Tag Archives: brand

From Local Events Company to Worldwide Entertainment Brand

10 Jun

that is how Lander Unzueta, CMO of FC Barcelona described how his small brand has changed in the last 50 years.

Really interesting interview in which he talks about how the power of the Barcelona brand and how the back drop of the globalisation of soccer has driven his brand to worldwide domination.

Coutesy of Meettheboss TV, sign up and view below

More here (sorry couldn’t embed directly from the site)

http://www.meettheboss.tv/broadcast/?contributorFullName=lander-unzueta&mediaTitle=the-power-of-branding&mediaFileId=316&chapterSeek=0

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a footballers brand values

3 Jun

A friend of mine recently reminded me about the Michael Owen dossier that was sent round to clubs last year and the amount of values that where attached to the forward. Thinking about it again, I was amazed at how many words where thrown at this man and how any potential partner (be it club, sponsor, etc) would interpret these.

Values are generally something that the outside world pays little interest in. They act in a business sense as a guiding framework internally for how a company, acts and conducts itself in the normal day-to-day. Of course, it is important to note that if the reality of how that business behaves is compromised (think Enron or the recent BP scandal) then consumers start to point at these so called guiding values and question them. We have a phrase which is ‘don’t boil the ocean’ when you create values and guiding principles for businesses, meaning lets get concise and singular with these things. If you don’t, you haven’t got a hope in hell of anyone remembering them.

Maybe that wasn’t the point of his agency, instead it seems like they wanted to reassure everyone that this super human stands for and delivers on all of the 21 things listed. I think more than likely someone has got the brand dictionary out and just landed on some words that sound about right and fill up a page.

Does anyone out there have any other examples of agencies doing similar things? Would love to see them

Feeding the cult

5 Aug

We’ve all heard of people adorning their bodies with tattoos of their favourite brands – well now you can go a step further and literally feed your passion.

Nike in association with Swiss design house +41 have produced some limited edition chocolate sneakers for the 25th anniversary of the air force 1. Coming in large version white and dark chocolate and in 3 small paired versions complete with box – these really are a collectors piece you don’t want to leave in the sun.

Is this the latest incarnation of the consumer who lives, breathes and now eats the lifestyle brands which define their existence? Only time will tell.

Get them here

http://www.plus41.ch/index.php

Sports brands taking a stance

6 Jun

This appears to be something we are seeing more and more of in the industry.
Adidas announced Wednesday that they are boycotting Australian wool and sheep that have been mulesed.

Mulesing is viewed as an unnecessary way of taking wool from sheep and adidas communicated this in a letter to the People for the Ethical Treatment of Animals (PETA) in the United States declaring its position on the matter.

Fair play to adidas, they clearly have an agenda which appears to be addressing their production practices and appeal to consumers and their inner desire to do good. Only recently did they announce the grun collection which aims to better the environment by efficiently utilizing the natural resources of this world.

Now a worldwide consumer movement, as they (consumers) demand brands to be transparent and to offer clarity on their stance on certain issues. The sporting goods industry appear to be taking this as a real top of agenda item, reacting fast and with real purpose. Yes, consumers still and will always demand value but they also want a brand ‘with’ values – values that they can relate to in every sense of the word.

Nike buys authenticity?

7 Dec

Nike announced recently that it intends to buy rival company and dedicated football brand Umbro. The terms of the deal are yet to go through but still look likely despite a late intervention by Sports Direct owner Mike Ashley to buy 9.9% of extra shares. One of the key reasons Nike is giving as to why it went for Umbro is that it will offer authenticity in the key market of football, something they don’t have.

Nike is a relative new comer to the game, having only started seriously in the early 90’s. Compare this to great rival adidas which has a rich history in football spanning almost 70 years. Now I have no idea of Nikes plans with Umbro and I don’t know how they intend some of that magic authenticity to rub off on their own football related products. In fact does it really need it? Nike has been relatively good at playing the upstart challenger to adidas over the years, coming from no where to be within percentage points of being the worlds number one football brand. Their passion for innovation and signing some of the games key characters have driven the category forward.

I hope they don’t intend to get rid of the Umbro brand, I think the market needs Umbro to challenge the big boys, its pure football stand point is refreshing and yes it does have authenticity. But it doesn’t have Nikes character or dynamism, my feeling is that they have bought Umbro to put one over adidas. When they both sit down and announce their figures Nike can lump Umbro in with theirs, and I’m quite sure that combined figure would have Nike as the world’s number one football brand.