You know advertising is a big deal when there’s such a thing as Advertising Week in the U.S. While few consumers took note, the event is happening this week in New York with the goal of identifying how brands sold by marketers can produce better business results.
A study released yesterday identified which brands are the most powerful and how they’re getting it right. Additionally, the study pointed out the problems of brands whose value is on the decline.
As reported by Yahoo Finance, the study is the 13th annual Best Global Brands report from Interbrand – an Omnicon Group-owned brand consulting company. The result of the study was a ranking of the top 100 most valuable brands based on measures such as financial performance, how the brand influences consumer choices, and its ability to boost its parent company’s earnings.
The best global brands of 2012 include 1) Coca-Cola, 2) Apple, 3) IBM, 4) Google and 5) Microsoft. Ferrari and Gap round out the list in slots 99 and 100, respectively.
Of the ranking, Christine Fruecthe, president and chief executive at Colle and McVoy advertising agency, believes companies should take note as to what works and what doesn’t when it comes to marketing and advertising their brand. “When we put together advertising programs, we’re constantly keeping in mind how to add shareholder value,” she said during the Advertising Week panel on Monday. “We want to have a tangible impact on the client’s business or service.”
As an example of their work, Colle and McVoy pointed to their client Caribou Coffee Company whose share value has risen from $1.17 to $18 since beginning work with the agency. The message here? Advertising is powerful, and when done well, it works.
Coca-Cola knows this. The soda company was ranked number one again for the 13th consecutive year. Its estimated brand value? $77.8 billion, up 8 percent from the 2011 report. Coca-Cola executive vice president and chief marketing commercial officer Joseph Tripodi believes this success is due to effective ads, which he suspects will help Coca-Cola increase its revenue from $95 billion in 2008 to $200 billion in 2020. (more…)
It’s breakfast time and you want to start your day off right with a healthy and nutritious meal that doesn’t take long to make. You open your pantry and grab the Fiber One Original cereal. Then for lunch time, you are away from home so you run to McDonald’s and get their Premium Southwest Salad with Grilled Chicken. Around 3:00, you need a snack so you snack on some Wheat Thins Fiber Selects. Then for dinner, you have some spaghetti and meatballs from Pizza Hut.
What do all of these foods have in common? They all contain wood cellulose, which means that you are eating wood. Many companies, including those listed above, use wood cellulose in their foods all the time, and therefore, you are eating wood on a fairly regular basis. It is shocking to realize that many of the foods we eat when we are trying to make healthier options are so processed that they really are not as healthy as we may have thought.
America could possibly bid farewell to an icon this coming year. The fast food restaurant chain A&W is speculated to stop serving burgers and root beer floats in 2012.
Founded in 1919, the restaurant developed the “drive in” format that remains a staple of American fast food even today. Known for its signature root beer and burgers, the company boomed after World War II and over 450 franchises were opened nationwide. However, today there are only 322 operating national stores. The company has been deemed too small to be successful. The soda manufacturing side of the business will remain untouched as Dr.Pepper/Snapple owns the container beverage version of A&W Root Beer.