It’s a Color-Coded World
Consumers have long been trained to associate certain colors with specific brands. Take rental cars: I’m confident if I show you the color red and ask you about a rental car brand, you’ll think of Avis, orange will make you think of Budget, gold will make you think of Hertz, and you’ll associate green with National. Similarly, in the telecommunications business, it’s as if representatives from AT&T, Verizon, T-Mobile and Sprint...
Save a Little – Lose a Lot: The Potential Pitfalls of Translated Ad Copy
As more brand managers come to the realization that the Hispanic consumer plays an important role in the current and future health of their brands, the struggle to find enough money within the advertising budget to succeed across targets has intensified. Over the past decade or more, most of the larger brands have carved out sufficient ad budgets to engage Hispanics with dedicated creative, and the debate is around whether to create...
How to Redefine Customer Loyalty With Churn Analysis
To brand marketers, fostering brand loyalty is a major objective. It’s a commonly held belief that the loyal customer is a brand’s greatest asset—worth far more than the brand switcher, both in terms of the premium prices that they will pay and the marketer’s ability to maintain a stable sales base. However, often marketers assume that an unchanging share of market implies stability in consumers’ brand purchasing habits....
Mapping the chain of influence on consumer choice
With billions of dollars being spent annually on advertising by major U.S. advertisers, there is no question that advertising plays a vital role in building brands and influencing consumer choice. While this principle is widely accepted, nearly every advertiser is charged with quantifying the specific return on investment that advertising and integrated marketing communications generates for brands in-market. Further, marketers are...
The Risks and Rewards of Competitive Advertising
When one brand dominates a category, it’s not uncommon for the “wannabes” to take direct shots at the leader. In the mobile device wars, Samsung launched its “The Next Big Thing” ad, which negatively portrays Apple’s products in comparison to Samsung’s. But Samsung isn’t the only one attacking Apple. Microsoft has also jumped on the Apple-bashing bandwagon by featuring ads that pit Cortana, Microsoft’s audio-enabled smartphone...