Posted by Adeline Chong on September 2, 2013 01:08 PM
Singapore Airlines' new brand campaign is set to roll out globally today with a fresh new look, one that will see the airline's iconic Singapore Girl take a back seat.
The campaign, "The Lengths We Go To", aims to showcase the above and beyond efforts that the airline makes to create a comfortable experience for passengers. But the focus is not on the luxurious new seats and the bigger and better in-flight entertainment system, or its young fleet of airplanes which will welcome up to 50 Airbus and 30 Boeing planes over the coming years.
In the past, as in the 2011 campaign, the airline's Singapore Girl, its depiction of its stewardess, focuses primarily on caring for passengers, hyperattentive to their needs and concerns. The campaign certainly helped build the airline's reputation for superior service. But its new campaign instead turns the focus away from Singapore Girl's role in service, to the processes that the airline (and Singapore Girl) goes through to provide such a superior experience.Continue reading...
Posted by Sheila Shayon on July 19, 2013 03:17 PM
The brand-consumer landscape is strewn with broken promises—a bumpy road that leads to customer dissatisfaction and ultimately brand defection, according to a recent Broken Promises Survey by Accenture.
A substantial and growing number of consumers have experienced multiple broken promises from companies, 40 percent at least once and 62 percent multiple times.
“Our research found that the broken promises most commonly cited by consumers are: no hidden fees or costs; on-time delivery; and ensuring that there are no service interruptions or problems,” Dawn Palmer, managing director in Accenture’s Sales & Customer Services practice told brandchannel. “Also, when we asked consumers why they felt the promises were broken, the biggest reasons they cited are that they had to repeat their issue multiple times to different customer service representatives and that they dealt with a customer service representative who was lacking in knowledge. These frustrations ranked high across most industries.”Continue reading...
Posted by Mark J. Miller on July 17, 2013 01:54 PM
After battling for years, Istanbul, Madrid and Tokyo are in the final stretch of presenting themselves as the potential host city for the 2020 Summer Olympics. The cities must prove they have the ability to handle the influx in tourism, security and atleticism that the games demand.
With the final vote set for September 7, representatives from the three cities were in Lausanne, Switzerland to sway members of the International Olympic Committee. Each city presented their proposed official logos for the Games while making their final arguments.Continue reading...
Posted by Dale Buss on July 4, 2013 10:15 AM
Flag waving will come naturally this Fourth of July week for many Americans—and even for some American brands. Jeep and Hershey topped the list of "most patriotic brands" in the US in a new survey covering 197 famous brand names in 35 categories.
Brand Keys surveyed 4,500 consumers about the topic. "As marketers traditionally operate on the Independence Day theory that a patriotic, flag-waving call-to-emotion will motivate consumers to behave more positively toward their brands, we wanted to see which brands actually led when it came to that particular value," said Robert Passikoff, president of Brand Keys, in a statement.
Jeep made a natural No. 1, with its founding association with helping American forces win World War II, its progress as the original lifestyle-SUV brand in the Eighties and its ability to survive all sorts of changes in corporate ownership to remain a vital marque today.Continue reading...
Posted by Barry Silverstein on July 3, 2013 12:56 PM
The next step in the remarkable evolution of the Apple brand may be just around the corner. In a move that "caught the fashion industry by surprise," Apple has announced it is adding Paul Deneve, CEO of fashion giant Yves St Laurent (YSL), as a vice president of "special projects," reporting to Apple CEO Tim Cook.
While heads are still spinning in the fashion sector, it isn't as strange as it sounds. Deneve, after all, was with Apple's European operation on the marketing side from 1990 to 1997, so he is hardly an unknown. Not to mention that YSL's revenues just about doubled under his leadership.
While some see this move as directly related to Apple's anticipated launch of an iWatch, others believe it has broader implications. "More likely it is to explore the extension of the Apple brand, or its platform technology into clothing and fashion," notes Forbes. "Digital technology is in fact extending its reach to every aspect of life, including clothing and other wearables like glasses." After all, the computer wearables market "is perfect for Apple to mainstream. It advances contextual computing. And it has the added virtue of being a bigger potential market than smartphones..."Continue reading...
Posted by Mark J. Miller on June 18, 2013 12:46 PM
Marriott is going all-in on Millennials. The Bethesda, M.D.-based company is launching a new logo and tagline, "Travel Brilliantly" in its latest attempt to attract the growing market of young travellers looking for luxury at a value.
The international hotel chain recently announced it will bring its European hotel brand, AC Hotels by Marriott, to the States to attract younger business travelers, while it is also planning to introduce a Millennial-friendly hotel brand, Moxy, across Europe in a partnerhsip with IKEA.
What's in it for Marriott? According to the Washington Business Journal, “younger business travelers who make three or more business trips per year are a $35 billion market.” The chain hopes to attract the sought-after demo with a new, simplified "M" logo, a mobile app, offering different dining options, and allotting more open spaces in its hotels that can be used as public workspaces as well as streamlined rooms.Continue reading...
Posted by Sheila Shayon on April 29, 2013 02:46 PM
SPAM, the oft maligned Hormel canned meat product that helped Americans survive the Depression and fed the allied troops during World War II is cultivating a new generation of fans and consumers thanks to a new spokesman and a long-standing relationship with its ad agency.
SPAM remains a staple among US consumers and is now available in 44 countries, with US sales up nearly 7 percent year-over-year in the last 12 months. A lot of that consistent growth is a direct result of the on-going, unique relationship with BBDO, which has serviced every Hormel brand since 1930, from Dinty Moore stew to Jennie-O turkey. That unusual longevity has garnered Ad Age’s top honors in their first agency-client-marriage contest.Continue reading...
Posted by Mark J. Miller on April 16, 2013 07:09 PM
South Korean rapper Psy has had a whole lot of pressure on him to deliver something that was even a smidgeon as good as his previous effort, “Gangnam Style,” which managed to become YouTube’s most-watched video of all time with more than 1.5 billion views and some interesting dance moves that have been copied by everyone... literally.
To the looks of it, he's been successful. While not everybody loves his new music video “Gentleman”—which features him going around and being anything but (kicking a soccer ball away from a kid, removing a bikini top from a woman not looking to expose herself—the song does feature a catchy little dance move and has broken the record for the most views of a video on YouTube in the first 24 hours—a record that was previously held by teen phenom Justin Bieber.Continue reading...