Welcome to Issue 22 of News, Added Value’s newsletter focused exclusively on sustainable marketing; the challenges, opportunities, our solutions and points of view.
The Copenhagen Wheel transforms ordinary bicycles into hybrid e-bikes that allows you to capture energy, from cycling & breaking, to give you a bit of a boost. Read more…
By Duncan MacLeod, Vice President Hydrogen and GTL, Future Fuels and Co2, Shell International, UK
Reaping the brand benefits of long term investment.
The Future Fuels research programme, conducted by Added Value, was our first real opportunity to see the issues surrounding alternative fuels from a consumer perspective. So what did we learn?
By Leslie Pascaud, Added Value France
Future Fuels: confronting consumer perceptions with market reality
Consumers spontaneously put all oil companies in the same basket. No one brand stands out as having either the credibility or the leadership to drive alternative fuel innovation.
Added Value is pleased to welcome Peter Brine to our global team as Senior Vice President, Group Digital Strategist. In this newly created position, Peter will be focused on leading the creation, design and implementation of digital-oriented solutions to help solve marketing problems for our world-class clients.
Four decades. Four generations. Unparalleled diversity. With China on the road to economic recovery the world’s third largest economy looks poised for growth and increased brand investment. However segmentation is always an issue with marketers entering and seeking to grow share on the continent. The size of the territory and its population makes it crude and simplistic to target everyone.
This month, as everybody winds down for the holiday period, we’ve put together a shortlist of best books to help you refresh your mind – or give you ideas for last-minute presents! Read more…
Positioning can be a real headache. That’s fine. No pain, no gain. But for many brands, positioning on purely functional benefits can cause heartache too. This was the case for Advil, the number two brand in the highly competitive and commoditised US analgesics category.
Why is it so hard to execute a solid brand strategy? Why does your agency just not seem to get the brief? Why do different agencies come back with such dramatically different interpretations of the same brief? And why does every new brand manager seem to have a different understanding of the same brand strategy?
Most of us spend our lives avoiding conflict. But there’s nothing quite like a good argument to clear the air. A moment to state your case and hear the response of your opponent.
