Having a national brand matters, because it makes products emerging from that nation more meaningful.
They want to have a brand surprise them with what matters most to them in the category.
To make matters worse, fewer brand new drugs are being approved, and the average value of new drugs is dropping.
Nothing matters more than their brand, and Target is more militant than most in protecting that brand and maintaining uniformity in stores and the messaging.
But Simon Anholt says none of that matters when it comes to brand recognition.
Now, if you believe the rationale behind the Forbes list of Most Innovative Companies (read bout it here), that innovators secure a stock premium, then it matters if a stock or brand is associated with innovation or not.
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But if a brand has done its homework and knows what matters more than something else, then building a digital face from that knowledge just became a lot easier.
"The first step to conquering the challenges" of expanding a brand across borders "lies in understanding what matters most to consumers in foreign markets, then finding ways to make emotional connections with those consumers abroad, " says Nicolas Georges Trad, a Reputation Institute executive partner.
The idea is for a brand to discover an issue or idea that really matters to consumers, then help build a movement behind that idea.
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But the fact is that it worked on the only level that matters when it comes to event-based advertising: Lots of people are talking about the brand, and in glowing terms.
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And the S8 comes from a brand that skews younger and cooler than Cadillac when it comes to its image and messaging in pop culture, which matters very much to young people with money.
Just as innovation matters in the tech category, it matters in the auto category and Toyota, while buckling down on the basics and every other rule of brand ascendency, is nothing, if not inventive in its thinking.
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