Remember Super Bowls ads that were truly memorable? Like Apple's `1984' spot for the Macintosh? The Budweiser frogs? Monster.com's 'When I grow up'?
Continue reading "Betty White and Lindsay the Milkaholic: Memorable Super Bowl Ads" »
Driving to work the other morning, I heard a news report about how Burberry PLC's third-quarter sales beat market expectations. Same-store sales from the company's own retail outlets, which generated two-thirds of Burberry's overall sales in the third quarter, were up 10% for the period.
What really caught my attention in the report was a comment about how the effectiveness of the company's Internet marketing efforts have helped this 154 year-old maker of trench coats and outerwear to drive additional sales traffic at its retail outlets.
Intrigued, I decided to do a little research.
Brand value improves as customer loyalty to that brand improves. It makes sense, but many companies still don't connect the dots between customer value and brand value. But which are the companies that do it best, and what can we learn from them?
If you haven't read my colleague Lisa Bradner's latest report, "Adaptive Brand Marketing," I strongly encourage you to do so. It is focused on the changing world of brand management, but its implications and principles go way beyond. Lisa points out that organizations are ill-equipped to handle the world of "always on" marketing in the digital age, and explains that, to remain relevant, marketing leaders will embrace Adaptive Brand Marketing. This is an approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity.
The CMO Council and the U.S. Chamber of Commerce launched an initiative yesterday that not only makes sound business sense, but it's also socially beneficial.
The Pause to Support a Cause campaign aims to create a global community of millions of research-ready and receptive panelists to participate in online surveys and market research. It's expected to direct as much as 10 percent of the $18.9 billion spent on market research worldwide to thousands of non profits.
Continue reading "Tapping Into an Engaged Research Group While Adding Altruistic Appeal " »
