Giving voice to brand X, Y, Z

Article Abstract:

The Martin Agency CEO John B. Adams says that a successful brand marketing should encompass three consecutive steps: first, presenting a distinct image as early as possible to start a dialogue with customers; second, unearthing the public's perceptions of the brand; and third, examining competitors and coming up with a powerfully distinct advertising approach. Brand campaigns were discussed at a Martin Agency exhibit on advertising at the Art Directors Club in New York, NY, and are the subject of David A. Aaker's book, Building Strong Brands.

Marketing, Brand name products, Brand names

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"No" to the European marketing alliance

Article Abstract:

Ads are more effective if they are aimed at particular individuals, rather than large, standardized target groups. Consumers respond more to products they regard as personally relevant. Differentiation, rather than standardization, will make international advertising more efficient. In the future, markets will be increasingly fragmented, individualized, contradictory, and fast changing. The unification of Europe will not create a need for more individualized ads, rather than more standardized ads.

Europe, Marketing industry, European advertising

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Johnson Banks: new generation of British wit

Article Abstract:

Johnson Banks Design Limited was established in 1992. Michael Johnson operates the firm. The company has provided design work for the William Morris exhibition that was held in summer 1996 at the Victoria and Albert Museum in London, England. Another assignment that the company has had was the cover for the Design and Advertising Directors Annual in 1994.

Management, Graphic arts industry, Johnson Banks Design Ltd.

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