How programmatic can transform organisations
Jonathan BaconMarketing Week presents the key talking points from an exclusive breakfast briefing on Programmatic Branding, held in partnership with DoubleClick by Google.
Marketing Week presents the key talking points from an exclusive breakfast briefing on Programmatic Branding, held in partnership with DoubleClick by Google.
BT’s continued strong growth has not halted an overall slide in value for the biggest UK brands, with Tesco’s annus horribilis coming alongside regulatory woes for the financial services sector.
European companies make up a smaller number of Millward Brown’s top 100 brands than last year and comprise a smaller proportion of the list’s total brand value, with the continent’s key industry’s suffering compared with fast-growing Asian tech businesses.
In 10 years of BrandZ rankings, data shows that good advertising can be an important factor in increasing brand value, but the effects are relatively small unless the company is perceived to have got the brand proposition right first.
The ASA has promised to produce new guidelines on vlogging after banning a makeup tutorial on the P&G-owned Beauty Recommended YouTube channel following a complaint suggesting that the video’s purpose as a marketing tool was unclear.
The tech powerhouse has surged back to top spot in Millward Brown’s 10th annual list of the world’s 100 most valuable brands, achieving the first $200bn valuation and pushing Google into second, while Microsoft’s turnaround strategy propels it to third.
It’s no surprise to see Chinese and tech brands surge up Millward Brown’s ranking of the 100 most valuable global brands, with Facebook virtually doubling its brand value and top-ranked Apple’s growing by two-thirds, yet there are also some surprising star performers.
Millward Brown’s BrandZ ranking shows that the brands growing in value demonstrate ‘meaningful difference’ and disrupt competitive markets, with the retail sectors providing key examples.
Recent moves by companies such as Diageo and giffgaff to move creative accounts in-house and adopt ‘open-source’ approaches to advertising are the latest in a number of moves by brands to challenge traditional marketing models.
Ryanair is benefiting having moved away from price-focused messaging in order to more regularly communicate its in-flight improvements to aspirational customers, according to Ryanair’s CMO Kenny Jacobs.
The rise in digital customer service options has failed to impress consumers as more than half stop using brands over the past year due to poor experiences.
From Adidas axing its entire football boot range to Twitter putting its CFO in charge of marketing, we round up the five most important stories of the week.
YouTube is pushing further into ecommerce with the launch of a ‘buy’ button. It is the latest move by the video network as it looks to take on Amazon and eBay.
The Direct Marketing Association (DMA) is looking to become as all-inclusive as organisations such as the IAB after announcing plans to merge with the Institute of Direct and Digital Marketing (IDM) to create the largest marketing trade body in Europe, the ‘DMA Group’.
Whether it’s through creating ‘credible’ content, driving conversations around social issues or ‘contributing to culture’, brands such as Skype, Elle UK and the Jamie Oliver Media Group believe it’s crucial for brands to have a purpose beyond profit.