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Marketing Technologies Report & Resources


Microsoft Tag vs. QR tag One of Microsoft’s announcements on CES09 was Microsoft Tag. Do you remember last try of Microsoft to create mobile barcodes on Live platform? I remember it. So why Windows Live Barcode was deprecated, while Microsoft creates new one? What the key difference between Quick Response approach, barely adopted by industry and new colorful MS stuff? Let’s try to understand differences and approximate future fail or success on this technology.

Key differences: The only information contains inside MS Tag is ID, which should be used to fetch all relevant information from tag server while QR contains all necessary information and can be used offline. Both technologies have it own advantages and disadvantages. From one hand, you can manage and fix results all the time, from the other hand, what happen with fraud and offline usage? MS Tag using High Capacity Color Barcode (HCCB) technology, which makes able to encode more information into relatively small area. Also because of small amount of information, errors can be handled easily for MS Tag. For encode 1 byte we need 8 symbols in QR codes, while in MS Tag only 4. MS Tag using thee base colors (CMYK) while QR only two (BW), thus in offset print MS Tag is much more sensitive to the quality of color plates. From other hand, if I my approximation is right, MS Tag can be printed in gray palette too, due to the fact, that it uses color differences, rather then color codes for decoding. Also it seemed, that hardware used for four barcodes will be more expensive, than similar hardware for two colors. Because of the fact, that QR is mature technology (first ISS was presented in October 1997), there are huge amount of devices, supports it natively, while MS Tag is rather new. From other hand, http://gettag.mobi/ provides WM,J2ME, IPhone, Blackberry and Symbian native clients for reading MS Tags. So it seemed, that very soon (if Microsoft will not abandon it again) this will be distributed de-facto. QR Code® is registered trademark of Denso Wave Inc, which makes this technology problematic for future enhancements, also HCCB, used for MS Tag is licensed by Microsoft, however as far as I understand from their IPL site, it can be used as far as remains under MS patent agreement. But maybe an appliance of this technology is protected. Bottom line – I’m very skeptic with MS Tags, however let’s give it a chance and see whether MS Tag will become another Semacode, ShotCode, PDF417, Dot Code, Aztec Code, etc. or become Barcode technology we see every day everywhere… Meanwhile, you can create your own MS Tag, download free reader for your mobile device from http://gettag.mobi and decide whether you like it or not. For me, this technology is cool, but the code itself is very ugly

Linticular Printing


http://en.wikipedia.org/wiki/Lenticular_printing

Chroma Depth Wiki

Augmented Reality

Providing interactivity to the real world around you through an additional media such as Iphone to provide additional entertainment and information.

ISSUU http://issuu.com/upload IPhone Aps http://developer.apple.com/programs/iphone/ http://www.smashingmagazine.com/2009/08/11/ho w-to-create-your-first-iphone-application/ 4 Design Blogs http://www.davidairey.com/top-50-graphic-design-blogs/

Top Marketing Agencies http://www.adbrands.net/us/index_agencies.html http://www.adbrands.net/top_advertising_agencies_index.htm

Dentsu- Japan

No advertising agency dominates its market as comprehensively as Dentsu, which controls around 30% of all mass media advertising in Japan, and has a staggering portfolio of more than 6,000 clients. Despite the best efforts of its competitors, it remains almost twice as big as its closest domestic rival. Until


recently, Dentsu's influence outside Japan has been limited to say the least. Since 2000, though, the giant has begun to spread its wings, becoming one of the principal backers of the newly expanded Publicis Groupe in a concerted bid to increase its share of Western advertising budgets. It has also worked hard to bolster its resources in the US. For now, though, Asia in general and Japan in particular remain Dentsu's main sphere of influence. In 2009, Dentsu was the #5 marketing organisation worldwide with combined revenues of around $3.1bn. http://www.dentsu.com/goodinnovation/

JWT- US

JWT is the updated version of J Walter Thompson, one of the most famous names in advertising history. It was arguably the world's first advertising agency, although it now prefers the term


global brand communications. Owned since 1987 by WPP, the company took steps to brighten up its image in 2005, dropping the old name in favour of its well used abbreviation JWT and a new logo. Under any name, the agency has an enormous geographical spread, with some 200 offices in 90 countries. Subsidiary businesses include marketing services network RMG:Connect and recruitment marketing agency JWT Specialized Communications. Advertising Age estimated worldwide revenues of $1.1bn in 2009.

McCann Erickson (US)

McCann Erickson is the biggest worldwide agency network by global footprint. Although the main agency specialises in traditional advertising, it also offers a broad range of other marketing services under the banner of the McCann Worldgroup, which coordinates input from several other Interpublic-owned agencies including Momentum Worldwide, Futurebrand


and Weber Shandwick. A dynamic force during the 1990s, McCann stumbled badly at the beginning of the following decade, distracted by accounting irregularities and management problems. The loss of the prestigious Coke Classic account in several important markets was a severe blow. Since then, however, McCann has recovered its composure and has steadily restrengthened its client portfolio. Yet despite its worldwide presence, it is always under threat from more nimble competitors in the key US market, and has had to fight hard to keep hold of key clients like Verizon, Microsoft and General Motors. Advertising Age estimated worldwide advertising revenues of $1.4bn in 2009.

Leo Burnett Worldwide (US) Leo Burnett is among the world's best-known agency brands, responsible for creating what has become known as the "Chicago School" of advertising, which made a virtue of simplicity and clarity, and was most strongly defined by the use of brand mascots, fictional characters who were used to personify


individual brands. Uncle Ben, the Jolly Green Giant, Tony the Tiger, the Pillsbury Dough-Boy and the Marlboro Man were all Burnett inventions. The agency capped the 1990s with a showstopping deal which combined the forces of three major agency groups. In 1999, Burnett's sealed a deal with D'Arcy parent MacManus, stealing that business from under Interpublic's nose for $1bn; then sold a 20% stake in the combined group to Japanese giant Dentsu for $400m to create one of the world's biggest marketing groups, named Bcom3. The final twist came in 2002 with capture of Bcom3 by Publicis. In 2007, Leo Burnett merged with below-the-line unit Arc Worldwide under a single management team, although it continues to use both brands. Advertising Age estimated advertising revenues of $777m in 2009.


Publicis Worldwide is the name of the biggest advertising network within the much-expanded Publicis Groupe, which now also houses the Saatchi & Saatchi and Leo Burnett networks. The agency has steadily climbed the worldwide rankings as a result of a series of canny acquisitions, and by absorbing several important outposts in the former D'Arcy Worldwide network. It has also built a strong position in the key US market through acquisition. Advertising Age estimated worldwide advertising revenues of $875m in 2009.

Other Top Marketing Companies Coca Cola USA http://www.youtube.com/watch?v=R1NnyE6DDnQ Mercedes Benz Germany http://www.youtube.com/watch?v=H-YAtljsldg Louis Vuiton France http://www.youtube.com/watch?v=4UuMPj-q4rs&feature=related Toyota Japan HSBC England NesCafe Switzerland


Philips Netherlands Samsung South Korea Gucci Italy IKEA Sweden

Resource: BMW International Marketing Brand Leader - FlyingPete@MORGUEFILE.COM (166170)

In 2007, which countries owned the most successful global marketing brands for international sales campaigns? Winning countries in international trade establish global brands for sales campaigns that transcend cultural barriers around the world. In 2007, the United States again dominated Interbrand’s annual ranking of the top 100 globally marketed brands. Interbrand evaluates how much each global brand contributes to company profits. Interbrand only considers marketing brands that generate at least a third of their earnings outside their home country. That and other stringent criteria like publicly accessible marketing and financial data eliminated world-class brands including CNN, Proctor & Gamble, Visa and Wal-Mart.

Best Global Brands from America The U.S. had 52 of the world’s top marketing brands in 2007. The list below shows the names of the 10 leading brands from America followed by their rank on the list of global brand winners. Also shown is the sector that the brand represents, plus the brand’s estimated contributions to future earnings. Coca-Cola (#1 brand in the world; Beverages) … US$65.3 billion Microsoft (#2; Computer Software) … $58.7 billion IBM (#3; Computer Services) … $57.1 billion General Electric (#4; Diversified) … $51.6 billion Intel (#7; Computer Hardware) … $30.9 billion McDonald’s (#8; Restaurants) … $29.4 billion Disney (#9; Media) … $29.2 billion Citi (#11; Financial Services) … $23.4 billion


Hewlett Packard (#12; Computer Hardware) … $22.2 billion Marlboro (#14; Tobacco) … $21.3 billion

Best Global Brands from Germany Germany scored 10 world-class marketing brands on Interbrand’s top 100 list, the second highest total by country. Mercedez Benz (#10; Automotive) … US$23.6 billion BMW (#13; Automotive) … $21.6 billion SAP (#34; Computer Software) … $10.9 billion Siemens (#43; Diversified) … $7.7 billion Volkswagen (#54; Automotive) … $6.5 billion Audi (#68; Automotive) … $4.9 billion Adidas (#69; Sporting Goods) … $4.8 billion Porsche (#75; Automotive) … $4.2 billion Allianz (#80; Financial Services) … $4 billion Nivea (#96; Luxury) … $3.1 billion

Best Global Brands from France France finished third with nine global brands. Louis Vuitton (#17; Luxury) … US$20.3 billion AXA (#49; Financial Services) … $7.3 billion L’Oreal (#51; Personal Care) … $7 billion Chanel (#58; Luxury) … $5.8 billion Danone (#67; Food) … $5 billion Hermes (#73; Luxury) … $4.3 billion Cartier (#83; Luxury) … $3.9 billion Moet & Chandon (#85; Alcohol) … $3.7 billion Hennessy (#87; Alcohol) … $3.6 billion

Best Global Brands from Japan Japan had the fourth-highest total of top 100 global marketing brands.

Read on

Most Inventive Countries 'Strawjet' is the History Channel's top global invention in 2006. The device produces mats for durable, low-cost building panels from wheat, flax and sunflower straw. Toyota (#6; Automotive) … US$32.1 billion Honda (#19; Automotive) … $18 billion Sony (#25; Consumer Electronics … $12.9 billion Canon (#36; Computer Hardware) … $10.6 billion


Nintendo (#44; Consumer Electronics) … $7.7 billion Panasonic (#78; Consumer Electronics) … $4.1 billion Lexus (#92; Automotive) … $3.4 billion Nissan (#98 Automotive) … $3.1 billion

Best Global Brands from the UK The United Kingdom of Great Britain and Northern Ireland placed five global brands on the top 100 list. HSBC (#23; Financial Services) … US$13.6 brands Reuters (#76; Media) … $4.2 billion BP (#84; Energy) … $3.8 billion Smirnoff (#91; Alcohol) … $3.4 billion Burberry (#95; Luxury) … $3.2 billion

Best Global Brands from Switzerland Switzerland had four top-ranking global brands. Nescafe (#24; Beverages) … $13 billion UBS (#39; Financial Services) … $9.8 billion Nestle (#63; Food) … $5.3 billion Rolex (#71; Luxury) … $4.6 billion

Best Global Brands from the Netherlands The Netherlands finished with three global brands among Interbrand’s top 100. Philips (#42; Diversified) … US$7.7 billion ING (#81; Financial Services) … $3.9 billion Shell (#93; Energy) … $3.3 billion

Best Global Brands from South Korea South Korea also had three winning global brands. Samsung (#21; Computer Electronics) … US$16.9 billion Hyundai (#72; Automotive) … $4.5 billion LG (#97; Consumer Electronics) … $3.1 billion

Best Global Brands from Other Countries Finland’s consumer electronics king Nokia ($33,696) placed 5th. Two luxury Italian brands, Gucci (US$7,697) and Prada ($3,287) finished 46th and 94th respectively. Sweden’s home furnishing icon IKEA ($10,087) captured 38th place. An apparel company from Spain, Zara ($5,165) was 64th.


Read more at Suite101: Global Brand Marketing by Country: Top 100 Global Brands 2007 Showcase for International Success http://international-tradeleaders.suite101.com/article.cfm/global_brand_marketing_by_country #ixzz0u3peiOic http://international-tradeleaders.suite101.com/article.cfm/global_brand_marketing_by_country

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