Posts Tagged ‘brand’
BA readies staff morale boosting campaigns
26 July 2011 | 
Author British Airways has had its share of troubles over the last few years with reducing volumes of business travel, rising fuel prices and staff strikes. Getting profitable growth back in the business will be a challenge as the original cachet of the brand has been diluted.
BA will implement its employee engagement programme with a campaign “to inspire pride” in the airline’s brand.
BA has suffered from well-documented friction with unions and employees, from baggage handlers to airline pilots, in recent years. It has also gone through the upheaval of the merger with Iberia and the creation of parent company International Airlines group.
via BA readies staff morale boosting campaigns | News | Marketing Week.
Is this all too little too late?
Incoming search terms:
- british airways employee engagement campaign inspire pride
O2 and Orange clear way for location-based ads
O2 and Orange, the UK’s two biggest mobile operators, are vying to be first to offer brands the opportunity to target their millions of subscribers.
O2 has confirmed that it plans to roll out its service in the third quarter of this year, while Orange aims to launch its offering this year.
via O2 and Orange clear way for location-based ads – Marketing news – Marketing magazine.
Posted in Marketing | 
Tags: brand, location based advertising, mobile, O2, Orange, proximity | 
No Comments »
April fool, no Starbucks rebranding
I had to check the date on this story, “Starbucks drops its name and the word coffee from logo” as I was convinced it was a wind-up. It was published on 6 January 2011: Starbucks are to remove their name from their logo.
Well I think it is madness. I’ve already experienced the brand identification problem with Starbucks where there are wannabes using round, green logos and the only safe clue is the word Starbucks. Why on earth have they made this bizarre branding decision?
House number 243 ‘unluckiest in UK’
This is the most nonsense story I’ve read for ages…and it’s not even the silly season. The suggestion is that there are more insurance claims for houses numbered 243 than any other.
The story goes on to say the unluckiest house numbers are: 243, 201, 1, 190, 240, 241, 221, 217, 218 and 121. What do you think? As most residential streets don’t go above 100 houses how on earth does the above list come about? Surely you would expect at least of half of the numbers 1-10 to appear in the top ten, statistically.
It is a good example of a press release by a brand to seek attention; in this case the brand is Confused.com.
People that don’t respond to your direct marketing
Mike Welsh, CEO, Publicis Dialog, has written a nice piece about direct marketing and the importance of brand consistancy, tone and all those fine people that don’t respond immediately…have a read.
It made me think again about the importance of connecting strategy with tactical execution. There is no point in positioning a brand as ‘premium’ if the DM delivery is transactional and shallow. So when we are carrying out direct marketing/direct mail activity isn’t it important that we include intelligent KPIs beyond simple response rates?
Posted in Consumer marketing, Marketing | Tags: brand, direct mail, direct marketing, KPI, Mike Welsh, positioning, Publicis Dialog, strategy, tactics, transactional | 1 Comment »
Political differentiation
Differentiation in marketing is key, whether you are managing a budget or a premium brand. It is important that the consumer can quickly see why your product or service is better, different or beneficial to them. Whole chunks of the marketing industry are invoicing clients daily to help them with differentiation.
And then there’s UK politics. Now we know what Rizla cigarette papers are for…to fit in the gap between the main UK political parties.
But the great thing about our democracy is that we can all get involved and challenge the status quo and come up with new ways of doing things. So, well done to the parties that have differentiated themselves with ideas like:
- The 99p coin.
- The £ sterling to invite other European countries to join it.
- Increase the minimum statutory retirement age to beyond death.
- Public officials who are convicted of abuse of office offences to have their pictures printed on toilet roll packaging.
Read who is campaigning for these ideas, and a lot more from the BBC News website.
A bit more of this lateral thinking by us all may help us break out of the cycle of developing ‘me too’ offerings.
Incoming search terms:
- political differentiation
Posted in Marketing | Tags: brand, clients, differentiation, Marketing, Rizla, UK politics | No Comments »
Solution brands
If:
a) A product brand is what the customer will pay for over and above the commodity price of the ingredients, and
b) A service brand is what the customer pays for over the simple cost of providing the service.
What is a solution brand?
Posted in Marketing | Tags: brand, customers, price, product brand, service brand, solution brand | No Comments »