Water
2 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Rescooped by Pénélope Cralier from Comunicación, Conocimiento y Cultura del Agua
Scoop.it!

Más que agua, venden experiencias -

Más que agua, venden experiencias  - | Water | Scoop.it
El nicho de agua premium es muy pequeño, pero las marcas han sabido vender un estilo de vida.

Via Raquel Zabala
more...
No comment yet.
Rescooped by Pénélope Cralier from Marisol y Rafa
Scoop.it!

Agua de coco y chocolate ZICO seleccionado como el Producto del Año en EUA

Agua de coco y chocolate ZICO seleccionado como el Producto del Año en EUA | Water | Scoop.it
ZICO Pure Premium Chocolate Coconut Water ha sido seleccionado como Producto del año 2011 en EEUU por la revista BevNet.

Via Barzanallana
more...
No comment yet.
Rescooped by Pénélope Cralier from Information Technology & Social Media News
Scoop.it!

Brand Success Requires More Than Creativity

Brand Success Requires More Than Creativity | Water | Scoop.it

I know many of you have smiled at their antics. Whether they are roller skating or mimicking their older selves, those cute babies are a viral hit. Apparently, however, their appeal has not managed to boost Evian’s fortunes in the USA. AdAge reports that Evian is now the number three premium water brand behind FIJI and Glacéau smartwater.

 

Eric O’Toole, president-GM at Danone Waters North America, which imports and markets Evian, identifies Evian’s failure as follows:

 

The brand allowed other brands like FIJI and smartwater to define the game and keep the pressure on. They innovated on bottle shape and the use of influencers in the space. While they gained steam, Evian was quietish.

 

The example of Evian is a salutary reminder that it takes more than great creativity to keep a brand strong and successful. You have to continue to innovate around the brand, not necessarily in terms of the product itself, but how it is packaged and all its various touch points. Even a great creative campaign needs to be rooted in what the brand stands for in a way that is readily appreciated by its audience. Evian’s lackluster performance is also a reminder that success is dependent not just on what you do, but what the competition does too.


Via Russ Merz, Ph.D., Jesús Hernández
more...
Russ Merz, Ph.D.'s curator insight, September 1, 2013 9:46 PM

A short case study about the importance of using all #brand touchpoints (packaging, ads, logos, brand names, etc.) to reinforce the meaning of the brand.

Barbara Buckley's curator insight, December 18, 2015 2:26 AM

A short case study about the importance of using all #brand touchpoints (packaging, ads, logos, brand names, etc.) to reinforce the meaning of the brand.