Tag: brand

Uk online degrees #forty, #five, #45, #degrees, #graphic, #design, #derby, #print, #litho #4, #colour,

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So this is our shop, here we create design work that goes all over the world, it still amazes me! But I guess that is the power of the Internet!

In the shop we can also print your short run digitally printed poster’s, flyer’s, leaflet’s, pretty much anything, including up to 60 page booklets at A4 A5.

We can also print posters up to A1 and

photocopy up to A0.

Dean, Jay, Sarah, Andy Alan

OUR NEW PURPOSE

REBUILT STUDIO IN BELPER

We try our very best to make things as easy

as possible for you during the design process, and when it comes to print just tell us what you want and we will sort it all out for you, no fuss!

Don’t just take our word for it.

You make this process super simple and I really appreciate all your work and assistance. You are a vital member of the What’s On! team and I look forward to continuing to work with you.

Cory Cassell
Mission, Vancouver, Canada

WE MAKE THE PROCESS AS EASY AS POSSIBLE FOR YOU

WORKING WORLDWIDE FROM BELPER

We are based in a small market town in Derbyshire called Belper, however as you can see by the testimonial to the left to the left this does not limit us.

We work with businesses all over the world including Canada, America, China, and all over Europe, however most of our customers are here in the UK

We also repair Apple Mac Computers, we offer a buy install service too.
Call 01773 880 365 for more information.


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Marketing Strategy: The 7 Universal Brand-Management Truths, CMO Strategy, brand management strategy.#Brand #management #strategy


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The 7 Universal Brand-Management Truths

By Nitish Gupta. Published on January 05, 2010 .

Brand management strategy

In my years with Procter & Gamble and Heinz, I have come to realize that no matter what the product or service, the key principles for building a great brand remain the same. By staying true to these seven principles, a marketer can weather economic highs and lows while building an iconic brand for target consumers.

1. Leverage information via hypothesis-led data analysis. This refers to leveraging information and converting it into a forceful rationale to take the right action for the brand. Key to this is understanding the issue at hand by anchoring the hypothesis and then looking at the data or information to prove the hypothesis right or wrong.

The pain-relief medicine brand Aleve had been struggling with single-digit market share. The team anchored two hypotheses: Consumers were not aware of the brand Aleve, and consumers were aware but didn’t want to try the brand. Through data mining, they found that 35% of heavy pain-relief medicine users had tried Aleve in the past year but had been using other brands as well. Thus the issue was clear that the brand had the awareness and trial but needed to drive loyalty. Then, based on the top attributes that drove preference for the brand (control over pain, and freedom to do things you want), they developed the “Dramatic Difference” campaign, resulting in an almost 10% to 20% increase in sales and shares hitting an all-time high.

2. Understand the competition and maintain your point of difference. Having a broader category-competitive understanding is important because that sets the context under which consumers will be viewing your brand. It’s critical to maintain the point of difference for your brand and play to its strengths.

When Coke managed to get sponsorship rights for the 1996 Cricket World Cup in India, Pepsi gauged the competitive threat and stuck to its point of difference (youthful rebellion brand positioning). It launched the “nothing official about it” campaign during the Cricket World Cup, which actually helped Pepsi strengthen its leadership position in India.

3. Be consistent with your positioning over time and across platforms. For any brand, it’s imperative to create a distinctive and meaningful position in the mind of consumers for the offering. So no matter what brand extension or innovation you are planning for your brand, ensure that it builds on and strengthens that distinctive positioning.

The Dove brand has extended across categories from skin care to hair care to others like deodorants by positioning itself on the soft/smooth platform and the fact that it contains moisturizing milk. Dove deodorants are positioned as leaving the underarms feeling soft and smooth. The brand has extended itself only in those categories where these soft/smooth and “contains moisturizing milk” equities are relevant, thus staying true to the positioning over time and across platforms, thus strengthening the brand.

4. Know what your target consumer wants. Evaluating all the marketing choices from the vantage point of the consumer will help you to connect with the consumer and genuinely make a positive difference in his or her life. It’s important to understand both the stated and unstated needs — the insights into your target consumers’ lives.

Louis Vuitton was launched in the late 1800s by supplying LV-branded suitcases to travelers. Travel then was a luxury afforded to only the wealthiest. Thus the brand became a symbol of status — it helped consumers showcase their differences from others. By leveraging this core human insight, LV was able to extend to shoes, apparel and bags. It has became one of the most extended brands but has suffered almost no diminishing returns. The brand was positioned not just on a functional need (like storage), but instead it tapped into deeper insights to connect with consumers.

5. Manage budgets with a “scarcity” mentality. Working with a scarcity mentality will help you maximize returns for every dollar spent by answering the question, “Is this the best way to spend dollars on marketing my brand, or is this money better spent elsewhere to generate greater returns?”

Starbucks, instead of spending money on TV advertising, clusters an area with its stores, increasing total revenue and market share. This was contrary to what established retailing houses did, which was to avoid placing stores near each other so as not to cannibalize sales at existing outlets. For Starbucks, doing so resulted in reduced supply costs and made management of the stores cheaper, which more than made up for sales lost to cannibalization. Thus, funding for expansion from internal cash flow was a judicious use of money. Until recently, Starbucks spent just 1% of its revenues on marketing and advertising (compared to more than 10% for companies of the same size).

6. Get the right pricing that offers value in the eyes of consumers. Pricing determines the value that your consumers get for your offering: Perceived consumer value equals perceived brand benefit/price. Thus it’s critical to decide the pricing strategy for your brand so that there is a net positive value for your consumers.

Gillette’s pricing strategy for its flagship men’s razors and blades brand focuses on regularly upgrading them, and hence pricing up on their newest offerings. The innovations are consumer significant, so that they are ready to pay a premium to upgrade to the latest offering. Right from their twin blade to triple-blade Mach3 to Mach3 Turbo (with vibrating motor) to Gillette Fusion (with an additional trimming blade), their upgrades have been significant, and as a result they’ve been able to charge a more than 10% premium with them.

7. Motivate the team via thought leadership. Building a successful brand requires dedicated support, not just from the leader but from the whole multifunctional team — sales, research, R ?>

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15 Brand Failures: Advertising Mistakes – Cultural Blunders #advertising #blunders,brand #failures,home #slider,marketing #blunders


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15 Brand Failures: Advertising Mistakes Cultural Blunders

With global brands, the issue of homogenization of the brand communication into the local language (specially in Latin America and East Asian countries) is of critical importance. But when such brands ignore proper research or are simply careless, the mistakes that happen are often quite hilarious, even though they are unintentional. Such brand failures or advertising blunders happen for no fault of the product and result in millions of dollars of wasted money simply because a few people were careless enough to not do proper research before the ad campaign or brand launch.

Given below are 15 such advertising faux pas.

Pepsi in China

When Pepsi used their slogan, “Come alive with the Pepsi generation” in China by literally translating it, they didn’t know that the literal translation of the slogan meant, “Pepsi will bring your ancestors back from the dead”! They soon realized their mistake and the campaign didn’t last very long.

Coke in China

Coca Cola is famous for its mistakes in the eastern countries like China and Taiwan. In China, when Coca Cola had to translate its name in Mandarin, they chose ‘Ke-Kou-Ke-La’, very unwisely because it meant, “bite the wax tadpole” or “a female horse stuffed with wax”. Soon enough they realized their mistake and changed the translation to “ko-kou-ko-le” which meant “happiness in the mouth.” Not perfect, but much better than a wax tadpole!

Coke in Cuba

Coke once again. In cuba, Coca Cola wanted to write “Tome Coca Cola” (drink Coca Cola) in the sky. Grand intentions there. Only they didn’t take into consideration the wicked wind which blew a letter of the sign and made it “Teme Coca Cola”, which meant “fear Coca Cola”. The company tried to rectify the mistake by producing a lithograph of bull fighting. Which turned out to be a bigger mistake because bull fighting is illegal in Cuba.

Chi Chi

Chi Chi’s the Mexican food chain is of American origin. Perhaps that’s the reason why they didn’t know that Chi Chi’s in Mexican slang means breasts. Interestingly another company by the name Chi Chi’s makes salsa and has a slogan “good no matter what.” Of course!

Mensa in Spain

Mensa, the international society of high IQ people, would probably find it difficult to be accepted in Spanish speaking countries. In Spanish, Mensa means “stupid woman”, quite the opposite of a regular Mensa member. Mensa comes from the Latin word for “table.” In German Mensa means “cafeteria”.

KFC in China

In 2002 KFC released their slogan “finger lickin’ good” in China. Unfortunately for them, even after research, they made a translated version which meant, “Eat your fingers off”.

Got Milk in Mexico

After the huge success of “Got Milk” campaign, the Dairy Board of California decided to run these ads in Mexico. But they soon realized that the Spanish translation meant “are you lactating?” Coors, the beer company also made a similar mistake when they translated their slogan “turn it loose” into Spanish as “suffer from diarrhea.”

Gerber Foods in Africa

When the US baby foods company Gerber started selling their products in Africa, they adopted the same packaging design as in US, with beautiful pictures of babies on their labels. What they didn’t know was that in Africa, because of non English speaking population, it was standard practice for companies to put pictures of the product ingredients on the label.

Ford in South America

In South America Ford started marketing its car “Pinto” in 1971. It was a small car that was supposed to compete with other imported small cars in the Latin American market. But the company soon realized that in spite of its best efforts the car was not selling as it should have. Turns out, in Brazil “Pinto” is a slang for small penis. Now who would pay money for that!

Parker in Latin America

Another mistake in Latin America. This time it’s the Parker Company. While trying to market their leak proof pens, they translated their line “it won’t leak in your pocket and embarrass you”, into something in Spanish which actually meant “it won’t leak in your pocket and make you pregnant.” The culprit was a single word. The company assumed “embarazar” meat “to embarrass”. But it actually meant “to impregnate”.

Vicks in Germany

When Vicks introduced their cough drops in the German market, they were probably unaware that “v” in German, is pronounced as “f” and when replaced with “v” in the brand name, became the guttural equivalent of what is generally a slang for “sexual intercourse”.

Clairol

When Clairol, the hair products company, introduced the “Mist Stick” – a curling iron – in Germany, they were chagrined to find out that “mist” is a German slang for manure. Now who would purchase a “manure stick”.

Proctor Gamble in Japan

What can be a sexual tease in one culture can be downright inappropriate in another. And when an American company doesn’t realize this, what results in another advertising blunder. When P G launched one of it’s brand in Japan with an ad that showed a woman bathing and her husband entering the bathroom and touching her, the Japanese rejected the ad and the brand, because they consider this, an inappropriate behavior and in poor taste.

Puffs in Germany

When Puffs introduced their tissues in Germany, they realized, much to their dismay that “Puff” in German is a slang for a “whorehouse”. German must have had a hard time figuring if they were buying tissues or some else.

General Motors in Latin America

When General Motors introduced the Chevy nova in South America, they were oblivious to the fact that “no va” in Spanish meant “it won’t go”. When sales didn’t pick up for the car (after all who would buy a car that won’t go!), they realized their mistake and renamed the car Caribe, for Spanish markets.

What we can learn from these Brand Failures?

Brand building in foreign markets in a tricky exercise. Not only are you dealing with a foreign language that perhaps no one in your team is aware of, you also have to deal with numerous subtle nuances of the local culture and language that only a local can make out.

So in depth research about the local culture. it’s society, it’s political and religious sentiments, it’s colloquial terminologies needs to be thoroughly researched before translating a brand name or an advertising slogan. If the existing brand name sounds weird in local language, it’s always a good idea to keep a new brand name for the local market.

Not just the name, the packaging of the product, the flavors, the way it is presented in the market, should also be researched thoroughly to identify an conflicts it may be having with the local culture.


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