How Brands Can Survive the Private Label Threat
There are several trends that have contributed to this dynamic. First, the perceived quality of private label brands has improved, at least in the mind of the consumer. Many shoppers have decided that these money-saving brands still deliver a perfectly adequate product…
Assessing Brand Relevance: A True View
Most major brands and advertisers have systems in place to track and quantify brand health. While the inputs and sophistication of these systems vary, there are several aspects of brand health that nearly everyone can agree are important, including: salience, differentiation, relevance, and loyalty…
Dick’s Sporting Goods and Cause Marketing: Will It Work?
Dick’s Sporting Goods announced at the SXSW Interactive festival that the brand is making a significant investment in an initiative called Sports Matter to generate awareness and crowdsource funds for youth athletics programs. The campaign has been in the works for more than a year and will incorporate commercials, social media, and a film that will be shown on ESPN2. But will this project help their brand?
What Marketers Can Learn from the Oscars’ Best Advertising
Stars were in the spotlight this past Sunday at the Oscars celebration, but they weren’t the only ones who walked away with attention. Brands played a significant role during the evening’s festivities – not only to those seated in the Kodak Theatre, but to the viewers at home, all 43.7 million of them…
Understanding and Addressing Churn in Your Customer Base
The loyal customer is the Holy Grail for brands. This loyal base is relentlessly pursued, tracked, and analyzed. However, many brands often miss an important underlying dynamic that can provide significant insights…