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  • Posted by: Interbrand on Thursday, March 22 2012 11:08 AM | Comments (0)

    Jez Frampton

    Welcome to part 2 of this Demand and Desire special, where Interbrand’s Global CEO, Jez Frampton, joins Global Chief Communications Officer, Karen Burke, in examining what 2012 has in store for these eight sectors:

    • Financial
    • Hospitality
    • Food & Beverage
    • Healthcare
    • Luxury
    • Telecommunications
    • Media
    • Retail

     

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  • Posted by: Michael Benson on Monday, February 27 2012 10:49 AM | Comments (0)

    I had the pleasure, once again, of being a judge for the British Video Association Marketing Awards. Assessing marketing campaigns supporting the launch of titles on DVD and Blu-ray highlighted how innovative and effective they could have been. What struck me most is that more brand-focused thinking would certainly benefit the entertainment industry.

    There are unique challenges posed by the transient nature of the product (given the viewing experience) and the astonishingly short time that it has to become a success. Nonetheless, a small fraction of films launched have gone on to become lasting franchises, becoming brands that have extended beyond the viewing experience. It’s important food for thought for entertainment marketers, especially coming out of the movie awards season.

    Many campaigns are, sadly, an exercise of simply trying to place the title poster art in as many places as possible (online and offline), securing PR for the talent and throwing up website and Facebook pages for broadcast purposes that don’t really engage in dialogue. While much of this is driven by the need to push volume fast, it shouldn’t be an excuse for skipping rigorous thinking to make limited marketing budgets work harder. The problem: titles are not often thought of as brands to manage, but seats to fill and boxes to shift.

    What each title is and offers (the brand) needs to be clearly defined to identify effective connection moments and innovative ways to engage customers. This will also enable longer term brand building, especially as sequels and serialisation become a more common way to improve ROI. Some of the mega franchises like Star Wars and Harry Potter appear to have clearer values that guide what they do in the many different extensions of the brand. This keeps the magic alive in the hearts and minds of current fans and help attract new audiences.

    Tactically, some distributors are using customer insight to effectively position and communicate their titles. I saw smart launch promotions that put potential viewers in the shoes of the hero, and the use of documentary to astonish and create a new fascination of the subject even before you see the film. These built on the understanding of what will engage potential audiences in a way that builds the brand. I can’t tell you who won (to be announced in the coming weeks) but I can say that the standouts clearly used brand-centric thinking.

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  • Posted by: Interbrand on Friday, February 17 2012 01:36 PM | Comments (0)

    The media world is in a state of constant innovation and flux; that’s no surprise. This will continue with increasing intensity in 2012, from social media and content creation to new devices and consumption models. Consumers themselves are evolving just as quickly, becoming more comfortable with new ways to create and consume content, and sharing everything from photos to purchase histories through the social web. It’s clear that the consumer wins in this picture, but what about the big—and small—players building the devices and launching the apps? What can they expect? Our latest white paper, What’s in store for 2012?, takes a look at the year ahead in the media industry, plus 15 other sectors.

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  • Posted by: Fred Burt on Monday, July 18 2011 11:18 AM | Comments (0)

    In the demise of the News of the World, there’s one villain that has been conveniently overlooked: the consumer.

    A number of News of the World executives appear to have crossed the line, but were they not doing it while trying to feed the U.K. public’s insatiable demand for sensationalism? Would they have done this if the revelation of the otherwise private was not a massive seller? If something is rotten in the state of Murdoch, are we not also to blame?

    In this world of transparency, we hold that the corporate behavior that sits behind the brands we know and trust is an increasingly important factor in brand management. So is the willingness of the public to turn on its prime source of weekend tabloid tittle-tattle perhaps the key symptom of a brand built on weak foundations? A matter of weeks ago, the national sentiment was one of outrage that public figures were able to claim super-injunctions to protect their privacy. Now, when a handful of journalists cross the line, we look to throw the whole organization onto the altar of opprobrium.

    What seems to emerge from this is a timely reminder that brands – especially big, influential brands – need to hold up to a standard that is higher than the low bar of mass market appeal. Not because this drives sales, but because it is the right thing to do. All good brands have clarity and commitment internally that drives behavior and should be strong enough to have given the senior journalists pause for thought before they crossed that line. And should the chips ever be really down, as they surely are at News International, there will be some deeper commitment to the brand that will mitigate a crisis. And here’s the insight: business ethics, CSR, and sustainability all drive longer-term commitment, loyalty, and advocacy, not short-term sales.

    But when News International  launches the Sunday Sun to fill the huge gap (market opportunity) left by News of the World, will the U.K. consumer boycott it? Or will they have forgotten about what was a sensational but momentary story and moved on to the next headline? Will our well-meaning, corporate citizenry be steamrolled by our inexorable mainstream appetite for the latest celebrity gossip? And will the Sunday Sun be built on equally shaky foundations? Let’s hope News International learns a lesson, and holds itself – and us – to a higher standard.

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