This month’s newsletter is guest-written by Mark Whiting of Added Value’s Paris office. Mark joined the company last year, after ten years working for Moët Hennessy, and wants to share some inspiration related to innovation in luxury brands.
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…
Back in the 30s, economist Joseph Schumpeter identified the forces of ‘economic destruction’ at times of economic crisis and the enormous opportunities produced. More recently, Harvard professor Clayton Christensen has talked about how breakthrough innovation is more likely to happen at times of greatest disruption, when we’re forced to fundamentally re-think the way we do business.
Open innovation and co-creation never seem to be out of the business and marketing media. Some organizations are consistently quoted as leading the way: the likes of P&G, LEGO, IBM and Dell; others have only just started to dip their toes in the water.
This month, as everybody heads to the beach here in France, we’ve put together the 10 must-read Innovation and Branding books to help you refresh your mind. Read more…
In the last 20 years, service businesses have adopted a stronger marketing culture, hired former FMCG marketers to improve marketing capability and delivery and developed home-grown service marketing specialists. So where’s service branding got to, and what’s the latest thinking on best practice?
It’s easy to believe that in times of economic crisis, brand owners should cut marketing and innovation investment. The evidence suggests this is the wrong thing to do. As AG Laffley, CEO of P&G, sees it: “We have a philosophy and a strategy. When times are tough, you build share.”
The 2009 annual WPP survey of the world’s most valuable global brands (which you can find at www.brandz.com) identified value as one of the key drivers of brand equity during 2008. But what do customers mean by ‘value’ nowadays and what effect has the crisis had on attitudes and behaviours?