In 2000, an article in Wireless called into question whether machines were quite the panacea we hoped they were. It was possible, said the author, that this dependence on machines was not going to a good place.
Every marketer is haunted by fear of missing out. As trends are identified and balloon, the decision to ignore or capitalise becomes more urgent. How do you decide what to pay attention to and what do you let pass you by?
Apple’s recent stand-off with the FBI refocuses the dilemma of what to do when someone has used your product in a way that was never intended. What should brands do to influence or change how their products are used?
Smart brand managers actively manage their brand portfolios for maximum collective and individual brand return. If you’ve recently re-assessed your brand portfolio and identified what appear to be one or a number of under-performers, there are a range of options you can pursue to fix that situation.
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?
So you’ve looked long and hard at how your brand is managed, and it’s clear that the truth has been allowed to slip. If you no longer want to be managing a deceitful brand, how do you find a way back?
We all want to do best by the brands we work for. We want them to be competitive, to gain share, to win … But in the bid to make that happen, some brands push the boundaries too far. Here are 19 signs your brand has lost sight of the truth.
P&G’s decision to formally end the era of “marketing” at the company and make the shift to brand management may accelerate what amounts to much more than a title change for marketers generally. To me, it could point to a fundamental re-examination of the role of the people responsible for brands.
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 …