Published in: MARKENARTIKEL edition 1/2008
Author: Karin Gebhardt
“Relevant differentiation” is at the core of brands and accordingly uniqueness is seen as “sine qua non” for successful brand management. This is also valid for media. But as the current second study conducted by Icon Added Value shows, the picture hasn’t changed.
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Click here to download the study (German)
Published in: Marke 41, edition 1/2008
Authors: Christoph Prox and Dr. Oliver Nickel
“Here you know what you get!” perhaps the perfect brand slogan. Brands give security. Brands guarantee quality. Trust and reliability, clarity, relevance as well as differentiation make up the key factors. They are the ones to be analysed and controlled by brand research. Not everyone wants or can have this credo. Which is not a bad thing. because it generates competitive advantages. The industrially manufactured product started the historical development of the German consumer and marketing culture. A label transformed it into a ‘brand product’. Standardised quality, widespread availability, high recognition value as well as a suitable and consistent price made it a sign of progress. Security became the core emotion of branded goods. Consequently, the claim directly after 1945 was “A great moment, finally Persil is back”
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Happy New Year and welcome to Issue 8 of News, Added Value’s newsletter on ethical marketing.
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Coffee Compost – rather than throwing the nitrogen-rich spent coffee grounds into landfills, global chain Starbucks has found a greener solution by giving it away to consumers with gardens. Grounds are packaged in reused coffee bags and sealed with simple directions for using them in the garden or compost pile, where they can help improve soil quality. So less waste to landfills, a benefit for consumers and their gardens, and a warm and fuzzy green image for Starbucks – win win.
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There seems little doubt that consumers are increasingly considering ethical issues when making choices. It may not be the primary factor in all decisions or for all people, but we already know that many at least consider social and environmental options when choosing everyday items such as light bulbs, vegetables and even ultilities. So, does this carry over into financial services?
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Each month News invites an expert to give us their view on a topical issue. This month we approached one of our expert speakers at the ‘Green 2.0: Avoid the Greenwash’ summit in March this year – Chris Clark, Head of Marketing, HSBC Group. Chris joined HSBC Holdings plc in 2001 and since then has been an integral part of the team responsible for managing the HSBC brand globally. At the ‘Branding for Good’ summit, Chris will share both the complexities and learnings that HSBC has encountered when faced with mixing cultural diversities and attitudes to ethical issues on a global scale. Read more…
