CRICKET's work for Land Rover features in CorpComms' magazine's online story on how brands are revising the ‘usual’ rules of engaging the media and other important groups, when looking to reposition a product or service.

From tapping into tablet technology to building a rapport with opinion formers - it’s not just automotive brands that are drawing on new ideas.  Read Clare Harrison's article here

Provenance rules



What does Made in China mean for global brands?



Are we underestimating Chinese marketing and their grasp of brands and branding?
In the current edition of CRICKET Commentator, we've been exploring the importance of provenance for global brands - and whether the label 'Made in China' is undergoing a shift in attitudes to brands in the region.

At CRICKET, we think a significant pointer to China’s ability to become world class designers, manufacturers and marketers lies in their attitude to, and consumption of, Western brands. It’s a common misconception that Chinese shoppers blindly buy the logo.

From our recent work with luxury consumers in China, we see that they understand the key drivers of provenance better than consumers in the West. They’re smart, knowledgeable and demanding. Where, how and who manufactures what is just as important to their purchase decision as traditions of craftsmanship, design and quality. They are discerning in choosing brands to demonstrate personal and business success, paying close attention to label descriptions, materials and sourcing. They aspire to Italian/French fashion manufacture and are willing to pay a premium for the quality they associate with it, providing it's associated with innovation.

If provenance is the issue....are you concerned about what 'Made in China' says about your brand? (Tim Cook of Apple certainly isn't)

To be sent a full copy of Commentator, email louise@cricket-ltd.com or click here.

Blossom, Brain and Brand

Here at CRICKET, it's always been our view that real brand engagement happens when people ‘get it’. Brand becomes the way things are done around here. Individual and group understanding is rarely achieved by a series of messages ‘pushed’ from HQ.

The challenge and process of brand induction and engagement in world markets is explored in the latest edition of CRICKET Commentator 'Blossom, Brain Cells and Brand'  To be sent the full version, please call us on 00 44 207 845 0300 or email louise@cricket-ltd.com

Retail Superpower

Daily there is data on Apple's empire, as it faces a post-Steve Jobs era. This fascinating Top 10 report (click here for link) caught the eyes of CRICKET – Apple’s leadership in revenue per square foot of gross selling space

A new angle on luxury brands

In the business of luxury branding, where phrases like 'authentic', 'craftmanship' and 'excellence' are recycled brand to brand, creating real differentiation can be a challenge. With this in mind, the team here at CRICKET has been busy developing an approach that literally 'maps out' the core component parts to produce a distinctive map for each brand. Like to know more? Get in touch with Louise Barfield and we'll send you some more details.

Small World

Architectural design consultancy TTSP (a CRICKET client) recently completed the design of a new HQ for the SMMT (The Society of Motor Manufacturers and Traders) including a member’s display area.  This new space currently features the new Range Rover Evoque as hero car – from Land Rover, another of our clients.

Brand Stress Test

As brands stretch their marketing spend to meet the needs of today’s digital, multi-channel world, the stronger the need for clear, bold and simple brand definition at the centre. Test the strength of your brand strategy with the CRICKET brand stress test here

Pulling Power

CRICKET's John Stubbings was invited as a guest columnist for this month's The Marketer - the CIM’s monthly magazine.  John discusses how to build a strong bond with fans, create the right content for engaging them and knowing when to enable fans to create their own conversations.

As it's a subscription-only title, if you'd like us to send you a copy of the piece, please email louise@cricket-ltd.com and we'll forward it to you.

Urban talent in film

'Release’, one of the recent films showns by Channel 4 in the UK in a series entitled ‘Concrete Circus’ http://www.channel4.com/programmes/concrete-circus  is a great antidote to the recent media reports following the UK’s city riots.

It's a combination of incredible skills (BMW, skateboarding,freerunning) along with technical graphics and edgy music, in a piece where the editing really shines through. Gripping stuff.

A balancing act for global brands

New markets are the oxygen of growth for strong brands, but getting the balance right between ‘brand integrity’ and ‘local relevance’ is far from simple. Even the most successful brands can fail to bond with consumers.  

In the latest edition of CRICKET Commentator, we discuss strategies for brands to create real traction in new markets and explore reasons why some have not achieved success. Like to know more? Drop us an email on louise@cricket-ltd.com and we'll share some insights from recent work. Click on the 'Brand Integrity' pdf in the sidebar (see right) to read the full Commentator. 

Fandom and brands

We're all fans and followers now. Fandom has become part of the new language of brand management. At CRICKET, we’ve been looking at fandom as a way of building customer loyalty, bonding and advocacy.

You could say that whilst the church, friends and family had a 5000 year monopoly on the human need for belonging and personal satisfaction, now brands like Apple, Harley-Davidson, Facebook and Google are having their moment. Ironically, this is happening at a time when, because of discounting and burgeoning media choices, consumers are becoming less loyal to specific brands.

So what are the new breeds of brand fandom? And how have the rules changed? We propose three new breeds of fandom (Uber Premium, Counter Culture and Utility) and look at ways of strengthening the bonds of fandom.

If you'd like to talk through our latest developments in this area, give Louise Barfield a call on 00 44 20 845 0300 or email louise@cricket-ltd.com. Click on the 'Fandom' pdf in the sidebar (see right) to read the full Commentator.