What is the most value brand in the world? Millward Brown, Brand Finance and Interbrand Rankings
From the “The Economist, 30 August 2014, pp 53-54 (two articles); The Daily Telegraph, 2 September 2014, p B5; telegraph.co.uk, 2 September 2014” The Chartered Institute of Marketing in the UK cites that “Brands can be the most valuable things that a company owns; Millward Brown calculates that they make up 30% of the value […]
The 12 Most Overused Words in Business by Scott Gerber
” Does anyone actually like business jargon, or is it just a bad habit? Found in corporate offices, startups and resumes alike, business buzzwords and phrases like “think outside the box” are so overused at this point that they no longer convey any actual information. (Gerber, 2014)” Read it here.
Political Marketing: Part 4 – Be Good and Behave
A student of mine, Van, was talking to me about my last post on political marketing and the effect of aggressive comparisons. Not playing fair and marketing in an unethical way. So, called dirty politics. Van recalled a great campaign by Apple which we probably all know where a comparison is made between Apple and the […]
Part Three: Political Marketing vs. Marketing. Why is it different (or should be)?
This is my last post on the current political marketing strategies being employed in the 2014 New Zealand general election. I was in my place of thinking (Mountain Biking at Woodhill Forest Bike Park) the other day. I was thinking about Political Marketing vs. Marketing. Something to get me up the hills. Why is it different […]
Social Media Branding: Intermediate School Kids Project – My Life. My Beliefs. Don't Judge.
It was really cool to see some kids out today in Mt Eden with a social media branding project. My Life. My Beliefs. Don’t Judge. Strong message. What really struck me about their delivery was their offline delivery. They were giving away brownies to get people to sign their petition. Cool. Further. To get people […]
Part Three: Not much spark from SPARK (www.spark.co.nz): The Accenture Rebranding Case
The important thing now is to look to the strategic issues and in the case of rebranding, what are some good examples of best practice. I like to refer to the Accenture rebranding case with clients and learners. Here is some great comment from Staci Cretu Brand Building – Accenture “Due to brand confusion between Arthur Andersen and […]
Part Two: Not much spark from SPARK (www.spark.co.nz) – The cost of negative WOM and the $591,354,000 question
Some would have recalled my post on SPARK called: Not much spark from SPARK (www.spark.co.nz). See it here. I decided to add a part two because I was thinking about the actual sales effect of negative word of mouth or WOM. It obviously polarizes and amplifies when you have a high profile case like this. So, […]
Part One: Not much spark from SPARK (www.spark.co.nz)
I was very excited about the change of brand from Telecom NZ to SPARK. It was about time that they moved into the future and changed that core brand promise. Cool. The problem is with the change is that it appears the organisation has not changed (or maybe has become more arrogant). This was […]
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