R/GA london is dead proud of the their latest project for Getty Images and so they should be. What I like most is that the idea is about changing brand behaviour (and even the product itself) instead of just creating an extra layer of campaign messaging that tries to convince people the brand has changed with the times. Read more…
Product innovation meets branding in this incredible project made in Japan. IS&BBDO has created a series of laser-cut seaweed for rolling sushi. The client is Umino Seaweed Shop, who is now selling five designs inspired to elements of the Japanese symbolism like, for example, cherry blossoms and tortoise shells. Read more…
A few months ago Vitra has launched a new, beautiful website to showcase its product and inspire interior designers. A very nice job by de-construct that proposes a clean and beautiful design not forgetting about the importance of usability: exactly what you expect from a furniture/design brand like Vitra.
The new site also features Collage an online magazine about architecture, design and culture.
Online ads work for branding, says Andrew Warner, the global brand director of SonyEricsson. His opinion is reported in an article on intellagencia.com:“People who say online advertising doesn’t build brands are talking absolute rubbish.”
The Internet potentials are usually undervalued. Online ads are often promoted as cheap. This definition carries a negative implication that mines the reputation of online advertising.
Marketers who want to promote their brands in online communities need to pay a lot of attention not to hurt users’ sensibility. The risk of spamming or spying is always high. On iMediaConnection Neal Leavitt investigates the new ways a Californian company is experimenting in order to effectively build brand awareness in online communities. The “Online Community Outreach (OCO)” features three levels of forum sponsorships, offering marketers with the possibility of precise targeting and excellent positioning. The first results are very positive, let’s wait and test the patience of online communities’ members. Advertising is everywhere…
Yahoo! and Dynamic Logic have released today the results of a research that fturther demonstrate that online advertising can provide significant branding benefits to advertisers across all key branding metrics. In addition, the research illustrates that advertising on Yahoo! performed better in general in raising awareness than online advertising. Wenda Harris Millard, chief sales officer, Yahoo! comments:“Historically, the conventional wisdom in the industry is that the primary role of Internet advertising was to drive immediate action online by the consumer, whereas the branding benefits have not been as well recognized or understood as the direct marketing advantages. This research shows that online advertising provides significant brand lift across all of the key metrics, further underscoring that online advertising should be an important component of every branding campaign and can be used stand-alone or as a complement to other forms of media.”
Interesting but we need to pay attention: let’s not forget where these findings come from. It remainds me of the research commissioned by the National Butchers Associations which finds out that to be healthy you need to eat meat at least four times a week…
In 2002 Mercedes-Benz reached excellent results through online advertising so, in 2003 it decided to increase the budget for online communication by 20 percent. The objectives of the German auto-maker are basically to consolidate its brand image and to get closer to its customers. They constantly look for integration with the traditional marketing channels, and they also pay a lot of attention in the selection of the advertising spaces, not only with reference to the potential target audience, but also to the timing in which ads are displayed. An excellent article on Le Journal du Net focuses in particular on the campaign for the cabriolet CLK launched last May.
The (Italian) European Internet giant Tiscali has presented its new look. As W&V reports, with the tagline ‘Internet with a passion’, the company has refreshed the layout of its portals all around Europe.
Advergames, defined by Gartner as games that incorporate marketing content, is an emerging advertising option. On MediaPost Larry Dobrow quotes Denise Garcia, Gartner�s principal analyst, media and advertising:“With these games, advertisers can communicate with the online audience, but not in a hard or direct way. When people go online, they�re looking for content and they�re looking to be engaged. The games satisfy both of these needs.”
There’s a Gartner report coming out soon, and I really look forward to read it. It would be interestin to see if there’s any data proving advergames effectiveness in brand awareness and loyalty building.
Let’s talk about brands, branding and slogans. Al Ries on Adage writes an article about “Wasting money on bad advertising slogans“, explaining how a brand could invest $40 million dollars in advertising without leaving an idea in the prospect’s mind. He quotes the case of food producer Tyson, but also provides a bunch of positive examples leading the route of successful advertising with powerful slogans. If you’re interested in branding and brand mistakes, have a look at a new blog, “Brand Autopsy“, it’s excellent.
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