Thanks to Nicola H for pointing out the following example of an opportunity to promote a product.

The following email was received from Skype during the recent Ash saga, poitning out the benefits of their online voice and video calls.

At this time of year, many delegates are starting to panic about exams, so I am indebted to my DCVTM evening class for a relaxing revision suggestion - the BBC1 programme High Street Dreams.

Product strategy needs to recognise that market behaviour is more akin to first-past-the-post than to Proportional Representation.  More akin to Cup football than to Formula 1.

Don’t panic, I’m still not going to talk about politics (see my previous blog).

Great Marketing Change Leadership is about recognising that it’s not just what is changed that matters, equally important is how we go about it and engage everyone it impacts. Everyone in an organisation will be impacted by some sort of change over their life time. As change can be related to the success or failure of a company. So what are some of the key principles to change that a company would expect to go through?

It is always a huge task to redevelop your marketing strategies to worldwide appeal. Virgin Atlantic took this decision following a consolidation of it’s global ad account into UK incumbent RKCR/Y&R including:
- rebuild of its virgin-altantic.com website
- on-line advertising
- social media
- mobile activity in VA key markets

VA had varying levels of awareness in different markets. This marketing strategy targeted ‘go-getters who activity make decisions to set themselves apart from the crowd’. The campaign that was linked to the corporate strategy. Highlights both the emotional and rational reasons for flying with the airline. This integrated activity introduces the strap line, ‘Your airline has either got it, or it hasn’t’. The communications strategy was supported by a micro site, with print ads and direct marketing will look to drive consumers online, where they will be exposed to the VA brand.

VA really understands its brand values and is a shining example how to put strategy into action on a truly global platform. Linking the corporate vision and mission to its marketing campaigns and communications programmes. At the core of its strategy development is how the customer will react and engagement with the brand on and offline.

Who else do you think is really good at overhauling its brand marketing strategies?

In a nice example of Corporate Social Responsibility, Puma has announced that it will be ditching its shoe boxes and instead putting its trainers in “clever little bag”.