Marketing director of Npower talks brands

On 29 September 2010, The Annual from Marketing Week will lay out smart thinking, smart working and smart engagement strategies for businesses. We ask Kevin Peake, marketing director of Npower, which brands impress him:

smartthinking: Nike
I felt the FIFA World Cup lacked great marketing ideas but one simple and smart idea from the ambush gurus at Nike stood out. Nike somehow persuaded the majority of players to wear bright orange and silver Nike boots. A clever colour combination and the sheer number of players means every glance at the action on the pub screen means an instant branding hit.

smartworking: Monopoly
Monopoly is an iconic, family favourite but frustrating because it’s famous for taking hours to play. Monopoly added the “Speed Die” to make it relevant to this world of immediacy. That’s great internal thinking to challenge the core of the product, which otherwise could have been on the “last throw of the dice”.

smartengagement: Asda
The new Asda Price Guarantee is a great engagement idea to the brand’s price-conscious target market that demonstrates price sensitivity and puts the consumer in control. Asda, you have a winner here – just sort out the ads.

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