When was the last time you tried a new brand or product - just for the sake of it?
Let me take you back a week
I was a happy Coke zero consumer, (and an occasional Sprite zero drinker). Comfortable with this fact I happened to be thirsty and needed a drink whilst shopping in Target. So I automatically tried to buy Coke zero and couldn’t find it in the chillers by the checkout (I don’t like Diet Coke).
A sudden appearance
Now, all of a sudden I noticed diet Pepsi. Pepsi has new designs across the lineup, which seemed to attract me that little bit more, and were the same price as the Coke drinks so I thought why not try diet Pepsi. Why am I telling you all this, well it’s because I love diet Pepsi, and I prefer it to Coke Zero. I have defected from Coke zero after one trial of diet Pepsi.
The Power of New
Now as a marketer this troubles me. It seems that my action was sparked by 3 things:
a) there was no real risk to my decision, after all I was thirsty, so I was desperate to consume anything cold and wet.
b) no incremental cost - ie it was the same price as the Coke equivalent and
c) there was something new and interesting about Pepsi. The new packaging design made me feel different about Pepsi, it made me think differently about Pepsi, it helped interest me enough to try Pepsi.
Did Pepsi expect me to behave like that ? Does Coke zero lose in one of those blind taste tests ? Why does Target not have Coke Zero in the chillers ? I don’t know how many marketing $$ Pepsi have spent recently, but I know I’ve said this before - marketing works !
Sphere: Related Content
Wednesday, July 29, 2009
Monday, July 27, 2009
Billboard.com – how to refresh brand equity without alienating your consumers
As a music fan one of the sites I visit almost on a daily basis is http://www.billboard.com/ with core brand equity elements of the 'authority', and 'champion' of the music industry. It’s a great portal for sales and shipment data, charts, news, reviews and general music industry gossip. So on Saturday when I logged in – I was surprised to see a radical site redesign. Granted the old site was tired and driven by banner ad’s, but was easy to navigate and content rich.
A New Business Model
With a drastically different look and feel - via increased visual vs. text content, and focus on downloading music (via http://www.lala.com/), I sense a change of business model – to actively generate user revenue and return visits vs. the ad driven model.
Is it the same brand?
I’m not sure that I like the new ‘MySpace’ feel which undermines the ‘authority’ brand value. The brand clearly needs to evolve and perhaps has succeeded - I have already opened a www.Lala.com account and downloaded music (by Alexi Murdoch).
Marketing works !
This could prove to be a classic marketing case study where a brand:
a) Reinvents itself by refreshing its equity - but not straying too far (simply by adding ‘first choice’) as an additional equity element
b) Ensures it understand how to engage and retain consumers
c) Drives the top and bottom line
Bravo to the marketing folks at Billboard. Sphere: Related Content
A New Business Model
With a drastically different look and feel - via increased visual vs. text content, and focus on downloading music (via http://www.lala.com/), I sense a change of business model – to actively generate user revenue and return visits vs. the ad driven model.
Is it the same brand?
I’m not sure that I like the new ‘MySpace’ feel which undermines the ‘authority’ brand value. The brand clearly needs to evolve and perhaps has succeeded - I have already opened a www.Lala.com account and downloaded music (by Alexi Murdoch).
Marketing works !
This could prove to be a classic marketing case study where a brand:
a) Reinvents itself by refreshing its equity - but not straying too far (simply by adding ‘first choice’) as an additional equity element
b) Ensures it understand how to engage and retain consumers
c) Drives the top and bottom line
Bravo to the marketing folks at Billboard. Sphere: Related Content
Monday, July 20, 2009
Battle of the Beans - Is McCafe Better Than Starbucks ?
The Good
Having seemingly lost its way as consumers tighten their discretionary spending at last Starbucks is back and returning to their premium (coffee) experience roots via the "Inspired by Starbucks" brand of stores http://tiny.cc/Oxnky.
The Bad
For years the key characteristics of:
a) great tasting coffee, and b) a truly unique and engaging experience, have been hindered by the push behind stretching the brand into for example, cold ice filled flavoured drinks - coupled with the sense that the role of the Barista was being diminished .
To make matters worse brands such as Dunkin Donuts and McDonalds (McCafe) have successfully infiltrated Starbucks territory and spent significantly to communicate their offerings. NB in Europe McCafe’s are also nicely decked out in comfy leather seats, wooden tables, and art alongside an offering of muffins, cookies etc.
The Ugly (Truth)
Contrary to the experts at ‘Coffee Review’ http://bit.ly/l3YhW, my current tally is a stirring 20:1 visits in favour of McCafe vs Starbucks. Yes, I freely admit to preferring a McCafe ‘Medium’ Cappuccino vs the ‘Tall’ Starbucks equivalent.
The winning Formula
Lower McCafe price (by 50c or so) + incentive (discount coupons on ‘Medium’ size) = Starbucks disloyalty.
But with hope of the “inspired by Starbucks” franchise on the horizon, perhaps there is a way for Starbucks to win back my business.
Sphere: Related Content
Having seemingly lost its way as consumers tighten their discretionary spending at last Starbucks is back and returning to their premium (coffee) experience roots via the "Inspired by Starbucks" brand of stores http://tiny.cc/Oxnky.
The Bad
For years the key characteristics of:
a) great tasting coffee, and b) a truly unique and engaging experience, have been hindered by the push behind stretching the brand into for example, cold ice filled flavoured drinks - coupled with the sense that the role of the Barista was being diminished .
To make matters worse brands such as Dunkin Donuts and McDonalds (McCafe) have successfully infiltrated Starbucks territory and spent significantly to communicate their offerings. NB in Europe McCafe’s are also nicely decked out in comfy leather seats, wooden tables, and art alongside an offering of muffins, cookies etc.
The Ugly (Truth)
Contrary to the experts at ‘Coffee Review’ http://bit.ly/l3YhW, my current tally is a stirring 20:1 visits in favour of McCafe vs Starbucks. Yes, I freely admit to preferring a McCafe ‘Medium’ Cappuccino vs the ‘Tall’ Starbucks equivalent.
The winning Formula
Lower McCafe price (by 50c or so) + incentive (discount coupons on ‘Medium’ size) = Starbucks disloyalty.
But with hope of the “inspired by Starbucks” franchise on the horizon, perhaps there is a way for Starbucks to win back my business.
Sphere: Related Content
Thursday, July 16, 2009
REMEMBER THE TIME ? DID OBAMA HELP BUILD BRAND GHANA ?
Remember the Time ?
So did President Obama’s visit to Ghana help build the Ghana brand ? If yes what can you remember ? Well, a CNN search of ‘Ghana’ today (Thursday July 16th 2009) shows perhaps the message decay has already set in, and the lead story is about a charity that donates used computers to village schools http://tiny.cc/MENyb . Great stuff, but what does brand Ghana actually stand for ?
What’s great about Brand Ghana
From the CNN reports I give top marks for clearly identifiable core values of democracy and independence, and a solid brand character of passionate, proud, and hopeful. However, with no clear overall equity – and no real executional elements Im left a little disappointed.
Execution, execution, execution…
Yes there were merchandise and memorabilia (sold locally of course)and even official songs http://tiny.cc/J4etsbut without a video there’s no chance to generate the 3m+ views that eg the United Breaks Guitars song has achieved on Youtube http://tiny.cc/cLcwX. The missed opportunity here is develop a visual identity that could travel the world and lodge in peoples minds.
Visual Brand icons
Simple question - from this event what will the international consumer (ie viewer) take away ?
As awareness slips, a simple distinctive visual identity would help recollection. I’m not saying its easy to do, but two great recent examples :
1. Michael Jackson’s memorial service silver glove and aviator shades
2. fireworks and the singing girl from the Beijing Olympics
Unfortunately for Ghana, from president Obama’s trip, all I can clearly remember is, well President Obama in a suit....
Sphere: Related Content
So did President Obama’s visit to Ghana help build the Ghana brand ? If yes what can you remember ? Well, a CNN search of ‘Ghana’ today (Thursday July 16th 2009) shows perhaps the message decay has already set in, and the lead story is about a charity that donates used computers to village schools http://tiny.cc/MENyb . Great stuff, but what does brand Ghana actually stand for ?
What’s great about Brand Ghana
From the CNN reports I give top marks for clearly identifiable core values of democracy and independence, and a solid brand character of passionate, proud, and hopeful. However, with no clear overall equity – and no real executional elements Im left a little disappointed.
Execution, execution, execution…
Yes there were merchandise and memorabilia (sold locally of course)and even official songs http://tiny.cc/J4etsbut without a video there’s no chance to generate the 3m+ views that eg the United Breaks Guitars song has achieved on Youtube http://tiny.cc/cLcwX. The missed opportunity here is develop a visual identity that could travel the world and lodge in peoples minds.
Visual Brand icons
Simple question - from this event what will the international consumer (ie viewer) take away ?
As awareness slips, a simple distinctive visual identity would help recollection. I’m not saying its easy to do, but two great recent examples :
1. Michael Jackson’s memorial service silver glove and aviator shades
2. fireworks and the singing girl from the Beijing Olympics
Unfortunately for Ghana, from president Obama’s trip, all I can clearly remember is, well President Obama in a suit....
Sphere: Related Content
Saturday, July 11, 2009
AND THE WINNER IS….INAUGURAL GLOBAL MARKETEER LOVEMARK NOMINATION GOES TO NESPRESSO
Ever since discovering the ‘Lovemarks’ concept from Kevin Roberts (CEO of Saatchi and Saatchi) ie a brand that generates loyalty beyond reason, http://www.lovemarks.com. I have been weighing up potential candidates of brands that I am unreasonably loyal to, and so the inaugural Global Marketeer nomination goes to NESPRESSO.
The Pro’s: (captivating brand experience)
Nespresso has won my heart because it gives me a delightfully captivating experience each and every time I need it. I’m fanatical enough to visit a store everywhere I travel, and so be it Barcelona, Stockholm, Geneva, Frankfurt or New York, I’m left in awe at how they excel at deliveing a perfect brand representation of style, indulgence, and premiumness in each location. Add to this incredible on line work, eg this new Swiss website gives me access to their ‘experts’, providing yet another level of fascination to what Nespresso means to me.http://ch.nespresso.com/#/ch/en
The Con’s: (waiting for new product launches)
The low point is that new products are launched later in the US vs Europe - I’ve had to wait to get my hands on a new Citiz Machine. Although they’ve been missing out on my coffee capsule sales for the last 3 months, I don’t think they’re hurting right now - despite the current economic crisis sales are up +20%: http://tiny.cc/r0TRv . These girls and guys are damn good at marketing. Sphere: Related Content
The Pro’s: (captivating brand experience)
Nespresso has won my heart because it gives me a delightfully captivating experience each and every time I need it. I’m fanatical enough to visit a store everywhere I travel, and so be it Barcelona, Stockholm, Geneva, Frankfurt or New York, I’m left in awe at how they excel at deliveing a perfect brand representation of style, indulgence, and premiumness in each location. Add to this incredible on line work, eg this new Swiss website gives me access to their ‘experts’, providing yet another level of fascination to what Nespresso means to me.http://ch.nespresso.com/#/ch/en
The Con’s: (waiting for new product launches)
The low point is that new products are launched later in the US vs Europe - I’ve had to wait to get my hands on a new Citiz Machine. Although they’ve been missing out on my coffee capsule sales for the last 3 months, I don’t think they’re hurting right now - despite the current economic crisis sales are up +20%: http://tiny.cc/r0TRv . These girls and guys are damn good at marketing. Sphere: Related Content
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