En estos tiempos de replanteos, del back-to-basics y de refundaciones, una marca debe comportarse como una persona más, que propone, dialoga, escucha y aprende de los demás, esos mal llamados ‘consumidores’. Por eso, las diez claves para recomponer la imagen y la reputación de una marca, son las mismas que le recomendaría a una persona corriente: Read more…
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.
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.
Added Value has been named once again in The Sunday Times Top 100 Best Small Companies to Work For 2013.
‘If they don’t want girly beers, what DO women want?’ this was the headline to an article in The Grocer magazine (22nd February 2013) about how beer brands are falling flat by failing to communicate to women simply because they are branding them pretty and pink.
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.
For the last decade, Asia has been leading the world in terms of growth, with some Asian countries posting remarkable double digit growths. In the backdrop of the Eurozone woes, Asia is managing to hold up and is turning in positive numbers.
Intriguingly, however, this optimism and confidence has not translated to how Asian women view themselves in the area of beauty. In an online study conducted by Added Value Saffron Hill for Allergan (a multi-specialty global health care company with world-leading franchises in medical aesthetics, eye care and neurosciences) Asian women aged 20+ score their looks at around 6 out of 10. Japan stands out as being most critical by scoring themselves only 4.8 out of 10; very much a low vote of confidence in their beauty. Read more…
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…
This post was originally written for MarkLives.com
The Korean hit Gangnam Style has taken the world by storm, notching up close to 1-billion views on YouTube. Psy’s parody of the folk living in the affluent and trendy Seoul suburb highlights their rapid increase in personal wealth, manifested in lavish and conspicuous consumption. But is South Korea the only guilty country? And more than that: are they even guilty? Read more…
Added Value Cheskin’s Intercultural lead, Stephen Palacios, writes for ANA Magazine, exploring the challenges – and benefits – of a “Total Market” strategy.
“Is [NFL running back] Reggie Bush my African American strategy, or just my strategy?” asked the CMO of a Fortune 100 company in response to a question on ethnic marketing. Having a dynamic sports hero as a spokesperson was intended to appeal to broadly to all consumers. The fact that he appeals more deeply to African Americans was a plus, making Bush both “efficient” and engaging. Read more…
