Archive for March, 2011

Most of the time I am sharing my views and the latest news about campaigns and marketing activities of many global brands in this blog. However, today I will tell you the story of a brand man who has gained ground towards IKEA Empire. Surely, you all know the retail giant IKEA, operating in 38 countries with its 280 stores and 127 thousand of employees.

Ingvar Kamprad, the founder of IKEA, is the main hero in today’s story. His philosophy of life must be regarded as praiseworthy with his idea “people just don’t make mistakes when they are sleeping”. Tranferring this idea to his employees, he encourages employees to take responsibility without being afraid of making a mistake.

The most interesting point about his life is that Ingvar Kamprad, who was born in 1926, started his career at the age of 7 by selling matches. During his childhood, he continued his business life by selling different things such as Christmas tree and ornaments, fish, stationery equipment.When he was 17 years old, he founded IKEA with his pocket money which his father had given to him as a reward after he passed his exams. He created the name “IKEA” with the first letters of names of himself (Ingvar Kamprad), the farm (Elmtaryd)  and the village (Agunnaryd) he lived. Although IKEA only sold stationery, photo frames, bijoterie and socks, in 1948 it started to sell furniture. After they tried to put a sold table into a customer’s car by breaking off the legs of table in 1956, they began to sell disassembled furniture.

Although, 85 year-old Kamprad is the 11th person among the wealthiest people around the world with his 23 billion-dollar wealth, he is pudent enough to drive a 15-year old Volvo 240. Moreover, he prefers economy class in planes and uses two sides of papers. Living in Switzerland, in  a town that is near to Lausanne, Kamprad shops by bargaining with artisans and eats in IKEA restaurants in most of the time.

To maximize tax optimization, Kamprad manages his IKEA shares over a foundation in Liechtenstein. According to the news in The Independent, Kamprad earns 3 % commision revenue on each sale from IKEA stores. Although Kamprad says that an independent administrative board manages the foundation, it seems that Kamprad calls the shots.

Surely, most of the time you question the meaning of success. Some people says it is just about money they make while some others regard it as something really priceless, like friendship, happiness and small bright moments of life. Although it seems that there is no exact meaning of ‘success’ that is generalisable and recognized by every person, Nokia tries to define ‘success’ in its latest global campaign by cooperating with Wieden + Kennedy Amsterdam. In addition to promoting smartphone E7, the brand also allows consumers to look at their life from a new point of view.

This global multiplatform campaign, with a tagline ‘Success is what you make it’, includes digital promotion as well as conventionel channels such as prints and 15-, 30-, 45- and 60-second TV-commercials. A variety of E7 users from all around the world appear in these TV-commercials.

Each of the spot finishes with a line, which puts forward a new statement about what success really means—‘Success doesn’t need a desk,’ ‘Success has friends, not contacts,’ and ‘Success finds a way’ to name a few. Contrary to the position Nokia created before, the mobile device is positioned no longer as an ultimate business smartphone. Instead, this new mobile device is positioned as a gadget, helping people in different parts of the world enjoy simple pleasures of life literally on-the-go.

The light-hearted spots feature two male-bonding Finns at a rustic alpine sauna, young male adults playing computer games, a young Asian female commuter using her phone for checking some business information, a traveler and many more. In another 5-minute short movie on YouTube released by the brand, wrestling champion Matthew Wilson AKA Max ‘The Axe’ Damage tells what success means to him.

Moreover, the brand encourages people to share their views about what success is to them (in a text of up to 200 words)  on YouTube. With this promise, entrants who specify the prizes (the prize fund is €10,000) themselves will be able to make their success happen.

The brand will also plan to launch print advertising in two phases. The first set of prints shot by Dan Tobin Smith will not only underline the features of the smartphone but also include various definitions of success. In a second series of lifestyle-feel prints photographed by Paulo Martins, the brand will present a follow-up by focusing on small human success stories,” as Wieden + Kennedy states in the press release.

To adapt this campaign for all platforms, the brand and W+K also collaborated with a variety of studios and agencies including R/GA London, 1000heads, Hyper happen, KLP, JWT and Wunderman.

Adidas, global giant brand of sportswear, launches the ‘all adidas’ global campaign which is the largest one in the brand history though the amount being spent was not revealed. With this massive marketing push, the brand’s distinctive presence across different cultures and lifestyles fusing the world of sports, music and fashion comes on the scene. This is the first time that the brand features adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands in a single advertising project.

Adidas is set to launch its biggest global marketing campaign with the tagline “Adidas Is All In” on March 16 with the unveiling of a new star-studded brand campaign, including the passion athletes, musicians and artists. The new campaign, directed by Romain Gavras and featured the song ‘Civilization’ by French electronic band Justice, takes a gritty, authentic look into the visceral nature of raw passion. The campaign also features a number of Adidas’ brand ambassadors including NBA star Derrick Rose, soccer stars David Beckham and Lionel Messi, pop icon Katy Perry, hip hop artist B.o.B., University of Notre Dame football and skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly.

Adidas said the global campaign, created by Montreal-based agency  agency Sid Lee, is “the most diverse and all-encompassing glimpse into the brand ever.” The ‘all adidas’ campaign, showing the ambassadors in their prospective professional environments, is centered around the message that when you love your game, whatever the game, you put your all into it.

Today’s consumers are not one-dimensional,” said Patrik Nilsson, president of adidas America. “They live across the cultural spectrum and that’s where adidas has its edge. The adidas brand extends beyond sports and ‘all adidas’ celebrates this breadth of passion from athletes, musicians, artists and beyond.  The new campaign allows us to create stronger, truer connections with the consumer by encouraging and celebrating a mix of interests and passions central to their lives.

With a two-minute extended online version, the campaign is built around a 30- and 60-second TV commercial, which will be aired on TV and in cinemas. Fans can continue the conversion online through social platforms including facebook.com/adidas and youtube.com/adidas, where adidas will serve up in-depth content to consumers. Moreover, adidas is asking fans to submit their own best game face photo to www.facebook.com/adidas for a chance to be on a special TV commercial with other adidas stars during the MTV Movie Awards on June 5.

Similar to many TV spots from its arch-rival Nike, Adidas’ launch commercial is prominently a fast-paced, slickly edited montage of imagery featuring Rose, an MVP candidate, and other star endorsers in action. There is a wide array of Adidas footwear and apparel on views. As a part of the overall campaign, Rose also will be featured in new print ads as well as the TV ads.

This new advertising push marks the first time Adidas has meshed its sports division with its other, more leisure-focused apparel and shoe divisions in one unified ad campaign.

On Friday, March 11, the top 100 rating of brands increasing their value by using the potential of social media was unveiled and ten key insights are published. The survey was conducted by Headstream Consulting, a marketing company who specialise in the use of digital social media to promote products and brands, over a three month period from November 2010 when nominations were crowdsourced on Twitter.

The survey aimed to present a rating of brands based on their ability to connect with online communities using the power of social media and to define an image of social brand— the brand with personality that uses humane ways to reach its customers with the purpose of creating value for people and communities.

Global companies Dell, Nike, and Starbucks make up the top three. Dell has shown leadership at the top with the second and third placed brands Nike (Nike Plus to be specific) and Starbucks. In Fourth is UK mobile brand Giffgaff and in fifth is BestBuy UK.

The Social Brands 100 has found that 99% of the brands listed in the rating are active on Twitter, making it the most popular online outpost for social brands. Also, the survey indicated that geo-location outposts are not yet integrated into the social mix with only 22% of the ranked brands using the likes of Foursquare and Gowalla. Interestingly, 45% of those who have started using these services are now inactive.

According to wallblog.co.uk, in the process of the survey, researchers quantitatively evaluated a whopping 30,000 tweets, posts, comments and likes. Afterwards the data were evaluated by an independent panel of experts who scored each brand and social media monitoring partner Brandwatch provided social media data analytics.

So, the top 10 social brands rating looks as follows:

1. Dell

2. Nike Plus

3. Starbucks

4. giffgaff

5. Best Buy UK

6. Zappos

7. Innocent

8. Groupon UK

9. Blendtec

10. Converse

Kirsty Weston, head of social communications at Headstream, comments on the rating: We wanted to find out what really makes a brand social. The bad news for some is that we didn’t find a simple answer to this question because these brands engage in a diverse range of ways appropriate to their communities. The best examples, however, do stand out for commercial gains they’ve made from good use of social. It’ll be interesting to see where social brands sit in relation to geo-location outposts in a year’s time, as they start integrating the virtual and the real.”

To see all top 100 social media brands and get the key insights into what the social brands are like, please visit the official web-destination of the project at www.socialbrands100.com.

IT’S a sandwich chain that has shops on a riverboat, in a church and even at a military base in Afghanistan.

When I was in secondary school, I used to go McDonald’s at least two times a week with my friends even without knowing the brand “Subway” because of not only high prices but also its rarity in our country. Especially, my favorite was McChicken menu which included a hamburger with chicken, french fries I dunked in in ketchup and mayonaisse and an iced drink. However, when I have grown up and become more conscious about my health and physical appearance, I changed my eating habits by much less eating in McDonald’s.

Ever since documentaries like “Super Size Me” came out, it was only a matter of time until McDonald’s would be knocked off the pedestal as the most prominent fast food chain. According to the Wall Street Journal, McDonald’s is no longer at the top of the fast food world. French fries, burgers and thick shakes are no longer the “in demand” menu around the world. The Wall Street Journal reports that Subway – the home of the calorie-laden Meatball Marinara sub – has overtaken McDonald’s as the world’s biggest fast food outlet in terms of units. The journal also stated “At the end of last year, Subway had 33,749 restaurants worldwide, compared to McDonald’s 32,737.”

I believe that this is more of a trend as the increasing obesity rate around the world, especially in the United States, is making people grow more health-conscientious every year. With the constant push for healthier eating and exercise in the global media coverage, people have started to re-evaluate their eating habits. It is also obvious that stores like Whole Foods are growing and consumers are demanding better quality food without the use of added hormones or antibiotics.

Subway, aware of this situation, has made a huge marketing move and launched “Jared’s Subway Diet” marketing campaign by jumping on the weight loss bandwagon.  The commercial of this campaign featured Jared Fogel as a 425-pound man who lost 245 pounds in one year by eating two Subway sandwiches a day. The promotion of this ‘diet’  also continued with other commercials including prominent athletes which showed people how much healthier their subs are compared to other fast food giants, and this was the idea that made people push Subway over McDonald’s.

However, another marketing ad campaign – the 5 dollar foot long sub song – might be responsible for this recent success as well as lower prices. Matthew Boyle of Businessweek states, “In fact, the $3.8 billion in sales generated nationwide by the $5 footlong alone placed it among the top 10 fast-food brands in the U.S. for the year ended in August, according to NPD Group.”

It seems that as consumers we are creating the healthful era. Given the prominence of the Subway brand and its association with healthy eating, McDonald’s has also shifted its menu slightly to include more healthy options, especially in the “Happy Meals” for kids within the last few years. You can order a few different types of salads, parfaits, fruit and maple oatmeal, and healthier sides such as mandarin oranges instead of french fries. Although both restaurants have healthy and unhealthy options, Subway surely is growing fast and taking a leaf out of its rival’s book by creating the stronger association with healthy eating. “We don’t see ourselves as having the most healthy products but we offer a range.” says Trevor Haynes, boss of the UK branch of the organisation.

Subway has the advantage in that they have never offered greasy, typical fast food. They offer fresh baked breads, meats, and a huge variety of vegetables. The side order option used to be just chips, but they have expanded that to now include apples, yogurt, and a large variety of baked chips. Soda is still the drink of choice for most, but Subway does also offer water, juice, and milk. Furthermore, Mr Haynes says the Subway model of allowing customers to pick and choose what goes in their sandwich means they are in control of what they eat.

It seems that Subway will grow not only in stores around the world but also in profits if the trends toward a healtier lifestyle continue. Also, there is a possibility that other restaurants like Subway will come on the scene overtaking the giants like McDonald’s. Who will stay competitive in the healthy eating movement will determine the winner on the battlefield.

After all, I still believe that cooking your own food with homegrown vegetables will always be the healthiest meal you can eat.

New York-based D-ash Design has designed the interiors of five new flagship locations of international chocolatier Godiva, reinventing the chocolate experience.

Last week I was walking along the Istiklal Street in Istanbul in the evening. Suddenly I was attracted a piece of light brightening Levi’s store and special clothes on the window display. Although the store was closed due to the late hour, surely most of people walking along the street like me were attracted by this design of the store and maybe wanted to go into the store yet another time.

Today many brands are selling not only a wide variety products but also special designs. Most of the time the money spent on a brand goes to the design, not to the quality. Customers are looking for more visuality-oriented products with special designs talking about brand identity to customers. Moreover, design is not limited to the look of the product itself because design of venue locations is also as important as design of the product. Knowing that fact many celebrated international brands are revamping the store design of its major retail stores (Nike, Converse, Burger King and Levi’s to name a few) from time to time.

D-ash Design, a New York-based environmental design firm, has created new interiors in dark browns and bright creams for new flagship venues of international chocolate-maker Godiva, which is celebrating its 85th anniversary this year.

The new store design will serve as a template for future Godiva retail locations by making chocolate-lovers have an exciting experience of a new chocolate world. The first store to incorporate the latest design, where ‘chocolate is the star’, has unveiled at Akmerkez in Istanbul’s Nisantasi district. The design which features a glittering aesthetic pays tribute to Godiva’s Belgian heritage.

According to www.dexigner.com, starting this spring, Godiva and D-ash Design will continue the collaboration and a number of the brand’s venues will be refreshed with the interiors. US redesigned stores will open in Atlanta in early 2011 (spring) and in New York City in mid-2011 (summer) as well as newly completed stores in Xintiandi, Shanghai; and at an IFC mall in Hong Kong. After these shops will be updated, the brand will continue the renovation movement introducing the new design to more stores.

The revamped flagships, each having their own personality, feature a Godiva café as well as an interactive 360-degree ‘Chocolate Island ‘and a two-storey vertical vitrine with offerings instead of the traditional chocolate display case. The basic tones of the interiors are resonant with a colour palette of dark browns and bright creams, in an array of rich materials to highlight the chocolate nature of the brand. The exterior features Art Nouveau-inflected bronze gates framing the Lady Godiva logo.

Our objective was to make the consumer feel totally surrounded, in a sense, not just by chocolate itself but by all the emotions that chocolate conjures-pleasure, indulgence, comfort,” stated David Ashen, the Principal at D-ash. “Everywhere you turn there’s a different way to enjoy Godiva, a different type of chocolate encounter.”