Article Results (Showing 1 - 10 of 25) RSS Alert
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Online ads coming of age: Joanna Doonar discusses the evolution of online marketing with members of the branding community and studies four companies that are developing their brands' online presence
Burger King dresses a man up as a chicken, Pot Noodle uses porn as its inspiration and Volvo tells spooky stories. It may seem difficult to spot...
Brand Strategy, 11/01/04 by Joanna Doonar · More from publication -
Life in the fast lane: Joanna Doonar studies McDonald's reaction to the end of fast food as we know it and looks at how the chain is changing its offering as society becomes ever more health aware
Hard hitting headlines, best-selling films and books, concerned parents and health lobbyists regularly condemn McDonald's, but the world's top...
Brand Strategy, 10/01/04 by Joanna Doonar · More from publication -
Harmonious sponsorship: Joanna Doonar examines why more brands are turning to music events in order to reach consumers and discovers that logo presence is not enough to deliver a unique experience
Cars, swimwear and chocolate may not have much in common but brands from these industries all used summer music events to reach customers. Mini and...
Brand Strategy, 09/01/04 by Joanna Doonar · More from publication -
Brand mot
Krispy Kreme Doughnuts' profits halved in Q2. Its six month net income dropped 171% from last year to a loss of $18.7m (10.4m [pounds sterling]),...
Brand Strategy, 09/01/04 by Joanna Doonar · More from publication -
Getting a good deal
Euro 2004 and the Olympics have placed sponsorship in the spotlight this summer. With sponsorship predicted to rise by 8.1% in 2004, the medium's...
Brand Strategy, 09/01/04 by Joanna Doonar · More from publication -
The direct approach: the UK's Cafedirect hot drinks brand is a pioneer in the fair trade movement and has grown rapidly. Joanna Doonar assesses the brand's appeal and positioning
For a brand that's focused on growers, Cafedirect is doing an impressive job of growing itself. The UK fair trade hot drinks company is the sixth...
Brand Strategy, 07/01/04 by Joanna Doonar · More from publication -
Branding with best interests at heart? Do corporations really know what is best for us or is this style of branding at odds with the philosophy of consumerism? Joanna Doonar investigates responsible branding
As Saab considers putting breathalysers in its car keys and McDonald's issues pedometers with its adult Happy Meals, the move by brands to make...
Brand Strategy, 07/01/04 by Joanna Doonar · More from publication -
Fighting for a fair game: Joanna Doonar investigates the increasing consumer interest and growth of Fairtrade-labelled products, and looks at the future of the niche market as mainstream competitors enter the fray
On first sight U2's Bono, actress Minnie Driver and Dame Judy Dench may not seem to have a lot in common. However, as public supporters of ethical...
Brand Strategy, 07/01/04 by Joanna Doonar · More from publication -
Lemsip goes undiluted: Alex Pitt, category manager at Reckitt Benckiser tells Joanna Doonar how the medicinal lemon drink brand has extended to 16 products without damaging its core product
In the 70s Lemsip was a 'hug in a mug'. In the 80s consumers watched an armchair become more comfortable when somebody drank the cold remedy, but...
Brand Strategy, 06/01/04 by Joanna Doonar · More from publication -
Design for self diagnosis: Joanna Doonar investigates how the healthcare industry is moving its branding ever closer to the FMCG world as consumers become more savvy about OTC products and self treatment
Just the idea of healthcare marketing conjures up images of long lists of regulations, each country specific. However, slashing through the...
Brand Strategy, 06/01/04 by Joanna Doonar · More from publication
