Client discusses how, having now been through the Brand Architects Advisory branding process, he would now sell the value creation potential to his Board colleagues and shareholders.
Views: 22 Richard Thomsett
Will it take a class action suit to get CEOs understanding the power of brands to drive market CAP? John gives an overview of the presentation he made at TEDx Fedsquare, Melbourne
Views: 113 DDB Group Asia Pacific
What do I do? Full-time independent stock market analyst and researcher: https://sven-carlin-research-platform.teachable.com/p/stock-market-research-platform Check the comparative stock list table on my Stock market research platform under curriculum preview! I am also a book author: Modern Value Investing book: https://amzn.to/2lvfH3t More about me and some written reports at the Sven Carlin blog: https://svencarlin.com Stock market for modern value investors Facebook Group: https://www.facebook.com/groups/modernvalueinvesting/ Link to research platform: https://sven-carlin-research-platform.teachable.com/ link to Modern Value Investing book: KINDLE: https://amzn.to/2r184En PAPERBACK: https://amzn.to/2Kd55kN Stock analysis - Newel brands (NYSE: NWL) The price to book is 0.91, the price to earnings ratio is 5.64 (distorted by income tax provision) where the expected forward price to earnings ratio is still just at 10.78 which is a real bargain when compared to other stocks. In this article, I will describe the situation with NWL and the risk reward of the investment but I will also discuss goodwill, an acquisition strategy and the turnaround concept that are very valuable lessons we investors can learn from this situation. What happened to NWL? As you saw above the stock price was above $50 not even a year ago but if we take a longer term perspective the stock was even at $5 in 2009 and $11 in 2011. Up till 2017 the company was doing well but as Wall Street expects everlasting growth management often does complex things to satisfy the expectations and push stock prices up. In December 2015 the company announced a $13 billion acquisition of Jarden that owns various brands of which one is Coleman outdoor gear. When such an acquisition is made the management counts on synergy and savings. The goal was to unlock $500 million in cost efficiencies and saving, expand the company’s global reach and be immediately accretive to earnings.
Views: 6273 Invest with Sven Carlin, Ph.D.
What is BRAND? What does BRAND mean? BRAND meaning - BRAND definition - BRAND explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. A brand (or marque for car model) is a name, term, design, symbol, or other feature that distinguishes one seller’s product from those of others. Brands are used in business, marketing, and advertising. A brand is any name, design, style, words or symbols used singularly or in combination that distinguish one product from another in the eyes of the customer Initially, livestock branding was adopted to differentiate one person’s cattle from another's by means of a distinctive symbol burned into the animal’s skin with a hot branding iron. However, the term has been extended to mean a strategic personality for a product or company, so that ‘brand’ now suggests the values and promises that a consumer may perceive and buy into. Branding is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand's toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Brand equity is the measurable totality of a brand's worth and is validated by assessing the effectiveness of these branding components. In a fleeting market where traditional linear models of business are being replaced by more radical interconnected models, brand equity is one marketing technique that remains firmly rooted in prosperity. To reach such an invaluable brand prestige requires a commitment to a particular way of doing business. A corporation who exhibits a strong brand culture is dedicated on producing intangible outputs such as customer satisfaction, reduced price sensitivity and customer loyalty. A brand is in essence a promise to its customers that they can expect long-term security, a competitive frame of reference and consistent delivery of functional as well as emotional benefits. When a customer is familiar with a brand or favours it incomparably to its competitors, this is when a corporation has reached a high level of brand equity. Many companies are beginning to understand that there is often little to differentiate between products in the 21st century. Branding remains the last bastion for differentiation. In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation’s balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value. The word ‘brand’ is often used as a metonym referring to the company that is strongly identified with a brand. Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Effective branding can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts the brand, he or she is more likely to try other products offered by the company - such as chocolate-chip cookies, for example. Brand development, often the task of a design team, takes time to produce. Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors, etc....
Views: 2419 The Audiopedia
Newell Brands stock news: Newell Brands stock dropped 6.3% today on news of new tariffs and developments with the retailer Sears. Is this a buying opportunity for NWL stock? Subscribe here for more content: http://bit.ly/SubscribeMichaelJay Videos mentioned: September Stocks to Watch: https://youtu.be/3WbHzqxTEhU My Public Stock Portfolio: https://www.youtube.com/watch?v=0hAjDu8NZn4&list=PLNtmr_AnnWdyATMMH5B-MAFWqicUb5zFj&index=1 OTHER CONTENT YOU MAY ENJOY BELOW // Value Stocks I'm Watching Series In this series, we will be focusing on value stocks that appear to offer significant upside for long term investors. https://www.youtube.com/watch?v=xuujRm10u-Q&list=PLNtmr_AnnWdxrbFd9ODrTOn8ie-3hBldP&index=1 // Stock Market News Series In this series, we cover the latest stock market investment news and break down what it means for each stock going forward. https://www.youtube.com/watch?v=n1fiAotdRJQ&list=PLNtmr_AnnWdwgKNdPYAT9Zaeije6766b5&index=1 // My Public Stock Portfolio Series - #10to10Kchallenge In this series, I grow my Robinhood investment account from $10 to $10,000, build a portfolio of value stocks, and document the entire process for you to see! https://www.youtube.com/watch?v=0hAjDu8NZn4&list=PLNtmr_AnnWdyATMMH5B-MAFWqicUb5zFj&index=1 EXTRA RESOURCES: If you are reading this, you should also join my private investor email list here: https://michaeljay.teachable.com/p/michael-s-private-investor-email-list/ If you join that list you will have access to all the free courses that I am working on, when they are available, as well as significant savings on any advanced courses I make in the future. DISCLAIMER: This video is a resource for educational and general informational purposes and does not constitute actual financial advice. No one should make any investment decision without first consulting his or her own financial advisor and/or conducting his or her own research and due diligence. There is no guarantee or other promise as to any results that may be obtained from using this content. Investing of any kind involves risk and your investments may lose value. CREDITS Outro: https://soundcloud.com/kevatta/vibin-kevatta-x-saib Saib: https://soundcloud.com/saib_eats Kevatta: https://soundcloud.com/kevatta This video: https://youtu.be/JHJ9VXrNbMA This channel: https://www.youtube.com/c/MichaelJayValueInvesting
Views: 2253 Michael Jay - Value Investing
Scott Galloway, professor of marketing at NYU Stern and the author of “The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google” explains the one decision Apple made which, called crazy and outrageous at the time, turned out to be the key reason for their explosive growth over Samsung. Following is a transcript of the video. Scott Galloway: Apple made this crazy irrational decision 20 years ago to forward integrate into the medium that was supposedly going away. So if you were to ask people what one decision created more shareholder value than any one decision in the history of business, most people would say Apple's decision to launch a phone. And I believe that they would get the brand right but the decision wrong. The iPhone is an incredible device creating more profits than any item in history. But the thing carrying the Apple to the largest margins, margins that are somewhere in between Hermès and Ferrari in terms of operating margin, is its brand equity or its halo. Now, what did they do differently to establish this unbelievable resonance as a brand? Samsung, their closest competitor spends double on advertising. They also spend double on online advertising. So where has Apple reinvested that capital? Apple made this crazy irrational decision 20 years ago to forward integrate into the medium that was supposedly going away. Stores. And they have somewhere between five and six billion dollars in store leases now on their balance sheet and have reallocated capital out of traditional broadcast media, which is declining every day in effectiveness, into the store where people still make physical contact if you will. They still consummate the relationship with the brand at the point of purchase. So you have this temple to the brand which is this unbelievable experience called an Apple Store, and then you have this very mediocre experience called an AT&T or Verizon connect your phone experience for Samsung and the other Android players. The biggest value-creating decision in the history of modern decision: Apple’s crazy decision to forward integrate into stores. Read more: http://www.businessinsider.com/sai FACEBOOK: https://www.facebook.com/techinsider TWITTER: https://twitter.com/techinsider INSTAGRAM: https://www.instagram.com/tech_insider/
Views: 95570 Tech Insider
What is BRAND ARCHITECTURE? What does BRAND ARCHITECTURE mean? BRAND ARCHITECTURE meaning - BRAND ARCHITECTURE definition - BRAND ARCHITECTURE explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace. There are three key levels of branding: Corporate brand, umbrella brand, and family brand – Examples include Virgin Group and Heinz. These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and other parties. These brands may also be used in conjunction with product descriptions or sub-brands: for example Heinz Cream of Tomato Soup, or Virgin Trains. Endorsed brands, and sub-brands – For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand – which may be a corporate brand, an umbrella brand, or a family brand – as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to the endorsed sub-brand in the eyes of consumers. Individual product brand – For example, Procter & Gamble’s Pampers or Unilever's Dove. The individual brands are presented to consumers, and the parent company name is given little or no prominence. Other stakeholders, like shareholders or partners, will know the producer by its company name. Procter & Gamble is quoted by many authors as the antithesis of a corporate brand (Asberg and Uggla, Muzellec and Lambkin, Olins). "However, this situation changed in 2012. After more than 150 years of invisibility of the organization for consumer, the brand developed corporate brand promise during the 2012 Olympic games. Commercials are aired on television around a message thanking all the "moms". In addition, each of their products is associated with the brand "PG" in advertisements for products. A recent example of brand architecture in action is the reorganization of the General Motors brand portfolio to reflect its new strategy. Prior to bankruptcy, the company pursued a corporate-endorsed hybrid brand architecture structure, where GM underpinned every brand. The practice of putting the "GM Mark of Excellence" on every car, no matter what the brand, was discontinued in August, 2009. In the run-up to the IPO, the company adopted a multiple brand corporate invisible brand architecture structure. The company's familiar square blue "badge" has been removed from the Web site and advertising, in favor of a new, subtle all-text logo treatment. Structuring a company brand portfolio can involve choosing a strategy based upon a number of variables, including the business strategy, market trends, competitive tactics, and sources of growth and profit. Often marketing mix modeling is used to help understand the role of brands in a portfolio, and how they support or cannibalize one another. A strong parent brand can be leveraged across multiple sub-brands to help maximize Return on Marketing Investment. Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Views: 3428 The Audiopedia
Mr Martin Roll is a world-renowned thought-leader on value creation through brand equity driven by tremendous global experience and insights. He facilitates business leaders and organizations to think bold for future strategies. By focusing on building and managing successful businesses through iconic brands, Martin Roll helps boardrooms to enhance shareholder value and create sustainable competitive advantage. At TEDxNUS 2010 he gives the audience 5 perspectives about what makes a global brand and why building a global brand has become a need in today's competitive world. By using examples from leading brands he shows the importance of some of the factors like marketing, mindset of the managers of the business, innovation etc. He also talks about the evolution of Asia as a market for leading brands over the past 10 years.
Views: 5103 TEDx Talks
A winner: Flipagram, a popular app that lets users string together photos and videos to make a mini movie. Brands like Lionsgate, Jack Daniels, and Uber have embraced the app's advertising potential, but individual "flipastars" get more views - just as vloggers dominate brands on YouTube. A continued winner: WeChat, which is taking over engagement from microblogging platform Sina Weibo. Of the 100 Beauty brands in L2's upcoming Digital IQ Index®: China Beauty, 96 have WeChat accounts. One of the most successful is Lancome, which accounts for half of the ten most popular posts by Beauty brands. As software continues to create shareholder value, who is also winning? Philanthropy. Six out of the ten largest donors in 2014 come from the tech industry, and Mark Zuckerberg's recent pledge follows in that tradition. While Jackson and Sophia were the top baby names this year, Instagram was also a source of inspiration. Lux, Ludwig, Valencia, and Juno - all names of popular filters - surged in popularity by up to 75%. Subscribe to L2 for more insights: http://www.l2inc.com/subscribe Episode 56
Views: 200296 L2inc
Download Slides: http://www.mediafire.com/download/hnw1m3jhg4netoa/Lou_Fawcett_CCKyiv_2013.pdf In a fast-growing and highly competitive market with spiraling user acquisition costs, developers constantly seek new engagement methods and innovative gameplay mechanics to improve retention and increase conversion. As the go-to provider of Branded Virtual Items, Iconicfuture has created value and generated additional revenues in titles such as Goalunited, Farmerama and Galaxy Life. With over 3.6 million item transactions to draw on, find out how to leverage rights, aid discoverability and monetize users; plus tools, techniques and tips to navigate this complex licensing space. Delivered at Casual Connect Kyiv, October 2013
Views: 118 CasualConnect
http://www.facebook.com/SavoirFaireTraining http://www.SavoirFaire.net.au This video shows you how to calculate market share in Excel and shows you how to identify when a brand or company will lose or gain market share using growth rates.
Views: 109590 Savoir-Faire Training
Stuart Jackson, Global Managing Partner at L.E.K. Consulting and author of acclaimed book Where Value Hides, discusses the concept of Strategic Market Position (SMP) and how it can be used to boost profitability and improve shareholder value.
Views: 647 LEKConsultingllc
Developed by Millward Brown Optimor, the BrandZ Top 100 Most Valuable Global Brands ranking analyzes the world's leading brands and the economic and competitive dynamics that influence value fluctuations. It is the most comprehensive annual ranking of brand value, and focuses on consumer-facing brands, rather than corporate brands. In this video, Nigel discusses the metrics used to produce the BrandZ Top 100 Global Brands Ranking, which he presented at the 2011 Marketing Meets Wall Street Conference held at Boston University School of Management on May 12-14, 2011. The conference focuses on the renewed emphasis in demonstrating that marketing investments can translate into profitable growth.
Views: 10311 Questrom School of Business, Boston University
KTS Marketing Solutions helps automation and technology companies become intimate with their customers buying journey and discover their true value for the customer. This RIA member helps develop increased value and deliver the value through differentiated products and services, resulting in growth and increased shareholder value. Managing Partner, Tim has 20 years experience in automation including the positions of Vice President of Sales and Marketing, Director of Marketing and Product Marketing at robotics and automation product companies.
Views: 113 Brian Huse
Let's Make Your Business Digital With Lapaas. Join Our Most Advanced Digital Marketing Course. That will cover 23 Modules of Business And Digital Marketing like SEO, SEM, Email Marketing, Social Media Marketing, Affiliate Marketing , Digital Identity Creation, blogging, advanced analytics, blogging, video production, Photoshop, business Knowhow, etc To Know More Call +919540065704 or Visit https://lapaas.com/ Lapaas - Best Digital Marketing Institute 455 Shahbad Daulatpur, Delhi-110042 Nearest Metro Station Samaypur Badli Or Rithala Share, Support, Subscribe!!! Youtube: https://www.youtube.com/IntellectualIndies Twitter: https://twitter.com/Intellectualins Facebook: https://www.facebook.com/IntellectualIndies Facebook Myself: https://www.facebook.com/princesahilkhanna Instagram: https://www.instagram.com/intellectualindies/ Website: sahilkhanna.in About : Intellectual Indies is a YouTube Channel, Intellectual Indies is all about improving Mentally, Emotionally, Psychologically, Spiritually & Physically. #Marketing #Marketing101 #GrowBusiness
Views: 8065 Intellectual Indies
Rob Wallace brand•muse Interview series Mentioned in this interview: Download the ROI whitepaper: https://philipvandusen.com/freebiedownloads Best of Breed Branding Consortium: http://bestofbreedbranding.com/ ABOUT ROB WALLACE Managing Partner, Best of Breed Branding Consortium Ask Rob Wallace what he does for a living and he’ll tell you that he has the world’s best job ( or “jobs”). As Managing Partner of Best of Breed Branding Consortium, Rob leads and interdisciplinary team of branding consultants dedicated to proving the value of brand message integration across every consumer touch point. Rob is also an expert witness for trademark infringement and branding litigation. And, Rob recently signed on as the Chief Marketing Officer of Tech Holdings, a cannabis brand firm that markets Quigley’s cannabis shot and several new products in the portfolio. Prior to founding BBBC, Rob was the managing partner of Wallace Church, Inc for nearly 30 years, where he advised Procter & Gamble, Pepsico, Nestle, Pfizer, Heinz, Colgate-Palmolive, Revlon, Target, Bacardi, Microsoft, The Home Depot, PNC bank and more than three dozen corporations of equal caliber. Rob was a board member of the Design Management Institute where he co- founded the Design Value Project seeking to quantify design’s direct impact on shareholder value both on the project and on the organizational level. Learn more at www.dmi.org/value. Rob has lectured more than 50 industry events across the US, Europe, Latin America and Asia. He lectures at Columbia Business School, Georgetown University, The School of Visual Arts and several other MBA programs. Brand identity is not just Rob’s job; it’s his passion. Often referred to as “the thought-leader on quantifying branding’s return on investment”, Rob sees his primary goal as proving that integrated branding is a marketer’s single most effective branding tool. —————————————————————————————— This video is targeted to my channel’s audience of entrepreneurs, designers, creative professionals and anyone interested in brand strategy, business planning, design, trend, marketing and communications. —————————————————————————————— Philip VanDusen is the founder of Verhaal Brand Design, a strategic design and branding consultancy in the New York City metro area. He is an accomplished creative executive and expert in strategic branding, graphic design and creative management. Philip gives design, branding, marketing and business advice to creative professionals and entrepreneurs on building successful creative practices and brands. —————————————————————————————— MY WEBSITE: http://www.philipvandusen.com JOIN THE BRAND•MUSE NEWSLETTER: http://www.philipvandusen.com/muse FREE MINI-EBOOK DOWNLOAD: “9 Design Elements Your Brand Absolutely, Positively Needs” http://www.philipvandusen.com/direct-optin FOLLOW ME ON TWITTER: https://twitter.com/philipvandusen SUBSCRIBE TO MY YOUTUBE CHANNEL: http://www.youtube.com/c/PhilipVanDusen FOLLOW ME ON PINTEREST: https://www.pinterest.com/philipvandusen/ LIKE ME ON FACEBOOK: https://www.facebook.com/Verhaal-Brand-Design-115957185470571/ GET TUBEBUDDY - THE BEST TOOL FOR YOUTUBERS: https://www.tubebuddy.com/philipvandusen *We are a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for us to earn fees by linking to Amazon.com and affiliated sites.
Views: 677 Philip VanDusen
The Exit Brand is a New York-based, global branding company, headed by Jan Zlotnick, brand and creative director. Jan's 20 years include leading the branding/rebranding for his three most recent clients, helping them to realize 10x to 22x growth and $3.14 Billion in shareholder value. See case stories at http://www.theexitbrand.com
Views: 42 Jan Zlotnick
How does a fan phenomenon like Dragon*Con leverage its brand? Create synergies? Maximize shareholder value? We considered the question, fired the sleazy sales weasel that wrote that introduction and made this bumper. Produced by Dragon*ConTV for Dragon*Con 2011. Find out more at dragoncontv.com
Views: 579 DragonConTV
Deep value in Billabong, but you will need to be patient. Sebastian Evans, CIO at NAOS Asset Management, discusses their position in Billabong. Evans says the brand has been in the news for all of the wrong reasons of late, however, he sees a brighter future for the business it just might take a little while to get there. The catalyst for Evans was the introduction of a new management team through major shareholder Oakbridge Capital. The thing that is most appealing about Billabong... is that it has an existing revenue base and it is much easier to build a big revenue base into profitability rather than trying to grow revenue and a brand. Evans says the new management is making progress with working capital coming down and The Company is nearly debt free. He discusses what needs to go right for Billabong in this video. Livewire gives investors direct access to the stock ideas, research and exclusive insights of hundreds of Australia’s leading investment professionals. To access more exclusive market content and to receive the top three insights each day, register for FREE at http://www.livewiremarkets.com Disclaimer: The information contained in this presentation is general in nature and should not be relied upon. Before making any investment or planning decisions, you should consult a licensed professional who can advise you weather your decision is appropriate for you. Contributors to this show may have commercial or financial interests in the companies mentioned.
Views: 392 Livewire Markets
Keep Cheering For Your Own Demise SchiffBots! Professor William Lazonick explains how companies have turned from employment security, how corporate leadership structures are hurting the entire economy, . 4 Financial Evaluation and Strategy - Corporate Finance.
Views: 196 Jared Miller
http://brandingattraction.com/free-express-workshop FREE personal branding workshop! The Art of Personal Branding is my video series dedicated to help you by providing insights and advice from experts in personal branding. In this episode I chat to David Wolstenholme from Brand Me Better. I ask about how our core values can shape our personal brand. David builds personal brands for aspiring recruitment leaders and consultants. His five-step program "BUILD", can help you on your personal brand journey and give you that vital competitive edge. To connect with David from Brand Me Better call: 02 8005 6967 If you have any questions about building your personal brand with video write to me at: matt @ brandingattraction.com Happy branding! Matt
Views: 104 Branding Attraction
Seeing Machines CEO, Ken Kroeger, talks about the domestic car focused eye-tracking technology spin-off FOVIO. Ken also says he is happy delivering on expectations of a doubling of the company's share price. Website: http://www.ig.com/uk?CHID=9&SM=YT Twitter: https://twitter.com/IGcom Facebook: https://www.facebook.com/IGcom Google Play: https://play.google.com/store/apps/details?id=com.iggroup.android.cfd&hl=en_GB LinkedIn: https://www.linkedin.com/company/igcom Google +: https://plus.google.com/u/0/108999047065291192896 IG is a global leader in retail forex, providing fast and flexible access to over 10,000 financial markets – including indices, shares, forex, commodities . Established in 1974 as the world’s first financial spread betting firm, we are now the world’s No.1 provider of CFDs (Contract for Difference) and a global leader in forex. We also offer an execution-only share dealing service. All trading involves risk. Please take care to manage your exposure. The comments in this video do not constitute investment advice and IG accepts no responsibility for any use that may be made of them.
Views: 971 IG UK
Anyone who has studied marketing or business at uni or college will recognise the clutter here. Relationship management value chains service-based marketing ethics connectivity social media co creation. But emerging from the clutter and confusion is one idea we all buy into – the customer matters. Indeed, most marketing theory however misguided in other respects will put the customer at the heart of marketing so let’s put the customer there right now. Theory would recognise two tasks for marketing vis a vis the customer. Marketing has to manage the customer to the benefit of the business – very fashionable today is the concept of customer relationship management. But we have a duty to the customer too - a duty which is self-serving of course but a duty, nonetheless. We must give the customer value in the goods or services we supply, or we will not keep the customer onside. That’s bad for the customer and bad for business too. All this keeps theory pretty busy until the new century. But from 2003 there’s a new theory in town and a new task for marketers. Since Professor Peter Doyle wrote his widely praised book Value Based Marketing and Professor Malcolm MacDonald followed it up with Marketing Value Metrics marketing has a new mission. To deliver value to shareholders, Is this a new dimension or a very old one dressed in new clothes? No matter, We marketers have to deliver value to customers and deliver value to shareholders all at the same time. Are we up to it? Don’t look to the experts for the answer to this one. The gurus haven’t quite come to grips with this one. Wrestling hard but they haven’t quite arrived - especially for small business. Well we have. Take a stroll with us through the chaos and we will find a way. The secret rests at the heart of marketing. Where it rests today – where it has always rested and where it will probably rest forever. At the heart of marketing is and will always be - a brand. It is a brand and only a brand which allows marketing to do its matchless work as a toolkit. It is in a brand that value is created built and stored - value for customers and financial value for shareholders. Let’s look at that a bit closer. How does the marketer work do the business? First marketing coaxes a customer into loyalty to a brand - with all the complex tools of the marketing craft but primarily those of product design and communication - we will in due course get to those in our series on marketing at work. By bestowing loyalty on the brand, the customer creates value in the brand – a value which can be measured in financial terms. The brand essentially morphs from value promiser and provider into a convertible monetary value - a financial asset. And guess who owns the brand and derives the financial benefit – you got it. The shareholder. On the way the profit the brand derives from customer loyalty goes to the account of the shareholder. But better still because loyalty is a sustainable phenomenon there is a long-term benefit for the brand owner - the shareholder. Think of the brand as a storehouse of value from which future profits can be drawn – the discounted cashflows so beloved of investors and wall street analysts. Leaving behind the clutter of grand theory we can see this simply illustrated on a chart. How does value for customers translate into value for shareholders? What is the secret weapon – the link - the black hole? The brand offers value to customers which is rewarded with loyalty and translates into financial value for the shareholder stored in the brand as an expectation of future profits. Putting the brand at the heart of marketings activities bridges the divide between marketing theory and marketing practice where capitalism rules. Asset growth is the heart and soul of capitalism and marketing is at the heart of asset growth – brand asset growth. All this we will visit on our journey back to the heart of marketing. Come with us, turn your back on confusion and misinformation - do marketing - effectively.
http://www.globalchange.com Globalisation, mega-mergers and acquisitions. Impact on brands, branding and customer recognition. Pressure to show how business units build synergy and shareholder value, or pressure by shareholders and analysts to break up global corporations. Future of large organisations. De-mergers, sell-offs, going private, superbrands. avoiding institutional shareholders. Mega brands and local culture. Conference keynote speaker and Futurist Dr Patrick Dixon.
Views: 2689 Futurist Keynote Speaker Patrick Dixon - FUTURE
Have you been asked to report to the Carbon Disclosure Project (CDP)? Are you confident in your reporting methodology? Companies that score well on carbon and sustainability management are perceived as better managed and their ranking is having significant impact on shareholder value. This educational webinar discusses how carbon disclosure will help your company gain positive exposure, and include: • Market Drivers of Voluntary Reporting • Comprehensive Disclosure • CDP Ranking Scale Nigel Topping, Chief Innovation Officer of the CDP will join Brad Ouderkirk VP of Business Solutions and Brad Denig, Manager of Carbon Accounting and Advisory Services at Ecova.
Views: 179 ENGIE Insight
Global Business Advisors provides a wide range of corporate communications and marketing services for emerging growth companies worldwide. We specialize in organizing, coordinating and implementing comprehensive communication programs that enhances shareholder value by dramatically increasing company visibility. Corporate communication is a vital component in the development of a business strategy. When conducted effectively, it has a positive impact on a company's overall value and brand.
Views: 77 gbsadvisors
Stanford graduate measuring brand equitythe metrics of equity how to measure lynda. Includes definition of brand equity, review equity measurement approaches jul 5, 2010 the presentation is based on methods may 8, 2016 according to statistics, 88 percent consumers say quality makes them loyal a brand, and only 50 price their primary concern feb 1, 2006 alike have been able do measure consumers' image, but not its 'brand that incremental value accrues product widely accepted concept in marketing strategy. How to calculate your brand's equity dummies. Knowledge metrics measures a brand s awareness and associations through the many stages of recognition, aided, unaided top mind recall dec 6, 2006 we are often asked about equity measurement. Brand equity translates into consumer goodwill and propensity to prefer or buy a branded product service may 24, 2016 in simple terms, brand is construct that designed reflect the real value name holds for products services intangible factors are qualitative values, such as awareness of your brand. Approach neither for measuring brand equity nor assessing its contribution to 'brand equity' is a phrase used in the marketing industry which describes value of having purpose metrics measure. These methods will provide necessary tools to measure outcome of more effective measurement brand value, equity and marketing activities are enhance long term customer loyalty shareholder value. There are several ways to do this, but this movie focuses on the bav model. How to measure brand equity the balance thebalance how 2296827 url? Q webcache. A brand development model how to define and measure measuring customer based equity. Measuring brand equity helps you to maintain, build and leverage aug 24, 2016 every should measure. Because brand equity involves tangible and intangible factors, determining from an objective standpoint can prove to be difficult now that you know what is how build equity, it's time learn measure it in part 3 of the basics series nov 14, 2008 amplitude's perspective on measuring. Brand equity how to measure the strength and effectiveness of calculating dollar value brand. A brand encompasses the name, logo, image, and perceptions that apr 27, 2009 equity is combined measure of strength consists three sets metrics knowledge, preference financial. Googleusercontent search. The brand asset by bill chiaravalle, barbara findlay schenckas proof, john stuart, one of the 20th century's great business leaders and a former ceo dec 9, 2013 solid system for measuring diagnosing equity includes wide range measures, including usage satisfaction while there have been methods to measure financial value equity, measurement customer based has lacking. Branding by the numbers measuring brand value, equity. Journal of consumer measuring the financial value brand equity outcomes management study guide. Brand equity basics part 3 how to measure brand equitymeasuring slideshare. How to measure brand equity the balance. Measu
Views: 102 Your Question I
U.S. futures look to be edging a little higher this morning and price on the Russell Index ("IWM") looks to be moving out of our wedge on the daily chart. Should price strength continue today's addition to our watch list may be one to keep an eye on. Articles mentioned: https://www.thestreet.com/story/13990678/1/newell-brands-raises-full-year-outlook-ceo-sees-huge-opportunity.html?puc=yahoo&cm_ven=YAHOO http://finance.yahoo.com/news/newell-nwl-divests-tools-business-134301376.html
Views: 65 Chart of the Day Cafe
Rob Hunt, Shingle Hill Consulting, talks about public cannabis companies and moving from overpaying (with funny money) for assets to aggregate multi-state brand, cultivation and retail portfolios to more sound business fundamentals that create long term shareholder value.
Views: 182 Future Cannabis Project
To do marketing well we have to cut through the clutter of classroom theory to basics, locate marketing in the context of capitalism and recognise its fundamental purpose through the ages – to make money. Think of our short classes as a bridge from theory to practice. From classroom to capitalism. From reflection to the mundane business of making money. To cross that bridge, we must negotiate a lot of clutter. Let's make a start on this together in this preface Anyone who has studied marketing or business at uni or college will recognise the clutter here. Relationship management value chains service-based marketing ethics connectivity social media co creation. But emerging from the clutter and confusion is one idea we all buy into – the customer matters. Indeed, most marketing theory however misguided in other respects will put the customer at the heart of marketing so let’s put the customer there right now. Theory would recognise two tasks for marketing vis a vis the customer. Marketing has to manage the customer to the benefit of the business – very fashionable today is the concept of customer relationship management. But we have a duty to the customer too - a duty which is self-serving of course but a duty, nonetheless. We must give the customer value in the goods or services we supply, or we will not keep the customer onside. That’s bad for the customer and bad for business too. All this keeps theory pretty busy until the new century. But from 2003 there’s a new theory in town and a new task for marketers. Since Professor Peter Doyle wrote his widely praised book Value Based Marketing and Professor Malcolm MacDonald followed it up with Marketing Value Metrics marketing has a new mission. To deliver value to shareholders, Is this a new dimension or a very old one dressed in new clothes? No matter, We marketers have to deliver value to customers and deliver value to shareholders all at the same time. Are we up to it? Don’t look to the experts for the answer to this one. The gurus haven’t quite come to grips with this one. Wrestling hard but they haven’t quite arrived - especially for small business. Well we have. Take a stroll with us through the chaos and we will find a way. The secret rests at the heart of marketing. Where it rests today – where it has always rested and where it will probably rest forever. At the heart of marketing is and will always be - a brand. It is a brand and only a brand which allows marketing to do its matchless work as a toolkit. It is in a brand that value is created built and stored - value for customers and financial value for shareholders. Let’s look at that a bit closer. How does the marketer work do the business? First marketing coaxes a customer into loyalty to a brand - with all the complex tools of the marketing craft but primarily those of product design and communication - we will in due course get to those in our series on marketing at work. By bestowing loyalty on the brand, the customer creates value in the brand – a value which can be measured in financial terms. The brand essentially morphs from value promiser and provider into a convertible monetary value - a financial asset. And guess who owns the brand and derives the financial benefit – you got it. The shareholder. On the way the profit the brand derives from customer loyalty goes to the account of the shareholder. But better still because loyalty is a sustainable phenomenon there is a long-term benefit for the brand owner - the shareholder. Think of the brand as a storehouse of value from which future profits can be drawn – the discounted cashflows so beloved of investors and wall street analysts. Leaving behind the clutter of grand theory we can see this simply illustrated on a chart. How does value for customers translate into value for shareholders? What is the secret weapon – the link - the black hole? The brand offers value to customers which is rewarded with loyalty and translates into financial value for the shareholder stored in the brand as an expectation of future profits. Putting the brand at the heart of marketings activities bridges the divide between marketing theory and marketing practice where capitalism rules. Asset growth is the heart and soul of capitalism and marketing is at the heart of asset growth – brand asset growth. All this we will visit on our journey back to the heart of marketing. Come with us, turn your back on confusion and misinformation - do marketing - effectively.
Get this full audiobook for free: http://sxen.us/bz/b00tajzyv2 Duration 31 mins Die Sache mit dem Shareholder Value: Wo er herkommt. Und wo er hinführt. Italienische Mortadella und spanisches Bier, frische Brötchen vom Bäcker um die Ecke, Haarschnitte und Horoskope, Versicherungsverträge und elektrischer Strom: Alles ist da, alles wird an den Mann gebracht. Die unsichtbare Hand macht's möglich: Der Laden brummt. Lange ist alles ziemlich glatt gelaufen. Seit kurzem aber treibt die unsichtbare Hand ein sonderbares Spiel. Statt Dinge herzustellen und zu verkaufen, dirigiert sie Unternehmen dahin, Gewinn zu machen, indem sie Fabriken schließen, sich von Produktsparten trennen und Stellen abbauen. 26 Prozent Eigenkapitalrendite steuert die Deutsche Bank an, gibt eine Verdoppelung des Bankgewinns auf 3,8 Milliarden Euro für 2005 bekannt und verkündet im gleichen Moment die Streichung von 6400 Arbeitsplätzen. Daneben ist es einem Unternehmen wie dem Internetbuchhändler Amazon gelungen, zur Nummer eins der Branche zu werden ohne über viele Jahre hinweg auch nur einen einzigen Cent Gewinn zu machen. Welches Spiel wird hier gespielt? Die neuen Regeln haben einen harmlos klingenden Namen: Shareholder Value. Contact me: [email protected]
Views: 1 Aldo Dickson
L2 believes Digital IQ translates to shareholder value, and nowhere is that more apparent than in the hospitality industry where there is an evident path from direct site bookings to profits. Each brand.com booking costs hotel brands $2 to $5, and each telephone booking costs $6 to $10. Meanwhile, a reservation made on an OTA site such as Expedia or Travelocity $40 to $120. After the recession, Genius brand Four Seasons was able to leverage digital competency to turn its business around. The brand was forced to eliminate its entire traditional media budget after taking a hit in the recession, and found dropping print and trade publication ads had just a small effect on their brand performance. Four Seasons launched user reviews in 2010, and was among the 17% of brands that featured them on their sites. Those brands sent 39% less traffic to unprofitable OTAs by enabling travelers to make purchase decisions on brand sites. Four Seasons spent an estimated $18 million on a relaunched brand site to include more destination resources and user-generated content than anybody else in the industry. Four Seasons bounced back as a result of all these steps, and is expected to open 20 new properties between 2013 and 2015. View More: http://goo.gl/IIk6LV Signup for updates: http://goo.gl/kVJTQ3 Follow us on LinkedIn: https://www.linkedin.com/company/l2-inc- Follow us on Twitter: https://twitter.com/L2_Digital Follow us on Facebook: https://www.facebook.com/l2inc
Views: 92 L2inc
Nzoia Sugar is a Superband. ----- Subscribe to Superbrands TV today: YouTube: https://goo.gl/U6IfvF Facebook: https://goo.gl/wrBqkk Facebook (Superbrands Limited): https://goo.gl/twsdui Instagram: https://goo.gl/DZmRw1 ------ Nzoia Sugar is a market leader in the sugar industry, contributing immensely to the economic livelihood of western Kenya. Nzoia Sugar was incorporated in 1976, initially planting cane, and later developing sugar production facilities. The Government is the majority shareholder, with Fives Cail Babcock (FCB) and Industrial Development Bank as minority shareholders. Nzoia Sugar is the largest producer of brown sugar in Kenya, with the largest company owned nucleus Estate farm 3,400 ha. Nzoia Sugar zone boasts of having very rich soils suitable for producing high quality cane, and hence the sweetest sugar available. A total of 27,800 hectares is under cane farming and, out of these, 3,400 hectares is from the Nucleus Estate owned by the Nzoia Sugar Company. The factory is rated at 3,000 TCD with annual sugar production of about 65,000 metric tonnes of brown sugar. A few years ago Nzoia Sugar took the path of brand rejuvenation through re-branding and by heavy investment in three sets of branded sugar packaging machines to boost output and raise quality standards. The new Branding was launched in March 2012 and is now available in 2 Kg, 1 Kg, ½ Kg and ¼ Kg packages. Nzoia have also maintained the higher packages of 50kg, 25 Kg and 10 Kg that are partially branded. Nzoia sugar is committed to the following values: Fulfillment -- satisfying consumer needs. Value Proposition -- to remain a market leader in quality and value. Consumer choice -- offering a portfolio of conveniently sized packages for consumers diverse needs. Innovativeness -- to continually evolve to meet changing consumer needs and through innovation. Sense of belonging -- Nzoia sugar is a strong Kenyan brand that matches any brand in the same category. Nzoia sugar's mission is to efficiently, innovatively and sustainably produce and market sugar and other products in a clean and safe environment.
Views: 32687 Superbrands TV
It is such an amazing time to be a dividend stock investor! Today, I want to share three recent pieces of news that make me smile. I'm talking about news that directly affects my personal dividend stock portfolio, news that will only increase my dividends (cash flow) over time! I want to start with the massive dividend increase that McDonalds (MCD) just announced! Raising their dividend from 1.01 to 1.16 per quarter, they increased their dividend by a staggering 15%! I get a 15% raise for doing nothing (other than being a loyal shareholder). McDonalds is my #3 favorite dividend stock of all time. While it's at $166.41 now, I first purchased at $73.53 (I'm up 126% in capital appreciation alone on my first tranche, not counting dividends!). While I invest for dividends, capital appreciation sure is nice (it's the sign of a well-managed company). With my yield on cost at 6.31% (on my first tranche), I expect to be over 7% after the next one or two dividend increases. Thanks, McDonalds! I also dive into some other updates on McDonalds, such as the current PE ratio and payout ratio (important metrics for value investors). McDonalds, in my opinion, is a prime example of patience and persistence paying off. Next, I transition into the second piece of incredible news - Coca-Cola (KO) is back! I am so thrilled that they are planning to acquire Costa Coffee from Whitbred PLC for $5.1 billion. The biggest coffee shop in the UK, I love Costa! If you've been following PPC Ian for a while, you know that global exposure is important to me. (And, you also know that I love investing in coffee.) With 4,000 retail locations and an amazing brand, this Costa Coffee deal has renewed my faith in Coca-Cola. Perhaps I'll start buying more shares! Worth nothing, my yield on cost for KO is only 5%. On my first tranche, I'm only up 46%. KO has not matched my expectations. Perhaps they are finally getting their house in order for some growth here! Big news number three also involves (you guessed it) Coca-Cola! I'm excited to see that they are considering Cannabis-infused beverages. I get a lot of questions here about Cannabis. I want to invest in Cannabis, but don't want the risk of the pure-plays that often involve no dividends (and small market caps). If KO gets into this arena, I will be so pleased. In my opinion, it's always good news to be a dividend investor. Please share in the comments recent news that you have been seeing with your dividend holdings. And, please don't forget to reach out on Instagram (I'm @ianlopuch): https://www.instagram.com/ianlopuch/ McDonald's is my #3 favorite stock of all time: https://www.youtube.com/watch?v=WA1baKYgV_0 Of course of I own Coca-Cola (KO): https://www.youtube.com/watch?v=Egb3PfTOtSs Here's my experience losing weight: https://www.youtube.com/watch?v=_wMLztI-Fnk PepsiCo (PEP) is my #2 favorite dividend stock of all time: https://www.youtube.com/watch?v=kFjUoFWEC44 Here are the stocks I'm buying in 2018: https://www.youtube.com/watch?v=L1d5xUM8dnY I love investing in Starbucks (SBUX): https://www.youtube.com/watch?v=DuBu0iSH64I Disclosure: I am long McDonalds (MCD), Coca-Cola (KO), Starbucks (SBUX), and PepsiCo (PEP). I own these stocks in my stock portfolio. Disclaimer: I'm not a licensed investment advisor, and PPC Ian videos, Excel files, and content are just for entertainment and fun. PPC Ian videos, Excel files, and content are NOT investment advice. Also, I'm not a tax advisor and PPC Ian videos, Excel files, and content are NOT tax advice. Please talk to your licensed investment advisor before making any financial decisions. Please talk to your licensed tax advisor before making any tax decisions. All PPC Ian videos, Excel files, and other content are (c) Copyright IJL Productions LLC.
Views: 9466 ppcian
Our solution takes care of a customer online interactions and increase proactive measures to improve reputation and brand loyalty. D2RM uses advance big data analytics to find out critical user insights. It helps 1. Find influencing users in various online websites, blogs & social media to make them their brand ambassadors. 2. Review competition vs their own brand to design custom campaigns and improve services. 3. Maintain shareholder value by mitigating risk by having ears close to the ground where opinions about your business are being formed and propagated. 4. Learn user sentiments for their likes and dislikes to improve their experience. 5. Churn vast amounts of social & other online data with real-time metrics. 6. Predict the success and failure of a new campaign. For more: http://alethelabs.com/d2rm/#solutions
Views: 68 Alethe Labs
► Subscribe to the Financial Times on YouTube: http://bit.ly/FTimeSubs The third quarter looks like it'll be the worst for mergers and acquisitions since the financial crisis. But as M&A tends to destroy value, this is good for shareholders of acquisitive companies at least. Lex's Stuart Kirk and Oliver Ralph discuss what makes good M&A and what doesn't. For more commentary from the Lex team, visit http://www.ft.com/lex http://www.FT.com/
Views: 430 Financial Times
This video is a warning and a clue. Customer attrition, loss of shareholder confidence, and brand equity can converge to result in the destruction of your brand value and profitability. Beat the competition traffic jam with outside the box thinking and thinking forward solutions...Whitepaper download ArtBasedSolutions.com and www.webantiphon.com
Views: 55 Yvette Dubel
Technology industry Business Operations discuss how disparate "ops" functions at tech companies work together, sometimes as a single unit called "BizOps", to maximize shareholder value. Recorded at SOMAcentral in San Francisco, California on June 15, 2017. (Sponsored by Kintone) Guests included: Guests included: Michel Feaster - Founder, Usermind Guillaume Lardeux – SVP Business Operations, Genesys Ben Orthlieb - Head of Business Operations, LinkedIn Marketing Solutions Bill Schwidder - Head of Sales Operations, Narva Moderator: Sanjeev Somani
Views: 70 Mark Annis (BOLT SF)
What is INVESTOMER? What does INVESTOMER mean? INVESTOMER meaning - INVESTOMER pronunciation - INVESTOMER definition - INVESTOMER explanation - How to pronounce INVESTOMER? Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. SUBSCRIBE to our Google Earth flights channel - https://www.youtube.com/channel/UC6UuCPh7GrXznZi0Hz2YQnQ An investomer is a customer of the same organizations in which he or she hold shares. Investomers tend to be more loyal than their non-equity holding counterparts. An investomer is an individual that has shares in a company, who also becomes a consumer through the purchasing of goods or services that the company provides. An investomer strategy is where the company encourages shareholders to also become consumers of the brand. This investomer strategy can be encouraged through direct marketing to the investors, and providing schemes like loyalty discounts, free samples and vouchers. This strategy allows the investors to support the company in a more proactive way. Through purchasing goods, the company creates more incoming revenue, and as a result the shareholders are supporting the company’s profits in a more direct fashion. An investor discount scheme could be introduced to coincide with investomer involvement. Not only will the action of the investomers impact positively on the company and better the return the shareholders receive, but a discount scheme would cause shareholders to become more willing to spend their money on the company’s goods and services. Investors are highly valued by companies as their loyalty is higher due to their involvement in the ownership of shares. As a result of this, they are more likely to purchase increased amount of goods, become loyal consumers in the long-term, be passionate and positive about the brand through their perception of the company and through the communications with other potential consumers, and this also results in the investomer being and feeling more involved in the company. Due to investomer loyalty, the market segment the investomers fall under can become very profitable for the company. The refined segment that they fall under is referred to as the “engaged segment,” and is a common target for companies when marketing their products and services. The “investomer effect” balances on many different factors. Including open communications about all aspects of the company and their products. This is expected in the role of being a shareholder but mainly surrounding accounts and factors surrounding the company itself rather than the product or service. The open communication demanded from becoming an investomer, goes more in-depth when relating to the product or service, and the deals, marketing, and discounts relating to this. Although the concept of a marketing goods and services to shareholders has been around for some time, the strategic importance of shareholder marketing was first articulated, defined and discussed by Butera (1996). who found in his research into shareholder value that a potential outcome of share ownership is brand loyalty. This idea was taken further by Bain & Company in 2000 who found that on average, Investomers frequent businesses 1.7 times more often than the typical shopper and spend 1.5 times as much money. Moreover, they remain customers 1.1 times longer and generate 2.1 times the number of business referrals (Mowrey, 2000) These figures came from a study by Bain & Co with 1212 respondents across 9 industry sectors. In 2004, a survey of 500 investors found that share ownership improves share of wallet performance (Schoenbachler, 2004) as another indicator of brand loyalty. In 2008, two Australian researchers Dr. Michael Valos and Stephen Prendergast found that amongst four of the five sectors they studies, Investomers were more attitudinally loyal, less likely to churn, more likely to be advocates, and more amenable to cross-selling communications (Valos, 2008). This research went on to find that three investomer characteristics were found to “strengthen the investomer effect”.....
Views: 24 The Audiopedia
Origin House (CNSX:OH) (OTCMKTS:ORHOF) (FRA:CY4) President and General Counsel Afzal Hasan talks about the company’s recent brand acceleration partnerships. The company partners with unique and exciting brands and entrepreneurs in California and uses its expertise and vertically-integrated platforms to grow these brand partners. Origin House’s deals with Humboldt’s Finest and Henry’s Original exemplify this strategy and Hasan notes that both deals support communities that are critical for the long-term success of the industry. Hasan reveals that because Origin House is involved at every step of the value chain , the company can offer partnering brands a menu of its services, which gives the company significant flexibility. Hasan shares his thoughts on the Ontario retail lottery process, and indicates that while Origin House was interested in discussing potential working arrangements with the winners, no rational deals were available. https://originhouse.com/ ************************ Check out our website: https://midasletter.com ************************ SUBSCRIBE to our YouTube: http://bit.ly/MidasLetterYoutube SUBSCRIBE to our 2nd YouTube Channel - Midas Letter Clips: https://bit.ly/2rtQzgy SUBSCRIBE to our Newsletter: http://bit.ly/MidasLetterNewsletter Download Our Podcast on iTunes: http://bit.ly/MidasLetterPodcast ************************ Follow Us on Twitter: http://bit.ly/MidasLetterTwitter Like Us on Instagram: http://bit.ly/MidasLetterInsta Like Us on Facebook: http://bit.ly/MidasLetterFacebook ************************ #WeedStocks #MidasLetter
Views: 471 Midas Letter RAW