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Date: oldest first
David Keefe, Admap, December 2013, pp. 16-17
This article describes the competition between brands developing 'ecosystems' - communications systems that deliver content to consumers where ever they are - as they seek to generate consumer loyalty.
This article describes the competition between brands developing 'ecosystems' - communications systems that deliver content to consumers where ever they are - as they seek to generate consumer loyalty. Five lessons from brands which are already developing ecosystems are: have a clear brand definition; embrace the complexity of the new technological landscape; exercise caution surrounding brand extension; understand the value of symbiosis; and maintain simplicity for the user.
The last word from the East: Seeking transformation
Barney Loehnis, Admap, November 2013, pp. 50-50
This article discusses the transformational value of mobile technology which allows people to access and broadcast to the world.
This article discusses the transformational value of mobile technology which allows people to access and broadcast to the world. Discussing innovation in this channel, three drivers of transformation are identified for marketers to consider: the importance of relevancy and personalisation, geographic targeting, and 'the internet of things'.
Trumpeting the new Power of Quiet
Melanie Howard, Market Leader, Quarter 4, 2013, pp. 54-54
This article highlights the trend towards the desire for tranquillity, in the face of growing technology-related tensions.
This article highlights the trend towards the desire for tranquillity, in the face of growing technology-related tensions. Brands can help the search for the space to reflect and contemplate. Examples include The Shelf from DoCoMo, the Japanese mobile carrier, which allows young women to relax in a café and lounge areas where they can try new devices and fashion items away from the high street. Other commercial examples come from IKEA, the home retailer, and Selfridges, the British department store. This trend has also extended more widely in society, with increasing focus on quiet technology and noise solutions.
Sharing the Spotlight: Is There Room for Two Brands in One Advertisement?
Jenni Romaniuk, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 247-250
Jenni Romaniuk discusses the circumstances in which it is beneficial to feature more than one brand in an advertisement.
Jenni Romaniuk discusses the circumstances in which it is beneficial to feature more than one brand in an advertisement. This can be done by featuring with a parent brand, a partner brand or a competitor brand. When featuring more than one brand marketers should ensure the most important brand is made dominant and that marketing messages are not confused.
Letter from Karachi: Reflections on an age of faith
Julian Saunders, Market Leader, Quarter 3, 2013, pp. 53-53
This article argues that western Europeans need to step outside of their highly secularised culture to understand better the values of other societies.
This article argues that western Europeans need to step outside of their highly secularised culture to understand better the values of other societies. Industrialisation, the growth of mega cities and globalisation are not ushering in a more secular world, but one in which people have a deep need for the succour of identity and belonging. He draws from the central tenets of Islam to explain the values that are most likely to successfully elicit brand engagement in Islamic societies. His suggestions include: keeping the message simple; promoting action to secure commitment; and weaving the brand into the fabric of daily life.
Time for brands to start thinking inside the box
John Griffiths, Admap, Shortlisted, Admap Prize 2013
Companies are undertaking an increasingly ambitious range of initiatives under the banner of corporate social responsibility.
Companies are undertaking an increasingly ambitious range of initiatives under the banner of corporate social responsibility. For all the benefits of firms taking on roles typically associated with nation-states and NGOs, however, these corporations are usually unaccountable, and frequently set the agenda in a unilateral way. They are also increasingly using “quasi-religious” language to justify their actions. Redressing this imbalance requires making managers and shareholders ethically accountable, developing significantly wider models of stakeholder consultation, and soliciting the views of religious groups, the role of which is often underappreciated, especially in Europe.
Imagining a profitable force for good
Steve Wright, Admap, Shortlisted, Admap Prize 2013
This paper argues that it is not possible for brands to maximise profit and, at the same time, be a force for good.
This paper argues that it is not possible for brands to maximise profit and, at the same time, be a force for good. A combination of a legal obligation to benefit shareholders, and the destructive consequences of profit maximisation, leads brands down a path that will create net 'bad' in the world. However, the author argues that if corporations abandon not the goal of profit, but of profit maximisation, and realise that reducing poverty and creating 'good' is good for business, they can be a positive force in the world.
The economics of abundance
Ersun Warncke, Admap, Shortlisted, Admap Prize 2013
This paper argues that companies can serve the public good and maximise profit, illustrated by the example of the changes to the global trade in diamonds and the move towards demand for "conflict free" gems.
This paper argues that companies can serve the public good and maximise profit, illustrated by the example of the changes to the global trade in diamonds and the move towards demand for "conflict free" gems. It looks at how brands have met people's desires in accordance with Maslow's hierarchy of needs and discusses how they can meet the last step of self-actualisation. The author argues that in a world of abundance, with all other lower needs met, brands will focus on integrity, social responsibility and sustainability in order to fulfil consumers' need for self-actualisation.
Brand social mutation
Sebastien Thomas, Admap, Shortlisted, Admap Prize 2013
This paper accepts the premise that brands can maximise profit and be a force for good, and so focuses on how they should do it.
This paper accepts the premise that brands can maximise profit and be a force for good, and so focuses on how they should do it. It argues that brands, as the most valuable and culturally significant entities in the world, are uniquely placed to tackle social problems but, to do this, they need to 'mutate' their 'DNA'. This requires them to restructure their spending, relationships with internal and external stakeholders and methods of measuring profit and loss, in order to take social goals into account.
Psychopaths or citizens? The battle for the soul of modern brands
Michael Hines, Admap, Shortlisted, Admap Prize 2013
This paper argues that corporations have historically always been in pursuit of one goal - profit - due to a sole focus on the interests of shareholders, and that a brand's concern for social good and its commitment to a purpose greater than itself only manifests when its profits are threatened.
This paper argues that corporations have historically always been in pursuit of one goal - profit - due to a sole focus on the interests of shareholders, and that a brand's concern for social good and its commitment to a purpose greater than itself only manifests when its profits are threatened. However, as consumers increase demand for socially contributing and sustainable brands, this same profit-led approach will mean that companies will be forced to behave responsibly. Should this happen, brands are well-placed to effect large-scale change. To foster this, the author recommends that share ownership of a company should be placed in the hands of a steering committee who are motivated by something larger than profit alone.
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