Tag Archives: brands

Brands – media platforms. A mapping tool.

Written by ruearchimede. Posted on February 22, 2013. Filed under Brand Experience, Communication. Tagged brands, communications, content, ecosystem, mapping. No comments.

There was a time when brands saw the role for their communications to be strictly controlled, one-way and reactive. Times have changed. Successful brands earn their reputation by being system and behavior designers, curators, publishers and developers. Brands are on the journey to become media platforms. Recently I was working on a brief assignment to [...]

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 [...]

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 [...]

Likeability.

Written by ruearchimede. Posted on November 9, 2010. Filed under Communication. Tagged brand perception, brands, Communication, Facebook, Mark Zuckerberg, marketing, The Social Network. No comments.

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. [...]

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, [...]

Life is your stage. Perform.

Written by ruearchimede. Posted on September 29, 2010. Filed under Sustainable Communities. Tagged austerity measures, brands, Europe, global economy, protests, September 29 2010. No comments.

There are plenty of protests in Europe against austerity measures on September 29, 2010. Question: Do brands have a will and power to change the global economy?

Winter Homework: Digital Country Marketing

Written by ruearchimede. Posted on September 10, 2010. Filed under Nation Branding. Tagged brand digital communication, brands, country marketing, Croatia, marketing, Nation Branding, tourism. No comments.

I visited Croatia this summer. Already before landing there I knew I would write this blog. There were couple of thoughts on country marketing that burst in my mind while I was planning the trip. Croatia is a very beautiful country. With no hesitation am enthusiastic to suggest planning one of your next holidays there. [...]

A Brand Value of an Individual Man

Written by ruearchimede. Posted on September 8, 2010. Filed under Brand Value. Tagged Brand Value, brands, Hewlett Packard, Mark Hurd, marketing, Oracle, share price. No comments.

These two charts bellow have something in common. A brand value has a direct impact on a stock price. On August 6, 2010 Mark Hurd resigned his CEO position at Hewlett Packard. On September 6/7, 2010 news are out that Oracle appoints Mark Hurd as their new co-president. HP stock moves: Oracle stock moves:

Europe: “Are you afraid of change?”

Written by ruearchimede. Posted on August 23, 2010. Filed under Communication, Europe, Re-Branding. Tagged brands, Brussels, city identity, EU's communication, Europe, marketing, rebranding. No comments.

After few weeks on a road return to Brussels initially seemed without much of change. But then one installation (pictured above) grabbed my attention. It is breaking well predictable and rigid status quo of a city that is struggling with its identity. One of the headlines is shouting “Are you afraid of change?” Apparently, this [...]

Citadele: Building a new bank and positive change

Written by ruearchimede. Posted on August 9, 2010. Filed under Re-Branding. Tagged Brand Identity, brands, Citadele, economy, financial crisis 2008, Latvia, marketing, Parex, Re-Branding, Wolff Olins. No comments.

Citadele – a new banking brand based in Riga, Latvia – was launched on August 1, 2010 as the result of restructuring Parex bank – the good assets were split from the toxic assets. I was leading this re-branding strategy and identity project. In this blog post I am sharing a short background story [...]