All posts filed under: Brand management

Refreshing your brand promise

Updated post: Refreshing your brand promise

Updated (alright,completely rewrote) one of my older posts today about the need for brand managers to think about at least refreshing their brand promise if they haven’t got sign off to do a complete repositioning. It seems a practical solution to me in the light of the pressure so many face to keep their brands current. Think about how much you could change if you were able to redefine what customers expected. The next era of evolution?

Are review sites the new brand managers?

It’s no news that the relationships between brands and their customers are changing. But the rise and rise of a new intermediary is something we should all ponder. Once we relied on frontline staff, advisors and others to help us glean the best choices. Increasingly, as the popularity of review sites like TripAdvisor can attest, buyers are getting the lowdown on what’s good and what’s not from people just like them – customers. The good people at Clear Returns spell out the changes in this nice summary: Research from Google says 84% of customers felt that online research and feedback helped influence their buying decisions and that site visitors who interact with reviews are 105% more likely to purchase; and An Econsultancy report revealed that 43% of shoppers now use their smartphones to compare prices and read customer reviews, up from just 19% the previous year. That’s not surprising. In a world brimming with choices, buyers want to know that they are making the right decision – and review sites and searches are a critical part of …