Posts filed under 'brands'
Barbie knows no bounds
Sarah Davies writes:
On a recent visit to the US I was stopped in my tracks by an enormous pile of Barbie branded cereal boxes, on offer at 2 for $5. I was so mesmerised by this spectacle that I felt compelled to purchase a box. To the disappointment of my two daughters, I didn’t buy the cereal as a gift to add to their burgeoning collection of Barbie merchandise, but rather as an example of what can only be described as irresponsible marketing to children.
Does a brand like Kellogg’s need to go to such lengths to sell its products? Close inspection of the box reveals a long list of additives and general ‘nutritional’ profile of the product. The pieces of ‘cereal’ and marshmallow bits look more like sweets than breakfast food.
In an age where childhood obesity and diabetes are on the increase, it seems hard to justify using Barbie to encourage children to eat such things for breakfast. But on second thoughts, perhaps this is all a storm in a teacup? Reassuringly, on the back of pack, Barbie is able to share her ‘fab tips’ with children, telling them to “Live active” and “Keep it green”. So that’s alright, then. But it’s hard to tell which brand is being damaged more by this co-marketing venture.
Add comment 19 March 2008
What the Premiership learnt from Formula One
Andrew Curry writes:
I hope I’m not too late to note a fine article [not currently available on the Guardian's own site] by the Guardian’s Richard Williams on how England’s footballing Premiership has, in its plan for overseas league games, followed a global marketing blueprint first laid down by Formula One. Williams suggests the three steps to sporting franchise heaven go like this:
- Step One: Secure the commercial rights to the sport, including the right to sell broadcasting licences, income from which will dwarf the sale of tickets and perimeter advertising.
- Step Two: Use the television ratings to encourage the acquisition of teams by people more interested in global brands and markets than in the sport’s traditional audiences.
- Step Three: Clear out the traditional schedule to create new opportunities in new markets, if necessary by threatening to remove existing events completely.
Williams also suggests that there’s a fourth lesson that the Premiership’s Richard Scudamore has learnt as well:
“Saying the unsayable out loud is more than halfway to actually getting it done, as long as you have the money on your side and are prepared to take no prisoners.”
Given the money at stake, the current crowd of owners, and the track record of the Premiership over the last fifteen years, you wouldn’t bet against it pushing the plan through. But there are a couple of differences: formula one is still about individuals (we remember great drivers like Senna and Fangio), whereas football is about teams and their history. And football is far more rooted in place than motor racing ever was.
1 comment 15 February 2008
Do I like you?
Jo Phillips writes:
We have been talking a lot here at HCHLV recently about the influence that a powerful personality with strong beliefs sitting at the helm of a company can have on brand perception. Bill Gates and Anita Roddick are archetypal, but more modest entrepreneurs can have a similar brand impact (think of Johnny Boden, Stelios, or Richard Reed of Innocent) My view has been reinforced by conversations I have had with consumers across the country this week, as I’ve heard often that Richard Branson is the only man who can save Northern Rock, and indeed any other problem we might care to throw at him.
So it might be thought foolish of Michael O’Leary to publicly declaim his discompassionate greed and complete obliviousness to the cares of people and planet:
“We would welcome a good, deep, bloody recession in this country… It would help see off all the environmental nonsense that has become so popular among the chattering classes.”
He chooses to overlook that people lose jobs and homes in a recession, not to mention the fact that not even George Bush is stubborn enough to deny climate change any more, or come to that that people fly less when they have less money. It was enough to lose Ryanair one customer at least – I have just paid £20 more for a BA flight rather than travel with his airline.
Add comment 14 February 2008
