Brands no longer compete just on features and functional benefits. They are now media, competing for lifestyle, entertainment, and a sense of belonging to build their audiences.
Aug
29
How loyal are your loyal buyers, really?
In: behavioral economics, branding, market research, shopper insights
2 Comments
Brands are in a dogfight for purchases. Marketers are misled about building brand engagement by consultants’ stories that retrospectively explain marketing cases with false certainty.
Aug
8
For an ad campaign to pay out, less than 1% of impressions need to have impact, that is, directly lead to a purchase. Accept advertising waste as part of a process that leads to brand success.
May
15
My interview with Facebook. Do people want brands on Facebook? They said We have lots of evidence that shows that people really want brands in their lives and they use brands to describe themselves.
Mar
13
Six ways marketers can get people to care about their brands again
In: advertising, branding, digital marketing, facebook, marketing
Comments Off
Remember when the coffee brand mojo was with CPG brands like Folgers and Maxwell House? The route to addressing commoditization is not more features, it is establishing your brand as the expert on something much larger so people digitally seek you out.