Tag Archives: marketing

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 [...]

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 [...]

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. 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. [...]

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. No comments.

Recently I have encountered three wonderful stories from the field of development. They tell us about a power of simple – meaningful innovations that are 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 to achieve [...]

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, [...]

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 [...]