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WPP Atticus Awards 2011 – Landor Perspectives

Landor Perspectives comprises of several thought pieces published throughout 2011 that focuses on topical marketing issues and trends. It was Highly Commended in the Corporate category at the Atticus Awards.

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Article

This article argues that a solid brand architecture plan can improve the chances of success of mergers and acquisitions (M&A) that involve a range of different brands.

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This article claims consumers have considerably reduced their time spent shopping, which has led to changes in purchasing behaviour.

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This article highlights how iconic brands in Australia are taking consumer input seriously through crowdsourcing, facilitated by marketers using social media to capture ideas.

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In difficult financial times the most successful brands are those that provide comfort, build relationships, promote health and enhance happiness.

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This article highlights how playful branding that creates rituals can translate into lifetime loyalty, which it illustrates with examples from the confectionery and cake categories.

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Nick Foley, of Landor Associates in Singapore, gives eight pieces of advice on branding: be distinctive; stake a claim on the territory; find a great insight; live up to your promises; make an emotional connection with the consumer; empower employees as a way of helping drive brand awareness; use your own media to carry your message; start a dialogue with consumers.

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This article examines what the future holds for the airline industry. Economic findings suggest that low-cost carriers will continue to grow, as they provide relevance to financially-constrained passengers by utilising maximum efficiencies.

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This article looks at ways to drive positive change for hotel brands. Brand loyalty among guests can be built with awareness, creativity and a commitment to action.

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Brands must explain to consumers what they do and how it benefits them. This can be a significant challenge in some categories, but innovative marketing can help break down barriers between brands and consumers.

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This article highlights how the popularity of mashups in China has meant that foreign brands can no longer do well in the market by branding existing products with a Chinese name.

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The marketing community is divided in its attitude to the internet - digital radicals on one side, traditional conservatives on the other - but it needn't be so, argues this article.

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Social media has caused a paradigm shift in corporate and consumer relationships by decreasing the level of control brands have over their communications.

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This paper provides a forecast of market trends for 2011 and their potential impact on brands. The topics it covers include: search for purpose, design, social media, shopping behaviour, packaging, sustainability, colour direction, the petroleum and energy industries, marketing in the Middle East, food, the globalisation of Asian brands, interactive entertainment and brand management.

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This brief paper shows the top ten "green brands" for 2010 for eight different countries, namely, Australia, Brazil, China, France, Germany, India, UK and US.

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Eco-friendly product packaging is about more than just using recycled cardboard and vegetable-based inks.

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This paper from Landor Associates argues that as a result of rising living standards in China, the retail banking business has become a potentially high-profit industry providing numerous opportunities for both foreign and domestic banks.

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Ingredient branding means giving a component of a product its own brand identity, which can be useful when looking for a point of differentiation.