Joined: 08 Jul 2019
|Resurging a good corporate brand Business Articles | November 18 , 2015
After two decades of watching marketers devote?the majority of their energies, creativity, and?budget to product-level brands, we are now?seeing a rapidly growing focus on corporate?branding. Previous...
After two decades of watching marketers devote?the majority of their energies, creativity, and?budget to product-level brands, we are now?seeing a rapidly growing focus on corporate?branding. Previously relegated to the sphere of investor?relations and corporate?social responsibility, across?industries there is now a new mandate to tell a story?at the corporate level. Major companies, whether in?B2B or B2C, are all stepping up their corporate brand?building, reinventing this 1970s-era strategy, but for new?reasons evolving from today’s business imperatives.
This trend has been clearly evident in consumer goods.?Long content to let its corporate brand exist in the?handful of its powerhouse portfolio of brands like Tide?and Pampers, Procter & Gamble has been the most recent?champion of crafting and telling the corporate level story,?beginning with their 2010 Olympics campaign “Proud?Sponsor of Moms.” Credited with generating over $100?million in incremental sales, this effort was expanded for?the 2012 games. Positioning thirty-four of its brands under?P&G’s corporate umbrella was a first for the company. Not?only was it the company’s biggest corporate campaign?ever,?it was also the first to run on a global basis. Beyond P&G, a?series of consumer goods players such as Unilever and SC?Johnson have stepped up visibility for their corporate logos,?taglines, and messages. Even product marketing leader?Coke has been emphasizing its corporate story, with a new?corporate-wide engagement website that talks about the?global impact of all its brands, focusing on the values and?mission of the entity that binds them together.
However, the shift to messaging at the corporate level is?bigger than consumer goods, and applies across industries.?Multiple corporate brands?– ExxonMobil, Dow, Google, and?IBM to name a few – have all upped the messaging on their?unifying corporate story. In fact, Kantar Media data shows?that corporate brand advertising grew by 17% in 2012?versus just 3% percent for total ad spending.
This is a growing trend regardless of a company’s brand architecture. Whether the corporate structure is?a “corporate” brand like P&G or General Motors; an?“asymmetrical” structure like Johnson & Johnson or Bank?of America, where the corporate brand shares identity with?one of the business units; or a “masterbrand” structure like?GE or IBM, each typology has seen increased focus. Google,?an asymmetrical structure, has increased emphasis on?messaging the total story as well as increasing the usage of?the corporate name to better unite its diverse services, for?example, changing Froogle to Google Shopping. Microsoft’s?new brand identity was crafted to better visually connect?its distinct offerings such as Surface, Windows, Bing, and?others, uniting them as part of a more coherent corporate?brand. Masterbrand leaders, too, such as IBM and GE, are?also continuing to invest in a single corporate-level story.
All of these brands are looking to tell the bigger story – the?story of who they are and what they believe, not just what?they sell. McDonald’s, for example, has recently shifted?their emphasis toward their values and business intent,?rather than the price of their food. Their corporate message?tells stories about the farmers who grow the product?and decisions to put apples into the Happy Meal – stories?of who the company is and intends to be. It matters?increasingly to signal where you are going, what you will?provide in the future, and how you will behave.
An Explanation of Auto Insurance Coverage Finance Articles | December 9, 2011
In spite of the safety features built into modern cars there are still thousands of accidents that occur every day all around the world and unfortunately some of them cause bodily injury and in the worst cases? death.
In spite of the safety features built into modern cars there are still thousands of accidents that occur every day all around the world and unfortunately some of them cause bodily injury and in the worst cases death.
This can result in very expensive settlements and long running court battles. One way to mitigate the economical damage is by having the proper car insurance. The kind of car insurance available differs from country to country. Some countries make it mandatory to have a basic car insurance to cover damage costs both bodily and to property.
In some cases the maximum amount of money payable is fixed by law while in other countries the car owner can choose from certain levels of insurance that pay out different sums of money. The risk here is if someone chooses a low limit and is then involved in an accident which involves a much higher monetary compensation. To meet the rising costs some individuals have had to liquidate many of their assets almost to the point of bankruptcy. The answer is to take out an insurance which comes into play if the costs reach a certain level.
When it comes to insuring a car there are a few factors to take into consideration. If the car is fairly new and is in good condition then it might be wise to get a car insurance that covers most of the things that can happen like fire, theft or collision damage etc. Such insurances also cover the cost of towing and in some cases extra costs, incurred because of the accident, like having to rent a car or putting up at a hotel.