Word: interbrand
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...vital, broadening Crocs' appeal through a range of different styles is no less important. Take Swatch. The Swiss firm made its name flogging bold, plastic wristwatches in the 1980s. "Like Crocs, Swatch was very faddish, slightly gaudy, plastic and cheap," says Rita Clifton, chairman of global brand consultancy Interbrand in London. When fashions changed, Swatch faced a similar challenge: How could it build on that early success and appeal to a wider market? It now offers a range of metal, plastic and even Tiffany watches. "They've meta-morphed their brand over time and have a broader base of appeal...
...course, you can't spot these plush digs from the highway. Hence new signage, from branding consultant Interbrand Design Forum, that's designed to signal this new, modern spirit. The signature color was updated from forest green to a punchier yellow-green. The famous script now slants to the right instead of the left. "Handwriting analysis told us this was more forward-looking," says Amanda Yates of Interbrand. Yup, they analyze this stuff. Green bulbs illuminate Holiday Inns; blue beams shine up the walls of Holiday Inn Expresses. It's "an inexpensive way," says Scott Smith, also of Interbrand...
...million worth of seats in what it dubbed the "world's greatest offer." That move "had a party atmosphere and a confidence and scale that actually built the BA brand despite the fact that it was giving stuff away for free," recalls Rita Clifton, chairman of global brand consultancy Interbrand...
...brand until it introduced the iPod in 2001, but the firm was around for a long time before then. RIMM and the Blackberry are young in the brand Hall of Fame, a group that is dominated by Coca-Cola (KO), IBM (IBM), Microsoft (MSFT), and GE (GE). Interbrand, the Rolls Royce of global brand research, has Apple and Blackberry on its list of the 100 Most Valuable Brands. The list is not infallible; it includes Xerox (XRX), which should have left for "brand heaven" a long time...
...Kabbany, the company's U.K. fashion director. Sport was not always this sexy, but daily routines have speeded up and tastes have become less formal, while the market for traditional haute couture nears saturation. "No brand is sacred in its marketplace anymore," says Rita Clifton, chairman of global consultancy Interbrand. "Even mature brands want to generate sustainable growth, so now you see the blurring of categories." Since the fastest growing segment of the women's sportswear market is midlevel, luxury brands have had to adjust accordingly. In most cases, "It's not about using snob appeal or aspirational branding...