Browsing: brand

News
Researchers to marketers: don’t mount the business cycle
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One of the perennial bug-bears of the marketing industry is the fact that it’s often seen by the bean counters as a cost to be cut in times of economic hardship, rather than an investment that will pay off when things pick up. And, according to the research of a top marketing professor who’ll be speaking in Hamilton on Friday March 30 as part of the Excellence in Practice seminar series offered by Corporate and Executive Education at Waikato Management School, billions of dollars of shareholder value are destroyed each year by companies that tie their marketing budgets to the business cycle. 

News
Kiwi rum runners seek Kiwi rum runners in customs-busting PR stunt
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Back in 2008, swarthy old seadogs Roger Holmes and Jamie Duff ditched their fancy London day jobs and returned to New Zealand to launch Stolen rum. Since then, the sugary nectar has won a few awards, added names like Peter Gordon, Nick Worthingon, Brent Smart and James Hurman to the investor list and, through a combination of savvy PR and branding and a good product, is now stocked in a number of classy bars, swanky restaurants and luxury lodges. And, to launch a new rum variety called SX9 that’s aimed squarely at the hospitality industry, it’s taken a leaf out of the 42 Below book with a potentially controversial campaign enlisting the services of local mules to help smuggle its illegal contraband into Australia. 

News
Designworks sprinkles magic dust over Tait as new global identity unveiled
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Tait Communications is one of New Zealand’s best under-the-radar business success stories and is a great example of a local tech company finding its niche and selling its wares in the international market. And, in an effort to better reflect the company’s transformation into a “world-leading solutions provider” rather than just a radio manufacturer, Designworks Wellington has given it a spiffy new visual identity, slogan and website.

News
MediaWorks laughs in the face of danger – with online premiere
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In defiance of the threat posed by digital to television, MediaWorks is taking a huge risk and premiering one of its top new shows online. As crazy and contradictory as this approach seems, when FOX did the same thing last year, it got some surprising results: despite over two million people watching the show before it was broadcast, it rated through the roof on the night, up 20 percent from its lead-in show Glee, way beyond the network’s wildest dreams.

News
Kiwi cancer charity fights confusion and ‘compassion fatigue’ with new rebrand
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It’s tough being a charity at the moment. More charities mean there’s a heap of competition for the donated dollar, a drop in the level of donations seems to show that givers may be suffering from a form of ‘compassion fatigue’ that makes them immune to charitable overtures and, in many cases, there’s confusion about what the charity actually does, something evidenced by the story of the newly rebranded Leukemia and Blood Cancer New Zealand.

News
Study shows Kiwis resent brands invading their social media
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Businesses are wasting time and money trying to reach people online without realising many resent brands invading their social space. This is according to findings from TNS’s Digital Life study, the most comprehensive view of online consumer behaviour available today, surveying more than 72,000 consumers in 60 countries, including over a thousand New Zealanders.

News
And the future of marketing is…
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The Marketing Association’s 2011 “Marketing Today” Conference held at The Langham Auckland began with an apt quote from William Gibson. “The future is already here. It’s just not evenly distributed yet.” And, as well as an update on all on traditional the marketing concepts like market research, direct marketing, brand management, the conference also provided fresh insight into ‘new-age’ marketing concepts like closer integration of marketing with IT, gamification and social media marketing.

News
The parallel universe: how to protect your brand from ‘foreigners’
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Parallel importing. That’s been legal in New Zealand for ages, hasn’t it? Well, yes and no. If we’re talking about branded goods and not music, films or software, then parallel importing has been legal here since 2003 and it’s allowed traders to import genuine goods bearing a trade mark (think L’Oreal perfume or Sony cameras) that are sourced from an overseas supplier rather than the authorised distributor in New Zealand. So what legal weapons are available to local businesses whose investment is being put at risk by cheap imports? 

News
Nielsen data shows Heineken on top of RWC sponsorship pile, but All Blacks supporters high up the list
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There’s been a lot of chatter about the benefits of sponsorship and the threat of ambush marketing over the past few months. Some believed the All Blacks were a more valuable property to be associated with, others believed the Rugby World Cup was worth the sizable investment. So we were interested to see this Nielsen data showing which brands the hoi polloi perceived as sponsors of the event in June and then again in October. 

News
The rocky green road gets a little smoother
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Not convinced about the sustainability argument when it comes to the purchasing behaviour of consumers? Think again. The latest Colmar Brunton ‘Better Business Better World’ survey results reveal that sustainability influenced the purchasing decisions of 88 percent of respondents. That bodes well for purchasing potential, but on the flip side the survey also found that 72 percent couldn’t think of any brand leaders in sustainability. And if ever there was concern that the term ‘sustainability’ is still perhaps ambiguous in definition to some people, the survey found 20 percent of respondents didn’t know what it meant. 

News
Air New Zealand extends ABs sponsorship, stocks up on black paint
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As the nation shrugs off its collective hangover and tries to return to normality, many are struggling to remember life before the World Cup… What did we care about? What do I do? But at Air New Zealand it was straight back to business as usual, and first up was ensuring the airline’s continuing support for the All Blacks.

Opinion
Remembering Steve Jobs
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“Being the richest man in the cemetery doesn’t matter to me. Going to bed at night saying we’ve done something wonderful, that’s what matters to me.” Steve Jobs’ desire to make the world a better place through technology, design and innovation has been a catalyst for many of the changes the communications industry is currently battling with—and, in many cases, now using to its benefit. So we’ve scoured the internet for an insight into the great man’s life. 

News
Alt’s algorithm-savvy Auckland Art Gallery branding
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MoMA as a name might work well for New York’s Museum of Modern Art, but apply the same acronym theory to Auckland Art Gallery (AAG) and Alt Group’s Dean Poole reckons it would sound more like something “the cat would bring up”. No, according to Poole, having the consistent theme of ‘ART’ running through the redeveloped gallery’s new branding is much more effective.

News
Hawke’s Bay backing the Black Sticks
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In a possible world first, an entire community has joined together to sponsor a national sports team in its quest for Olympic glory. The Hawke’s Bay have partnered with New Zealand’s national hockey teams – the Black Sticks men’s and women’s teams – to give them the support they need to take on the world’s best next year in London.

News
Enter thy Kingdom of Tonga with new tourism campaign
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Tongan supporters have certainly drawn a lot of attention over the Rugby World Cup campaign and riding on the back of that enthusiasm comes the unveiling of the country’s new tourism campaign ‘Tonga – The True South Pacific’. Featuring a brand overhaul, the campaign comes courtesy  of agency bcg2 and sister agency Mediacom.

News
BMW and Pepsi among top performers in 2011 Dow Jones Sustainability Indexes
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Every year the Dow Jones Sustainability Indexes Review (DJSI World) provides a global analysis of corporate sustainability leadership across 57 sectors, capturing the top 10 percent of the biggest 2500 companies worldwide. Following this year’s assessment, 41 companies will be added to the list while 23 will be deleted. Of note when it comes to the top ranked is PepsiCo, Samsung Electronics and BMW, which is the only company in the automotive industry to be listed in this family of indexes every year since it was established in 1999. 

News
All Good Bananas taps into QR technology to connect shoppers with growers
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We may have been slow off the mark here in New Zealand to adopt them, but QR (Quick Response) codes are finally making their move, popping up everywhere from outdoor advertising to shampoo bottles. Now, in a more ethical application of the technology, Kiwi company All Good Bananas has announced all its bananas will come equipped with a code, helping connect shoppers with the growers of their fruit — the first time the technology has been used in such a manner in New Zealand. 

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