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Which clippings match 'Brand' keyword pg.2 of 5
20 FEBRUARY 2012

Interbrand: a global branding consultancy

"Interbrand started in 1974 when the world still thought of brands as just another word for logo.

We have changed the world's view of branding and brand management by creating and managing brands as valuable business assets."

(Interbrand)

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TAGS

1974brand • brand design • brand managementbrand strategy • brand valuation • brandingbranding design • branding services • brands • business assets • consultancy • cross-cultural branding • cross-language branding • Dunlop Corporation • globalgraphic design • identity consultancy • Interbrand (agency) • John Murphy • legal searches • logomanaging brands • Novamark (agency) • Omnicom Group • product development

CONTRIBUTOR

Simon Perkins
27 JANUARY 2012

Brand Toolkit: Firefox Web Browser

"Here is your guide to all things Firefox, the flagship brand in the Mozilla universe. It's full of guidelines, examples and tips to help you create websites and communications that are on brand and on style, both online and off.

The Firefox brand is a living thing. It grows, changes and adapts. So we want you to have easy access to the latest and greatest out there. And lo we created this toolkit. And it was good."

(Mozilla, 2012)

Fig.1 Mozilla's unabashedly self–promoting "A Different Kind of Browser" clip.

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TAGS

brand • brand toolkit • brandingbrowserFirefox • Firefox Web Browser • interdisciplinaryMozillanon-profitopen sourceownershipproprietarystyle guidetechnologytechnology innovationvalueswebweb browser

CONTRIBUTOR

Simon Perkins
09 SEPTEMBER 2011

The Impossible Project Brings Back Polaroid

"In October 2008 The Impossible Project saved the last Polaroid production plant for integral instant film in Enschede (NL) and started to invent and produce totally new instant film materials for traditional Polaroid cameras. In 2010 Impossible saved analog instant photography from extinction by releasing various, brand new and unique instant films."

(The Impossible Project)

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2008analoguebrandcameracamera-making business • chemical solution • chemicals • company • convergencedigital technology • Enschede • enterpriseentrepreneurshipfilmiconicinnovation • insolvent • instant film • instant photographymanufacturingmaterialsNetherlandsnostalgiaobsolescenceold mediaphotographyPolaroidproduct change • product production • radical innovationsolutionSX-70technology • The Impossible Project

CONTRIBUTOR

Simon Perkins
16 MAY 2011

Market research should focus on emotional need states in all consumers rather than focus on segments as if they are stable and mutually exclusive

"The concept of the USP, as seen by the brand manager, is to focus on one main selling benefit of the brand versus those offered by competitors. The strategic thinking which goes into selecting a brand's USP resembles warfare between competitive brands, with imagery maps reflecting the battlefield, and positioning statements as the weapons. But where is the consumer in all of this?

Consumers do not want one characteristic or one USP. Consumers want it all. Why should a consumer have to choose between the longest lasting pain reliever versus the fast acting, or the safest, most gentle, or the cheapest priced? The concept of marketing a USP is not a consumer–centric view. It is not a realistic, relevant reflection of how consumers operate. Furthermore, a USP for a brand is limiting in appeal by the very definition of trying to sell one main benefit to the sub–segment of consumers which most values that one benefit. Consumers want pain relievers to be fast–acting, and safe, and strong, and inexpensive and more.

The consumers' emphasis on one or more of these benefits changes from occasion to occasion, and from mood to mood. Consumers are not stable, nor consistently rational. Although segmentation research allows us to place consumers into distinct groups, and to put a descriptive label on each person, consumers are not fixed with just the characteristics of the one segment. The reality is all consumers have all emotional needs within them. Some elements/associations are stronger and some are weaker, depending on the person and the day. Our emotional desires fluctuate such that what appeals to one person in one week might be less appropriate for the same person the next week. These fluctuations are hard to target because a population of consumers are all in fluctuation. This is why segmentation research can be so frustrating to market researchers when trying to neatly explain brand behaviors. Unique segments do not uniquely buy just one or two uniquely defined brands. And segments are not stable.

Instead, brand managers should be targeting all consumers with the intention of painting their brand with the emotional associations the brand can satiate. Market research should focus on emotional need states in all consumers rather than focus on segments as if they are stable and mutually exclusive. "

(John Hallward, 2007)

2). excerpt from John Hallward (2007). "Gimme! The Human Nature of Successful Marketing", Wiley

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TAGS

appeal • associations • brandbrand behavioursbrand managercharacteristicscommodity • competitive brands • competitorconsumer • consumer-centric view • descriptive labelsemotional desiresemotional needsemotive manipulationgroupshuman nature • John Hallward • market researchers • market segmentationmarketingpositioning statements • satiate • segmentation • segmentation research • selling • strategic thinkingsub-segment • successful marketing • target audience • unique selling point • unique selling proposition • USP

CONTRIBUTOR

Simon Perkins
28 SEPTEMBER 2010

iPad Peek: virtual device

"iPad Peek is a nifty tool that lets you see how any website will be rendered on the iPad. Click on the top border to switch from landscape to portrait mode. The virtual keyboard and the buttons on the iPad browser are just for show, but the reload button works.

Previewing a website in iPad Peek doesn't offer the 'real' iPad experience, however; for example, Flash works (and it shouldn't). To get closer to the real deal, you should disable the Flash plugin in your browser and change the user agent string to that of the Apple iPad."

(Stan Schroeder 05 April 2010, Mashable)

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TAGS

Adobe Flash • Apple iPad • brandbrowserdeviceemulatorexperienceICTiPad • iPad browser • iPad Peek • preview • product designrenderingrepresentationtechnologytoolusabilityvirtual • virtual device • visualisationweb applicationwebsite

CONTRIBUTOR

Simon Perkins
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