At Issue } essential reading
The art market teaches us how valuable a brand can be. And in the world of marketing, the value of brands continues to increase. Why is that so? Because as more and more products and services hit the market, consumers have less and less time to evaluate the merits of individual products.
Marc Jacobs will open the doors to his Daisy fragrance pop-up store in Manhattan on Friday, but unlike other retail locations, no money will be exchanged. Instead, you can walk out with products in exchange for sending tweets, Instagram photos and Facebook posts.
The language of “more” pervades discussions of the topic. Ask any group of executives or nonprofit leaders about scaling, run a web search on “scaling” or “taking to scale,” pore over articles, cases, or research on the topic, you’ll find the dominant words and phrases have to do with addition and multiplication: grow, expand, propagate, replicate, amplify, amass, clone, copy, enlarge, magnify, incubate, accelerate, multiply, roll it out to the masses, and so on.
What possibly could be construed as offensive about "America the Beautiful" sung by a chorus of Americans? When they are singing in a language other than English. That was Coke's Super Bowl ad -- "American the Beautiful" sung in seven languages -- and it has stirred serious anger among conservative pundits and viewers, generating reactions including the hashtag #BoycottCoke, which trended on Twitter immediately after the game.
To grow and improve is a desire that most all of us share. Yet, in order to grow and improve we must first be willing to acknowledge our areas of weakness; we must accept who we are in order to become something better. So how can we best recognize our weaknesses? We can stop defending and start listening.
Optimism Is on the Rise, But Challenges Remain
Attention: Announcing 2014, the third annual “year of mobile.” Yes, we have been hearing this line since 2012, but it seems that 2014 is poised to finally be the year that mobile becomes a mainstream marketing solution. Consumer adoption of smartphones and tablets is now ubiquitous. Take for example my parents, considered part of the “Silent Generation” (precursor to the Baby Boom generation).
YouGov BrandIndex, which says it interviews 4,300 people each weekday from an online panel that's designed to be representative of the U.S. population, crunched the numbers on Super Bowl advertisers before and after the game. It found that Budweiser, GoDaddy, Doritos and Microsoft got people talking or increased the positive buzz about them more than other Super Bowl advertisers. But of those four only Doritos made the top 10 for a lift in purchase consideration.
What business are you in? It seems like a straightforward question, and one that should take no time to answer. But the truth is that most company leaders are too narrow in defining their competitive landscape or market space. They fail to see the potential for “non-traditional” competitors, and therefore often misperceive their basic business definition and future market space.
With retargeting, private browsing has public consequences.