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09.27.11

timeless truths about brand loyalty

…across many of the top 100 CPG categories, the report shows. Concluding recommendations come straight from the report: Invest heavily in establishing and strengthening brand loyalty, focusing in on and delivering against the most meaningful needs of key and target shoppers. Leverage frequent and granular assessments of core and target shoppers to ensure a comprehensive and always-current understanding of value drivers for key categories and brand… […]

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09.02.10

where brain science and marketing meet

…es this have with loyalty programs? A few years ago, Columbia University researchers examined the goal gradient hypothesis using unwitting human subjects, and found that people behave a lot like rats. Give them a coffee punch card that rewards them with a free coffee when full, and they will drink coffee more frequently as they approach a fully stamped card.” Roger zeroed in on one particularly fascinating conclusion: providing someone with a “hea… […]

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Les McKeown Book Do_Lead
07.07.14

Brand Book Bites from Do Lead

…hip, and relays relevant tools and steps to effective leadership. Here’s a sample of each: Myth: “Leadership isn’t about genius. Leaders sometime come up with truly remarkable ideas…Sometimes, leadership is the opposite: eschewing the highly creative, knock-it-out-of-the-park blue-sky idea for the mundane; choosing between not very risky alternatives; or on occasion, simply making a statement of the bleeding obvious.” Definition: “Leadership is he… […]

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09.04.18

Brand…Culture…Discuss. Introducing the FUSION Discussion Guide

…ng with the FUSION Discussion Guide, also be sure to check out these other free downloadable resources to help you get the most out of FUSION: Brand Touchpoint Wheel Template and Worksheet – A Brand Touchpoint Wheel is a visual representation of all the brand touchpoints between your brand and the outside world, along with the ways various stakeholder groups impact them. Use this template and step-by-step instructions to develop a Brand Touchpoint… […]

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09.15.11

facts or gut instincts? what makes for better marketing decision-making?

…ey often do not work well with each other. Consumer insights and sensory researchers are generally white hat while the brand and customer marketing teams and designers are red hat (“my instincts got me here”). Media researchers are often analytics-driven white hat folks while creatives and agency planners are usually red hat. Brand and innovation teams often prefer to create an innovation initiative based on their instincts or consultants they wor… […]

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03.21.17

Brands Should Take a Stand

…in ways that express, reinforce, and advance that point of view. For some companies, that may mean simply communicating with customers in a way that conveys their common humanity. For others, it could be a different way of engaging on social media, choosing business partners, treating employees, developing products, providing services, or otherwise creating value. And for some, making a positive impact means running a high profile program to advo… […]

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att-logo
12.14.09

perception is at&t’s reality

…ll brand perceptions. The NYT piece reports that Roger Entner, SVP for telecommunications research at Nielsen, explains although the iPhone’s design has “shortcomings that ‘affect both voice and data…’” in the eyes of the consumer, “the iPhone has the nimbus of infallibility, ergo, it’s AT&T’s fault.” This might seem unfair, but from the very beginning of AT&T’s partnership with Apple/iPhone, it’s been clear AT&T had more to gain. A few years ago… […]

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02.09.09

brand disappointments: vonage

…plied, “but, you’re cancelling your service. We don’t care why.” I started searching online and discovered dozens of blog posts from jilted consumers like me. The Better Business Bureau recorded 3,687 official complaints in one year. We’ve all been there. We’ve all been “Vonaged”. We’ve all fallen in love with brands that flubbed the relationship the morning after. A week later, I received a letter in the post from Vonage. Hoping it was an apology… […]

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great-brand-of-the-year
10.18.16

Vote for the Great Brand of the Year

…at Great Brands Do. (Winner will be randomly selected from all voters.) Voting closes on October 31, 2016. If you don’t see the survey here, please go to: http://freeonlinesurveys.com/s/R3gaI4De Thanks! And look for the results here the first week in November…. […]

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