Some Smokers Believe Branded Cigarettes Are Less Harmful

 In a recent survey, more than twenty-five percent of young smokers aged 16 to 25, said they believe cigarettes in branded packaging are less harmful than those packaged in a plain design; based on the packaging and design alone.

Because many young people are not fully aware of the risks of smoking, the aggressive branding strategies employed by Tabacco companies, such as glitzy and eye-catching packaging; can be more persuasive. In fact, one in six young smokers surveyed said they would consider the pack design when deciding which cigarettes to buy. Furthermore, 12 percent surveyed said they would choose a brand, because it was considered "cool."

Although tobacco advertising is banned in several regions, tobacco companies can still make effective use their packaging to promote their brand and mislead consumers. In perhaps the strongest and most disturbing example of this misconception, 25 percent of regular smokers aged 16 to 25 believed a branded pack of cigarettes, was less harmful than another.

In light of the mounting evidence of this aggressive brand building strategy, governments from around the world are considering adopting Australia's progressive lead, and banning all eye-catching designs and branding from cigarette packaging; to deter young people from being lured into smoking. In a desperate move to preserve their precious branding opportunity, the Tobacco Manufacturers' Association argues that the introduction of "plain packs, would likely lead to yet further increases in the illicit trade in tobacco products, by making them much easier for a counterfeiter to copy; than existing branded packs."

Supermarket Copycat Branding May Have Duped Holiday Shoppers

Are Supermarkets using copycat branding techniques, to make their own products resemble popular, branded goods? Officials are concerned that shoppers may have been duped into buying products they didn't want this Holiday Season, because of confusing product branding. Many experts have voiced concern, that the copycat practice is intentional, and meant to persuade consumers.

"There are a range of ways that we could change the trademark legislation to not just trademark the name, but [also] trademark the look," said one Food and Grocery Council executive.

An associate professor from the University of Western Australia, says that supermarkets are "pushing the limits" of what is considered legally acceptable, under trademark law. Although there are a variety of laws, that are designed to prevent companies from copying the brand building efforts of other businesses' products, trademark laws are not doing enough to protect manufacturers; or consumers.

Establish and Build Trust With Branded Content

After reporting a drop in spending in 2010, a recent study suggests that corporate spending on generating and distributing custom branded content, has reached its highest level ever; on average. In fact, according to a recent study, U.S. firms have spent an average of $1.91 million this year; on branded content. Of that, the report attributes approximately $450,000, or nearly 25% of spending, to digital PR services and other forms of electronic branded content.

Businesses' primary motivation for creating and broadcasting branded content, among almost half of companies (49%), was to educate new and existing customers. The motivations for brand building that followed education, included customer retention and upselling of products or services; which werevery closely tied for second place.

Furthermore, the study also determined that generating meaningful branded campaign content, also contributed to establishing and building a trustworthy online reputation; and consistency in a businesses' brand. When a business' sales team’s message works in cooperation with branded content, and the message is effectively broadcast in social media and across the Internet, businesses can quickly become a reliable, trusted source of information.

Twitter Brand Pages and Their Brand Building Opportunities

From the new brand pages to embeddable tweets, the recent changes to Twitter are substantial and will improve the way businesses and brands use; the popular social networking website.

Approved for ONLY 21 brands (with The Rock eyebrow), the new brand pages have a lot of improvements over the standard Twitter profiles and verified accounts. Branded pages will have the benefits of their @ replies and mentions displayed separately, for much easier review. In fact, tweets that mention the brand's name will be separate from tweets directed at the brand. As well, digital PR firms will be able to track the impact of their tweets across their audience, by observing the actions other users take; in relation to the brand's related tweets. This feature is reminiscent of Google's Ripples, and can be useful in identifying Twitter users, who are the most influential; in the brand's niche.

Furthermore, Twitter has added customizable header images, which will allow for more visible real estate. Brands should take this valuable opportunity to insert their brand logo, a promotion, or remarkable special. Let's face it, the space increase means more opportunities, to build your brand or business. In addition, brand managers can choose to feature a particular tweet above the brand's timeline, which auto-expands to reveal video or embedded photos; from within the tweet. This should encourage businesses to showcase the brand’s breaking news, special product, featured content, and much more.

In our opinion, the Twitter redesign will allow brands to more effectively promote their brand building message, while at the same time monitoring valuable online reputation management information; and communicating with the consumer audience.

Sony Shifts Focus to Smartphones and Rebranding in 2012

Now that Sony is no longer engaged in a joint venture with Ericsson, it will drop the Ericsson brand name next year. This means that all phones produced post mid 2012, will carry only the Sony brand.

Sony says it is looking forward to having greater resources at its disposal, and is ready to take a sizable piece of the consumer market, away from it's competition. Next year, consumers can expect to see the company utilize more digital PR services, to increase and improve it's marketplace exposure, as the company goes through a rebranding. In doing so, Sony will look to improve on their existing marketing and advertising strategies.

In 2012, consumers can expect that Sony brand managers will step up their brand management campaign efforts, re-focus, and invest more in brand building strategies; that target specific markets. For example, Sony has plans to exit the feature phone market, and concentrate on building bigger and better smartphones. In a strong move toward this, Sony has partnered with Google, and will continue to make Android smartphones; in the future.

Building a Diamond Brand Takes Engagement

As is the case with many other luxury products, the image of a diamond as a valuable commodity, has been preserved through clever marketing and branding campaigns. In particular, the De Beers diamond advertising campaign is widely regarded, as one of the most successful campaigns; in history.

N. W. Ayer & Son, the advertising firm retained by De Beers in the mid-20th century, succeeded in reviving the American diamond market and encouraging new markets with it's slogan "a diamond is forever." The multi-faceted brand building and marketing campaign, included product placement, advertising the diamond itself (rather than the De Beers brand), and building associations with celebrities and royalty.

The approach was a generic, with the intention of focusing upon the promotion of diamonds in general, or particular types of diamond engagement rings and diamond jewellery; rather than specific brands. The "a diamond is forever" campaign lasted for decades but was effectively discontinued in early 2011. This slogan is now being used by De Beers Diamond Jewelers.

Search Engine Marketing Firms Should Educate Their Clients

For many website owners, the thought of having to advertise and promote their business, brand and website on the Internet, as well as in traditional forms of marketing; is overwhelming to say the least. It is for this reason, that many companies look to digital PR firms and search engine optimizers, for dependable marketing results.

Although this may seem like a viable alternative to a do-it-yourself campaign, there are a number of entrepreneurs who are still reluctant, to use digital PR services; or search engine marketing professionals. In fact, I am convinced that the biggest obstacle facing business owners; is their own apprehension. So, with that being said, what is the answer? It's simple. Internet marketing firms, must educate their clients.

Aside from the contractual duties that must be performed, digital PR and Internet marketing firms have an obligation; to educate their clients. Not strategies and technical jargon, but instead by sharing things like past experience, useful advice and current research data. Taking the time to educate clients about their competition, consumers and marketplace, will encourage a deeper understanding of the Internet and search engine marketing services provided, and in turn; associate real value in them.