Senior executives frequently tell us how disappointed they are with new product launch performance. It’s an expensive and risky business so it’s understandable. This frequently results in a “numbers game” (launch as many products as we can in the hope we succeed) or “no game” (don’t launch anything as it’s too damn expensive) logic.
In the past we’ve tried to highlight how utilising coupons can turn your brand strategy pair shaped. The challenges JC Penny is currently facing lucidly illustrate this point. This revealing article shares some of the challenges new JC Penny CEO Ron Johnson is experiencing whilst trying to shake the brands’ coupon crazy reputation. An unenviable task.
At a recent “customer experience” conference in Dubai it soon became apparent a broader view on customer experience was required. The terms “customer experience” and “customer service” were frequently used interchangeably. This was a problem because we feel customer service is an important part of the customer experience.
Darren was invited to speak on BBC radio today. He was asked to give his views on “Brand Britain” going ballistic. Here’s the recording (apologies the quality is not so great).
“You can’t been all things to all people or you’ll be nothing to anyone” or “Jack of all trades. Master of none.” Commonly used marketing expressions. Commonly ignored marketing expressions.
National Express, the “largest coach provider in Europe” sent me a mailshot. So why share it with you? Well, thankfully I’m not “senior” (i.e. a pensioner) or “disabled”. I travel a fair bit (but not by coach).
On a number of occasions we’ve outlined how the human decision making process is primarily emotional but is then ‘justified’ by rational / logical processes (“affect heuristic”….zzzzzz). The Ferrari and Gucci scenarios fit this mould….Emotion drives decisions.
BBC WM invited Darren onto the Dan Kelly show yesterday. They wanted to obtain his views on the UK’s Visit Britain brand marketing campaign and how cities can develop an authentic brand.
Brands use celebrities to embody their brand. The celebrities help bring the brand to life. They make it less abstract and more human and this helps us relate to the brand.
Christmas 2011 seemed like many moons ago now. It proved to be an interesting time for brands. Given the tough economic climate you’d expect the Lidl, Aldi and Poundland’s of this world to perform well. At the other extreme premium brands such as Waitrose and Ted Baker have also done rather well.
