Brands are getting creative for CNY
Brands are getting creative for CNY
Here’s a great blog post from Mike Anthony again, about loyalty schemes after BA announced that for those not using business class you will actually get less miles for your miles. Mike makes some great points, but from one perspective surely a loyalty card is part of your brand. If you invest in your brand you need to invest in your loyalty card. In my experience it requires an ongoing investment and as soon as there’s that feeling of ‘not made here’ it is doomed to eventual failure.
He also raises points from another loyalty card with a sinking feeling – the Tesco Clubcard. Here my point is about data. Data gives you historical information and like research is out of date as soon as you have it in your hands. I can certainly understand the excitement of having so much data available to you and the endless possibilities for a marketer, but it’s like fool’s gold – once you make it an obsession it becomes worthless. And so Tesco managed to see the iceberg of change too late.
Neuroscience adds another dimension to research (and adds more questions for Marketing professionals to handle). This is an interesting case study, which on one side demonstrates the effectiveness of an ad versus the impression of whether it was liked or not. The way I see it is that it leaves the brand manager to put their reputation on the line. That does mean that brand managers really have to be skillful enough to make the right choice for their brand.
A nice combination of movement and colour by Apple in London. Does all the right things to attract the shopper.
As we start to appreciate that emotional triggers play a much more important (and often subconscious) part of our decisions to purchase it seems quite logical that marketers look to quantify and understand the effect of emotion in advertising. BrainJuicer has come up with the top TV commercials for reaching the parts other advertising doesn’t reach.
Perhaps the future of Cannes will be based on the ability of a brand to appeal to emotions!
Sir Martin Sorrell has clearly set his sights on two areas of growth for WPP in recent times. One has been digital and the acquisition of AKQA amongst others has been evidence of that. He has mentioned Big Data at several conferences and the talk around Dunn Humby is evidence that he is going for the big fish in the data world. There might be a plan for the long term development of DH, but I agree with the article below that this deal may be a little late. After all Tesco is struggling both with its reputation and with the likes of Aldi and Lidl. There’s a lot of talk around that the era of the all singing and all dancing Hypermarket is over. After all, most people increasingly prefer to purchase home appliances, TV’s etc. either online or from specialist chains, especially as home delivery becomes more shopper friendly and efficient. What is the point of trying to carry your new TV in the back of your car? Dunn Humby rose to fame in an environment where few other people collected data – now it’s so much easier and there are many more players in the market. Adding to that, people are much more conscious about data privacy, especially in Europe. Let’s wait and see
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