Category: Marketing

The world’s most powerful brands

Marketing research organisation Millward Brown Optimor launches a new global brand ranking of the world’s most powerful brands and thereby beats Interbrand’s classic brand league table by a couple of months. Millward is owned by WPP, while Interbrand are belong to arch-rival, Interpublic.

Top ten according to Millward are ($m):

1. Microsoft – 62,039
2. GE – 55,834
3. Coca-Cola – 41,406
4. China Mobile – 39,168
5. Marlboro – 38,510
6. Wal-Mart – 37,567
7. Google – 37,445
8. IBM – 36,084
9. Citibank – 31,028
10. Toyota – 30,201

Four out of ten are not on Interbrand’s Best Global Brands for 2005 ($m):

1 Coca-Cola 67,525
2 Microsoft 59,941
3 IBM 53,376
4 GE 46,996
5 Intel 35,588
6 Nokia 26,452
7 Disney 26,441
8 McDonald’s 26,014
9 Toyota 24,837
10 Marlboro 21,189

10 new rules of branding

Chief Marketer lists the 10 new rules of branding.

1) Brands that influence culture sell more; culture is the new catalyst for growth.
2) A brand with no point of view has no point; full-flavor branding is in, vanilla is out.
3) Today’s consumer is leading from the front; this is the smartest generation to have ever walked the planet.
4) Customize wherever and whenever you can; customization is tomorrow’s killer whale.
5) Forget the transaction, just give me an experience; the mandate is simple: Wow them every day, every way.
6) Deliver clarity at point of purchase; be obsessive about presentation.
7) You are only as good as your weakest link; do you know where you’re vulnerable?
8) Social responsibility is no longer an option; what’s your cause, what’s your contribution?
9) Pulse, pace, and passion really make a difference; had your heartbeat checked recently?
10) Innovation is the new boardroom favorite.

Hat tip to PR Machine.

H&M flip-flops on Moss

A new chapter seems to be written each day in H&M;’s relation to Kate Moss. Today, H&M;’s CEO Rolf Eriksen tells Dagens Industri’s online edition that they will not rule out the possibility to use Moss in future campaigns.

“You never know what might happen if she changes attitude. The important thing is that she is not a part of this campaign.” [The launch of H&M;’s Stella McCartney collection]

“Kate Moss is one of the most talented models in the world and we hope that she will get help with her problems.”

Back to a softer approach again? What about the potential law suit?

Moss – the perfect poker face

Kate Moss has been offered £5m to front the online poker site nine.com, according to Brand Republic (reg. required). The gambling site has offered Moss a five-year contract to be the face of its new campaign. The contract would come with restrictions, including time in rehab and monitoring to prove she is not taking drugs. Moss was also asked to participate in a nine.com-sponsored anti-drugs campaign aimed at students.

Jack Abrams, a nine.com spokesman, said: “We did a quick focus group with some customers to see if they would be offended in any way and the response was an overwhelming, ‘No — please get Kate Moss as your spokesperson’.”

Sure, poker players would vote for Spongebob Squarepants as spokesperson, as long as it would lure more players into the game.

Jessica Simpson to replace Kate Moss

Marketing weekly Resumé claims that pop princess and Newlyweds star Jessica Simpson will replace Kate Moss in the advertising campaign for Swedish clothier H&M;’s new Stella McCartney collection.

H&M; of course declined to comment on the speculations. Should this be true it is cause for a celebration with a plate of buffalo wings, unless you like Simpson “don’t eat buffalo”.