Archive for the ‘Branding’ Category
Better late than never! It’s come to our attention that we never shared our autumn 2012 newsletter with our blog readers, so we thought it was time to rectify the situation!
This latest version of Insight includes an interview on branding and market research with PPG Industries’ VP of Corporate Marketing, assesses the role emotions play in driving the choice of supplier, and takes a much more in-depth look at the WD-40 brand. And, of course, there are all the usual snippets of news from within B2B International, such as employee profiles, the launch of our consumer division Deep See, and the results of last year’s VOC survey.
A brand new e-book has just appeared on our website: The Growing Business Handbook (14th Edition) offers inspiration and advice from successful entrepreneurs and fast-growing companies.
This practical source of advice and reference is chock full of interesting articles which highlight the latest ideas, techniques and solutions for maximising growth, exploiting and protecting ideas and innovation, and controlling risks.
To make it more digestible, we’ve split the 40 or so individual articles into 10 bite-sized chapters… or, for those who are really keen, you can read the entire book in one go! Click here to check it out..
We read with interest a recent article in Marketing Week outlining ‘5 lessons for brands looking east to China’. This is a subject close to our heart, of course, and one on which we have written extensively in the past. With China still a vitally important country for many Western organisations – among them a number of our clients – we thought this article might be of interest to you today. Taken from an event co-hosted by WPP Group and UK Trade & Investment, below are five considerations for Western brands with an eye on China’s potential:
1: Appreciate the value of branding
China is “under-branded and under-advertised”, but appreciation of brand building appears to be growing. Brands that invest in this area can prosper amongst China’s burgeoning middle classes, and the top CEOs of Chinese businesses are beginning to recognise that “brand building is the future”.
2: Think not what China can do for your business, but what you can do for China
China has established a series of ambitions for its own economy; these include being less reliant on exporting, and increasing domestic consumption. Many Chinese businesses are, therefore, looking for ways to move up the value chain. With this in mind, British brands that can demonstrate how they can help drive this shift in China’s economy, and help businesses move up the value chain, will do well.
3: Trust and meaningful differentiation
China has something of a reputation for counterfeit products, meaning brands that can offer reassurance and deliver on their promises will rapidly gain the trust of Chinese consumers. The ability for brands to build up trust in China is likely to be a differentiating and “deciding factor” for brands’ success in coming years.
4: Explore the hinterlands
China’s top tier cities have obvious appeal for international brands but they are not where the current growth is. Brands that are looking to do business in China should look beyond these saturated markets to the tier two (and tier three) cities of China. These are the areas where government is prioritising growth.
5: Understand consumer psyche and appreciate cultural differences
China is a unique country, and understanding its history and its culture is “fundamental” for Western businesses to successfully engage with its consumers. Brands must embrace the practices in China rather than attempting to force new approaches.
• Please click here to see some of our papers and articles on entering China (and other international markets).
• You can read the Marketing Week article in full here.
How do I move my brand forward? For many companies, both new and well established, this is the million dollar question. Those looking for the answer may find that the latest article posted on the B2B International website goes some way to answering the question.
In the article, Ben Harris looks at some of the principal elements of a company’s marketing strategy to assess their role and importance in moving a company forward. Among the elements covered are: company name, logo, website and SEO strategy (including pay-per-click), and social media – not to mention other online and more traditional forms of marketing.
To read the article in full, please click here.
The latest new article to be posted in the Publications section of our website is “Creating Desirable Brands”, an invaluable guide by Simon Garnett for companies looking to emulate some of the world’s most admired brands.
The six guiding principles the article focuses on are: Thinking bigger than your category; Focusing on the future; Having clarity of purpose; Inspiring connections; Creating experiences; and, Constantly innovating.
To read the article in full, please click here.