- TD leads ranking of 25 best Canadian brands; lululemon makes biggest jump
- Family, friends still most-trusted influencers but losing ground to companies
- North American mobile ad market valued at $1.67 billion
- Disney takes action on junk food ads aimed at children
- One last word...
Taking top spot in this year's Interbrand ranking of best Canadian brands is TD. Interbrand noted in Wednesday's release of the ranking that the resiliency of Canadian brands and ability to drive higher brand value in the face of uncertain economic times was represented by an impressive $14 billion increase for the top 25 brands – up 24% over 2010's valuation, with gains across all sectors. "The results demonstrate that companies putting brand at the core of what they do amplify their prospects for business success by thinking less mechanically and more holistically about creating value for the long term," noted the report's authors. Lululemon displayed the biggest brand value improvement, moving to seventh spot in this year's rankings from 17th in 2010 (Editor's note: lululemon CEO Christine Day was named CMA Marketer of the Year in November 2011)
Canadian consumers' trust in retailers and manufacturers doubled in the past year according to a new study by IBM. The latter two scored 26% of the "trust ranking" score among consumers -- 12% and 14% respectively – up from a combined 13% in 2011. Family and friends are still the most-trusted influencers (account for 48% of the trust ranking score, although that is down from 53% in 2010). The survey also found Canadians are "digitally savvy" in their shopping, with 51% saying they would use mobile devices to check out at a retail location and receive point-of-sale promotions. Two-thirds of respondents said they were not concerned with security when using their mobile device.
A study released Wednesday by the U.S. Interactive Advertising Bureau pegs the value of the North American mobile advertising market at $1.67 billion in 2011 or 31% of the global market.
Given today's attention on childhood obesity, the Walt Disney Company has introduced new standards for food advertising on their media properties targeting kids and families -- all food and beverage products advertised, sponsored or promoted to families with younger children will be required by 2015 to meet Disney's nutrition guidelines. Disney claims the guidelines announced this week are aligned to U.S. federal standards, promote fruit and vegetable consumption and call for limiting calories and reducing saturated fat, sodium and sugar.
Tokyo Subway Straps Send Ads to Your Smartphone – Tuesday's issue of Mashable reports about a new surface for interactive advertising in the Tokyo subway. Running as an experiment for the past few weeks, the program, dubbed "Strappy," uses near field communication technology to send the user's phone to a URL when the subway strap is touched. More than 70 million people in Japan already have phones compatible with this technology, and multiple telecommunications companies are installing antennas in subway tunnels to provide cell phone and data service to riders.