Posts Tagged 'recession'

The power of a brand

I’ve always been fascinated by the power of brands within different sectors for a long time, probably due to Naomi Klein’s controversial No Logo. I recently came across the BrandFinance Global 500 tables. This basically aims to position the most powerful brands in the world by their percieved value. Although it’s quite focused on the financial sectors, it does help to give an indicator of general trends within certain sectors.

Coming off the back of the deepest and longest recession since WWII, it’s interesting to see which brands have maintained their value and which sectors hold the most powerful brand identities. In the UK, the most highly valued brand is Vodafone, who have usurped HSBC. This lends us a clue as to a macro economic trend, which sees the value of brands within the financial sectors decreasing in line with motifs formed from the recession. Interestingly enough, the reverse can be seen to within the communications and technology sectors, with brands from these two sectors making up half of those within the top 25 positions. It’s hard to pinpoint on a micro level where to attribute this success, as various factors can be seen to have made a difference, from the continued dominance of the IPhone to increased exposure in the BRIC economies.

In it’s conclusion, the article also states that the top 500 brands are starting to geographically diversify from the power bases of the UK and US. Although the article mentions new entrants from the emerging markets from their respective finanical sectors, it’s interesting to note that the top brand valued from outside of the UK and US is Toyota. It will be interesting to see where they stand next year, with the automative industry constantly tackling ever changing regulation and Toyota themselves starting the year off with a serious safety crisis.

The grubby world of exhibitions

It seems like we have entered the grubby season of the exhibition. I say grubby as some of the exhibitions I’ve been to previously have consisted of nothing more than a myriad of stands of vendors who don’t understand what you do, trying to sell you something that you inevitably don’t really need.

With the recent ‘Margin in Voice and Data expo’, there seemed to be a distinct change in direction towards a more focused show. I personally saw it as a good time for event organisers to re-evaluate their expos. However with the economy showing signs of picking up, there has been a return to the scene of the big all encompassing show stopping exhibition. Last week I went to the IP expo. Usually filled with big stands with big companies with even bigger egos. However this year was different. I only went for a morning on the first day, but what I found was an exhibition with a clear theme; Virtualisation. Previously where there were 4 expos centered around different aspects of cloud computing. This had now been amalgamated into one big show. Personally it was interesting to have a chat with different network operators, followed by walking across the room to discuss compatibility issues with specific vendors and system application developers. I found this a lot more worthwhile and was able to get a good level of understanding as to how different vendors/suppliers plan to incorporate a cloud based service into their product portfolios.

I then recently went to the ‘Convergence Summit South‘ run by Miles Publishing. This is specific to the channel within the telecomms industry and by their own admission has been their most successful summit for a while. As exhibitions go, it was exactly as expected. However the shining light of the expo was the seminars. Personally there was a great debate early on between Tim Hubbard of BT Wholesale, Neil McArthur of Talk Talk and Steve Gallagher of Cable and Wireless about what constitutes a ‘Next Generation Network’, and how their respective organisations are striving to compete. In my view, the term NGN is extremely mis-leading and one used purely for marketing spin. To see these industry heavyweights vying with each other about their own USP’s, whilst surveying the potential future landscape of the telecomms market was exciting, as little more than 5 years ago, BT would not have had to defend against such strong competition. The expo also saw an interesting feature, whereby hosted VOIP providers were given 20 minutes to setup from scratch their hosted platform in front of a packed audience. The one that I saw was successful and proved the ease of use and speed of the platform.

In all, expo’s can provide a valuable insight into your chosen market. Going back to the convergence summit, it was interesting to see how many big mobile carriers were present, as they tried to embrace the shift to FMC by traditional voice and data integrators. It’s a shame that the example set by the ‘Margin in Voice and Data’ expo earlier in the year was not followed, and I’m sure that as we emerge from the recession, various exhibitions will only continue to get bigger and probably more brash.


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