"경원식의 마케팅 세상"
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[비공개] Online Luxury for the Masses
Online Luxury for the Masses by Alycia de Mesa June 11, 2007 issue Perhaps with the exception of the high-end auto industry, the discriminating nature of "luxury" and the openness of the Internet seem to clash, leaving most luxury brands trying to figure out how to harness the Net's incredible reach to consumers while still maintaining a presence of exclusivity. Indeed, the many challenges for luxury brands on the Internet include identifying who exactly is the online luxury buyer and how to reach and keep in contact with that buyer without losing the cache and elite quality of the brand. To c.......추천 -
[비공개] 브랜드를 글로벌화할 때 피해야 하는 5가지 실수(번역)
너무 원문만 올려놓은거 같아서 함 번역을 해보았다. 읽을 때는 아무런 문제가 없는데 막상 번역을 해서 쓰려고 하니 만만한 일이 아니네 그려... 번역이 잘못되어 있으면 잘못된 대로, 잘 됐으면 잘 된데로 대충 보시오 Five Avoidable Marketing Mistakes When Taking Your Brand Global 브랜드를 글로벌화할 때 피해야 하는 5가지 실수 우리들 대부분은 수십년 전에 Chevy가 멕시코에서 Nova를 판매하기 시작했을 때 저질렀던 전형적인 국제 마케팅의 실수를 들었었다. 단지 판매가 저조한 뒤에야 회사에서는 Nova가 스페인어로 “No go(무 진행)” 을 의미한 것을 깨달았다. 우리들은 오늘날 그러한 어리석은 잘못을 결코 범할 수 없었을 것.......추천 -
[비공개] Five Avoidable Marketing Mistakes When..
Five Avoidable Marketing Mistakes When Taking Your Brand Global by Susanne Evens June 4, 2007 issue Many of us have heard of the classic international marketing mistakes made decades ago, such as when Chevy started selling its Nova in Mexico. Only after dismal sales did the company realize that Nova means "no go" in Spanish. We laugh at stories like this, thinking we could never make such a silly mistake today. Or could we? Recently, when Microsoft released its new product called Vista, PC users in Latvia found a "frumpy woman" on the software market. Microsoft may fully realize it has a frump.......추천 -
[비공개] Where Are the “Muslim” Brands?
Where Are the “Muslim” Brands? by Randall Frost June 4, 2007 issue Rafi-uddin Shikoh is the founder of Dinar Standard, a business-strategy publication that has ranked the top 100 brands in 57 predominantly Islamic countries in terms of revenue and growth. He draws a distinction between brands that emanate from countries with large Muslim populations and those that specifically address the needs of practicing Muslims. Regarding the first category, "there's nothing religious or theological about most of these brands," he says. "They serve any of the regular consumer needs with regular products.......추천 -
[비공개] 나를 외치다.
요즘은 이 노래가 좋다... 새벽이 오는 소리 눈을 비비고 일어나곁에 잠든 너의 얼굴 보면서힘을 내야지 절대 쓰러질 순 없어그런 마음으로 하루를 시작하는데꿈도 꾸었었지 뜨거웠던 가슴으로하지만 시간이 나를 버린걸까두근거리는 나의 심장은아직도 이렇게 뛰는데절대로 약해지면 안된다는 말 대신뒤쳐지면 안된다는 말 대신지금 이 순간 끝이 아니라나의 길을 가고 있다고 외치면 돼지쳐버린 어깨 거울속에 비친 내가어쩌면 이렇게 초라해 보일까똑같은 시간 똑같은 공간에왜 이렇게 변해버린 걸까끝이 있는걸까 시작 뿐인 내 인생에걱정이 앞서는 건 또 왜일까강해지자고 뒤 돌아 보지말자고앞만 보고 달려 가자고절대로 약해지면 안된다는.......추천 -
[비공개] [펌]Do rewards outweigh risks in a bran..
Best of Both Worlds? by Barry Silverstein May 28, 2007 issue But brand alliances are not always so sweet. When one brand aligns with another, each must be willing to go forth in unison into what may be uncharted, risky territory. Yes, there are natural symbiotic relationships between certain brands that help both gain more market share. But there are also dangers to co-branding or brand association that could potentially tarnish a brand's reputation. Branding expert Martin Lindstrom, author of the book BRAND sense, says over 90 percent of brand alliances fail, half of them for three reasons: t.......추천 -
[비공개] [펌][Jump Up! 글로벌 IT코리아⑦] 브랜드 파워를 키워라
[Jump Up! 글로벌 IT코리아⑦] 브랜드 파워를 키워라 브랜드가 경쟁력 척도…… 기술개발 등 기본에 충실해야 최근 브랜드 가치에 대한 위력을 새삼 깨닫게 해주는 사례가 나왔다. 디즈니의 ‘위니 더 푸’ 시리즈에 등장하는 곰 캐릭터 ‘푸’의 판권을 보유한 스테판슬레싱어사가 전문 분석 기관에 ‘푸’의 브랜드 가치를 의뢰한 결과 무려 150억달러에 달한다는 감정이 나온 것. 각 브랜드 평가 전문기관마다 다소 차이는 있지만 인터브랜드와 미국 시사주간지 비즈니스위크가 평가한 한국 최고 기업인 삼성전자의 브랜드 가치 162억달러와 대등한 수준이다. 물론, 기업의 생산성과 고용창출 등을 종합적으로 비교할 때 ‘푸’의 가치가 삼성.......추천 -
[비공개] Peanut-Free Marketing(해외 사이트 펌..)
Peanut-Free Marketing (by Renée Alexander May 21, 2007 issue) They were, of course, correct. The recipe for Mars, long one of the most popular chocolate bars in Canada, has never included peanuts—just chocolate, caramel, and nougat. (The Canadian Mars bar should not be confused with the almond-embedded Mars bar that is no longer sold in the US.) What's different, according to Melodie Nash, brand manager at Toronto-based Effem Inc., the Canadian headquarters for Mars, Snickers, and Twix bars, is the process for Mars bars, which has been modified to ensure they don't contain even th.......추천 -
[비공개] 펌] What is Social Intelligence (SI)?
최근에 대니얼 골먼의 [SQ 사회지능] 이라는 책을 읽다가 과연 사회 지능이라는 것은 무엇일까에 대한 궁금증이 들어 몇가지 자료를 찾다가 잘 정리된 사회지능 이론이 있어 원문을 그래로 올려 보았다... 그냥 책으로 읽을때는 몰랐는데 사회지능이라는 것이 꽤 체계적인 이론으로 보여진다... Social Intelligence Theory What is Social Intelligence (SI)? Social Intelligence (SI) is the ability to get along well with others, and to get them to cooperate with you. Sometimes referred to simplistically as "people skills," SI includes an awareness of situations and the social dynamics that govern them, and a knowledge o.......추천 -
[비공개] Excerpted from 'Married to the Brand' 4
Building a Brand Marriage That Lasts Key findings from decades of interviews with consumers by William J. McEwen Excerpted from Married to the Brand (Gallup Press, November 2005) For well over a half century, Gallup has been listening to consumers talk about brands — and about the special brands with which they've formed enduring emotional connections. And, in these millions of consumer interviews, we've also heard about initial relationships that turned sour. What we've learned from digging into our consumer conversations will surprise some company managers, while reinforcing what other.......추천
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