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Kraft must retain Cadbury’s brand culture |
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Written by Brett Minchington
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Friday, 29 January 2010 06:10 |
Joe Fernandez, writes in a post on Marketing Week, Kraft’s pledge to take a “best of both approach” to its marketing as part of its accepted £11.9bn takeover bid must focus on integrating the cultures of both brands if it is to succeed, according to marketing and branding experts.
The article further reports, Irene Rosenfeld, chairman and chief executive of Kraft Foods, says the company has great respect for Cadbury’s brands, heritage and people, and they will thrive as part of Kraft Foods. But Siegel & Gale chairman Tom Blackett says this should be more than just lip service to get its hands on the brand.
This will be an interesting one to follow from an Employer Brand viewpoint as two of the world's strongest brands come together.
To read the full story please click here>
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Burnishing a brand by selecting an ‘Idol’ |
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Written by EBO Editor
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Tuesday, 29 December 2009 08:15 |
Stephanie Clifford, in an article in the New York Times reports, While companies focus most of their marketing on persuading people to buy their products, internal marketing can also help their brands. These days, many customers care about how companies treat employees.
That’s the thought behind an “American Idol”-style competition called Voice of McDonald’s. Now in its third iteration, the competition gives McDonald’s employees from around the world a chance to sing at a giant trade conference — complete with vocal coaching and judging from stars like Ne-Yo — and win a $25,000 top prize.
“We know that customer perceptions about your employment brand do have some impact in terms of people’s decisions to frequent certain restaurants or retail establishments,” said Rich Floersch, chief human resources officer for McDonald’s.
To read the full article please click here>
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The impact of mergers and acquisitions on employer brands |
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Written by EBO Editor
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Friday, 04 December 2009 07:00 |
A new report by Hodes UK and commissioned by CIPD details the impact of mergers and acquisitions on employer brands.
A report on this subject is relevant and timely. As many companies suffering in the recession have reviewed their portfolios and made divestments, others have inevitably acquired new businesses. And at the time this report goes to press there has been a flurry of merger and acquisition (M&A) activity.
To read a summary of the report please click here>
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Written by EBO Editor
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Tuesday, 24 November 2009 17:50 |
Business success in the upturn will be defined by companies’ human resources functions, with top performing companies making long-term plans now, delegates at the Chartered Institute of Personnel & Development (CIPD) conference were told.
Peter Cheese, former managing director of management consulting firm Accenture, said HR departments become far more critical during a recovery: “Companies need to move from thinking in terms of a short-term crisis to long-term planning for workforce strategies, and those who do are going to be the ones that out perform the competition when we go into the next part of the cycle.”
Marketing a companies’ employer brand at the different segments of its workforce is also critical, and Cheese recommended an individualistic approach to flexible working, reward programmes and career models.
To read the full story please click here>
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Virgin Blue’s gold class Velocity email blunder |
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Written by EBO Editor
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Monday, 16 November 2009 08:30 |
It's on these occasions where your employer brand is most visible. When internal systems go wrong and customers are impacted it's the action a company takes which will show how agile its employer brand is.
On Friday 13th November an undisclosed amount of loyalty members were sent an email informing them they had been upgraded to gold membership and the benefits that came with it, including free access to the members lounge! On the same day it emailed members saying, "Due to an error you've received out previous email by mistake." The emails caused a flurry of tweets, facebook postings and comments from digruntled members.
To read the full story please click here>
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