"80% of consumers no longer believes what brands say about themselves"
-- Zenith Optimedia ROI Tracker
October 29, 2009
October 26, 2009
October 22, 2009
"Food for thought"
Pop culture wisdom at its best: "There are 3 sides of a story: ours, theirs and the truth"-- Khloé Kardashian
October 21, 2009
Recession, inovation and private labels
"Consumer goods were once believed to be as recession-proof as any industry can be. Shoppers might not be able to afford Rolex watches and champagne during a downturn, the theory ran, but everyone still needs staples such as soap and toilet paper. Yet sales have fallen in this downturn, thanks largely to growing competition from stores’ own brands, or “private labels”.
"P&G, which has one of the most high-end brand portfolios of any of the packaged-goods firms, has tried to attract customers by launching “basic” versions of its popular brands. It recently released Tide Basic, which costs around a fifth less than its more upmarket cousin. But taking an existing brand downmarket in this way can be dangerous, analysts say. Consumers are unlikely to revert to the more expensive version if they are offered a similar product for less."
"Another strategy would be to sidestep retailers completely and sell directly to consumers through the internet. P&G’s new boss, Bob McDonald, has alluded to this sort of plan. It could be exactly the type of “game-changer” his company desperately needs."
[Source: "The game has changed", Economist]
"P&G, which has one of the most high-end brand portfolios of any of the packaged-goods firms, has tried to attract customers by launching “basic” versions of its popular brands. It recently released Tide Basic, which costs around a fifth less than its more upmarket cousin. But taking an existing brand downmarket in this way can be dangerous, analysts say. Consumers are unlikely to revert to the more expensive version if they are offered a similar product for less."
"Another strategy would be to sidestep retailers completely and sell directly to consumers through the internet. P&G’s new boss, Bob McDonald, has alluded to this sort of plan. It could be exactly the type of “game-changer” his company desperately needs."
[Source: "The game has changed", Economist]
"Stay on your feet"
Here's another interesting example of branded utility. In a recession and jobless context, Timberland helps you to "stay on your feet".
October 20, 2009
"The Hard Sell"
In a trading-down context, what strategies can retailers use instead of just cutting prices?
[BusinessWeek "The Hard Sell"]
October 16, 2009
October 15, 2009
October 14, 2009
"Insights"
"Out for dinner tonight? Around 27% of UK women compared to 19% of men see eating out as a way to avoid cooking and washing up."
[Via: Mintel News]
[Via: Mintel News]
October 13, 2009
October 09, 2009
"Food for thought"
"As an online culture, people are not reading; they're scanning."-- Stefanie Nelson, Dell
October 08, 2009
The power of a good metaphor
[Imagem via Flickr]
Quite interesting. On the power of metaphors and how they shape our daily thought and discourses.
--- > "The surprising ways that metaphors shape your world" < ---
[My "further reading" recommendation "Metaphors We Live by"]
October 06, 2009
"An open mind is advised"
[Clique on image to see film]
Agency: TBWA\Vancouver
Client: VIFF - Vancouver International Film Festival
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