Year: 2006

Britain’s Oldest Brand

Lyle’s Golden Syrup has been named as Britain’s oldest brand, with its green and gold packaging having remained almost unchanged since 1885. The Guinness Book of Records gave the breakfast and teatime sweetener, whose tins bear the image of a lion and a biblical quotation, the prized honor.

The syrup came into being as a by-product of sugar refined by Scottish businessman Abram Lyle in London. It was first stored in tins in 1885 – a million tins are now produced monthly.

Read the BBC story here.

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Re-Branding and Employees Engagement

Continuing the engagement of the employees in internal branding, October issue of HRMagazin is running an extensive material on internal branding and its importance for the success of any re-branding efforts .

As the people who deliver the brand promise are employees, making sure they understand and can deliver the brand to customers is vital—especially for companies within the service industry, where the relationship between employees and customers essentially is the product the company sells.

Re-branding takes time. The planning process that produces a new brand can take as long as two years. Educating employees about the new brand, and its implications on the company and their work, can also last years. That effort typically starts several weeks to several months before the new brand is unveiled to customers and continues after the official unveiling to external audiences.

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6 To Do’s When Branding Your Business

Corporations must be very concerned with branding and advertising practices that attract customers or retain them, as effective branding and advertising can have postive impact on corporate profitability.

Here are six suggestions that Howard D. Hill, Ph.D., president and CEO of Associates in Education in Orangeburg is proposing to assist corporations (and smaller companies) in maintaining dominance in desired areas of operation:

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3 Checkpoints in Creating a Slogan

BusinessWeek is running an interesting article, presenting three checkpoints in creating a slogan:

Try to create complementary relationships between your business [tag]name[/tag], its [tag]slogan[/tag], and other communications devices, such as the Web address. Avoid redundant messages. In other words, don’t pick a slogan that simply reiterates your company name. It should enhance and complement that primary statement about your company and provide would-be customers with new, positive information about you.

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A Brand Comeback

There is an interesting article on Influx pointing out six key learning points behind the Lacoste brand comeback.

Lacoste has coming roaring back from obscurity to become one of the hottest sports/apparel brands around. The company’s US sales grew in the US of 1000% in 5 years. Not bad for a brand that was once languishing under General Mills’s ownership.

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Trends in Loyalty Marketing

Brand loyalty will diminish as the defining metric of success. Marketing strategies will become more varied.

Brand loyalty reduces customer loss, which improves business growth. You are not replacing lost customers to stay at the same sales volume. Customers must have a favorable attitude toward the product to develop loyalty.

Looking at the future of [tag]loyalty[/tag]-[tag]marketing[/tag] [tag]innovation[/tag], three major trends will emerge.
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8 Important Attributes of a Branded Organisation

Building a brand requires real understanding, knowledge, talent, correct creative skills, resources, and, of course, time.

Some businessmen think the product is the brand. Even a company itself is a brand they cannot recognize. The goodwill, image of the company can create an impact on the whole products or brand which they may not realize. They perhaps get to some understanding; when it has got some market hiccup, but before that they hardly bother. After experiencing any downside it is difficult to repair. Business people still do not understand that it is a matter of experience.

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Naming Don’ts

Michael Kanellos, editor at large at CNET News.com, has an interesting article providing some advices for nowadays business naming, that even if is focused on tech companies, is still useful for businesses at large:

In any event, for you start-up execs, here’s a handy guideline for how not to name your company:

1. Avoid redundancies. This was a lesson lost on Internet Gold-Golden Lines of Petach Tiva, Israel.

2. Don’t sound like you may have a criminal or shady past. This one’s for you, DepoMed. It sounds like you’re going to sell vitamins out of the trunk of your car, not like you’re a developer of advanced medical technology for gastric conditions.

3. Don’t be lurid. Hello, XenoPort, NuVasive, and WiderThan. If you can spare the money, hire a focus group of 13-year-old boys to give you their reactions to all name suggestions.

4. Triple words are out. Yes, that’s you, VendareNetblue. It didn’t help PriceWaterhouseCooper. Even the Germans try to limit the combining of words to two.

5. Don’t sound desperate or obvious. Good Technology. KnowFat. Though, sometimes it works. Hurray Holding: Enthusiasm makes up for a lot.

Via

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Landor’s 2006 Breakaway Brands

For the second consecutive year, [tag]Landor[/tag] Associates is proud to announce the exclusive publication of its [tag]Breakaway Brands[/tag] Study in FORTUNE magazine’s September 18th issue, now available on newsstands and at www.fortune.com.

The study identifies the ten brands in the United States that have made the greatest percentage gains in business value as a result of superb brand strategy and execution over the three-year period, from 2002-2005:

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