Category: Brand management
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What does ITV’s advertising slogan ‘More than TV’ actually mean?
For a couple of years, ITV has been using the slogan “More than TV”. I see it on billboards advertising programmes and on a title card before programmes on the ITV Hub (ITV’s TV-on-demand service). But what does the phrase actually mean? A couple of friends tell me that it means the quality of the […]
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How marketers should think about about stationery and branded swag
Personally, I’ve always liked nice stationery made of thick paper. It goes back to when I was a teenager, when I was pretending to be an adult and wrote regularly in newsstand technology magazines. In those days, when most people weren’t on email, Conqueror and a fountain pen signature helped me get access to the right people. […]
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Illy’s espresso coffee tin is a masterclass in branding
Marketers know that being a commodity is the road to ruin. So rather than being in a mythical market with a single market price, marketers try to segment customers into different types with different needs, and then choose which segments to target. I love coffee. My favourite brand is Illy. To me, Illy’s espresso coffee tastes […]
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A call to action is too important to overheat
Twenty years ago as an undergraduate, I found myself being taken along to a rather strange church, run out of the front of a converted shop. The Gospel Hall was a small congregation of seven or eight people, plus a few assorted students. The preacher got up to speak and part-way through his sermon turned […]
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Major figure at WPP, the advertising giant, says that advertisers are underinvesting in newspaper websites
Rob Norman, the chief digital officer at GroupM, the WPP subsidiary which bulk-buys advertising spots, says that advertising haven’t caught up with what the public is doing. He’s an important player – he overseas the expenditure of $5 billion of digital advertising a year. He writes: The irony… is that news organizations, those with their […]