The 2009 PR Week / Barkley Cause Survey uncovers that while consumers have decreased spending on charitable giving, 91% expect companies to fill that gap and showcase their commitment to the greater good (up from 86% in 2008). The study also reveals that cause can make strong business sense for brands by increasing trial, loyalty, sales, and even higher prices at the cash register. Download study here.
Marketing
Untangling Brand Equity, Value, Assets and Health.
The notion of brand equity has been common currency amongst marketers for several years. And barely a day goes by without marketing, HR and other departments speaking about the health or value of their brand.
Americans Want Brands that Inform
The top characteristic US consumers want from brands they like is to improve their knowledge—and the least desirable one is for a brand to “only be visible in store”—according to the “Global Web Index” from Lightspeed Research.
Coke weighs in on Earned Media ROI.
Carol Kruse develops interactive marketing programs and experiences for Coca-Cola’s global brands around the world. Here, Ms. Kruse discusses Coke’s use of digital media and marketing and the evolution of social media. Available at HispanicCMO.com
The surprising secret of Successful Differentiation.
A successful differentiation is not imitated by your competitors, even though it brings you unmistakable success with consumers. It seems impossible? Not quite so. I am about to reveal to you the unexpectedly simple and wonderful secret of successful differentiation: you must think beyond the core benefits of your product category. Think: Off-Core Differentiation.
A Symphonic Masterpiece.
The ROI of Internal Brand Alignment: Learn to profit from the synchronicity of brand harmony and the rhythm within your organization.
Suite Marketing is Sweet Marketing.
In June 2009, Omniture commissioned Forrester Consulting to research the current state of online marketing and its measurement. The study evaluated how well marketers were maturing their approach to online marketing.
Americans reject Tailored Advertising.
Contrary to what marketers claim, most Americans do not want online advertisements tailored to their specific interests. That’s a conclusion from a new consumer privacy study by the Berkeley Center for Law & Technology at UC Berkeley School of Law (Berkeley Law), and the Annenberg School for Communication at the University of Pennsylvania.
A Conversation With P&G’s Sandoval
Procter & Gamble general manager of North America marketing Edgar Sandoval will receive the “Lifetime of Achievement in Hispanic Television” award from Multichannel News and Broadcasting & Cable on Sept. 24 at the seventh annual Hispanic Television Summit in New York.
The award recognizes P&G’s longstanding efforts on behalf of Hispanic TV and the Hispanic community. Sandoval recently spoke with MCN executive editor, special reports George Vernadakis about P&G’s early commitment to the Hispanic population, how the company approaches consumers in general, and how it targets Hispanic consumers in particular.
by George Vernadakis — Multichannel News. Available on HispanicCMO.com
