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.
For brands, the ideas of copying and innovation are seen as diametrically opposed, innovation by its very nature is the antithesis to copying. That’s wrong.
I recently heard Mark Earls, author of Herd: How to Change Mass Behaviour by Harnessing our True Nature speak at the School of Life about what he sees as the “cult of originality.” Western culture is, says Earls, too infatuated with the pioneer and the intrepid inventor, our love of uniqueness leaves us blind to the value of copying. Read more…
India is set to become one of the world’s top three consumer markets for diamonds. We asked Neil Martin, Head of Brand Planning at Forevermark (part of the De Beers groups of companies) to describe the challenges facing De Beers and how working with Added Value has helped prepare the business to capitalise on the market potential. Read more…
The spectacle of the Para Olympics fades from memory, the flame has gone, the parade has happened and now we’re all back at work depressed. Politicians are vying to create political capital about the Games – but what can we as marketers learn?
This is a story that isn’t about successful corporate sponsorships, affinity marketing, social media, guerrilla marketing (although Nike did play a blinder with the trainers) or brand winners and losers. It is much simpler than that. It is about people. Read more…
Our Cultural Insight team unearths the hidden meanings in everyday culture to show how the world is changing, creating brands that feel fresh today and are ready to grow tomorrow. In this post Hazel Barkworth considers the humble vegetable.
And as a team full of foodies, we spend a good portion of our time in the supermarket. And whilst we’re there, we like to dig just a little bit deeper. Read more…
Welcome to Added Value’s newsletter focused on Sustainable marketing; the challenges, opportunities, our solutions and points of view.
The proliferation of Hispanic online panels has ignited a debate around the efficacy of online research among Hispanics. In Q1 2012 Added Value Cheskin launched an investigation into this matter using several of the hundreds of Hispanic studies we have conducted in the past few years. All interviews collected were from a random selection of Hispanic sample. Respondents were post classified into the appropriate acculturation level based on several measures including language dominance, media consumption, proportion of life spent in the US and attitudes/ behaviors. Below are our findings.
