Nikolai Kondratiev made a wonderful contribution to economic history with his long wave theory. He argued that the capitalist development was made of long waves. These waves are 45 - 60 years long and represent one cycle of global economic growth. They are successive sine curves highly linked to innovations in technology. According to this theory, technology is pushing the economy of brands into their 3rd wave of development. The first era was led by technological advancement in the production of goods, such as, large-scale plants, the second wave came with the technological advancements in media such as TV, Radio and Print and the 3rd wave, the present one, is led by the advancements in Information and Communications Technology (ICT).
Back in the day, market research seemed to have all the answers about brands. Indeed, the scientific apparatus of quantitative research - segmentation, clustering, modelling etc. - seemed so sophisticated compared with its slightly prosaic subject matter: soap, toothpaste, biscuits and the like. Yet now the reverse seems true: brands are so central to our culture and so deeply rooted in our psyche that it is the traditional tools of measurement which seem unequal to the task. Why?
Using Media Z Anna Breslauer, MEC, examined the audience perceptions of the two iconic sporting events and how these affect brand partnerships.
Every four summers, a global audience is treated to a spectacular international football event. The World Cup is highly anticipated by the public for months leading up to its commencement, and for brands, even years. Another favourite each year, particularly in the UK, are the Wimbledon Championships – valued by partner brands but in a contrasting and understated way. This summer we witnessed the World Cup and Wimbledon simultaneously allowing for comparison of the distinctive approaches to advertising and sponsorship. With 20.5 million viewers watching the World Cup final and 10 million watching the Wimbledon final in the UK, (BBC, Wimbledon,) these properties are highly sought-after for sponsorship, and for the World Cup, prime television spots on ITV.
Last month we published Top 10 Brands datasets from Kantar Media's global TGI panels on warc.com. The TGI data provide a look at the most-consumed brands in 61 markets across four regions (Europe, the Americas, Asia Pacific and MEA), dating back to 2011. The datasets also show the number of consumers of each brand, and how that total relates to the population. With this, we're able to gain some interesting insight.
Coca-Cola is the most consumed brand, appearing in the top 10 in no less than 34 of our markets (57.6%) across all four regions. The soft drink giant had 70.7m consumers in China alone (48% of the population). However, this placed it only 8th in the country's rankings, where Danone was top with 109 million users. Coca-Cola was the favourite brand in four markets in 2013, including Hong Kong, where it was consumed by 77% of the population (3.9 million users), and Mexico, used by 72% (or 25.8 million).
This post is by Karen Connell, founder of The SMALLmighty Ltd.
Got your eyes set on China? Don't take the plunge before you've read this…
In a land seen as the holy grail of growth it seems every industry wants to know the secrets to building their brand in China. With its huge population, vast geography, exploding wealth, a great appetite for brands – and let's not forget some enticing government-backed incentives for select businesses to invest in China – what's not to love about this economic powerhouse, and what could possibly go wrong?
It's true that there is an explosion of Middle and Affluent Class consumers; people with new-found wealth who are living, or look to soon live, a standard of life their parents or grandparents would never have dreamed of. And yes, there are some tremendous benefits but it's important that brand owners recognise that China is not an open invitation for their P&L statements.
This post is by Marc Mathieu, Senior Vice-President Marketing at Unilever, and is part of the WFA's Project Reconnect.
Some brands have their purpose defined at birth, some have to discover it along the way. But increasingly all brands need a purpose to survive – and thrive – in today's highly competitive market.
When we launched Project Reconnect at the Global Marketer Conference in Sydney, the aim was to help identify best practices that are shaping the marketing of the future and reconnecting us with the people we are and the people we serve.
Today, the good companies – the ones that will survive and thrive through thick and thin – care about something, because the people we serve demand it. Without a true purpose, your brand is just a banner, just another part of the visual clutter.
This post is by Simon Kemp, Regional Managing Partner Asia at We Are Social, and is part of the WFA's Project Reconnect.
Over the past few months the World Federation of Advertisers and We Are Social have been partnering to identify the brands that marketers around the world respect the most.
Over the course of our conversations, the same handful of brands came up again and again.
But what is it about brands like Red Bull, Nike, and Dove that marketers respect so much?
Mobile apps, wearable devices and sheer innovative thinking are enabling marketers to find new ways to fulfil consumer needs. I've dug into the Warc archive to showcase examples of brands that have implemented 'solution' or 'practical' marketing that puts convenience and customer service at the core.
Art Series Hotels: Overstay Checkout
Art Series Hotels, an Australian boutique hotel chain, found that a major pain point of leisure travellers was the 11:00am checkout which was standard across the industry. In response, they developed the "Overstay Checkout', an innovative new checkout system based on hotel capacity, which meant guests would only have to check out when the next guest checked in. This customer-friendly message was promoted everywhere from social media to hotel door-hangers. The campaign was tremendously successful, and the idea was recognised globally as a genuine innovation in the hotel industry. It was a win-win situation: creating value for the consumer while solving the hotel's unsold inventory problem.
What marketing do to boost a brand weakness? A quick scout of Warc.com finds a myriad of challenges and solutions. Here I have highlighted five examples of how brands addressed a weakness – one address a logistical issue, Kmart's inventory problem, and the rest are all about people's perceptions. Weetabix is boring, McDonald's is low quality and Michigan is deep in industrial decay. Or are they? In Aldi's case, people felt distant, disloyal and embarrassed to shop with a discounter.
Read below to see how the brands addressed these challenges, and subscribers can click through for the full case studies. You may also like to explore more case studies on Warc via the Case Finder or Topic Pages.
Ask anybody about what comes to mind when they think about Brazil, and it's likely they'll reel off a long list including great beaches, beautiful people and – with the recent World Cup still in people's minds – football. But, of course, such stereotypes do not tell the full story about this vast, diverse and increasingly influential nation.
In an attempt to broaden the conversation, brand consultancy Flamingo organised an event in London this week featuring three expert speakers: each of whom tackled a big Brazilian stereotype.
Warc subscribers can read a full report from the event, featuring all of the key statistics and campaign creative, but below are the highlights from the briefing.