How do they compare to the nation's ideal?
In the UK, political leaders are battling to establish their brand characters to win the people’s vote. As the televised debates have shown, this election will not be won on policies alone; it’s the personalities that will help swing it.
We believe the most powerful brands have a clear character at their core. A character that helps the brand stand out from the competition and create a powerful, persuasive emotional bonding with consumers.
We created CharacterLab as the starting point for character creation. A uniquely engaging, objective and interactive online tool, CharacterLab uses the power of archetype thinking and the rigour of a consumer-validated quantitative measurement system to make the decision on character development simple, intuitive and compelling. Read more…
Last time out, we took a closer look at the massive opportunity that is India. This time, we zoom in on Russia, the largest country in the world. Already higher in 2008 than India, the World Bank estimated in 2009 that Russia’s GDP would have caught up developed economies by 2026.
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In 2002, Microsoft undertook a project to continue to expand its role as a major player in the consumer market by creating, developing and marketing a new software platform. Thus began a 5-year collaborative effort between Cheskin Added Value and Microsoft culminating in the 2007 launch of Microsoft Surface.
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Added Value South Africa’s Andrea Ellens was recently interviewed on Maggs on Media (eNews) on the topic of sustainability in relation to brand building.
Andrea discusses how important it is for brands to have a sustainable strategy, especially in world where both consumers and stakeholders increasingly vote against unethical or unsustainable brand behaviour.
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In March this year our Italian office conducted a study for eBay on what Italians do with their unused clothing and technological devices.
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How Aussie brands can win by tapping into the story of the battler.
Australia: the great nation in which we live is built off the back of a yarn about ‘the battler’. Whether you’re a builder, a banker, a miner or a marketer… it’s a story that every Aussie connects with at some level as we deal with the daily difficulties of trying to make good in a tough world. Read more…
