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"The power of inifinity is to develop your niche globally and being able to express your brand personality in an infinite choice of ways....the power of social business is developing from those infinite choices is a focused niche with a focused plan for social media". No comment yet.
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beyondbrics, from the Financial Times, brings news and comment from more than 40 emerging economies, headed by China, India, Brazil, Russia, Mexico, Indonesia and South Africa. We cover politics and economics, ... Over the past 20 years, retailers mainly focused on US consumers. "But soon we will live in a world where the emerging market (EM) consumer takes centre stage".
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To get products to customers in emerging markets, global manufacturers need strategies for navigating both the traditional and the modern retail landscapes. A McKinsey Quarterly Retail & Consumer Goods article. In emerging countires, the retail terrain is diverse and unfamiliar. This article offers four rules that companies should follow when navigating this terrain:
It is suggested that manufacturers who plan their futures around these economies should focus on establishing lasting relationships with a diverse set of retailers—before their competitors do.
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The blending of the social economy and the digital communications world has created an environment from which a new generation of consumer—the Connected Protagonist—has emerged. Connected Protagonists are redefining the role that brands can play in the lives of their consumers. "Connected Protagonists are aggressive consumers who have a full quiver of content and communications tools that give them the unprecedented ability to bend their world to their wants and needs".
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An infographic providing a brief overview of brand loyalty and the trend that loyalty rewards influence consumer behaviour.
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Many of the TV commercials that air every day have little impact on the psyche of the (American) consumer, who is constantly bombarded by advertising messages. Adweek and AdFreak compiled the most innovative and well-executed commercials of the past week. They will will make consumers laugh, smile, cry, think—and maybe buy. Some of these commercials, of course, will also appeal to consumers from other countries.
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Some suggestions for companies that are considering putting their business on Instagram, including some content ideas for doing so. "Read further to discover how you can use Instagram to give your business extra visibility and better engage with the Instagram community".
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"Many cities around the globe have already banned the ubiquitous bags from stores, and activists are pushing for bans elsewhere. But skeptics say that science doesn't support the idea that plastic bags do any genuine harm... ...Activists point out that that cities have to spend large amounts of money to clean up the bags and the damages they cause, and that this money can be spent in a more beneficial manner. Bans are often regarded as a massive government invasion into private business. Plastic bags, however, have an inherent design flaw. They are lightweight, aerodynamic, practically indestructible and specifially made to be discarded. An invasion into private business is often necessary when a product is causing significant economic and environmental damage and needs to be replaced with something safe..."
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Coca-Cola remains the world's most valuable brand, but Apple is challenging it for this position. Similar to 2011, Coca-Cola achieved the top spot in Interbrand's annual ranking of global brands. Interbrand considered each brand's sales performance, its influence on consumer choice and its strength in driving earnings or a price premium. The company only included brands with sufficient publicly available financial data in its ranking process. It is suggested that today's best brands are aware of their own humanity and the humanity of others. A brand is a living business asset. It is a concept, a feeling, a unique promise that grows and develops. A brand will not perish as long as it is kept alive in consumers’ minds. Those brands that are among the top 100 best global brands constantly nurture their brands to keep up with a rapidly changing world.
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It is suggested that from Shakespeare to Spielberg to Soderbergh, there are really only seven different types of stories. At the core of every brand is a good story waiting to happen. The challenge is finding a story which best suits a particular brand, and then telling it skillfully, believably and—if consumers will be invited to join in the story—extremely carefully. TBWA's global creative president, Rob Schwartz, led a discussion around the book Seven Basic Plots, which explains that seven archetypal themes recur in every kind of storytelling. Humans are psychologically programmed to imagine stories this way. Schwartz suggested seven plots that can provide a blueprint for figuring out what a brand story should be when there isn't one, or isn't a strong one. The seven themes are:
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Learn how consumer emotional involvement builds brands. An additional comment: Consumers may carry brand images on their bodies because of their emotional involvement with a brand (as is evident in the original scoop). The flip side of the coin is human billboards (people who tattoo advertisements or brand logos on themselves). As is evident from the following link, it may be advisable to serve as a human billborard for brands that will be around for some time: http://www.adweek.com/adfreak/sad-humans-stuck-tattoos-dot-coms-no-longer-exist-143845.
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With a firmly established brand image, Apple indeed has the luxury of drawing consumers' attention of the features of its iPhone 5.
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Making Decisions at the Speed of SightLiveScience.comThis question launched my project to use the scientific understanding of human perception to better understand why the thumbnail images that preview online videos have so much influence over the... The ability to predict people's automatic and unconscious responses to subtle differences in everyday visual information is important because visual images often influence our experiences, both online and in stores. Science may assist in uncovering methods for increasing online user engagement, particularlly during a time when (some) consumers' experiences are becoming increasingly digital. |
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It always seemed quite risky for Red Bull to be sponsoring a stunt that could, if things went wrong, result in a human being exploding 24 miles above the Earth. The energy drink took the chance to sponsor Felix Baumgartner and it was richly rewarded for doing so. Felix's stunt indeed perfectly matched the brand's "rebellious, adventurous persona". The stunt further had the added value that it helped push the limits of human achievement (it also had some scientific value). Red Bull gives you wiiiings!
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Rebranding should consider certain questions to be successful. It should not be based on a whim or merely be a cosmetic facelift. Rebranding is a strategic move and needs to be intelligently conceived. "In recent history, there have a series of major missteps of well-known logos of major brands that are in fact giving branding—and rebrands—a bad name".
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In light of the increase in the number of internet users in India, online shopping in India is gaining in popularity and is the second most preferred online activity after mailing and browsing.
Online shopping sites in India have evolved considerably compared to previous years. The trend that online websites offers a testimonial column may reduce some of consumers' perceived risks in terms of online shopping. It further is possible to compare product and services online before making a purchase decision. An increasing number of websites are offering a cash on delivery option, which may reduce perceived risks such as financial risk. Developments such as these have encouraged many people to shop online for product and services.
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Ever notice how facts get in the way of what people say? Well, Google reveals key insights to social media vs. branding and which one rules in business. Some people believe that social media is the answer to every business’ problems, while another group believes that branding should solve all a company's problems. Some views on this debate are provided.
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Mercedes-Benz pulled off a choose-your-own-adventure TV commercial last weekend in the U.K. as part of its interactive #YOUDRIVE campaign. A new take on consumer engagement! Somewhat offensive language in the original text, sorry.
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"Millennials are foregoing the traditional consumer-brand relationship, leaving brands and retailers scrambling to reclaim their influence. "Generation Y, also known as the Millennial Generation, is the demographic cohort following Generation X.[1] There are no precise dates for when Generation Y starts and ends. Commentators use beginning birth dates ranging somewhere from the later 1970s[2] or the early 1980s to the early 2000s (decade).[3]" http://en.wikipedia.org/wiki/Generation_Y ..."
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Cadbury has won a high-court case against Nestlé for the rights to Pantone 2685C. The question could be asked, who owns the colour purple? 
Woodblock Design & Print's curator insight,
January 5, 2014 3:52 PM
We are on the fence with this one. If they can then where will be in several years to come - probably with only one or two colours left to choice from!
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A trade mark law perspective on the Interbrand Best Global Brands 2012 survey.
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Performance Inspired recently undertook a survey in order to find a correlation between successful companies and those that inspire their consumers. “According to our latest research, consumers are not only feeling inspired by certain businesses, but are acting inspired by spending more with these companies while evangelizing to others about their inspiring experience,” said Terry Barber, chief inspiration officer of the company. A validated set of drivers to inspiration was identifed, based on the survey.
The top 10 companies that most inspired consumers were: 1. Apple 2. Wal-Mart 3. Target 4. Google 5. Microsoft 6. Amazon 7. Chick-fil-A 8. Starbucks 9. McDonald’s 10. Coca-Cola Respondents, for instance, had to rate companies in terms of being: Affirming (causes me to feel valued, appreciated as an individual), Credible (stands on its principles no matter what), Servant attitude (seems to genuinely care about people’s needs above profit), Visionary (has a compelling vision for making the world a better place), Story (is easy and fun to talk about with friends), Progressing (is highly innovative and causes me to feel empowered to reach new potential), and Authentic (is transparent and consistent in its actions). http://www.interbrand.com/en/best-global-brands/2012/Best-Global-Brands-2012.aspx
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"So you've come up with a great branding scheme for your company and you've got a great product or service that you want to sell to people... People will only develop loyalty to a brand if they can remember it, and a brand therefore has to stand out from the rest of the brands in its particular niche. A brand should firstly be easy to remember. That means being different – the brand should not be easily confused with anything else, such as a similar-sounding name or a similar-looking logo..."
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One explanation for Esquire's decision to target male consumers on Facebook: They want to capture the attention of younger male consumers. "We are feeding them great content, showing them what we stand for. If it feels like we post a lot but it balances out all the baby shower photos, all the better.” Contrary to a stereotypical idea about targeting male consumers, Esquire do not extensively use pictures of scantily clad women it its posts to Facebook.
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The times they are a-changin'. Retailers may have to reconsider referring to shoppers as “she”. It is suggested that men are "out-shopping" women in some instances, particularly in an online environment. Men who consult Pinterest indeed probably are a small group, and the question may be raised what the trend in emerging countries would be. Changing attitudes and changing expectations that have important implications for marketers - all the more reason for the study of Consumer Psychology. |
