BRANDING
Andrey Nadein
Interbrand: how to create the key factors of a brand
A first hand story about branding from Interbrand, the largest brand-consulting company in the world and also about rating formation of “The 100 Top Brands” published annually in Business Week.
Tony Allen: «You can’t predict future, you can create it»
An interview with the head of London’s department of Interbrand
Stories about Interbrand works:
Ketchup EZ Squirt has raised the sales of the whole company off-hand
3 Com: dialectics of success
Maya Angelou Life Mosaic: poesy as a part of the product
BMW: Driving Excellence
Toothpaste Crest has become more noticeable
Branding for Not-For-Profit
Andrey Nadein
Pret A Manger: the dinner is ready!
Brand Pret A Manger evokes admiration. It combines a passion for good meals, hardworking personal and a high trust of the consumers. Pret A Manger is one of “the heroes” of the book Uncommon Practice, published by Interbrand
Margarita Vasilieva
Is it far from Tallinn? Estonia wants to become a brand
To make a brand out of a new product is a difficult task, but traditional. However to make a brand out of a country is rather an unusual thing! The British office of consulting company Interbrand should be proud of its new work – the project of a new attractive image of Estonia.
Margarita Vasilieva
LEK is a blue giant of St. Petersburg
A story of color usage in the creation of a strong brand individuality for the construction corporation.
Michail Dymshiz, Michail Riymin
Cedar balm: effective simplicity
It took an unknown toothpaste only several years to become one of the most popular on the Russian market and to leave behind some of their really famous competitors. The turning point in the brand development was a trivial… establishment of the “premium” price for the product.
SOCIAL BRANDING
Yulia Burlakova
To be kind is profitable even in Russia
This is a story about the first appearance of social branding in Russia. The author gives three reasons why social branding is possible in our country: we consider ourselves a spiritual nation, there is an informational hunger for positive events in the country, middle class is becoming stronger, brands could substitute religious blanks. The author also gives advice how to built a program of social marketing.
Yulia Burlakova
“Vinnap”: let’s shock the competitors with a motor race
Even on a high competitive beer market social activity of the brand is able to raise the sales and give powerful publicity. This is a story of the beer brand “Comrade Bender” in Novosibirsk.
Margarita Vasilieva
We say “brand” but mean “mission”!
Brands with mission give confidence to people. The process of creating a mission is the following: going from the particular to the general we reveal the true reasons of crazy ideas and strange purchases. The article explains how to find a principle to distinguish a real mission from a fake made under the fashion pressure. This is ”the principle of social transmission”. It was used as a base to create a new mission for Pentax – author’s work.
MANAGEMENT
Gleb Arhangelskiy
From consumer’s satisfaction to values’ realization
The article is addressed to those who are tired of insane race for a selfish, unpredictable, willful creature – the Ñonsumer. The author explains that property men understand their own values better and better use them in the firm organizational structure.
BEST BRAND/ EFFIE 2002
Ilya Mirskiy
Telephones Samsung: expensive pleasure as a lifestyle
Case study about the winner of the contest Best Brand/ EFFIE 2002.
CREATIVE CLUB
Ilya Mirskiy
Moscow Festival 2002: if there is no big idea, it should be invented
Survey of the events and winners at the 12th Moscow International Advertising Festival
Andrey Nadein
Golden Drum – festival of ideas, stars and friendship
A report from the festival and also analysis of the works-winners. The works from the Eastern Europe show how to escape the most common advertising methods.
ADVERTISING COMPAIGNS
Campaigns-winners at the Golden Watch competition, which takes place during the Golden Drum festival:
XNET: on television through the budget’s eye
Electro World: wait a minute, here comes a toast!
Médecines Sans Frontières: we also need branding
Mobitel: Kolja in a hurricane of news
You Are What You Wear: Czechs against fakes
Carlov bridge: begging beautifully for money
Costa Crociere: strive for cruise addiction!
IKEA catalogue – inspiration with a delivery
Internet in Slovakia: filling in the gaps
COMMENTS
Oleg Otshepkov, Georgiy Konyaev
How to do well to your friend
Elena Petrova, magazine’s editor of psychology, comments on the advertising campaign of an automobile shop. The main conclusion is that the car fellowship is infantile in Russia and it could be a good starting point for advertising.
ADVERTISING WORKSHOP
Ilya Mirskiy
The object of adoration or the super task of children’s advertising
Kids love animated characters like M&Ms or rabbit Quicky; older children prefer games, teenagers react to commercials with a bit older and cooler guys. The article gives a technological recipe of how to create advertising for children, based on the different brand-managers’ opinions.
Oleg Smirnov
A decent man needs card index
The author tells how to use a card index in your creative work.
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