The Netherlands: Dutch change international branding: Holland becomes The Netherlands

The Dutch government is going to stop promoting the country abroad as ‘Holland’ and will instead use The Netherlands’, marketing magazine Adformatie said on Thursday.

The detailed plan will be published later this year, but a group of marketing professionals were briefed on the change earlier this week. The aim, the magazine said, is to be less promotional and more about content.

The Netherlands currently promotes itself as Holland.com, illustrated in marketing literature by an orange tulip.

The new strategy means, the Netherlands will present itself to the rest of the world as ‘co-creating pioneering solutions to global challenges’, Adformatie said.

Read more at: Dutch change international branding: Holland becomes The Netherlands - DutchNews.nl

Capitalizing on Capitalism: Unilever's Paul Polman Shares His Plans to Save the World - by Vivienne Walt

Step out of the frigid drizzle into Unilever’s factory outside ­Liverpool in northern England, and the brightly lit, automated assembly line gleams in stark contrast to the gloom outside. Thousands of bottles shoot down a conveyor belt with a click-clack sound, in a streak of bright purple.

Look more closely, and there is an important detail. The new bottle is squatter than the older, taller style on another assembly line, with a smaller dispenser and a label explaining that this version of Comfort brand fabric conditioner is good for 38 washes, rather than the 33 of the last-generation package. The message is clear: Customers need to help save one of earth’s most precious resources—water.

This might appear to be a clever bit of marketing by one of the world’s biggest consumer product companies, and marketing it surely is. But to Unilever (ul, +14.00%), its updated, concentrated liquid is also a crucial innovation. It’s one of countless tweaks underway by the Anglo-Dutch company in its more than 300 factories across the world, which churn out more than 400 brands for 2.5 billion or so customers—an astonishing one in every three people on the planet.

Central to these changes is a message Unilever is determined to convey to its investors, as well as to other companies: Big corporations need to change the way they do business, fast, or they will steadily shrink and die.

Read more: Unilever's Paul Polman Shares His Plans to Save the World | Fortune.com

US firearms industry marketing guns to children says report from Violence Policy Center

NRA strikes again: marketing gun sales tochildren

The American firearms industry is targeting children as young as six with brightly colored guns and encouraging parents to let children take up shooting at an early age, according to a new report.

The Violence Policy Center, which aims to stop gun violence, said in its report that gun manufacturers are marketing to the youngest consumers because their primary market -- white men -- is aging.

"The firearms industry has set its sights on America's children. Much like the tobacco industry's search for replacement smokers, the gun industry is seeking replacement shooters," the group said in a statement.

"Along with the hope of increased gun sales, a corollary goal of this effort is the creation of the next generation of pro-gun advocates for future political battles."

Examples of "aggressive efforts" to market to children include rifles made with plastic parts so they are easier to handle, with less weight and recoil, the report said. Some manufacturers sell firearms in a variety of kid-friendly bright colors, including pink for girls.

The report also pointed out that the firearms industry and its lobby want parents to let their children "access guns at the earliest possible age."

The National Rifle Association, the main gun lobby in the US, previously had a website for its junior members, divided into "Under 8" and "8 and Up," the Violence Policy Center said.

Now called "NRA Family," the website's content includes a 2014 article reviewing the Thompson/Center HotShot youth rifle, calling it "a tiny gun intended for the very youngest shooters -- the ultimate first gun."
The article cited the manufacturer as saying the rifle is targeted to kids aged six to 12.

Gun violence is rife in the US, where a third of children live in a household with at least one weapon, according to the group Everytown for Gun Safety. Its statistics show that seven children and teens are killed with guns in the US on an average day.

Read more: Flash - US firearms industry marketing to children: report - France 24

Data Collection: Vestager says EU will eye 'big data' concerns in merger probes

The European Union plans to take a harder look at whether the collection of vast troves of consumer data by big internet companies violates competition rules, competition commissioner Margrethe Vestager said on Sunday (17 January).

"If just a few companies control the data you need to satisfy customers and cut costs, then you can give them the power to just drive rivals out of the market," Vestager told a conference of top European and US entrepreneurs and investors.

"If we analyse a merger, if we have a suspicion or concern when it comes to antitrust, if it comes to data, of course we will look at it," she said in a speech at an annual digital innovation conference in Munich. "It may be a competition problem."

Since taking over as Europe's top antitrust enforcer in 2014, Vestager has stepped up investigations into US web giants such as Google and Amazon to decide whether her agency should regulate them more tightly.

Vestager acknowledged that protecting consumer privacy goes beyond her agency's competition remit.

But she put online companies on notice that the vast power they exercise in online marketing and commerce should not make it too difficult for smaller businesses to compete in those areas.

"If a company's use of data is so bad for competition that it outweighs the benefit, then you may have to step in to restore the level playing field," she said of her role.

Read more: Vestager says EU will eye 'big data' concerns in merger probes | EurAct