackle these issues. This advice holds true, even outside of the internet.
There certainly is no shortage of brands that use over-the-top, surprising, or even shocking methods of advertising. Some say "there is no such thing as bad publicity," which may certainly be true. One person who seems intent on using shock to sell his products is Kenneth Cole, the american clothes designer. Earlier today, the self proclaimed humanitarian and "frustrated activist" threw the equivalent of a branding Molotov cocktail at the Twitter-verse.
In time to commemorate LGBT month, YouGov's BrandIndex has released its list of the top 20 brands best perceived by U.S. LGBT consumers in 2013. Many of the brands in the top 20 were from technology or entertainment industries. The battle between the top three was a close one!
Yesterday, Google launched a newly designed “One Channel” on YouTube. The Channel will create a more unified appearance across multiple digital devices. Google claims the channel will be beneficial to brands because it will give them more power to control their image as well as allow their "Channel Art" to be visible on IOS apps, Adroid Aps, TV, etc. As proof of this benefit, Google is claiming that there has already been a 20% increase in page views for channels that opted into the new channel during YouTube’s open beta.
If you didn't know, Polaris Marketing Research is located in The South -- Atlanta, GA to be exact and also home of Coca-Cola. Southerners are very defensive when it comes to Coca-Cola, so when they launched a new ad campaign aimed at fighting obesity there was plenty of buzz and debate here and nationwide.
Ikea has recently introduced an Ikea-branded beer into some of its U.K. stores, prompting the question: Why?
A few months ago, we wrote a blog about J.C. Penny drastically changing their brand strategy. We said, "Looks like J.C. Penney invested in some brand research to revitalize their brand after sales kept falling from 2006 to 2011. One of the main changes that will be implemented is a new pricing strategy-a 3 tiered pricing structure: regular prices, month-long specials prices, and clearance prices. “By setting our store monthly and maintaining our best prices for an entire month, we feel confident that customers will love shopping when it is convenient for them, rather than when it is expedient for us," says J.C. Penney's new CEO Ron Johnson (launched Apple retail stores). It's a bold move for any retailer to make, especially when coupons, and special sales and promotions are the norm for department stores."
By law, companies are required to hold veterans jobs open and available while they are serving, but nothing more. Usually, employees who are called to active duty take a significant pay cut and lose benefits.
Sears has not withdrawn the commitment to our troops it made when the war first started – it will continue to voluntarily pay the difference in salaries and maintaining all benefits, including medical insurance and bonus programs, for all employees who are serving. In an age where some companies will actually find ways to lay off employees who are called to serve in the military, let alone ‘hold’ their job, Sears has gone the extra step by ensuring that their employees who are serving will not lose anything by doing their duty.
Another company that should be lauded for its commitment to our troops is the Walt Disney Corporation. At the company’s recent annual shareholder meeting, it announced a program to hire and train 1,000 military veterans returning from Afghanistan and Iraq. Hiring will take place over the next three years across all of the Disney business units, and additionally, Disney plans to make donations to nonprofit organizations that provide support for veterans readjusting to life ‘back home’.
Disney also plans to run ads on its TV networks urging other employers to hire veterans and direct job seekers to Joining forces, a support group created by Michelle Obama and Jill Biden dedicated to aiding veterans.
There’s not really a specific marketing research ‘message’ in this blog as there usually are – we just wanted to recognize and thank the companies who have stood by their commitments to our military. A cynical person might write this off as just a tactic to make these companies look good in the eyes of their customers and to increase customer satisfaction by wrapping themselves in the flag. I choose to believe there is no hidden agenda here – these companies are just doing what is right, and hopefully inspiring other companies to follow their lead.
If that doesn’t put you in the patriotic spirit, this will!
Are there any other companies you’re aware of who should be recognized for supporting our own?