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Posts tagged with Branding

Björn Borg underwear: why I think they’re the Masters of Marketing

We asked a few friends of the blog to nominate their favourite brands in the Brand of the Year category at Econsultancy and Marketing Week’s new Masters of Marketing awards. Here is Parry Malm with his nomination…

Econsultancy asked me which brand I thought was truly a Master of Marketing.

After much thought, and I’m sorry Kanye, Ima let you finish, the prize goes to Björn Borg, the purveyor of colourful socks and underwear. Here’s why...

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What three of the biggest retailers can teach us about ecommerce

Many retailers resort to sales and discounts to boost sales.

However, smarter retailers have demonstrated there's more to it than that. 

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How Millennials are changing the face of retail

The rise of the Millennial generation and the approach of its constituents towards their peak earning years, is going to fundamentally change the face of retail in all its forms. 

Whilst the last decade has seen the technology that underpins retail change beyond all recognition, the attitudes of Millennials towards shopping will change almost every way that retailers interact with their customers.

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Test until your price is the best

Small price changes can yield short term gains. Price testing can make them long term.

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Three ways retailers can raise prices without losing customers

When retailers increase their prices, they run the risk of losing customers. But it doesn't have to be that way.

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Three brands that prove the relationship between pricing and positioning

The way retailers choose to position their brand often justifies different price points.

These three brands are proof of that.

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The lowest price doesn’t mean the price is right

Many retailers make the mistake of making their prices the biggest point of differentiation.

Here's how they can change that.

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How 7UP used social to connect with a younger audience

Can an 86 year old brand still dance with millennial consumers?

7 UP is one of the world’s most recognisable brands, but in the past that branding has often danced between a variety of campaigns and messages.

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coutts logo

The amazing world of marketing at Coutts

Coutts is a fascinating organisation. 325 years old, sometimes secretive, often philanthropic.

Coutts' head of products, services and marketing, Ian Ewart, spoke at the Festival of Marketing 2014. He gave the lowdown on exactly how such a venerable institution goes about remaining relevant and delighting demanding customers.

Take a peek into the world of those with at least £1m of investable lolly.

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How Jack Daniel's uses storytelling to personalise the brand

Jack Daniel’s is a universally recognised brand, but often for different reasons. Most of its marketing focuses deeply on heritage and tradition.

A down-home, deep fried sense of warm hospitality that permeates its ads and copy like a gentle waft of charcoal. 

It’s also permeated by images of Lemmy pouring it on his cornflakes after a night on the Sunset Strip. 

Combining these two perceptions is no easy task, but JD’s new ‘Bar Stories’ campaign manages it with aplomb.  

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airbnb logo

How to rebrand Airbnb

Airbnb rebranded earlier this summer and it was pretty hard to miss, at one point generating enough hundreds of thousands of tweets to top the global trends (partly due to its similarity to an existing company logo).

Recently I listened to some of the guys from DesignStudio, the agency behind the rebrand, talking about the joys and stresses of such a monumental project.

I thought I'd share some tidbits from their presentation and discuss what a brand and a logo means, as well as how one should go about changing it. I'll be concentrating on the creative side of the brief, as opposed to equally important considerations for those in the same boat, such as SEO (if you're picking a new name or slogan) etc.

So, what did a creative rebrand of Airbnb entail?

For more creative and branding stories, check out the Festival of Marketing, November 12-13th in London.

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courbet's desperate man

Content marketing, social media and the artist: can brands be the new patrons?

The imaginero (maker of images) has always found it tricky to make a living.

Even painters we now regard as masters died without fortune and sometimes in poverty. Painting was a trade. It paid as such.

Of course, when means for mass reproduction came along, artists or their gallerists could distribute works that would meet public approval and this made some very rich. But even then, many of the best suffered a lifetime of penury if their works didn’t conform to the tastes of their time.

Fast forward and the emergence of the commercial internet has meant artists can promote themselves. The din is greater than ever and it’s hard for artists to get heard.

However, commerce, the internet, increase in media consumption and social media specifically make for greater demand than ever for visual design. As web design gets both more commonplace and more sophisticated, companies seek to differentiate themselves with better branding, advertising and content marketing.

And perhaps brands are getting serious about patronising new artists?

Whatever time an artist lives in, patronage has always been the surest way to security. Whether of the King of Spain or Charles Saatchi or Debenhams.

Yep, Debenhams.

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