With an X Factor debut, and a deluge of famous names, Band Aid is back with a bang. Selling 312,000 copies in its first week and raising valuable funds for the African Ebola crisis, the ‘Do They Know it’s Christmas’ single is all set to be the 2014 Christmas number one, which led me to question – how has Band Aid become the powerful and overwhelming marketing machine it is?
I was asked to write a blog and this got me thinking? What would it achieve? Would people really be interested in what I was saying? Is the future in blogging? Am I missing a trick, as I confess this is my first blog and I’m not quite sure it’s for me…
It’s already had over four million views on Youtube and the John Lewis Christmas commercial hasn’t even been aired on terrestrial TV yet. Boy’s best friend is outed as a stuffed toy just as his BFF buys him a Mrs Monty for Xmas. Poor Monty fails to p-p-pick up his Penguin, no wonder we’re all crying. Talk about not being allowed to spread your wings. Monty is a star – more of a star than the previous JL ads (bear, bunny, cameo by a reindeer) and as a result, the Monty Merchandising Machine is motoring. Already the Monty stuffed toy, priced at just under a ton (yes, £95 a pop) has flown off the shelves – which is more than a real penguin can do – and sold out in JL stores. John Lewis has 39 separate items of merchandise planned for release for Christmas. How long before he gets his own TV show? In no time fame will have gone to his furry head and he’ll be arrested for racing his Lamborghini under the influence in South Beach, if not the South Pole. Let’s hope he doesn’t buy a camera with his 25% JL staff discount (actually with electrics you only get 12%) and do a J Law. It doesn’t bear/bare thinking about.
A company’s brand can be one of its most important assets, but when does the protection of a successful brand get in the way of innovation?
In the dim and distant past when I was studying for my CIM Diploma, branding was a key part of the learning. We were told that the brand meant everything to the company. The worth of the brand appears on the balance sheet of many corporations as an asset. This is nothing new: