Subject Index
 

The product placement industry is worth as much as $40bn globally, but very little is really known about it. This paper investigates the potential of 'brand integration', as those involved prefer to c ...

Online retail is continuing to grow apace (by 21% in the US last year, to $175bn), so will brands need to offer a physical retail presence in the shopping mall for much longer? Using Apple's i-Phone a ...

This article discusses 'experiential marketing' (EM), defined as 'a live interaction with consumers, which presents products or ideas within the context of a total brand experience'. EM is said to be ...

This article discusses postmodernism, and its effect on marketing. Postmodernism is a rebellion against rationality and uniformity: whereas modernism believes in a single universal reality, and exalts ...

Andrew Wiseman, a director at Nunwood's Market Analytics business division, argues that though customer satisfaction is recognised as an important contributor to business success, the measurement of t ...

The second in WARC's series of Automotive Marketing Reports looks at the preparations being made for the 2008 U.S. launch of Daimler-Chrysler's ultra-compact smart fortwo. It discusses how fluctuating ...

This paper reports on the launch of Jaguar's C-XF concept car, a radical new design for the company that will influence its next generation of models. The paper discusses the experiential marketing ca ...

An overview of how beers are approaching marketing and communications in an increasingly competitive environment. The Harvard Business Review claims that of 30,000 new consumer products launched in 2 ...

Mark Joy, joint MD of sales promotion agency, Gasoline, sees 'brand activation' as bringing the brand experience to life in an enjoyable, relevant and engaging way. He describes the factors driving 'B ...

Hugh Robertson, founder and managing partner of experiential marketing agency, RPM, debates the development of brand experience marketing from a tactical add-on to a key element of brand strategy. He ...

Drew Neisser, president and CEO of Renegade Marketing Group, describes a trip with his 12 year old son to the Dew Action Sports Tour in Louisville, Kentucky. On the trip they encountered over ten mem ...

It is a commonplace that most people want to see and try a product before they buy it - and 'brand experience' via sampling, demos and test drives is hardly new. But, as Roderick White informs us, in ...

Tom Beaumont-Griffin, executive creative director at Sledge Ltd, and Andy Sutton, UK marketing director for Peugeot, describe the spring 2005 pre-launch buzz campaign for the innovative Peugeot 1007. ...

With the recent reissue of Lester Wunderman's 'Being Direct', Martin Thomas, a partner at Nylon, reflects on the insights and predictions of 40 years ago. He reveals that Wunderman's watchwords of 'p ...

This paper defines experience value as one of customer benefits, and analyzes its correlation with brand loyalty and its influential factors to perceived quality by quantifying the perceived quality o ...

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, unt ...

Neil Dawson, TBWA\London, and Mike Hall, Hall & Partners, look at another area of ‘brand experience’ – brand entertainment, which they define as entertainment that would not have existed without the b ...

Martin Payne, Through the Loop, and Ross Urquhart, RPM, argue that ‘brand experience’ is key to helping differentiate brands in today’s crowded market. Firstly they develop a definition for brand expe ...

Pamela Danziger, founder of Unity Marketing, reports on research into the factors that influence purchasing of luxury brands. Surprisingly this indicates that the brand name is not the key influence ...

Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolvi ...

Desjardins is a dominant financial institution in Québec, but with vitally different values from banks - it is owned by its members, who share in the profits. In 2003, it decided to get back to its ro ...

The authors suggest that people have become immune to advertising messages and suggest spending marketing budgets on creating tangible customer experiences. They quote several companies who have succ ...

The authors believe that customers not want true brand relationships but simply a good experience and re-assurance. They argue that products and services are not enough to keep customer attitudes ali ...

Chip Walker argues that taking the brand as an experience expands the definition of what branding is and creates a new canvas for carrying out a brand's vision. He suggests that the user experience mi ...

Mike Flynn gives an overview of retailing. He identifies two perspectives, the first is to engineer stores to maximise sales, the second is to treat retailing as a brand. The author believes that 'bri ...

Today brand communication goes far beyond the three minute advertising break. In some cases it has been transformed into a cultural experience. Nike, Ikea, Lego, Bacardi and Cadbury are all manufact ...

Customers are increasingly looking beyond physical brands to `experiences': service experiences that are consistent, different and special. Demand for this has expanded as time becomes more pressing. ...

Discusses `brand experience', new ways to get people to pay attention to brands and communications. The key is to engage the brain by putting the brand in an unexpected context (usually some sort of e ...

The author argues that the concept of branding is now moving on to encompass experiences that integrate brands into the lifestyles of its consumers. He sees it as an evolution from feature/benefit ad ...