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?
Monday, March 17, 2008
Why China Will Win the Web
From Forbes on-line
Interview with Author Rebecca Fannin, who has been covering China since 1992 and is the international editor of the Hong Kong weekly Asian Venture Capital Journal, says that's about to change. In her new book Silicon Dragon: How China is Winning the Tech Race, she argues that businesses like Baidu and Alibaba foreshadow another generation of Chinese startups--those with their own highly competitive and homegrown ideas.
Why China Will Win The Web
Andy Greenberg, 03.13.08, 6:00 PM ET
"Companies like eBay and Google know that Chinese tech firms are forces to be reckoned with. Both Web giants have tried to push into the Middle Kingdom's tech industry only to be shoved back by local competitors who were faster to market and better tuned to the tastes of the local audience."
From Yahoo News:
Q1. Do you think that Chinese e-commerce is purely derivative, depending on cheap (and possibly illegal) copies of western products?
Q2. Is there a parallel between Japan in the 60s and China now?
Q3. What is the economic impact of the Chinese government's censorship/control over the internet?
Interview with Author Rebecca Fannin, who has been covering China since 1992 and is the international editor of the Hong Kong weekly Asian Venture Capital Journal, says that's about to change. In her new book Silicon Dragon: How China is Winning the Tech Race, she argues that businesses like Baidu and Alibaba foreshadow another generation of Chinese startups--those with their own highly competitive and homegrown ideas.
Why China Will Win The Web
Andy Greenberg, 03.13.08, 6:00 PM ET
"Companies like eBay and Google know that Chinese tech firms are forces to be reckoned with. Both Web giants have tried to push into the Middle Kingdom's tech industry only to be shoved back by local competitors who were faster to market and better tuned to the tastes of the local audience."
From Yahoo News:
China outsurfs the US: research firm
Fri Mar 14, 12:14 PM ETBEIJING (AFP) - China's Internet population has overtaken the United States' to become the world's biggest with about 220 million web surfers, a research firm said Friday.
Q1. Do you think that Chinese e-commerce is purely derivative, depending on cheap (and possibly illegal) copies of western products?
Q2. Is there a parallel between Japan in the 60s and China now?
Q3. What is the economic impact of the Chinese government's censorship/control over the internet?
Monday, March 03, 2008
Virtual trade show
From Tech Target
A virtual trade show is an online version of an event at which goods and services for a specific industry are exhibited and demonstrated.The format can be as simple as a basic online directory or as complex as a virtual 3D world.
Q1. How can this help global marketing?
Q2. What are some of the limitations?
Q3. Can potential clients be targeted more easily?
A virtual trade show is an online version of an event at which goods and services for a specific industry are exhibited and demonstrated.The format can be as simple as a basic online directory or as complex as a virtual 3D world.
A 3D virtual trade show functions like a traditional offline tradeshow, translating exhibit halls, educational seminars, job fair and training events into a virtual world environment. This type of trade show is gaining popularity because it allows the attendee to forgo the expense of travel while enjoying some of the amenities of a traditional show.
At a virtual trade show, there are usually realistic-looking halls or lobbies with booths for showcasing products and services. The attendee can view demos, pick up literature and chat with sales representatives in real time. Keynote speeches and seminars are delivered either in real time or
A 3D virtual trade show requires specially designed software to allow exhibitors to build their virtual environment. The show can be built in a web page or in a downloadable software application like Second Life.
Q1. How can this help global marketing?
Q2. What are some of the limitations?
Q3. Can potential clients be targeted more easily?
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