Brands as infrastructure

Written by ruearchimede. Posted on November 13, 2011. Filed under Brand Value, Sustainable Communities. Tagged brands, definition, Havas Media, infrastructure, marketing, meaningful brand index. No comments.

Havas Media have published their annual The Meaningful Brand Index (MBi) where one of their top featured findings says that most of the respondents would not care if 70% of the brands ceased overnight. I find it alarming. On a first glimpse and in the short run the response can be understandable. People may [...]

Simon Anholt challenges Europe to redefine its brand purpose

Written by ruearchimede. Posted on October 20, 2011. Filed under Europe, Nation Branding. Tagged #EuroPCom, brand, Europe, Nation Branding, Simon Anholt. No comments.

Simon Anholt, Policy & Brand Advisor, was a keynote speaker at the European Public Communications conference in Brussels, 19-20 Oct 2011. His speech was provocative and trended a buzz. Simon Anholt challenged the EU of developing a brand by redefining its lost purpose. Also, pointed that government officials should think and act more like brand [...]

Notes from the conference. Rebranding Parex bank to Citadele.

Written by ruearchimede. Posted on May 28, 2011. Filed under Re-Branding. Tagged branding, Citadele, financial crisis, Latvia, marketing, Parex bank, Re-Branding, rebranding, reputation crisis. No comments.

Recently I was speaking at “Back in Focus” conference in Tallinn where I presented a case study of rebranding Parex bank to Citadele. (I wrote briefly on this back in August ‘10) Here is a top line summary of my presentation: Problem: Banks were a symbol of trust and credibility until Sep 15, 2008 when [...]

A Chinese Tour Guide’s View on European Economy

Written by ruearchimede. Posted on May 9, 2011. Filed under Europe. Tagged China, economy, Europe, European Day, Evan Osnos, New Yorker, The Grand Tour. No comments.

Today, on Europe’s Day I was browsing through my recent New Yorker’s I had not time to read over previous weeks. Coincidentally, I stumbled on article “The Grand Tour” by Evan Osnos (edition on Apr 18, 2011). As a foreigner living in China, he joins an organised Chinese tour group on a trip to Europe. [...]

Finnair’s untimely marketing stunts

Written by ruearchimede. Posted on February 1, 2011. Filed under Brand Experience, Brand Identity. Tagged Brand Experience, brands, Designed for you, Finnair, marketing, New Born, New Identity, Quality Hunters, Re-Branding, The fastest route to Asia. No comments.

Folks at Finnair (Finland’s national airline) provoked me to write this blog. Probably I would not bring out any of this if their positioning for a time being remained “The fastest route to Asia” and if a cute northern reindeer remained a hero in their communication. Seems that sometime last year the airline decided that [...]

Convenient Hong Kong

Written by ruearchimede. Posted on January 24, 2011. Filed under Brand Experience. Tagged brands, customer service, Europe, Hong Kong, marketing. No comments.

I have recently returned from a short trip to Hong Kong. It’s a very special city to me. I have both – respect and thrill toward this Asian metropolis. I lived there and went to school. This was my second trip in many years since the graduation. Land in Hong Kong and you will not [...]

Sell me this car while I’m renting it

Written by ruearchimede. Posted on November 10, 2010. Filed under Brand Experience. Tagged Brand Experience, car brands, car rentals, car sales, marketing, new business model. No comments.

Today I received a promotional email from a car rental company I used earlier this summer. The email did not earn my long attention. However, it reminded me of a thought that has been popping up my mind every time I rent a car. My question is: “Is there a way to re-design a car [...]

Likeability.

Written by ruearchimede. Posted on November 9, 2010. Filed under Communication. Tagged brand perception, brands, Communication, Facebook, Mark Zuckerberg, marketing, The Social Network. 1 Comment.

The closing scene of The Social Network movie captures an importance of a brand’s perception and how communication impacts it. Mark Zuckerberg in the interview to The New Yorker have said that he is not planning to see the movie and responded, “I know the real story.” So, let’s assume the movie is a fiction. [...]

An Undeveloped Development Education in the Developed World

Written by ruearchimede. Posted on October 26, 2010. Filed under Sustainable Communities. Tagged branding, Communication, development education, Europe, marketing, MDGs, NY Times, TEDxChange. 3 Comments.

Recently I have encountered three wonderful stories from the field of development. They tell us about a power of simple, focused and meaningful innovation that is so essential in reaching Millennium Development Goals (MDGs). First. Melinda Gate’s speech at TEDxChange event in September 2010 is challenging non-profit organisations to learn from a business world how [...]

A New Dimension to Marketing Bio-Farming

Written by ruearchimede. Posted on October 12, 2010. Filed under Advertising, Sustainable Communities. Tagged brands, Jamie Oliver, Let's Move, marketing, Michele Obama, organic products, Yeo Valley Farm. No comments.

To start with I am mainly a bio food buyer. Since I remember myself we always had an honest food at home. Tomatoes that smell like tomatoes. Cucumbers that is fresh and juicy. We also had a garden so I know how to take a good care of these plants. And so on. Of course, [...]