Consumer Engagement & Brand Equity
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Spotlight | Calculating the Customer's True Loyalty Score

Spotlight | Calculating the Customer's True Loyalty Score | Consumer Engagement & Brand Equity |
Measuring loyalty means morphing moods into metrics.
Duane Hulley's insight:

Building brand loyalty can prove costly and demanding for businesses, as consumers’ mindset is somewhat focused on adding new features to a product with no real added benefit, rather than incorporating value into a product for the long run. Simply adopting the notion that actions speak louder than words, by having a product that does what it says it does, and relevant in the sense that it prompts a new need or want for consumers is very much the most strategic and effective form of marketing. It is important to consider measurement of loyalty, as customer satisfaction creates motivation, and in turn feedback. 

Joshua Iles 's comment, April 9, 2013 6:46 AM
Customers 'integrate' all information and messages they receive directly or indirectly from sales persons, customer service agents, other customers, product reviews, all of which may result in a completely different positioning than the company has been trying to achieve by advertisements. When a company delivers clear, compact and consistent messages by all means of communication and all sources of information, the targeted positioning will be achieved better and quicker. The concept of ‘Integrated Marketing Communications' originates from the need not only to integrate and harmonize communication tools and messages, but also to coordinate communication strategy and customer relationships.
Angela Chuang's comment, April 9, 2013 9:21 AM
I agree with this article. The reason that many consumers are loyal to the brand, not because of the frequently develop on new products. They think what have the brand to achieve to the attitude are the consumer desire. Intergrate through the media, or the long-term observation can understand the buyer's attitude of products. So that consumers satisfaction has reached a long-term customer relationships. However,marketers should pay attention to how to strengthen customer relationships and to prevent the loss of customers from the loyalty of the average consumers can reflect what they really do.
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Google Glasses And Other Prescriptions for Consumer Engagement - Forbes

Google Glasses And Other Prescriptions for Consumer Engagement - Forbes | Consumer Engagement & Brand Equity |
Marketers have been trying to capture that magic moment when a potential consumer is actually looking to interact with their brand.
Duane Hulley's insight:

By giving consumers control over tools like apps that allow them to quickly and easily learn information about a particular product or service, almost infinitely creates an understanding of consumer’s behaviour. With this knowledge marketers are better able to convey their message directly to consumers, but more importantly can tap into consumers mindsets at any time to trigger problem recognition towards various products. Current smartphone technology isn’t a refinement of existing marketing approaches to consumers, but rather an entirely new scope of understanding consumer’s behaviour in real time, through real time experiences. 

Amy Revell's comment, April 9, 2013 7:31 AM
The emergence of smart glasses will have a dramatic impact on the digital storytelling experience, as they can 'intrude' on your visual experience, creating scenarios that were impossible before. More importantly it is in real time and context creating unique moments for engagement that no other device can deliver, effective use of promotional channels. This will raise the game for content providers and brands to make a better connection to consumers in a more meaningful way. This is simply the notion of having differentiation in the market, and exposing new ways of triggering a new need among consumers.
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Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales

Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales | Consumer Engagement & Brand Equity |
A Coca-Cola executive threw cold water on social media buzz earlier this week when he told an advertising conference that the company doesn’t see a relationship between online buzz and the company’s short-term product sales.
Duane Hulley's insight:

Coca Cola in a sense has redefined the scope of marketing communication through their efforts in social media, where consumer engagement is arguably at its best. In adopting social media, the soft drinks giant is better able to draw links between the brand and everyday people, giving Coca Cola the opportunity to listen and respond to its fan base on a larger scale. Equally important is the company’s existence throughout generations, and presence in globally recognised celebrations such as Christmas, have established the relevance of Coca Cola in consumer’s lives. The elements of brand identity, brand awareness and brand image are all being built within the minds of consumers, an effective example of IMC marketing and communication process.

Joshua Iles 's comment, March 22, 2013 1:19 AM
Coca-Cola was already a household name long before the invention of computing technology, let alone the development of social media. Therefore, the Coke brand can utilize this new found marketing channel to aid their relevance. Brands can only go so far surviving on loyalty alone, and must always be progressive in terms of remaining modern for new consumers. Agreeing with the insight above, Coke is able to further their relationships between the brand and their consumers. Although Coke may use marketing techniques not seen before the turn of the century, they must continue to emphasis their historical identity in order not to confuse their already established brand identity for older consumers. In a nut-shell, Coke simply needs social media to remain relevant, not to change their brand on a whole.
Angela Chuang's comment, March 22, 2013 1:21 AM
Coca-Cola positive useing social media to make customer resonance, also social media helped them to spread the experiences. after their measurement, they tell customers about their connection with social media. This purpose can create synergies, profit and long term stakeholder relationship. Also customer engagement will be more enhanced.
Zahra Kamal's curator insight, October 3, 2014 5:02 AM

This article shows the importance of social media and the influence it has to make any brand become successful.

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5 Ways Retailers Are Monitoring Your Every Move | POPAI

5 Ways Retailers Are Monitoring Your Every Move | POPAI | Consumer Engagement & Brand Equity |
Duane Hulley's insight:

The smartphone is more than just a resourceful tool for consumers; it is also a fashion trend. Marketers realise this and now utilise the smartphones capabilities to better understand consumers purchasing behaviour towards their products, as well as create digital and virtual buying experience for consumers in real time, with product relevance at its best. With that said, more innovation with technology reduces privacy, increasing the likelihood of sacrificing more of consumer’s personal information to marketers in the future.

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Customer Service Lessons From a Cult Brand

Customer Service Lessons From a Cult Brand | Consumer Engagement & Brand Equity |
In-N-Out Burger is an iconic southern California brand with legions of loyal fans. The young CEO recently shared a rare inside look at what sets it apart.
Duane Hulley's insight:

In-N-Out Burger implements consumer engagement by recognising the consumer instead of product, and cost for consumer instead of product price. Considering the fact that consumers are no longer a passive audience, they are more demanding and educated in current trend of physical well-being with regards to healthier food choices. Firstly, consumers over product where In-N-Out Burger is realising that their product should reflect the specifies of customers, for example foods that are healthy and served fresh is quite simply, creating a personal buying experience for the customer. Considering cost for consumer over product price, In-N-Out Burger is taking into account the cost of conscience for customers of buying their product over others, and the cost of convenience through transaction time, whether it would be easier and faster to get a similar product elsewhere. These elements are a well-adapted strategic IMC marketing approach, with segmentation of markets and altering channels to gain a competitive advantage, but also consumer engagement by really just trying to figure out how to satisfy customer’s want or need.

Easter Greig's comment, March 22, 2013 2:09 AM
It has been argued, with support of empirical study that overplaying the concept of consumer engagement showed a significant disconnect between current marketing strategies and preferred consumer-buying behavior. While most marketers are behaving as if the majority of consumers are open to having a relationship with their brand, only 20 percent of consumers report being open to such relationships. As a result, today's marketing tactics are making customers less loyal and resulting in lost revenue for companies. Sure it is sound that building some sense of affiliation with the brand is important, but just as effective is simplifying purchase decisions for consumers where it is proven to be four times stronger than the favored marketing strategy of engagement, and is the number one driver of likelihood to purchase again. I really like how In-N-Out Burger has implemented the consumer’s preferences into their products by not providing too much choice and information where customer’s over-think purchase decisions, making them more likely to change their minds about a product, be less confident in their choice and less likely to repurchase.
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The Importance of Branding for Businesses

The Importance of Branding for Businesses | Consumer Engagement & Brand Equity |
Duane Hulley's insight:

When businesses are faced with the challenge of convincing consumers that in a sea of prospects, their business is the only one capable of satisfying their needs, probably the most obvious response in my opinion and clearly demonstrated in this article is which brand encompasses such things as how you deal with family, friends, and even strangers. Of course, there is the marketing side of branding as well where businesses must live up to their own values and code; by exercising their potential, and quite simply creating that emotional bond with customers to establish long term brand equity. In other words it isn’t the logo that represents a brand, it is the elements that compliment customer's experience and their link to that experience is what creates an effective brand marketing strategy.

Kevin yau's comment, August 22, 2013 11:07 AM
@Michelle Kim
It is true that the biggest impact is from the first impression of the brand or the product itself. Consumers often determine if they going to buy or not often by their feeling of the brand. And i strongly agree that you have said in you insight that bad impression or comment to the brand can be delivered very fast and damage the brand by those bad comments from other customers.
Leonid Bondarev's comment, August 22, 2013 11:29 PM
Nashali, great article. A in some cases the value of the brand in more important to the consumer then the value of the goods purchased. EG Nike shoes are only a few dollars of raw materials combined with labour costs. It the "tick" and the forever engraved into our mined 'Just Do It" slogan. These examples are endless. Why do we by a BMW or Audi over a Toyota.... Or why buy a Ferrari it its worth 5 time more and is slower then a Nissan GTR...

The moment where the brand identity and the product in the mind of a consumer are associated with the market category we know we reached ultimate branding success. EG what brand do you think of when thinking of smart phone category? Apple... Samsung!? :)
Ellie Bigsby's curator insight, September 29, 2014 11:54 PM

This article discusses what is a brand and the importance of brand identity. Brand identity is discussed holistically; how it helps a company and that its an experience and not just a logo. I was surprised to read McDonalds brand identity in a positive light as most associate it to being unhealthy and do not go near a restaurant. However, the example caused me to look at McDonalds from another angle.