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This week’s Challenger Project by Georgia Craib, discusses the importance of every person within a company understanding that a brand identity is more than an image, it acts as a filter for decision making.
Cranium of Cranium inc. was a ‘game’ changer in the board game category (tee hee). They flipped every convention; distribution, audience, Christmas… the list is never ending.
It really was wonderful- so much so that I got excited reading a story about it 14 years on (although for different reasons that i liked it back then, I was a pre-teen so mainly just enjoyed the purple dough).
Cranium Inc.’s mandate and every employee’s mantra was the acronym CHIFF= “clever high quality, innovative, friendly, funny.” From every innovation, through to every small piece of comms, to what kind of chairs were in the office, every decision had to go through -
Is it clever?
Is it high quality?
Is it Innovative?
Is it Friendly?
Is it Funny?
Is it CHIFF? If the answer is yes, then go forth and produce! Read the rest of this entry »
Posted: May 17th, 2012 | Author: sarah-folley | Filed under: challenger project | Tags: brand identity, challenger project, CHIFF, Cranium Inc, eatbigfish, georgia craib, The Marketing Society Blog, Whit Alexander | Leave a Comment »
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Daianna Karaian, Brand Strategy Manager at EDF Energy and blogger at Sexy Or Susty sums up our latest Green Think Tank.
It was one of those ‘I was there’ moments when you get the feeling great things are going to happen. A room full of leading marketers. A palpable buzz. A flurry of flip charts. An early morning breakfast discussing sustainability? Indeed.
Things kicked off with Malcolm Evans of Space Doctors talking us through the evolving semiotics of sustainability, the way ‘communication codes’ are changing as sustainability matures.
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Posted: May 16th, 2012 | Author: will.armstrong | Filed under: Features | Tags: Daianna Karaian, EDF Energy, Green Think Tank, Making sustainability sexy, Malcolm Evans, Sexy Or Susty, Space Doctors | Leave a Comment »
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John Gilbert, business analyst from JGFR, looks at the challenges arising from this unique summer of events.
There are so many things to comment on both from personal experience and from analysing the last quarter’s datasets that this month’s blog tries to weave various themes together.
This summer the unique combination of The Queen’s Diamond Jubilee and the London Olympics are set to dominate much of the news media. In the City, analysts are trying to quantify the impact on an economy that is currently in a double dip recession while marketers and businesses assess the financial impact on their plans.
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Posted: May 16th, 2012 | Author: Leah.Latimer | Filed under: Growth Drivers | Tags: Diamond Jubliee, Euro 2012, Growth Drivers, JGFR, john gilbert, London Olympics, Marketing Society blog | Leave a Comment »
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Crawford Hollingworth, founder, The Behavioural Architects on unlocking the strategic power of Behavioural Economics.
The Power of BE
There is a huge buzz around behavioural economics (BE) and a high level of expectation in our industry not seen for many years. We are all aware of the powerful insights on brain function and are prompted almost weekly by another penetrating insight into human behaviour and cognitive biases. We are also conscious that many marketing and market research approaches based on rational economic man are somewhat challenged by these new insights into human behaviour.
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Posted: May 15th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think, Uncategorized | Tags: Behavioural Architects, behavioural commitment, behavioural economics, Bias aversion, cognitive biases, Commitment mechanisms, consumer spending, crawford hollingworth, loss aversion, Makes You Think, Marketing Society blog | 1 Comment »
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Mark Sherrington, Marketing Society fellow and director at Brandtone, says that just like today’s children, brands can also suffer from ‘over-parenting’.
Let me set the context. We belong to the generation of over-parenting, I see it every day among my friends. When it comes to their kids they are, to use that perfect Northern word, mitherers.
They agonize over their off-springs’ diet, develop ulcers selecting and getting them into the best schools and remove any possible risk, physical or mental, that may harm them aka teach them a lesson they won’t forget.
They work overtime to instill the right values, celebrate wildly every minor success, soothe and help take the lessons from their inevitable failures. “We can’t all come first in the egg and spoon race Hermione, but at least you tried your best”.
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Posted: May 15th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: Brandtone, Dyson, google, Lord Lever, Makes You Think, Mark Sherrington, Marketing Society blog, over-parenting, Red Bull, unilever, Virgin | Comments Off
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As part of our partnership with Haystack Online, each week we showcase penetrating marketing campaigns. With the Olympic Torch arriving in the UK this week and beginning its marathon journey around the UK next Saturday, we take a look at two of the Olympic related case studies on haystackonline.com. First the BBC Ident for the torch relay followed by the poster campaign promoting free sport during London 2012 through to the end of the ‘Summer Like No Other.’
BBC Olympic Torch Relay
RKCR/Y&R
We are told the Olympic torch will come within 10 miles of 95% of people in the UK, Isle of Man, Guernsey and Jersey. It will be carried by 8,000 torchbearers, all of whom inspired others and were therefore nominated by them to carry the Olympic torch on its historic journey around the country, before lighting the Olympic Flame at the opening ceremony on 27th July. This Ident, created by RKCR/Y&R takes the 8000 holes in the torch symbolising each of the torchbearers and animates them to a striking score by Elbow, who won the Mercury Music Prize in the year of the Beijing Olympics.
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Posted: May 15th, 2012 | Author: will.armstrong | Filed under: haystackonline | Tags: adidas, Alan Thomson, BBC Olympic Torch Relay, GLA Summer like no other, haystack online, rkcr/y&r, St Luke’s | Leave a Comment »
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In our weekly extract from EffectiveBrands book The Global Brand CEO, Rob Malcolm, President Global Marketing, Sales and Innovation, Diageo (1999-2008) discusses the importance of thinking local but acting global.
“Thinking local, acting global. Competitive advantage lies in figuring out how to do this global-local thing better than anyone else. When people inside the company actually get how to fit the pieces together, it unleashes alignment, speed, trust and constructive challenge.”
Leading Marketers’ quotes – The Global Brand CEO, by the founders of EffectiveBrands Ref p58.
Posted: May 14th, 2012 | Author: sarah-folley | Filed under: Global Brand CEO | Tags: act global, Diageo, effectivebrands, Global Brand CEO, rob malcolm, The Marketing Society Blog, think local | Leave a Comment »
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In our regular Monday article, SAY Media analyses the week in a Venn diagram. This week, the SAY Media discuss what we, as marketers, can learn from Kickstarter, the online platform which lets creators crowdfund support for a project, from the public.
“People don’t just wear our shoes – they tell our story”.
Blake Mycoskie, CEO Toms Shoes
Kickstarter has become quite the phenomenon. In just three years, it has helped fund almost 50,000 projects to the tune of over $200 million. It’s become a key tool for all sorts of creators – funding movies, music, video games, books, art, technology and much, much more. Pebble, a watch with an e-paper screen that runs apps from your iPhone or Android device, recently became the most successful Kickstarter project ever – raising over $8 million (and counting) on a $100,000 goal. You can get a sense of other projects that are catching fire on Pinterest – and it’s not an overstatement to say that Kickstarter may be one of the most important and disruptive platforms in America today.
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Posted: May 14th, 2012 | Author: sarah-folley | Filed under: A week in Venn | Tags: Digital partner, effective marketing campaigns, kickstarter, SAY Media, The Marketing Society Blog, Venn Diagram | Leave a Comment »
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Elen Lewis, Marketing Society editor, curates the edited ‘nice to know’ highlights from the weekend papers, from bob a job to a decline in DIY.
There has been a huge increase in humanist funerals. The number conducted by celebrants from the British Humanist Association grew by 50% between 2004 and 2011
The Scout Association’s “bob-a-job” scheme is returning in an updated form for a new generation of youngsters – children will work in supervised groups, focusing on local projects in return for donations
Spending on DIY equipment is at an all-time low
Posted: May 14th, 2012 | Author: Elen.Lewis.Editor | Filed under: Nice to Know, morning papers | Tags: morning papers nice to know | Leave a Comment »
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Elen Lewis, Marketing Society editor, curates the edited ‘need to know’ highlights from the weekend papers, from the demand for artisan bread to the effectiveness of “chugging”.
80% of consumers have changed their shopping habits to save money, but only 10% of pet owners have cut back on what they spend on their animals. There is a growing appetite for artisan bread in Britain, resulting in several previously defunct flour mills being reopened
80% of managers think their staff are satisfied or very satisfied with them as a manager – but only 58% of workers say this is the case
Four in 10 couples have shelved plans to start a family because they can’t afford it
In the US, women earn 60 per cent of the degrees awarded
“Chugging” actually works: 600,000 of us sign up to charity this way annually, donating £130m
Posted: May 14th, 2012 | Author: Elen.Lewis.Editor | Filed under: Need to know, morning papers | Tags: morning papers need to know | Leave a Comment »
