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Rescooped by Philip Connor from Integrated Brand Communications
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Consumers: Brand Loyalty Shaped From the First Impression

Consumers: Brand Loyalty Shaped From the First Impression | Audience | Scoop.it

Some 59% of consumers say their decision of when a brand becomes a favorite of theirs occurs right after their first purchase or when their service begins, per recent survey results from ClickFox. That represents the third consecutive year that respondents to the loyalty survey have noted that first impressions are critical to their loyalty (see 2013, 2012 results). The importance attached to the first impression is likely due to the factors that consumers believe are most influential in their loyalty to brands.

 

This year, a leading 35% of respondents to the survey cited brand quality and image as the most influential factor in their brand loyalty, with customer service next-most influential (27%). Such factors are more easily established at the beginning of a consumer’s relationship with a brand, as opposed to the factors considered least influential, such as convenience/ease of use, maintenance of consumer privacy, and corporate responsibility.


Via Russ Merz, Ph.D.
Philip Connor's insight:

This is important for marketing campaigners and places emphasis on consumers first impressions of a product.  A consistant positive message is key to a successful IMC campaign.

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Russ Merz, Ph.D.'s curator insight, May 14, 2014 4:49 PM

Customers don't give #brands second chances.

Rescooped by Philip Connor from Integrated Brand Communications
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Brands Are Wasting Their Money Hiring High-Priced Celebrities To Appear In Ads

Brands Are Wasting Their Money Hiring High-Priced Celebrities To Appear In Ads | Audience | Scoop.it

This year's Super Bowl ads featured high-profile celebrity appearances from Ellen DeGeneres (Beats Music), Bob Dylan (Chrysler), and Scarlett Johansson (SodaStream), but a new report suggests those brands might have been better off saving their money.

 

The video technology firm Unruly tracks how and why people share video ads online. It found that just one of the game's five most-shared ads featured a big name endorsing a product. The finding was not limited to Super Bowl ads. Users are generally less likely to share ads in which big stars appear, Unruly found.

 


Via Russ Merz, Ph.D.
Philip Connor's insight:

Interesting insight here from the Business Insider and also valuable information for all IMC students and professionals. This article illustrates to us that high-profile celebrities are not key to building brand equity through encouraging conversation among consumers. Providing consumers with valuable content seems more valuable in creating conversation about advertisements and a paticular brand.

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Russ Merz, Ph.D.'s curator insight, May 13, 2014 2:35 PM

Of the top 12 Superbowl ads only 3 featured #celebrities according to a recent Unruly study. The implications are that #brands would do better by spending the money on creating ad content that people want to share rather than paying for a celebrity.

Rescooped by Philip Connor from Integrated Brand Communications
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Bad Grammar Are Bad for Branding

Bad Grammar Are Bad for Branding | Audience | Scoop.it
Just in case you haven’t checked in a while, the English language continues a steady slide into the ditch—and it’s not just texting that’s to blame, it’s marketing. Whether online or on the packaging, brands seem to be forgetting the spelling and grammar we all supposedly learned in grade school.

Via Russ Merz, Ph.D.
Philip Connor's insight:

This article raises an interesting point especially relating to a company's social media presence. Colloquialisms and abbreviations are often used when digital media is involved while this article suggest that improper grammar may negatively effect branding. I find this article relevant as points out to IMC campaigners to avoid using simplistic language just because you are on a digital forum.

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Russ Merz, Ph.D.'s curator insight, May 9, 2014 9:37 PM

To gaffe or not to gaffe...that is the question.