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What will B2B marketers in the United States be increasing their spend on in the coming years? Which tactics and strategies do they think will grow in importance? To find out, researchers conducted a survey and analyzed marketing spend data. Read the full article at MarketingProfs
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Marketing and Advertising
US-based glass manufacturer Corning is the company behind Gorilla Glass, a break-resistant glass used to protect screens thats used on essentially all of the most popular smartphones. Today, the European Commission announced an investigation into Corning for anti-competitive practices, alleging that the glassmaker is preventing competition through exclusive supply agreements. According to the press release, Corning requires mobile phone manufacturers to source all or nearly all of their alkali-AS glass from it, and it also grants rebates to these companies if they do so. Additionally, these phone makers must tell Corning if they receive competitive offers from other glass manufacturers. They arent allowed to accept these offers unless Corning cannot match or beat the price. Similarly, Corning has agreements with companies that process raw glass, forcing them to get all or most of their alkali-AS glass from Corning. They also arent allowed to challenge Corning patents. These charges reinforce how aggressive Corning is in defending its dominant position in the smartphone glass screen market. The latest Apple and Android devices, like the Google Pixel 9, usually have Gorilla Glass screens, as theyre scratch-resistant and prevent cracking or breaking. While not indestructible, the glass does hold up well against damage. However, Cornings market dominance coupled with these practices are enough to get the EUs attention.This article originally appeared on Engadget at https://www.engadget.com/mobile/the-eu-is-looking-into-corning-for-alleged-anti-competitive-practices-140328416.html?src=rss
Category:
Marketing and Advertising
Brazilian beauty giant Natura has unveiled its first-ever sonic identity, created by capturing and transforming the electrical pulses of Amazon rainforest trees into melody. Developed in partnership with Africa Creative and sound design studio Soundthinkers, the initiative leverages proprietary technology to translate bioelectric signals of native trees into a distinctive audio signature that will be used across the brand's communications.The process involved sticking sensors on trees to record their electrical signals, which were then analyzed across parameters like tempo, tonality and timbre. The resulting soundmark aims to reflect Natura's commitment to biodiversity the brand is a founding member of the Union for Ethical BioTrade and to 'Bem Estar' (wellbeing) while forging a deeper sensory connection with its audience. For other brands looking to strengthen their sustainability messaging, the project shows how innovation can align environmental commitments with consumer touchpoints in ways that feel both tangible and emotionally resonant.
Category:
Marketing and Advertising
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