TITLE

The option to opt out

AUTHOR(S)
Mitchell, Alan
PUB. DATE
July 2006
SOURCE
Brand Strategy;Jul/Aug2006, Issue 204, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the discovery of a new business model for marketing by advertising agency Lord Saatchi in Great Britain. Lord Saatchi has developed an attention-focusing, recognition-inducing single-word utterance that may be able to identify easily a particular brand, believing that only brutally simple ideas get through. The company has given the words search to Google, innovation to Sony, and favorite to British Airways.
ACCESSION #
21924277

 

Related Articles

  • Creative Review.  // NZ Marketing Magazine;Aug2003, Vol. 22 Issue 7, p8 

    No abstract available.

  • Corporate ID policies need overhaul for '90s. Lubliner, Murray J. // Marketing News;10/28/1991, Vol. 25 Issue 22, p4 

    The author suggests the need for reform of corporate identification (ID) policies in the U.S. He emphasizes the basic principles for planning corporate identity strategies including effective communication of brand marketing and enhancing brand's image. He believes that the degree of corporate...

  • TUNING IN TO BROADCASTER BRANDING. Drinkwater, Peter; Uncles, Mark // B&T Weekly;Feb2004 Supplement, p22 

    Reports on the necessity of broadcaster branding in Australia. Time, money and effort invested by broadcasters to develop and maintain brand image; Impact of competition on the marketing strategy of radio stations; Efforts of broadcasting companies to distinguish themselves in the minds of the...

  • Research get advice on brands, international market. Cebrzynski, Gregg // Marketing News;9/3/1990, Vol. 24 Issue 18, p38 

    This article presents a statement issued by Peter A. Georgescu, president of Young & Rubicam Inc., regarding a life and death challenge facing advertising agencies and researchers in building and maintaining strong brands or be pushed aside by those who do. Georgescu said he is exhorting the...

  • Where does branding begin? Garcia, Linda // Design Week;2/8/2007, Vol. 22 Issue 6, p20 

    The article discusses the key elements of a successful branding project. According to the author, both the brand consultancy and the advertising agency are essential players in the branding process. The author states that ad agency-branding firm collaboration can lead to a successful branding...

  • Wanted: brand champions. Wethey, David // Marketing Week;9/13/2007, Vol. 30 Issue 37, p27 

    The author focuses on the aspect of brand guarding by marketing agencies. He examines the degree to which the agencies' marketing directors identify and coordinate with the brands entrusted to their care by their clients. He denotes that some directors do not make an effective brand warding....

  • Manpower streamlines brand in £27m overhaul. Solley, Samuel // Marketing (00253650);2/22/2006, p3 

    The article focuses on the business planning of Manpower, a global recruitment company, to update its identity and market position. The company has made the changes to better respond to a structural shift in the recruitment market, which has expanded beyond the temporary recruitment on which its...

  • Planificar la estrategia. Marcos, Tomás // Revista de Comunicación (1888198X);2009, Vol. 2 Issue 10, p56 

    This article discusses effective planning strategies in marketing for developing a personal brand. The author comments on the importance of using a personal brand to differentiate oneself from others and to connect with the general public. Several tips for enhancing one's personal brand are...

  • Virgin to hire global brand chiefs to police growth. Clark, Nicola // Marketing (00253650);10/18/2006, p1 

    This article reports that in an attempt to develop its key brands, Virgin Group Ltd. is appointing international marketing directors to ensure consistent global brand identities. Initially, the company will appoint international marketing directors for Virgin Mobile and the Virgin Money brand....

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics