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Martin Lindstrom Video

Morphing a Jewelry Brand Into a Luxury Resort Chain

Interview with Bulgari Bali's General Manager

By Published on . 8

In this weekly series of videos, globetrotting marketing guru Martin Lindstrom spotlights branding practices around the world. He is the former global COO of British Telecom/LookSmart, a former BBDO executive and the author of the books "Buyology," "BrandSense," BrandChild," "Brand Building on the Internet" and "Clicks, Bricks & Brands." His website can be found at MartinLindstrom.com.
Morphing a Jewelry Brand Into a Luxury Resort Chain
Interview with Bulgari Bali's General Manager
ULUWATU, Bali -- Since the 1970s, the 125-year-old jewelry giant Bulgari has diversified so much that jewelry now accounts for only 40% of its revenue. The rest comes from luxury goods and services operations that, in 2004, came to include hotels. Built on a cliff overlooking the Indian Ocean The Bulgari Bali features sumptuous villas rather than rooms and its many amenities include chauffeur-driven golf carts. Martin Lindstrom interviews the general manager about how one evolves a luxury jewelry brand into a resort chain.
Essential Elements of Viral Video Success
Martin Lindstrom Visits London's Go-Viral
LONDON -- Although "viral video" is a buzz word throughout corporate marketing suites, very few big marketers actually understand the concept. And many that have experimented with viral advertising are now abandoning it. But the problem may be that the companies and their agencies don't fully understand the practical realities of planning and executing an effective viral campaign. Martin Lindstrom interviews Mads Holman of London's Go-Viral agency.
Martin Lindstrom Interviews Seth Godin
'I'm Pretty Cynical About the Selfishness of Marketers'
NEW YORK (AdAge.com) -- Seth Godin, marketing guru, blogger and author of a number of books including "All Marketers Are Liars," touches on that theme again in this interview with Martin Lindstrom. He sees the much-ballyhooed "green marketing" and "sustainability" trends as little more than short-term hypocrisy. He also doubts that marketers will be rushing to align themselves with charities any time soon.
Big Returns From Very Small Products
Single-Serve Products Are Rage of The Philippines
MANILA, Philippines -- While bulk buying continues as a staple of U.S. shoppers during the recession, exactly the opposite is going on here in the Philippines. Although the recession has made it even more popular, the idea isn't new. Decades ago Nestl? -- the largest distributor of food and beverages in this island nation -- introduced the concept for a population of cash-strapped consumers. The latest estimate is that as many as 50% of all consumer package goods sold here are single serve units.
Luxury Furniture Goes Higher Fashion
A Report From the Milan Furniture Fair
MILAN, Italy -- Although the broader fashion-related industries are struggling through the recession, some in the high-end luxury furniture business appear to be sitting pretty. Martin Lindstrom reports from the world's largest annual furniture fair in Milan. The latest brand to join Armani and Versace in the merging of fashion and furniture is the Italian brand Diesel. It's preparing a whole new line of furniture designed to be discarded like clothing at the end of the latest fashion cycle.
Nigerian Marketing Lesson: Steel Palm Trees
Turning Eyesores Into Effective Brand Icons
LAGOS, Nigeria -- It's common around the world for telecommunications companies to try to disguise their ugly microwave towers. But here in Nigeria, a local company has gone one better by turning its towers into steel palm trees that now serve as a corporate brand icon. And this demonstrates how out-of-the-box thinking and a willingness to push the envelope can provide a real competitive edge.
Unilever Raises Castles to Promote Cleaning Fluid
And, Hanging Fake Burglars from The Windows
ISTANBUL, Turkey -- In a world wracked by recession, consumer retreat and potentially smothering layers of advertising clutter, finding new sorts of messaging venues is more important than ever. That's no where more evident than here in Istanbul where marketers like Unilever have built full-scale plywood castles across construction sites to promote cleaning products. Meanwhile, a local insurance chain has hung fake burglars from apartment building balconies to promote its product.
Marketers Lose by Ignoring 'Earth Hour' Event
Times Square Mostly Blazed On During Environmental Rite
NEW YORK -- Looking back at "Earth Hour" from a brightly-lite Times Square, Martin Lindstrom questions the wisdom of marketers who snubbed the global event. The campaign that took place across 88 countries called for an hour of darkness to highlight the threat of global warming. While some Times Square signs -- like Coke's, Walgreen's and Reuters' -- went dark, most others brightly ignored the symbolic environmental happening. But was that smart brand strategy?
Product Placement Becomes Doggie Placement in Chile
Brand's Golden Retriever Becomes Star of TV Show
SANTIAGO, Chile -- In an unusual but highly effective form of product placement in Chile, the Master Dog brand of dog food had its golden retriever placed in a daily reality show. The dog, named Master, was integrated into the plotline so well it became a popular cultural icon. Lindstrom says the campaign succeeded because the product placement was so relevant and necessary to the show's essential story. The living, barking brand, in fact, became the hero of the series; the very reason consumers watched the programs. Advertising hardly gets better than that.
Monitoring the Brain of a Shopper In-Store
Buyology Experiment in the Supermarket Aisle
NEW YORK -- Martin Lindstrom's "Buyology" brain-scanning project monitors a shopper named Kelly as she goes about her regular supermarket visit. As chronicled in Mr. Lindstrom's book of the same name, the "Buyology" project has monitored the brain activities of thousands of consumers as they've been exposed to various aspects of commercial messaging. In this instance, he reports how Kelly reacts to the crispness and cleanliness of the packaging of products on the shelf.
Donut-Shaped Plastic Bottles?
Finnish Designer Hopes to Reshape Beverage Marketing
HELSKINKI, Finland -- Because he was frustrated that plastic beverage bottles could not easily be stacked in a refrigerator, and also because he wanted a bottle that could swiftly be connected to a belt, Finnish industrial designer Stephan Linfoss created the donut-shaped bottle. Part of the profits from sales of the unique container go to organizations that are cleaning up the heavily polluted Baltic Sea. His efforts are a good example of how to reenergize a "mature" product category and effectively tie it to an environmental cause.
Japanese Cosmetics Website Goes Bricks and Mortar
Amazon-like User Rankings of Products Drive Sales
TOKYO -- Cosmetics are flying off the shelf at a new kind of store opened here in Japan. @Cosme began as an Amazon-like e-tail web site which ranked virtually all major Japanese cosmetic products according to their popularity. Users were able to rank them with stars just like Amazon does with books. This has proven so successful that the company has launched its first bricks-and-mortar store, where the same user-ranking practices are maintained.
Eco Marketing Through The Recession
A Contrary Strategy for Effective Brand Reinforcement
TOKYO -- Although eco marketing has taken a back seat to the survival anxieties of the recession, this is a bad time for marketers to drop green advertising strategies. In fact, because so many are doing just that, the brand messages of those that continue stand out much more sharply.
A Lesson in Shockingly Odd Marketing
Expanding the Ripley's 'Believe it or Not' Brand
NEW YORK -- The Canadian-owned Ripley's Believe It or Not media franchise operates its chain of "odditoriums" around the world. Filled with bizarre and "shockingly odd" artifacts, the facilities are part museum, part freak show and visited by millions of consumers each year. But underneath its carefully crafted oddball exterior, the multimedia company's marketing program offers important lessons for other marketers.
The Power of Ritual in Brand Building
And Its Connection to Friday the 13th Superstitions
LONDON -- Human beings are hardwired to be seduced by the superstitious elements in their lives. Take, for instance, the fact that on every Friday the 13th, traffic accidents increase by 51% in the U.K. and more than 30% in Germany. And, curiously, the same mental mechanism makes it possible to create rituals that increase a consumer's connection to a brand.
Do Consumers See Your Ads But Forget Your Brand?
New Insights From Brain-Scan Study
LONDON -- New research using brain-scanning technology suggests that large-scale sponsorship campaigns aren't as effective as many assume. That's according to Martin Lindstrom, author of the new book "Buyology." The book details the results of an extensive global study of 2,000 consumers who submitted to brain scans as they were exposed to various sorts of marketing communications. One finding he cites is that brand logos in ads generate more consumer suspicion than brand awareness.
A Phone Store That Sells No Products
Venue Drives Word-of-Mouth for New Mobile Technologies
TOKYO -- Does it really make sense to have a store where nothing can be purchased? That's the concept of AU by KDDI's flagship facility in Japan. The Japanese telecommunication giant is using the store-like venue to showcase future products. It also offers movies and activities designed to make the location something like a community center for those interested in the latest mobile phone technology. It's an unusual place where word-of-mouth levels are more important than same-store sales figures.
007: Agent of Product Misplacement?
Deleting Your Brand From Consumers' Brains
LONDON -- Is overload killing the effectiveness of product placements in movies and TV? The latest James Bond flick "Quantum of Solace" has over 20 brand placements in it, many of which fade away as rapidly as the frenzied car chases or flurries of flying bullets. In fact, a new brain-scan study of consumer behavior suggests that some sorts of product placements may actually cause a brand to be deleted from the brain.
Singapore Airlines Soars Above Hard Times
Doggedly Maintains Highest Luxury Standards
AIRBORNE, Western Europe -- As airlines elsewhere in the world have devolved into stripped down commodities, Singapore Airlines has doggedly followed a rare strategy of daily brand building with luxury service. And as other sectors of the airline business cut services and amenities even further during the current economic crisis, Singapore continues to make customer comfort its top priority. For instance, instead of eliminating first class, it has created an even higher-status class with more opulent amenities: Suites. This marketer always stays on message and never undersells itself as a mere product. Even if you can't afford to fly it, you certainly can learn something about marketing from it.
Crisis Management in a Era of Consumer Control
Northern Europe's E-Mail War Against Big Oil
TRONDHEIM, Norway -- Crisis management has come to take one a whole new meaning for marketers in an age when consumers have become instant mass communicators. This is no where more evident than here in northern Europe where a recent e-mail campaign blasted to over a million drivers resulted in a boycott of certain brands of gas stations. No company is now immune to lightening quick strikes by irate customers and all marketers should be seriously adjusting their crisis management programs to this new and potentialy devastating fact of life.
The Amazing Consumer Fanaticism of Apple Devotees
Creating Zealots Rather Than Customers
SYDNEY, Australia (BRANDFlash) -- Apple continues to spark a unique sort of consumer fanaticism that is the envy of nearly all marketers. Here in Australia, we interview a U.S. resident who has traveled the globe to simply be present at new Apple store openings. His is a good example of customer loyalty that approaches being a kind of religious fervor. Apple is no longer a brand but a thriving community of highly energized individuals that almost any marketer can learn something from.
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