Archives for December 2012

Happy Holidays to All — from HeLT



In case we missed you in our mailing, here’s this year’s seasonal HeLT card.  We wish you a lovely holiday and all the best in the new year.

Using Brand to Shift the Conversation: a look at the Beijing vs. London Olympic Summer Games


[Repost from older blog. Original posting date: Jan. 12, 2012]  I was recently discussing brand focus and positioning with a client. One of the most interesting recent examples of brand positioning was the 2008 Beijing Olympic Games verus the upcoming 2012 London Summer Games. If you remember, the media made a big deal about the Beijing Games being China’s “coming out party.” With the Chinese Olympic Committee’s display of modern hosting facilities, the lavish opening ceremonies (costing more than the GNP of most small countries), and the Chinese government’s overall nothing-too-small/nothing-unscripted approach, it was if the Games were a show to world that China is on-the-scene and can now play with the big boys.

Learn More…

Brand-Building for Mature Brands — One More Bite Out of Kraft’s Iconic Oreo

[Repost from older blog. Original posting date: Sept. 24, 2008] In a previous post I wrote about brand reboots, brand image versus brand vision, and why Nabisco/Kraft made changes to its iconic Oreo cookie to suit the perceptions and tastes of the Chinese when entering that market. Before we put Oreo back into its case study cupboard, let’s look further at this brand.

When people think of brand-building, their mind often goes to examples of new ventures or first-to-market product releases that hope to stake a claim in the marketplace. Branding for a mature brand—like, say, the Oreo—however, is more often about maintaining brand loyalty and a continued sense of brand excitement…. Learn More…

Rebooting an Iconic Brand: Oreo Cookies in China

Changing product attributes for perceived brand values - brand reboot - Oreo cookie[Repost from older blog. Original posting date: Sept. 23, 2008] The case of venerable American company Kraft Foods and their foray into the Chinese market with the top brand in their Nabisco cookie line—the iconic Oreo—is a great example of a crucial tenant of branding: your brand is unlitmately not yours—it’s the world’s.

The Oreo has long been the best-selling cookie in America (a Kraft claim that no one seems to be disputing). It’s now also the best-selling cookie in China—but this wasn’t always so for the tasty two-toned treat. When Kraft Foods first unveiled the cookie to the Chinese in 1996, and then up until 2005, sales were less than stellar. … Learn More…

The Fight for China’s Sole — Adidas, Nike and Footwear Branding Battles


[Repost from older blog. Original posting date: Sept. 12, 2008] Before we leave behind the 2008 Beijing Summer Olympics for the ancient news that it is (see post on brand icons here), I want to point out one more of its branding lessons.  Let’s look at how two global brand-name sporting appeal and footwear companies, Adidas and Nike, approached this enormous marketing opportunity. What did they do prior to the Games? Something very interesting. They spent untold amounts of R&D time and money developing specialty shoes to be featured at the Beijing Games. Nike unveiled 28 pairs, Adidas 27. And, both companies outfitted thousands and thousands of Olympic athletes with their new designs, free of charge. Here’s the kicker: most of these shoes will never make it to the mainline consumer.  Many never seeing the light of day in retail stores—they will only be sold online. So if neither of these global companies expected to sell many equestrian, rowing, or wushu shoes, why all the effort and fuss?… Learn More…