Earned media that results from public relations efforts may be more important than advertising to brand value, especially for companies that sell feature-rich, high-involvement and complicated products such as consumer electronics, and financial services and vehicles, finds a survey by Text 100 (an, er, PR company) and Context Analytics. The findings of the “Media Prominence Study,” (pdf) which calculates brand value based on Interbrand‘s 2008 Best Global Brands report, show that on average 27% of brand value is tied to how often the brand name appears in the press.
Recent Mintel studies have confirmed that, rather than entirely forgoing spending on shopping, travel and entertainment, most consumers are “trading up, down and over,” Mogelonsky reported in a recent Webinar presentation. In the new economy, consumers at all income levels are “learning to look up, down and over to find goods and services at prices they can afford … and want to spend,” she said.
the Guardian has settled any debate concerning their own publication in one bold move, almost. To that end, they have launched Open Platform a service that encourages readers to reuse Guardian content within the larger context of the internet, leveraging – according to the site – “our journalism, our brand, and the technologies that power guardian.co.uk.”