uzun zaman oldu... mekan, zaman, iklim degisti; ben degistim. daha onceki paylasimlarim pazarlamayla ilgiliydi. simdikilerse, hayata dair her sey olacak...yolumuz acik, gunesimiz bol olsun...

Primark'tan Urun Geri Cagirma Ornegi

İngiltere ve İrlanda'nın look good,pay less sloganlı markası Primark'tan bir ürün geri çağırma örneği.

Product Recall Notice

Knitted hat and gloves set labelled "Early Days®"
Style No 14560 Pink and 14561 Blue
Primark® Stores Limited advises that the hats pictured above feature a pom pom which may when pulled release loose fibres which could in some circumstances present a choking hazard.

These hats have been sold in the UK between the 3rd October 2008 and the 21st November 2008.

As a precautionary measure stock has been removed from sale and Primark® Stores Limited are recalling stock already sold.

If you have purchased one of these hat and glove sets then please return it to any Primark® store for a full refund.

It will not be necessary to provide proof of Purchase.

Pazarlamanın Degisen Trendleri ve Yeni Renkleri

PAZARLAMANIN YENİ RENKLERİ DEĞİŞEN TRENDLERİ


Bu forum pazarlamanın yeni trendlerine ve yeni değerlerine odaklanacak. Konuşulacak konuların hemen tamamı Türkiye'de ilk kez ele alınacak.
Forumda pazarlama ve reklam alanında yeni trendler, yeni teknolojiler, yeni ölçümleme yöntemleri, yeni tüketim kültürü, boyut değiştiren tüketicinin, gelişen iletişim ve reklam ortamının yeniden tanımlanması ve anlaşılması üzerine dünya çapında kendini kanıtlamışuzmanlar konuşmacı olarak ağırlanacak.

KONU BAŞLIKLARI

-Punk Marketing
-Gerilla Pazarlama & Gerilla Reklamcılık
-Pazarlamada Yeni Bir Değer:Happiness
-Branded Male:Marketing to Men
-Fonfüllü Marketing
-Celebrity Marketing
-Shopper Marketing & Shopper Trends

Tarih
07 Kasım 2008 Cuma
Yer
Çırağan Sarayı

Seven Principles for Challenger Brands

Seven Principles for Challenger Brands

Danielle Veldre

FOR strategy planner and author Adam Morgan, Madonna exemplifies what a challenger brand needs to be: constantly evolving, reinventing and setting the agenda, all in a manner which reflects the zeitgeist, without appearing contrived.

Speaking at the Advertising Federation of Australia’s Advertising Effectiveness Awards, Morgan addressed the value of strategy planning to an agency’s offering while promoting his book Eating the Big Fish: How Challenger Brands Can Com pete Against Brand Leaders.

Morgan said agencies are facing competition for their strategy planning services from corporate consultancies that can “talk the talk” with company CEOs, not just the staff in the marketing department.

Morgan began his career at BMP, one of the agencies claiming to have invented strategy planning. His latest role was as TBWA’s strategy planner for Europe before he launched his own strategy planning consultancy in London, called Eatbigfish.

Morgan’s research on challenger brands has afforded him a position of authority on the topic of brand strategy. He argues that agencies need to respond to the challenges of the corporate consultancies by investing time and resources into becoming “experts” in the area of strategic planning. However, he readily admits that multinationals are unlikely to make that type of investment in a climate of bottom-line budget planning.

“Agencies have neglected the research and development of brands because budget restrictions and a drive for profit has caused them to concentrate on getting new business,” he told B&T.

Morgan points out this is the best way an agency can educate its clients of the value of charging for the service which it has hitherto given away.

“Agencies give their strategy planning away in the pitch...how can [they] start charging for something that [they’ve] given away for free for so long?”

One way of doing this is to “argue in a language that these people respect—profit and loss”.

Morgan says agencies also need to look at the fundamental question of whether or not everything they do has to result in advertising, in other words, re-assessing core objectives.

Dramatic changes in the advertising landscape have altered the face of competition, with corporate consultancies moving in to join those agencies whose core business is advertising. Morgan believes the Australian advertising pitch of the future won’t be a roll call of the top agencies in the land, but will include corporate conulstancy companies such as McKinsey, as well as small independent specialists merged to offer a full range of services.

Currently researching the follow-up to his first book, Morgan draws a florid analogy, likening his business and the business of challenger brands to a peach. The outside flesh is the product or service on offer and the stone of the fruit is the philosophy and strategy behind the brand. He says that too much concentration on the flesh will mean the stone will wither, and while you can’t do anything particular with the stone, it is vital to the health of the flesh.

Again Morgan says there needs to be a significant investment in the core brand in order for it assume the mantle of the challenger brand.

He also speaks about a sense of “intelligent naivety” necessary in the philosophy of the challenger brand which enables it to ask the questions to circumvent the rules of the brand category. He sites Richard Branson of the Virgin empire as a good example: when launching his Virgin Atlantic airline, Branson asked the fundamental question “Why is flying boring?” and was able to build a brand strategy around that question.

While Morgan believes Virgin embodies the essence of the challenger brand, he says it is now at a cross roads where it is in danger of getting into too many things, such as its struggling rail arm in the UK.

In his presentation at the Advertising Effectiveness Awards, Morgan pointed to the example of the international car-rental firm Avis as a classic example of a challenger brand. When Avis went to its agency DDB, it laid down a set of principles in order for the brand to actually progress and become one of the hire care industry’s most significant players instead of a pretender to the throne. The principles were:

1. Avis will never know as much about advertising as DDB, and DDB will never know as much about the car rental business as Avis.

2. The purpose of the advertising is to persuade the frequent renter (whether business or pleasure) to try Avis.

3. A serious attempt will be made to create advertising with five times the effectiveness (see #2) of the competition’s advertising.

4. To this end, Avis will approve or disapprove, not try to improve, ads that are submitted. Any changes suggested by Avis must be grounded on a material operating defect (a wrong uniform, for example).

5. To this end, DDB will only submit for approval those ads that they as an agency recommend. They will not ‘see what Avis thinks of that one’.

6. Media selection should be the primary responsibility of DDB. However, DDB is expected to take initiative to get guidance from Avis in weighing of markets or special situations, particularly in those areas where cold numbers do not indicate the real picture. Media judgements are open to discussion. Conviction should prevail. Compromises should be avoided.

7. All ads will be approved by the CEO of Avis and the agency will secure approval in writing from [Avis fleet provider, Ford] on each advertisement.

Armed with this information, go forth, advertise and conquer challenger brands

APPLE

Apple Inc.'s apple with a bite out of it started out as a rainbow of color, and has been reduced to a single color without any loss of recognition


Apple’s first logo, designed by Jobs and Wayne, depicts Sir Isaac Newton sitting under an apple tree. Almost immediately, though, this was replaced by Rob Janoff’s “rainbow Apple,” the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it, possibly as a tribute to Isaac Newton's discoveries of the gravity (the apple), and the separation of light by prisms (the colors). This was one of several designs Janoff presented to Jobs in 1976.[60]
While it is generally accepted to have been in reference to Isaac Newton, some believe that the bitten apple is a homage to the mathematician Alan Turing, on whose deathbed an apple was found which was poisoned by himself. Turing, one of whose favorite films was Disney's Snow White, is regarded as one of the fathers of the computer.


In 1999, Apple began enforcing the use of a strictly monochrome logo—supposedly at the insistence of a newly re-inaugurated Jobs—nearly identical in shape to its previous rainbow incarnation. However, no specific color is prescribed; for example, it is grey on the Power Mac G5, Mac Mini, and iMac, black on the Aluminum iMac, blue (by default) in Mac OS X, chrome on the 'About this Mac' panel and the boot screen in Mac OS X 10.3 and 10.4, red on many software packages, and white on the iBook, PowerBook G4, PowerBook G3 (late models), MacBook, and MacBook Pro. The logo's shape is one of the most recognized brand symbols in the world, identifies all Apple products and retail stores (the name "Apple" is usually not even present), and notably included as stickers in nearly all Macintosh and iPod packages through the years.

Volkswagen Logo Evaluation

VOLKSWAGEN-Car For People
It's pretty Obvious what the Volkwagen logo is (a V over a W in a blue background, surrounded by a circle). It's origin is rather mundane though. The logo was the result of an office competition to see come up with a logo. The winner of the competition (who won 50 Marks for his troubles) was an engineer named Franz Reimspiess (the same man who perfected the engine for the Beetle in the 1930's).

According to me, blue background is giving the feeling of quality, safety and dependability. Small colour range, V over a W in a circle is a basic shape; on the other hand, it is recognized and understandable by all over the world.

Volkswagen has a worldwide presence with cars like the Fox and the Phaeton. No matter what the country, no matter what the model, the Volkswagen brand speaks clearly and generates the same emotion among consumers. This is ensured by effective international brand management.

Londra'dayim..

Biliyorum uzun zamandir blogu biraz ihmal ettim ama gecerli bir sebebim vardi. Yeni bir maceranin pesindeyim, Londra'dayim.. Hayatimdaki her seyi koyup bir kenara, dustum bir hayalin pesine. Ne kadar surer bilinmez..Marketing and advertising programi icin burdayim. Ogrencilige donus yaptim yani. Ilk hafta inanlmaz yogun gecti. Biraz kendime geleyim izlenimlerimi ve fotograflari paylasicam:)Gorusmek uzere...