Welcome to Added Value’s newsletter focused on Sustainable marketing; the challenges, opportunities, our solutions and points of view. The conversation around climate change and the environment continues to ‘heat up” in the US as Obama nominates 2 figures for environment- related cabinet posts (The Environmental Protection Agency and the Energy Department). The former has taken strong positions for the regulation of greenhouse gases while the latter is pro-fracking. Both sides agree that the Obama picks are intended to make progress on the issues in the absence of congressional concensus. Senate confirmation is pending…
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A hospital’s double skin that filters Air Pollution
Imagine a building that eats pollution in the air. Well a tower under construction in a Mexico City hospital claims to do just that. The Torre de Especialidades is shielded with a facade of Prosolve370e, a new type of tile whose special shape and chemical coating can help neutralize the chemicals that compose smog: up to the equivalent produced by 8,750 cars driving by each day. A chemical reaction occurs when UV light cuts through smoggy air and hits the titanium dioxide on the tiles. This breaks the smog down into small amounts of less harmful chemicals, including calcium nitrate (a salt used in fertilizers), carbon dioxide, and water.
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Press Release, 20 March 2013:
Added Value reveals the cultural vibrancy of 160 brands from across fifteen sectors in its third annual Cultural Traction™ 2013 report.
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Brazilian brands have spread internationally by promoting a national cultural narrative, in contrast to China and India where brands tend to hide their cultural origin.
The acronym BRIC captures the new wave of economic dynamism and consumerism in Brazil, Russia, India and China. Each nation is humming along with annual GDP growth well above mature economies.
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Stephen Palacios, Added Value Cheskin’s intercultural lead, will be one of the speakers at the ANA Multicultural Marketing Thought Leadership Forum hosted by MillerCoors. The ANA Multicultural Marketing Thought Leadership Forums will discuss key issues to help elevate the impact of marketing to an increasingly multicultural nation. These will be exclusive “invitation only” events, bringing together client-side marketers for peer-to-peer discussion and exchange of best practices. Each meeting will be focused on a single key issue.
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Celebrity endorsement is one of the most effective ways to establish instant rapport with consumers through one person’s external cues: his/her physique, athletic appeal, artistic performance and above all, likeability. In Korea, a country where the entertainment industry is highly industrialized and millions of young boys and girls go through cut-throat competition to get into this highly structured system that churns out one pop star after another, the success of Psy and his viral Gangnam style video is both an inspiration and an antidote of the cookie-cutter dynasty of the talent business. No wonder that in an instant, Psy has received many endorsement deals overnight, including a soju brand, a Kimchi Fridge as well as Nongshim Ramyun.
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The importance of emotions in building strong relationships between brands and consumers is well-documented (and has already been explored in the popular ESOMAR “Measuring Emotions” workshop presented by Mark Whiting). But nowadays, it’s not enough simply to tell an impactful story with words alone…
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To receive Jonathan Hall’s monthly newsletter on Innovation, directly in your inbox subscribe here. The buzz around gamification has become feverish over the last couple of years. Check-in apps like Foursquare brought it to the mainstream, allowing customers to engage in a competitive way with their favourite brands (anyone become Mayor of their favorite restaurant or store?). This month we explore how gamification has become a credible means of transforming a business both externally and internally.
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February 10 2013 marked the start of Chinese New Year and heralds the Year of the Snake. In the next couple of days, China will participate in one of the biggest retail weeks in the country’s shopping calendar, one of China’s two annual Golden Weeks.
Understanding this phenomenon is critical to success in China. The Golden Weeks are similar to the retail frenzy of the West’s Christmas, but with fundamental cultural differences. Read more…
Leading global brand development and marketing insight consultancy Added Value has strengthened its Paris team with the appointment of Sandrine McClure. McClure has taken on the role of Director, applying her expertise in to both French and international clients, including Bel, Chanel, and Pernod Ricard.
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