FIETT

I am currently in Singapore on an internship for a company called FIETT. The company sells gloves and mittens that could be used on all touchscreen devices. We are currently looking to expand to Norway, and I have to say it's a demanding task. I am currently looking for any out of the box ideas, who should I approach in selling these gloves? I am looking at different types of retailers, here is a list of my thoughts:

- Sports
- Electronics stores
- Online gadget stores
- Airports
- Bookstores

Do you have any suggestions? Successful suggestions will of course win a brand new pair of ISGLOVES! Like us on Facebook if you want. Below are some pictures of our gloves, what do you think of the design? What colors would you recommend? Generally, if you have any ideas for this company - let me know!

Why are these gloves special? First of all, the design is unique and patent pending. We have won the german Red Dot design award 2012, and INPEX award in the US. The gloves don't use any stickers or magnets to allow the touch to work, the textile itself is the unique aspect. So are you annoyed by having to take your gloves of in order to use your phone or ipad? FIETT solves this problem, and if you would like a free pair - come with recommendations.

App of the day!

 

Download Logo Quiz here!

I just wanted to share a funny and entertaining app for everyone interested in branding. This game really test your memory, and makes you realize how brands actually sticks to your mind. Play and see how many logos you actually remember (Without cheating, of course!).

Choosing the right brand name!

It is important to choose a brand name that is in line with the brand identity. Succeeding in choosing the right name for the brand will ideally lead to a top-of-mind position among the consumers. Another important factor is to make sure that the brand name is not limited to only fit with one type of product. If it does it will limit your possibilites to expand the brand's product line. Descriptive brand names is risky. Kapferer (2008) argues that the name should be in line with the brand’s future plans and possible expansion, and as he puts it: "the name should not describe products, it should distinguish them”. A good example of a brand that avoided this potential problem is the airline Norwegian. Thanks to the brand name they have been able to expand the brand's services, including  their own creditcard.

There is some examples of brands that even have become a part of our daily language. Just think of how you use different brand names when you talk to your closest friends, e.g. Skype-ing friends or Google-ing questions you need answers too. This is ideal brand names, and replacing their position in consumers' minds is an almost impossible challenge for their main competitors. The search engine Bing is trying to challenge Google with their "Bing It" campaign, but they are in my opinion failing miserably. As you probably understand, choosing the brand name is something you have to strongly evaluate before launching a new brand or a new product. The name can end up becoming generic, or on the other side being stuck to one product that is not even considered to be of high quality. Do you have any examples of any brand names you consider to be good or bad?

Thoughts on Orkla and Singapore

Media has recently written about Orkla's success with Pierre Robert underwear in the Norwegian market.  Those of you that are interested in the Norwegian market knows that Orkla is looking to extend their house of brands. I find this pretty interesting. I just past the Orkla headquarter here in Singapore, saying that Orkla was established in 1659 or so? Regardless,  Orkla has sold their activities within chemicals and are looking to focus more on their branding. In so I find the asian market in consumer goods to be quite intriguing. It seems difficult to establish salience in this market, especially considering all the action going on. Here in Singapore there are a lot of actors and as we said passing all the electronics shops; "I've never been closer to P=MC". So how could one establish a successful brand? I do believe one should consider the five cultural dimensions by Hofstede when deciding on a concept, while also making sure that salience is achievable in the respective market. I have to admit, branding of consumer goods here in Singapore seems rather inconsistent and confusing. Should Orkla look to the asian markets or should they stick to their core activities back home in good old Scandinavia? What do you reckon?