14 posts tagged “branding”
This article was written by Poa Jonas
Tough times call for tough measures is the mantra, which comes out of boardrooms, press conferences and marketing departments.
Budgets are slashed, layoffs are looming and even production lines are being put on hold.
As everybody is tightening the belts in the eye of what some describe the worst economic crisis many marketers have decided that doing nothing or less of the same is the best strategy to weather the storm.
But doing nothing or less of the same will bring with it only one
inevitable result; insecurity, disillusionment and the loss of
customers.
What is needed is new thinking that opens new ways to attract,
engage and retain customers.
It’s simply not enough to rely on standard solutions be it in the
choice of media or in the choice of how you approach existing
or potential customers.
Consumers want to be inspired, empowered and reassured and
that counts for the good times but especially for the bad once and
this is why brands need to step out now and be bold.
Bold in providing solutions, bold in offering support, bold in
delivering added value, bold in working for the community, bold
in designing new products and bold in exciting their audiences.
Bold brands (large or small) will seize the day and come out
stronger than ever before leaving competitors stranded and
struggling to catch up once the crisis is over and for those
who have hesitated it may turn out to be forever too late.
But how can one be bold in a climate where cash is tight and
fears are high?
The answer is simple, be smarter, focus on the little things,
show leadership and above all have the guts to try something
new!!
Have the guts to dismiss the inflationary prices peddled by
media owners and look for partners that for a fraction of the
costs provide real access to your target audience.
Ask your colleagues, agencies and friends to think out of the box
and imagine cost effective ways that could make a real impact and
help your brand to rise above the rest.
Involve your customers and call on them to suggest improvements
to your products or services and respond with quick simple actions.
Convert each touch point into engaging experiences and make sure
they all leave positive and lasting impressions.
Go out and meet your customers, create opportunities where you
can inspire, enchant and engage them. Surprise them with your
vision, your products and your genuine desire to involve them.
Make things happen and you will see your audiences will respond
despite the crunch and you will get returns that will surprise even
the most cynical amongst you.
If you want to survive this economic tsunami doing things the way
you’ve always done them is not an option.
Be bold, think different and above all enjoy the journey!!
Brands need to be bold now!!
Google, Apple, Amazon.com, Zara and Nintendo are among this year’s top gainers in Interbrand’s annual ranking of The Best Global Brands, and not surprisingly, financial services giants Merrill Lynch, Citi and Morgan Stanley are among the companies that have slipped dramatically down the list.
Coca-Cola (No. 1) remains the best global brand for the eighth year in a row. Yet, a notable shift in this year’s rankings was made by IBM, which took over the No. 2 position from Microsoft (No. 3). Google also moved into the top 10 brands, at No. 10, after ranking at No. 20 in 2007.
“The Best Global Brands 2008 ranking is a reflection of the global economy - the current credit crisis in the U.S., the growth of emerging markets and the increased emphasis on sustainability are all key trends that resulted in brands rising or failing on the list,” said Jez Frampton, Global CEO of Interbrand. “The increasing complexities of the global economy reinforce the importance of protecting and growing a brand. It is a company’s most valuable asset - and a far less volatile asset than others during a time of economic uncertainty.”
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Tumultuous credit markets effect
Movement in the Best Global Brands 2008 ranking confirms that the tumultuous credit markets are affecting leading financial services brands, including Merrill Lynch (No. 34) and Citi (No. 19). However, some strong industry leaders have survived such as HSBC (No. 27) and credit card companies Visa (a new entrant to the list at No. 100) and American Express (No. 15), which have all been able to transcend the credit crisis due to their trusted brands.
–> You can download the full report here
Other brands that fell significantly on the 2008 list include Ford (No. 49) and Gap (No. 77). While notable newcomers include H&M (No. 22), Thomson Reuters (No. 44), BlackBerry (No. 77), Giorgio Armani (No. 94), Marriott (No. 96), FedEx (No. 99) and Visa (No. 100).
Emerging markets impact
Emerging market growth has had a significant impact on this year’s ranking. As customers in these markets accumulate wealth and seek to demonstrate it, luxury brands are seen as a clear indication that one belongs to the new elite. Companies like Porsche (No. 75), Ferrari (No. 93) and Prada (No. 91), have experienced great success in the world’s emerging markets.
Not surprisingly, sustainability is driving brand value across all sectors - from automotive, to consumer products, to financial services. Auto-makers like Honda (No. 20) and Mercedes (No. 11) are creating new, more fuel efficient car models. Honda was the only car manufacturer to report better U.S. sales this year, in June 2008, than it did last year. Companies like GE (No. 4) and BP (No. 84) increased their brand valuation by investing a substantial amount in sustainable business practices. BP also rose among the ranks as a result of its leadership position in working towards greener energy investing in sustainable energy sources.
“In troubled economies business doesn’t cease. Companies may struggle, but the practice of buying and selling continues no matter what,” says Frampton. “Many of the Best Global Brands know this and come through these difficult times stronger and better poised to compete. The key to success, in good times and bad is understanding how your brand creates value.”
Best Global Brands 2008 Methodology and Results
To qualify for inclusion in the BusinessWeek/Interbrand Best Global Brands 2008 list, each brand must derive at least a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data. This methodology evaluates brand value in the same way any other corporate asset is valued-on the basis of how much it is likely to earn for the company in the future. Interbrand uses a combination of analysts’ projections, company financial documents, and its own qualitative and quantitative analysis to arrive at a net present value of those earnings.
About Interbrand
Interbrand, the leading brand consultancy, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset — their brands. Founded in 1974, Interbrand has offices in over 30 cities in more than 20 countries around the globe and clients from among the most respected businesses. For more information visit the world’s only online exchange about branding, produced by Interbrand, at www.brandchannel.com.
Customerization is a neologism and can be defined as the customization of products or services through personal interaction between a company or brand and the customer. A company is customerized when it is able to dialogue with individual customers and respond by customizing its products, services and messages on a ”one-to-one” basis. But it is also a form of personalization that allows the customer to modify or tailor a product or service according to their needs.
In my opinion customerization represents a real opportunity for many brands interested in engaging customers and communities of prospects. Customerization certainly does create involvement, is engaging and will, if done properly, become the talk of the town.
I have searched for some (cute) examples. Haven’t found many, but here are a few. If you have more examples, please do share in the comment box below.
Creating your own Heinz Ketchup
Heinz offer a solution where you can customize your message on a number of Heinz products. So far this solution is offered in USA and Canada only. Too bad.
Could even be great for restaurants to promote dessert, coffee or… Or for the company canteen.
For birthdays or other events, this gimmick might be the most talked about experience from the event.
Your face or brand name on an official US stamp
I love this one. And I think it might turn out to be a great add-on for a successful direct mail campaign. I guess you would have to post your direct mail from the USA, though. Hope that some of the European postal companies will pick-up on this soon. How about Swiss Post – they are usually very innovative?
Sure your children, grand children or your friends children will love this one. Or perhaps your chocolate loving spouse ? The image here doesn’t do the concept justice. I think this is one of the customerization products one have to see physically. What happens is that you get a message on one side of an M&M and a picture on the other side. The picture will look like the illustration on the very right. And of course you get to choose your favorite M&M colors. Cute, ehh?
In this excellent article Professor Kenneth Alan Grossberg puts forward his views on marketing in the great recession of 2009.
Dr. Grossberg earned his Ph.D at Princeton, started his academic career at Harvard and Boston College, but in 1980 turned to the private sector where enjoyed successful career. In July 2001 he became the first non-Japanese professor to be granted tenure at the International Management (MBA) program of Waseda University in Tokyo, and in 2002 he founded the Waseda Marketing Forum.
Introduction
All preconceived notions about what the future will be like economically were radically shaken during 2008. The almost giddy wave of consumption that swept both developed and emerging economies during the past decade has come to a grinding halt so dramatically as to herald a rare paradigm shift in the psychology of consumers worldwide. We are not just witnessing changes of degree, but of kind. What are the elements that contributed to this consumer panic and altered expectations, and what do they augur for marketing in the coming era? Consumerism has not died, but it has been reborn, and what follows is a brief analysis of the forms it is likely to take over the next few years.
The Domino Theory
A cascade of financial and business catastrophes during the last quarter of 2008 made obvious to all what the data only showed in the final days of the year: that the world was in recession. That was nothing new, but the question remained how severe and widespread this economic trough would turn out to be. The first series of dominos to fall in quick succession and in overwhelming numbers was in the world of international banking and investing. That resulted in financial gridlock which spurred the governments of the advanced economies to move in a variety of ways and at different speeds towards policies aimed at relieving the paralysis. Bankers, reacting true to their stereotype, refused to lend to those who needed to borrow, which in this instance included most other banks as well as their usual corporate and individual clients.
It became very clear very quickly (if anyone needed to be reminded) that credit is the universal solvent of consumption and production, and industries from mining to automotive brought production to a screeching halt at the turn of the year as they either found it impossible to get funding for working capital or experienced a drop in orders from those who could not. Since this slowdown was all based on anticipated derived demand, it was not long before the global consumer began to panic after downsizing moves - and hiring and spending freezes - spread virally throughout the world’s largest economies. What resulted was the largest number of firings in recent memory. Because lending seized up everywhere almost simultaneously, borrowing became harder for institutions which had only a week before been considered among the safest of gilt-edged credits.
In this way, the gridlocked financial world, accompanied by stock market crashes of historic proportions, threatened in a matter of weeks to balloon into a dangerously enfeebled global economy. The subsequent panic selling put in motion price destruction that will inevitably impact almost every good and service on the market for years to come. What few seemed wise or brave enough to consider is that the freeze on spending and hiring which became overnight orthodoxy among firms large and small on every continent can lead inevitably to just one result – the dramatic loss of revenue and income for all consumers and producers without exception. Panics and bubbles, of course, do not result from rational, cool headed leadership and decision-making, and this was simply one more example of commercial folly running its course. Companies were quick to learn, to their chagrin, that none of their actions is without consequence, and employing a beggar-thy-neighbor policy is not limited in its impact to the economy where it is introduced. The spectre of universal protectionism in the guise of autarchic hoarding of precious resources now emerged as the greatest threat to global economic health.
Decoupling is a Myth
The Great Recession of 2009
Hopefully, we will not see one in four members of the workforce unemployed as happened in the United States during the 1930s, but we may well see 25% of American, Japanese and Eurozone workers under-employed for extended periods of time. The paucity of full-time jobs will translate directly and painfully into smaller paychecks, which will mean that discretionary income by the great bulk of potential consumers in the developed world will evaporate. The exuberant consumption of the past decade in the United States and (to a lesser extent) Europe, and of the past five years in Japan, depended primarily on the existence of ample discretionary income and that essential fellow-traveler – glowing consumer confidence. But in October 2008 American consumer confidence posted its lowest reading since the Conference Board began doing the survey in 1967.[1] At the same time, Japan’s consumer sentiment index, influenced by the global financial turmoil and the worsening employment situation, also fell to its lowest level since the government began the survey in 1982.[2] There is room to judge consumers in both countries overly pessimistic, but whether their fear and extreme reaction is justified or not, we are witnessing a sea change in the attitudes of individual customers that we have not seen since the middle of the last century. The American Marketing Association gave it a name: austerity marketing, which is defined as marketing to consumers who don’t want to spend. This involves creating incentives beyond the discounts and coupons which already flood the marketplace, and making very clear to the consumer why offerings are worth the money and how they are relevant to the purchaser’s needs or desires.[3]
A corollary of austerity marketing is a tamping down of the conspicuous consumption that was so ubiquitous just a year ago. A specialist at The Luxury Institute, Milton Pedraza, commented on the trend towards a more subtle extravagance by saying that “It’s not that you do not want…the benefit of luxury among your peers, but you want to be more understated in public.”[4] In Tokugawa Japan, wealthy merchants were in constant fear of the shogunate seizing their wealth if they flaunted it too openly, so they would wear plain-looking kimono lined with the finest silks that could not be seen. Perhaps modern affluent consumers are adopting a similar sort of brand-invisible extravagance. The psychic rush of having something costly may be enough, as it was to the Japanese merchant, without the need for anyone else to know about it. A new kind of appeal might be constructed in luxury offerings to cater to this new attitude on the part of affluent consumers. As things get worse before they get better, a new etiquette of consumption may become popular, characterized by understatement and consideration for those who have less than you. As the owner of a wedding planning business said of the new more modest wedding parties being requested,”They don’t want to look ostentatious. They say, ‘Make it simple.’ You don’t want to be there promoting your wealth to people who don’t have it.” This is in sharp contrast to the flaunting and conspicuous consumption that only a year ago was common for wedding parties. Now it is considered perfectly acceptable to wed technology to parsimony by hooking up an iPod to a speaker system instead of paying for a live band. ”[5]
For the present, high-end merchants are running scared and are not waiting to make deep discounts in the asking prices for discretionary luxury goods.[6] As Stephen Sadove, chief executive at Saks put it, “I don’t think any of us anticipated that high-end customers were going to fall off as dramatically as they have.”[7] In any case, these new consumer attitudes will require creative marketing approaches, whether they are called austerity marketing or value marketing or given some other label. It has been suggested that one strategy which could work is to bifurcate the appeal to affordable luxury by either competing on price for traditionally high-priced products, such as what Coach does against Louis Vuitton, or by raising the quality of low-priced products to justify a higher price (e.g., a Starbucks coffee).[8]
The approach which calls for emphasizing the steak rather than the sizzle this time is certainly a valid gambit for some classes of consumer goods, but what if the consumer does not want steak or cannot afford it, or will settle (metaphorically) for egg salad instead? If that is the case, and preliminary evidence would indicate that we are in the midst of a paradigm shift and not just a dip in consumption, then this will not be just a question of changing the appeal to purchase.[9] It will become a much bigger challenge for businesses. Companies keep talking about knowing their customers, but they will have to know them better than ever in order to sell to them successfully in the emerging penny-pinching and guilt-ridden environment.
Indulgent Parsimony - The Wave of the Future?
In the consumer markets of the United States, Japan and Europe, one approach which holds promise of being successful is that of indulgent parsimony, or parsimonious indulgence. This entails searching for satisfaction and fulfilling those motivations which fill the upper strata of Maslow’s needs pyramid by consuming less costly goods and services that nonetheless still manage to make the heart sing. People whose stock portfolios and pension funds have lost a third of their value in the course of two months are in emotional shock. They are at that point when they have less than they counted on for sheltering their future, and ironically are in even greater need of comfort and relief from stress. This could present shrewd marketers with an opportunity rather than be just a stumbling block, but they will have to do more than merely change their appeals in order to stimulate purchase.
To clinch the sale, what will they have to give the customer? What is it that customers need more of? Reassurance that all will be well? A sense of comfort and well-being despite the shock of sudden impoverishment? More personalized service and hand-holding to compensate for a sense of insecurity about the future? Commiseration on being handed a raw deal by the fates of Wall Street? All of the above? Obviously, a range of appeals to the consumer can be telegraphed as part of a marketer’s offering message. Denny’s restaurant chain decided to tap into the considerable anger of ordinary citizens at the government’s rescue of the large banks by launching a campaign with the tag line “Who’s Bailing You Out?”. And Procter & Gamble, in a response to the new cautious consumption, started to use a value message in their adverts for diapers, detergent and shaving cream and re-emphasized in-store promotions more prominently than before. As P&G CEO AG Laffley put it, “(In) a more recessionary type of environment, more decisions are made in the store, so we have to be competitive in the store.”[10] In other words, consumer guilt, uncertainty, and fear all conspire to postpone the purchase decision until that “moment of truth” when the purchaser is staring at the merchandise on the store shelf.
The right approach to capturing these shell-shocked consumers of course depends on what product or service is being offered. You cannot offer coupons for designer apparel and accessories, but you can do the equivalent by instituting shockingly large discounts on luxury goods or offering generous financing options for loyal customers, both of which were used this Christmas season by Saks Fifth Avenue, Barney’s and other high-end American clothiers. This “slash-and-burn pricing” has merchants worried about a paradigm shift, and one boutique owner was quoted as saying that “everybody is paralyzed wondering what people want, what they’re willing to spend, what’s going to dazzle us into not being able to live without certain items…It’s all going to be very Darwinian.”[11]
For even standard merchandise, marketers will now have to devise programs that emotionally empower their target customers to indulge parsimoniously – and without guilt or buyer’s remorse. This may take a recession-friendly version of the “I’m worth it” type of personal appeal that L’Oreal used so profitably years ago, but this time the approach must be sanitized of its previous narcissistic flavor. Narcissism, as everyone will realize very soon if they do not already do so, is an artifact of the exuberant go-go years that abruptly ended in 2008, because even wealthy consumers now feel embarrassed (if not guilty) by conspicuous consumption. Is there such a thing as consumer narcissistic guilt? The wedding planner’s observation quoted above seems to indicate that it now exists, at least in some contexts. We may yet see this become an influence on product promotion strategy. A popular newspaper columnist recently called the shopping mall ‘a den of iniquity’ because “immoral shopping” takes place there, which she defined as “people buy(ing) things they don’t need with money they don’t have and may never have.” She confessed (note: expiating her consumption guilt) that “I was a mall rat at one time….I loved going to the mall and hunting for sales. But then I had an epiphany. (my emphasis)..No matter how much of a sale you find at the mall, you are not saving money. You are spending less, but you are not saving…..So, I’ll confess (again, relieving her consumer guilt) I’m not terribly troubled by all the retail failures or store closings. I’m a wee bit happy that the ‘mallworld’ is collapsing.”[12]
The objective for the next few years should be to encourage guilt-free (and altruistic) gratification by one’s customers. A potentially successful gambit could be “I’m worth it…because I’ve examined all the alternatives and this one gives me the best value for something I really do need”. In troubled times, all of us crave things that make the heart sing, but it does not have to be a luxury automobile or a Hermes Birkin bag. A Neuhaus or Godiva (or even a Hershey’s) chocolate bar, a Krispy Kreme doughnut, a Starbucks double latté, a day trip carrying a picnic lunch to the mountains or to the seashore using public transportation instead of the car - all of these can answer the need for affordable indulgence.
Darrell Rigby, a partner at Bain & Co. management consultants expressed the phenomenon simply: “Economic downturns have a way of turning consumer purchasing hierarchies upside down. Self-actualization and esteem-building don’t seem nearly as important as taking care of basic needs.”[13] In actual fact, people may need even more support for their self-image and esteem-building because they are not yet that close to subsistence that they would adopt the attitudes Maslow describes at the bottom of his consumption pyramid. Rather, they are frightened more than penniless. We have entered an age of anxiety about material culture that will have the deepest impact on the largest demographic segment of affluent consumers – the baby boomer generation. They have suffered the greatest paper losses so far in personal financial and real assets and must confront an unexpectedly austere old age. All businesses must ask themselves what will get these shaken consumers to buy under such straitened circumstances.
What will work? Overt snob appeal has lost its power over the majority and will not soon return in the same form we have experienced it during the past decade. Excellent quality will still be able to capture customer loyalty sometimes, though even here there will be an erosion of dependable and loyal brand groupies. Great value is – as the marketing profession is trumpeting – a more likely way to capture the hearts and pocketbooks of millions. And at the end of the day marketers will have to include guilt-free parsimony as part of their appeal. Christmas 2008 witnessed Macy’s peddling hope, telling its customers to “believe.” It is an emotional and almost anti-materialistic approach to promoting shopping.
Among the losers we can count most residential real estate and its fellow-traveler the consumer durables industry, for at least the next two years. The exception is the situation where a vendor can offer attractive low interest (or even no interest) and no down payment financing. A carriage trade emporium like Saks Fifth Avenue launched a promotion called the “gift of time” where loyal SFA charge card-holding customers who spent more than $2,000.on a single shopping trip to the store were given twelve months of interest-free credit. The SFA credit card holders are a core customer group for Saks, and 44% of Saks’ last fiscal year sales were made on the proprietary card, so it makes sense for Saks to try to retain this cohort.[14] Retailers are justifiably nervous about falling sales, and not just in the United States, but Japan and Europe as well. High-end apparel and furnishings appear to have had their day for the time being., which tells us that a paradigm shift is in the works. And you can forget about deluxe vacations and cruises. This time most middle class travelers will be sitting on the dock rather than on the deck. Overpriced restaurants will also fail. There is a good reason that McDonald’s has had a strong showing across the globe because what they offer is affordable to families and singles alike.
Given the abundance of losers, who will still be a winner in this changed environment? Health care related marketers – especially generic drug companies – will continue to rack up sales. People still get sick and need medication, and governments and insurers want to control the cost of those medicines by mandating that physicians prescribe generics whenever possible.[15] Privately held means of public transport like commuter bus and train lines will also enjoy a boom now that people want to save on the cost of fuel (even though the price of gas has dropped from its extreme highs). The fear (or reality) of unemployment leading to a sudden drop in income will encourage them to economize on private driving by relying on public transportation where they can. Unfortunately, few places in the US are well served by public transit networks, which could be an opportunity for some entrepreneurial organizations to start bus lines in areas that have not previously had them.
Value restaurants and fast food establishments will capture greater market share, though here there will be attrition accompanying the increasing competition of feuding brands. And in the same way that consumers choose inexpensive fast food like McDonald’s over more expensive alternatives, discount retailers like Wal-Mart will benefit from the flight to cheap merchandise at the expense of the department stores. The new buzz word is value. Target moved away from its positioning as affordable chic during the 2008 year end shopping season by highlighting gifts that cost less than $25, and even matched Wal-Mart with some toy offerings priced at less than $10. Their new TV ad slogan was “A new day. A new way to save,” Target CEO Gregg Steinhafel put it bluntly: “We are emphasizing value in all communications with our guests,” Wal-Mart countered with TV commercials that promised “economic solutions right around the corner” in a clever take-off on an oft-repeated bromide from the days of the 1930s Great Depression.[16]
Another area that will continue to thrive despite the Great Recession of 2009 is one segment of the total education market - private schools that cater to the wealthy. [17] This segment will have better fortune than private schools whose many clients come from the upper middle class.[18] The fact that many school and university endowments have been hard hit by the stock market crash will only make it more critical to attract the wealthy to their banner as customers (students) and patrons (donors).
Last but far from least is the “sweet spot” of indulgent parsimony - that cluster of industries which cater to our various cravings for sweets, alcohol, tobacco, and entertainment. Chocolate, snack foods, beer and wine, cigarettes, movies and the internet will continue to exert a pull on consumers. Actually, that pull will increase as people search for affordable ways to indulge in an attempt to lessen the stress of worrying about a job about to end or already lost, a mortgage about to be declared in default, or a lack of the wherewithal to continue life as it was during the years of ebullient material consumption. Even here, though, there will be a separating out of products and brands that cannot compete, as has occurred in the videogame industry. Long relatively insulated from economic turmoil because of the inexpensive entertainment they represent, the current climate has made retailers more selective about stocking only the top game titles, which has caused downsizing even among the strongest players like Electronic Arts.[19]
And this makes it clear that, although indulgent parsimony can be a savvy strategy for some companies to use to attract business, it will not end the Great Recession of 2009. Since so much industrial consumption, including both manufacturing and service industries, depends on derived demand from ordinary consumers, if the typical customer defers purchases there will be no one to manufacture for – except the government. This is, of course, a real and growing possibility, since priming the economic pump in the USA, Japan and Europe will of necessity make government the consumer of last resort. The bail out of the American automakers GM and Chrysler will make the federal government the owner of last resort, and that would bring us full circle. The sub-prime mortgage disaster originated in part because of a policy motivated by social engineering goal: to make homeowning more widespread by granting mortgages to people who could not afford them. This mandated lending to borrowers who were high risk, and the financial engineers then created ways to disguise that risk so it would be more palatable to large private investors who bought the paper that securitized those risky mortgages. And we all know what that led to. So let us hope that the government as investor, lender and consumer of last resort will have better luck than private parties have had recently. Indulgent parsimony is not a stratagem likely to work with the government, however. But it should help many companies survive the current downturn until the winds of change again begin to blow through the global economy and bring in their wake another paradigm shift in consumer behavior.
This article was written by Tokyo based Professor Kenneth Grossberg, who also holds all copyrights. If you want to learn more about Professor Grossberg, visit his profile at Waseda Marketing Forum
[1] Phil Izzo, “U.S. recovery is forecast,” The Wall Street Journal, Nov. 14-16, 2008, p.10.
[2] “Japanese consumer survey shows slide in confidence,” The Wall Street Journal, Nov. 13, 2008, p.10
[3] Elizabeth A. Sullivan, “Austerity Marketing,” Marketing News, Oct. 15, 2008, pp.13-14
[4] Brooke Masters, “Exuberance yields to a new austerity,” Financial Times, Nov. 18, 2008.
[5] Nina Reyes, “Recession? Time to slash the flower budget,” The New York Times, Dec.21, 2008.
[6] Guy Trebay, “Luxury prices are falling; the sky, too,” New York Times, Dec. 3, 2008.
Rachel Dodes & Christina Passariello, “In rare move, luxury-goods makers trim prices in U.S.”, Wall Street Journal Asia, Nov. 18, 2008, p.20
[7] “High-end brands find credit crisis is hard to wear,” Financial Times, Nov. 28, 2008, p.16
[8] These two possible approaches to gaining competitive advantage in the marketing of affordable luxury goods are discussed in detail by Ming-Hui Huang and Roland T. Rust, “Two paths to luxury,” Marketing Management, Nov.-Dec., 2008, pp.31-35.
[9] Stephanie Rosenbloom, “Retail sales are weakest in 35 years,” New York Times, Dec. 4, 2008.
[10] Andrew Edgecliffe-Johnson & Tim Bradshaw, “Lessons for marketers who face a hard sell,” Financial Times, Nov. 20, 2008, p.10.
[11] Trebay, Op. cit., New York Times, Dec. 3, 2008.
[12] Michelle Singletary, “Our relationship with the mall,” washingtonpost.com, Dec. 11, 2008.
[13] Ylan Q. Mui, “Tapping into shoppers’ psyches: battered retailers turn to sentimental sales pitches,” Washington Post.com, Nov. 18, 2008.
[14] Jonathan Birchall, “Free credit offer for Saks cardholders,” Financial Times, Nov. 17, 2008.
[15] The pharmaceutical market in general will do less well than the generic sub-category, however, Jeanne Whalen, “Roche’s chief warns of a likely shakeout; New-drug pipeline may suffer as slump heightens frugality,” Wall Street Journal, Dec. 9, 2008, p.18.
[16] Ylan Mui, op. cit., WashingtonPost.com
[17] David Turner, “On the playing fields of Bangkok.” Financial Times,Nov. 25, 2008 discusses overseas campuses of “branded” British public schools catering to the wealthy of the Middle and Far East, while Winnie Hu & Alison Leigh Cowan, “Private schools say they’re thriving in downturn,” New York Times, Nov. 29, 2008 profiles the impact of the financial crisis on New York City’s elite private schools.
[18] Rebecca Knight, “Private US schools feel the heat as downturn bites; Philanthropy is set to fall, endowments are losing value and parents struggle to pay fees,” Financial Times, Dec. 9, 2008, p.3
[19] Yukari Iwatani Kane, “Electronic Arts to cut 1,000 jobs, close at least nine of its facilities,” The Wall Street Journal, Dec. 22, 2008, p.7
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von Claudia David, Clarity Planning
Jahrelang ging es im Marketing hauptsächlich darum einen hohen Bekanntheitsgrad, eine gute Lage und einen klaren USP zu haben. Dies ist natürlich immer noch wichtig, aber heute wollen die Menschen mehr. Verbraucher verlangen Inspiration und Innovation.
Um dieses Verlangen zu beantworten entwickeln Marken wie auch Händler immer wieder neue Erlebnisse, die zum Kauf und zur Treue anregen sollen.
Folglich suchen Unternehmen nach neuen Möglichkeiten ihre Marken darzustellen um so ihre Position im Markt zu stärken und mit Treue belohnt zu werden.
Markenpflege und Handel verschmelzen. Die Landschaft des Einzelhandels profiliert sich immer mehr durch Unterhaltung und neue Anstöße. Erlebnisreiche Einkaufskonzepte mischen neue Inhalte mit Kommerz.
Der folgende Beitrag soll einfach zum Nachdenken und weiteren Austausch anregen.
Die Welt der Erlebnisse explodiert.
Es gibt die verschiedensten Ansätze, Markenerlebnisse oder Erlebnismarketing zu kreieren. Sie strecken sich von Events, Internet, über Sponsorships, Ausstellungen bis hin zum eigenen Shop. Und genauso vielseitig wie die Form der Darstellung ist auch deren Ansatz.
Nicht der Verkaufsplatz sondern die soziale Gemeinschaft steht im Vordergrund
Apple wie auch Starbucks haben bewusst auf das soziale Umfeld und nicht auf den Verkaufsplatz gesetzt, als sie ihre Läden konzipiert haben.
Laut Howard Schulz* dem Gründer der Kette Starbucks, ist das Geschäft von Starbucks nicht der Kaffee, sondern ein Lebenstil,
Auch Steve Jobs* hat gesagt, das er nicht im Computer Geschäft ist, sondern im Lifestyle Business. So ist es auch nicht verwunderlich, das in Apple Stores nicht der Verkauf im Vordergrund steht, sondern der Austausch und das Networking unter Gleichgesinnten.
Design als Erlebnis
Immer mehr Marken beauftragen berühmte Architekten, Künstler und Designer ihre Geschäfte zu gestalten um so Aufmerksamkeit auf sich zu ziehen.
Erinnern Sie sich noch als der erste NikeTown eröffnet wurde? Es wurde als Paradebeispiel angesehen.
Hier ein kleiner Beitrag zu Nike Town Boot Abteilung: http://www.youtube.com/watch?v=pNIxjckrtPE
Auch Prada hat viel Aufruhr mit seinen wunderschönen und mutigen Läden in Tokyo und New York betrieben und wurde schnell zu einer „Must see“ Destination. http://www.sueddeutsche.de/kultur/artikel/671/12659/
Weitere bemerkenswerte Beispiele sind das KaDeWe www.kadewe.com oder die neuesten Shopping- Malls, die Design, Architektur und Angebot immer wieder neu zusammensetzen. http://uk.westfield.com/london/?redirect=no
Aus dem Herzen der Marke
Ich bewundere immer wieder die Marken, die es geschafft haben nicht nur ihr Versprechen lebendig, sondern es zu einem wirklichen Erlebnis zu machen.
„Red Bull gives you Wings“, zeigt uns immer wieder wie die Marke „beflügelt“. http://www.redbull.de/
Das Maggie Kochstudio lädt in seinen eigenen Läden/Restaurants zu Kochkursen ein. www.maggi.de
Ikea macht das Wohnen leichter, und das Einkaufen ebenso. Die Zimmer sind fertig zusammengebaut mit vielen kleinen Ideen bestückt, die Kinder kann man in einer wunderbaren und beaufsichtigten Spielecke lassen. Und zu Essen gibt’s auch was!
Bei der Marke Lego dreht sich alles um Fantasien und Kreativität. Diese manifestieren sich in allen Bereichen; durch innovative Produktideen, im Shop und bei Legoland.
Aber nicht immer ist der Markenkern der erste Ansatzpunkt um ein Markenerlebnis zu kreieren. Manchmal ist er auch nur Teil von einem Größeren. Interessante Beispiel sind hierzu „Die Autostadt“ von Volkswagen, http://www.autostadt.de/portal/site/www/ oder das Guiness Storehouse wo nicht nur die Geschichte der Marke anfaßbar gemacht wird, sondern man auch etwas über seine Trinkgewohnheiten lernen kann. http://www.guinness-storehouse.com/
Zukunft & Visionen anfassbar gemacht
Menschen kaufen Marken aber benutzen Produkte. Und manchmal haben wir einfach viel größere Visionen und Möglichkeiten für die Marke, die man heute noch nicht zeigen kann. Um dieses zu tun, bieten sich Events oder Show-Stores ideal an:
Philips Sense & Simplicity Events: http://www.philips.com/about/brand/thesimplicityevent/index….
Sony Store Tokyo: http://picturetokyo.com/en/location/sony_building.html
Aber braucht jede Marke das Erlebnis als Selbstdarstellung? Und wenn ja, welche Form ist die Beste? Natürlich sollte jeder Schritt in diese Richtung mit der gesamten Marketingstrategie angepasst werden – kurz- und langfristig. Aber trotzdem frage ich mich, ob das Experience Marketing notdürftig oder nur eine andere Option im Gesamt-Mix darstellt?
Quellen: Fast Company, www.Designcouncil.org.uk , www.marketingatretail.com, http://www.gdruk.com/
Ihre Meinung?
Ich würde mich zu Kommentaren, Beispielen oder Fragen sehr freuen.
Vielleicht hätten einige von Ihnen sogar Lust dieses Thema (oder andere) bei einem Glas Wein weiter unter die Lupe zu nehmen?
In the week starting October 27, I found these articles of interest at the DMI News website powered by Direct Marketing International
1. Majority of consumers will change brand to help environment survey says
New research has shown massive consumer support for environmental issues and green DM initiatives – and marketers are advised not to ignore the findings.
Ninety per cent of people believe everyone has a responsibility to play their part in reducing global warming; 92 per cent are prepared to devote time to achieving a greener lifestyle and all but 37 per cent are prepared to pay an extra £10 on each flight to offset their carbon footprint.
These are the surprisingly altruistic findings of a major study by online research company CCB fast.MAP, in which more than 2,200 consumers voiced their feelings about various environmental issues.
Article found at: DMI News
Read full article here
2. Data divas Rosemary Smith and Jenny Moseley explain changes in USA and UK telemarketing regulations
Almost simultaneously on both sides of the Atlantic, changes have been made to the rules covering telemarketing. It seems that a combination of consumer pressure and government concern means the sector will be under the spotlight for the foreseeable future.
In the USA, the Federal Trade Commission (FTC) – which is charged with regulating telemarketing – has reacted to significant consumer complaint and announced that pre-recorded telesales messages now require signed opt-in, in writing, from the consumer. Unsolicited recorded calls have been banned in the UK since 2003 and the Information Commissioner has taken action under the PECR regulations (including rapping political parties on the knuckles for use of this technology).
Article found at: DMI News
Read full article here
3. Ian Hughes shares his recession survival tips
By the time you read this article, anything may have happened. Even though the lead time between me writing it and you reading it is only a matter of days, the world is evolving faster than any of us could imagine.
Airlines, banks and construction have all had a rough time (and that’s just the A-B-Cs).
Who would have thought that Fannie and Freddie would be nationalised? (Actually, I did predict it two months ago, but I was joking.) Who would have imagined that Lehman would go under or that Merrill would be bought? Who would have guessed that XL and Alitalia would disappear, or SAS, for that matter.
So, in such uncertain times, what ray of hope can we offer? Well, I did try to be positive in my column here last month, by focusing on the fact that, in a recession, there is a flight to DM, because those who can spend through a recession often win coming out the other side.
But what can we do, as business people, to ensure we survive? Well, survival is one of the things I have learned to do best, having crashed and burned during the last .com bust and having run a telecoms company during that bust.
So, here’s Ian’s handy guide to surviving a recession:
1) It’s all about value
People get worked up about value. They think it refers to price; it doesn’t, it refers to a perception of utility in the mind of the consumer. Something that has a poor utility value achieves a low price point. A lot of companies lose sight of the value they offer. I work in an information business where the value of our data is only as good as the use our customers have for it. That means, I am always thinking about what people will do with my information and how it will add value.
I always think about my customers. I’m not saying I am perfect, but asking the ‘why do customers buy this and what can we do to increase the value of that purchase?’ question is always a good technique
Article found at: DMI News
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Customer retention has always been one of the most cost effective ways to increase business revenue. According to the international consulting firm Bain & Company, you can increase profits by as much as ninety-five percent through increasing retention by as little as five percent. If organizations fail to focus their efforts on servicing current customers while spending excessive amounts on acquiring new ones, they are wasting their efforts and much of their revenue.
Most customers are look for good value for their money, especially in hard economic times. They are also attuned to product and service pricing. Even so, many customers are likely to pay a bit more to organizations that demonstrate a true concern for customer needs and a willingness to go out of the way to provide quality service levels. Certainly, providing service that differentiates your organization from others requires effort, training, and staffing, but the return on investment (ROI) is well worth it long term. You cannot expect to approach service with a “fix it and move on” mentality. Service a process, not an event. It requires dedication of time, money and resources and a commitment to provide whatever it takes to satisfy your customers.
Here are five strategies that you can use to enhance your organization’s customer retention:
1. Create brand recognition.
The most successful companies and those that stay in business for decades or longer, are the ones that spend time and effort planning and executing strategies to acquire and sustain brand recognition. This means creating a market presence where customers know who they are and what they provide. Think about organizations such as, Sears, JC Penny’s, Firestone, Ford, AAA, Maytag and Macy’s. When you hear those names, you know what they do and what to expect from them.
To establish your brand recognition, you must first identify what it is that you want to be known for, to whom you will market it, how your will market it, and ways to offer quality products and services at a competitive price. Once you establish these criteria, you can set out to spread the word through advertising, product and service sampling, strategic partnerships, customer acquisition, and effective service.
2. Get regular feedback from your customers.
You cannot address customer needs if you do not know what they want. A big mistake that many service providers make is that they look at articles and other sources that say “customers want…” and go on to list what all customers want. While such resources can be a good indicator, unless you ask your customers what they expect and want regularly, you are likely spending time and money providing the wrong thing to your customers. For example, in good economic times competitive pricing may not get people in your door or to your website. However, when money gets tight cost may become more important to your customers. Additionally, depending on the type of products or services that you provide, customer needs may be different. For example, for customers looking to buy construction equipment, safety might be an important concern. For someone buying women’s clothing that is not likely a big issue. Take your customer’s service pulse regularly in order to keep up with their changing and specific needs.
3. Make it easy for customers to provide feedback.
Do not forget to ask for feedback following a sale or service encounter. This is a big mistake. If you do not ask, most customers will not tell you. Some studies show that if customers are disappointed, they will not tell you. They will simply go away and then tell others about their negative experience. This can lead to the loss of that disgruntled employee while missing the opportunity to serve those who heard their story. You need to hear the good, the bad, and the ugly related to how well customers perceive your service efforts.
This article is sponsored by Return on Behavior Magazine published by TeleFaction.
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Often companies spend enormous ressources designing a (new) corporate logo, product logo or campaign logo designed.
According to Wikipedia, a logo’s design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company’s commercial brand, or economic or academic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other non-commercial entities.
Here are some logos that definately makes YOU think about something other than what was intended (I am sure)
I think the images speak for themselves
Clinica Dental, now what to expect? Perhaps the CMO should consider a new logo design (or perhaps not :- )
The Kunaware Pharmacy might want to consider designing the “K” differently.
The worst of the worst. Arlington Pediatric Center.
It’s simply a disgrace, and the CMO should immediately take steps to implement a new logo design. Perhaps using the letters APC might be the safest bet.
An unfortunate placement, or is it?
Difficult to avoid the situation in the Nestle outdoor add below. I think this picture might be staged, don’t you?
If you know of other examples, please do let me know
