Copyright 2008 - All rights reserved (except where indicated).
Issued: October 30th, 2008.
DMLR*Newsletter — GOLD Edition no.42
The financial markets get delirious and the consumer society is coming into the consequences of bad money. As columnist Giampaolo Fabris wrote all this looks like the 'perfect storm'...
Well, I had met Fabris long time ago because he was invited by my company to provide insights into the consumer changes to the management. He has been for years the main Italian expert on the trends based upon the analysis of consumer values and behaviors. Now he's crying out for untaxed thirteenth salary in order to support the consumption level during the next holiday season.
While the Committee for the Safeguard of Financial Stability (!) is working hard to diminish the negative dissonance widespread among the common people, I have found online some information about the status of the biggest brand in the world, according to Business Week's annual ranking of the 100 best Global Brands. On that interactive list of the best brands, does the preview of a state of emergency seem to materialize for real? Good or not, ten brand performances are pictured by numbers like those I'm quoting here, and the first impression is the disaster had not yet emerged...
Every row is relying on name of brand and rank, 2008 brand value (US$ millions), and its percent change ('08 vs '07).
- 1. Coca Cola
- 8. McDonald's 31,049 (+6)
- 10. Google 25,590 (+45)
- 12. Hewlett-Packard 23,509 (+6)
- 15. American Express 21,940 (+5)
- 19. Citi 20,174 (-14)
- 24. Apple 13,724 (+24)
- 34. Merrill Lynch 11,399 (-21)
- 37. JP Morgan 10,773 (-6)
- 46. eBay 7,991 (+7)
- 65. Yahoo! 5,496 (-9)
- 100. Visa 3,338 (new entry)
What are the listed global brands suggesting to their fans just now? Warn of the depression! And never be disrespectful to old marks, just like the elders. Since valuations do not represent a guarantee of future performance of the brands or companies, nobody will get delirious after reading Hewlett Packard is going to fire 24,500, eBay 1,000, and Yahoo! from 7,000 to 14,000 employees.
And no saver will lose all self control after knowing what are her bank's credit default swaps.
Not even some other heartsick guys get weaker when plastic money start being estimated toxic credits or revolving cards simply called 'revolver'...
In short, whatever will be delirious, organized will be!
Will Italian brands survive on this state of siege? Affirmative. For example, Ferrari has placed its 3,527 valued brand as new entry at 93rd place of the above-mentioned ranking and is going to sell its new brand coupé car to the max, because as always wealthy people will keep on spending boundlessly until 2010 and over. A 180,000-euro model whose name is strangely recalling the California courage...
Stay hungry, stay foolish!
This is the 5th year in a row where Primo Award for the best marketing-oriented website has been focusing on a special category of professionals. After fashionists in 2004, stars of the show business in 2005, designers in 2006 and marketing experts in 2007, now it's time the sport giants to enter a unique web contest!
While all the 16 sportsmen and women presented by Primo Award 2008 are used to win medals or set records worldwide, only one of them will be assigned to wear the virtual gold medal as the best athlete according to the Internet marketing field.
See preview on an unprecedented lineup of big sport performers at
Primo Award 2008.
III. Live Tour '88 (pt.2).
Every year this newsletter looks after some facts happened twenty years ago within the consumer markets. This time we are holding back the year 1988. What's going down those days?
While I was attending two concerts from the same live tour performed by the man who needs no introduction at the centre of a 360-degree stage that mesmerized audiences and critics from Germany to Italy...
[:)] The European consumer associations issued the declaration of war to the spray containers. They asked the European Economic Community for reducing 85% the CFC emission within a 5-year period and the manufacturers for avoiding CFC on their products even sooner! Possible fine: a large boycott of CFC-related products...
[:o] According to a Censis survey 84.7% of Italian consumers had agreed with the assertion as follows: "to get a product of quality is worth one's while to wait for". The researchers called this attitude as the 'wanted lines', that is delaying the next purchase just in order to buy the special product one desires.
[:o] In Italy the biggest food business was represented by the coffee with 2,000 billion liras yearly and 7,400 employees as a whole! Italy was the 4th country importing green coffee in the world (2.81 million quintals) but the average consume only 4.37 kilogram per capita (12th country in the world)..
[:)] Coop, the Italy's largest food distribution chain, planned to open a brand new type of sale, the hypermarket, a store built on 5-6,000 square meter and typically situated outside a town, being part of a commercial center... Five hypermarkets were opened that year with the Ipercoop sign.
Further information on that unforgettable year on DMLR*News no.40.
What to do in a recession? The marketer is a bit nervous and unstable since her glittering discipline is becoming more similar to a superflous practice...
In today's uncertain economic climate, it is more important than ever to achieve maximum results from your marketing efforts. This time ExtraLarge magazine will give you the tools you need to make your marketing program work, regardless of the economic conditions. Just read
Extra Large, the marketing magazine news.
V. Direct Marketing.
The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop.
It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
Select and print the three parts of the glossary in English from PDF::Menu.
Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the e-mail marketing too...
As reported on DMLR*News no.41, RSS stands for 'Really Simple Syndication.' It is a method of organizing frequently changing content into 'feeds' that your contacts can track in their RSS 'feed readers.' Creating an RSS feed allows you to publish content frequently, and automatically alert your contacts to the new information available.
How it works? A user can subscribe to an RSS feed by importing the feed's URL to their RSS aggregator.
An RSS aggregator is a computer program that collects feeds for a user. The aggregator will deliver a list of article headlines that you can then click to access the full message.
How do people access RSS feed for DMLR*News?
View this newsletter in the iContact Community.
What Web marketing review is published by Anne Holland?
Find answer on DMLR*News Gold no.12.
Dondi --word processing, HTML and the ropes.