I read about this website in mX 22.04.08
http://3trillion.org/
It's not strictly about marketing, but it's an innovative way of acheiving public awareness through using the internet as a medium and inviting user participation.
hmm!
I have too much time on my hands.
Wednesday, April 23, 2008
Brand Power
Milward Brown (brand marketing and investment) has released a report on the 'Top 100 Most Powerful Brands'. This makes interesting reading, given that the determination of 'brand value' seem arbitrary and contentious. The report defines how brand value is determined, but it still is rather mysterious.
10 Most Powerful Brands
_____________________BRAND VALUE__ BRAND
_________________________($M) ______CHANGE
1 Google.............................. 86,057... 30%
2 GE (General Electric) ........71,379 ...15%
3 Microsoft .........................70,887 ...29%
4 Coca-Cola (*) ...................58,208 ...17%
5 China Mobile ....................57,225 ...39%
6 IBM ..................................55,335 ...65%
7 Apple ................................55,206 ..123%
8 McDonald’s ......................49,499 ...49%
9 Nokia ...............................43,975 ...39%
10 Marlboro ........................37,324 ...-5%
Source: Millward Brown Optimor (including data from
brandz, Datamonitor, and Bloomberg)
*The brand value for Coca-Cola includes the values of both
Coca-Cola and Coca-Cola Diets and Lites
Some observations:
1. Google has emerged as the most valuable brand, with a brand value of $86 billion, ahead of Microsoft (in third place with a brand value of $71 billion)
2. Both Apple and Blackberry had the largest increases.
3. The technology sector accounted for 28 of the top 100 brands, and collectively reflected more than half of the total brand value of the top 100
4. Emerging markets in China and Russia have brands in the top 100, with a prediction that India and Brazil brands may hit the top 100 soon.
5. Share investment in the Top 100 Most Powerful Brands return a five fold increase in share market performance against the S&P 500.
10 Most Powerful Brands
_____________________BRAND VALUE__ BRAND
_________________________($M) ______CHANGE
1 Google.............................. 86,057... 30%
2 GE (General Electric) ........71,379 ...15%
3 Microsoft .........................70,887 ...29%
4 Coca-Cola (*) ...................58,208 ...17%
5 China Mobile ....................57,225 ...39%
6 IBM ..................................55,335 ...65%
7 Apple ................................55,206 ..123%
8 McDonald’s ......................49,499 ...49%
9 Nokia ...............................43,975 ...39%
10 Marlboro ........................37,324 ...-5%
Source: Millward Brown Optimor (including data from
brandz, Datamonitor, and Bloomberg)
*The brand value for Coca-Cola includes the values of both
Coca-Cola and Coca-Cola Diets and Lites
Some observations:
1. Google has emerged as the most valuable brand, with a brand value of $86 billion, ahead of Microsoft (in third place with a brand value of $71 billion)
2. Both Apple and Blackberry had the largest increases.
3. The technology sector accounted for 28 of the top 100 brands, and collectively reflected more than half of the total brand value of the top 100
4. Emerging markets in China and Russia have brands in the top 100, with a prediction that India and Brazil brands may hit the top 100 soon.
5. Share investment in the Top 100 Most Powerful Brands return a five fold increase in share market performance against the S&P 500.
Tuesday, April 22, 2008
The Wisdom of Crowds - the 2020 Summit
The involvement of 'clients' as active participants in an organisation's functions takes an interesting turn when it uses the internet. Here are two examples:
1. American Express Members Project
http://www.membersproject.com/
2. Australia 2020 Summit
http://www.australia2020.gov.au/
Q1. What are the similarities between the two intiatives?
Q2. How can the internet be best used in these cases?
Q3. What are the implications for marketing?
Monday, April 14, 2008
Growth of Virtual Worlds!
Virtual Worlds Management Report: 100+ Youth-Oriented Worlds Live or Developing
Virtual Worlds Management released a new report today on Youth Worlds: Based on a comprehensive research available through Virtual Worlds News, we've found that there are now over 100 virtual worlds operating or in development with a focus on the youth market (18-and-under). It's worth noting that, at the younger level, the lines between virtual worlds, games, and social networking blur heavily. If nothing else, it's a fascinating trend at how users are merging their activities into one immersive space. Likewise, while the list is sure to change (please feel free to send in updates) it's a good snapshot of where the industry is at: While there are 57 listed youth worlds currently live, another 51 are in concepting, development, or testing phases. In other words, keep an eye on this space.
Is the Music Industry Waking Up?
The music industry has a big problem with illegal downloads of digital music. CD sales are down and control of digital music via DRM does not appear to be working. However there are some signs of new business models emerging, with the Apple iTunes Store being a good example.
The latest news is that the four biggest music publishers are negotiating with major ISPs (Telstra, Optus etc) to deliver a subscription service for music downloads. The only catch is that the digital music will 'expire' if the subscription ends. Another development is to use advertising to pay for downloads that MySpace is believed to be launching.
Other developments are marketing strategies that are more diverse, using pre-release digital downloads for free, mobile phone ring tones, mobile phone promotions, on-line ads, concerts, appearances tied in with TV, radio.
For a good roundup read the article Telstra, Optus talk music downloads in MIS.
An interesting quote from the article:
"(the internet) ....gives a way to reach fans and get them involved and engaged"
Q1. What does Sony BMG mean when it sees itself transforming from a CD company to a multi revenue, multi -stream, multi-business company?
Q2. Which business model is more likely to succeed: free downloads with ads or a subscription service with unlimited downloads?
Q3. How does getting fans to be 'involved and engaged' help the bottom line?
The latest news is that the four biggest music publishers are negotiating with major ISPs (Telstra, Optus etc) to deliver a subscription service for music downloads. The only catch is that the digital music will 'expire' if the subscription ends. Another development is to use advertising to pay for downloads that MySpace is believed to be launching.
Other developments are marketing strategies that are more diverse, using pre-release digital downloads for free, mobile phone ring tones, mobile phone promotions, on-line ads, concerts, appearances tied in with TV, radio.
For a good roundup read the article Telstra, Optus talk music downloads in MIS.
An interesting quote from the article:
"(the internet) ....gives a way to reach fans and get them involved and engaged"
Q1. What does Sony BMG mean when it sees itself transforming from a CD company to a multi revenue, multi -stream, multi-business company?
Q2. Which business model is more likely to succeed: free downloads with ads or a subscription service with unlimited downloads?
Q3. How does getting fans to be 'involved and engaged' help the bottom line?
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