Displaying items by tag: brand

In case you didn't know, FiG dedicates a monthly blog for the best and most creative ad that has caught our attention. With 2011 in the rear-view, we look back at each “Ad of the Month” to determine who shall be crowned our 2011 Ad of the Year. Despite having so many excellent choices, only one could be given such illustrious honors. This year FiG has decided to stay local with Goodwill Denver and their “Goodwill Effect” advertising campaign.

We are very excited to announce that FiG has awarded 2 new brand identity projects to the winners of Rocky Mountain Micro Finance Institute’s Fall 2011 Business Launch Boot Camp (RMMFI)! At FiG Advertising and Marketing we strongly believe that a new businesses needs the proper tools to survive.

Burger King is advertising again, but not with their King. The second largest burger chain has planned to overhaul everything from strategy and management to their advertising and menu. The reason for the change is obvious. According to WSJ, Burger King's same-store sales have been on the decline recently while  major competitors, McDonald's and Wendy have both seen sales growth at the same time.

We've discussed the reason for and directions of brand management recently, and this time we'd like to revisit the topic. We were distracted by something shiny last time, Super Bowl Ads, but we're ready to get back on topic. Today FiG is offering some specific means to help companies vitalize brands.

No matter what product you sell or what service you offer there are millions of examples of once prominent and admired brands that have fallen or even disappeared, especially in hard times like right now. Nevertheless, there are also a number of brands that have managed to come back successfully in recent years. Old Spice, for example, one of my favorite brand stories about how a grandpa deodorant becomes one of the sexiest brands overnight!

I believe we all agree that the marketing environment has been evolving and changing. This situation will continue, and usually in very significant ways. Changes in consumer behavior, innovative technology, government regulations, competitive environment and the firm's own strategies can greatly affect a brand's image, meaning, and other aspects of a brand's equity. The challenge of effective brand management lies in the proactive strategies to at least maintain, if not enhance your brand's value. FiG will spend the next 2 weeks discussing some brand strategies to reinforce brand meaning and adjustments to marketing programs to identify new sources of brand equity.

Too often it seems that businesses view marketing as the advertising and promotions that they run. This is a narrow view of the function, and can result in devastating consequences to the amount of business that is conducted.