Coca-Cola and Johnson & Johnson
have maintained the #1 and #2 spots on a list of top companies with the most “Brand Power” in the US, according to CoreBrand, which released its 2008 Corporate Branding Index (pdf) this week. These highly regarded brands also held the same slots in the 2007 rankings.
Companies that lower the prices of their products during the recession may risk damaging long-term brand perceptions because suspicious consumers assume something is wrong with the product or brand if it’s being discounted, according to a study from The Futures Company.
, the store that stocked and sold pretty much everything you’d never need, was hit by the recession and closed most people were a little distraught. Although the chain was famous for its variety of sweets and being frequented around holiday time for any and every type of toy, there was not enough business to keep them afloat. From this disaster and disappointment however, has come some good. In one town it has been reborn as “Wellworths”, a store conceived by a former manager.
An ad for cold remedy Benylin
that encourages calling in sick to work or taking “a Benylin day” when feeling ill has resulted in a formal complaint to the ASA
by the Federation of Small Businesses
. The Benylin TV spot advises sick workers to take a day off while a website forming part of the wider campaign offers tips on calling in sick. A spokesperson for the FSB, said the ad makes light of the seriousness of not turning up to work, claiming that work absences costs the UK economy £13bn every year. The ad shows a woman waking up in the morning feeling sick and struggling to get out of bed. A voiceover asks: “What if today you just worked at feeling better? Benylin can handle your cold and flu symptoms. The rest is up to you. Take a Benylin day.” The Benylin website also offers tips on calling in sick to work, with different scripts for formal, friendly and casual bosses. The website also offers DVD
reviews, TV timetables, games and homemade remedies.
Marketing executives are going back to basics this year, putting renewed focus on satisfying and retaining customers and investing in research and insights, but they are “sick” of hearing about Web 2.0, according to a survey from Anderson Analytics conducted for the Marketing Executives Networking Group (MENG). The second annual Top Marketing Trends survey of MENG members examined for 2009 the top marketing concepts, buzz words, global areas of opportunity and targeted customer demographics, as well as the books and thought leaders that marketers look to for inspiration and growth opportunity. The economy played a significant role in this year’s survey as more marketers expressed concern on how a recession would impact priorities moving forward. Half of executives believe their marketing budgets will decrease in 2009, but 56% indicated their staffing plans will either stay the same or increase.
Get Them In
It may be better to give than to receive, but for those on the receiving end, there’s no doubt real-world gifts are better than virtual ones. No surprise, then, that we’re seeing the emergence of more and more ways for online friends to give each other offline presents. The latest? GetThemIn, which allows UK Facebook users to send each other real alcoholic beverages.