Tag Archives: brand

Consistency is Critical Element of Brand Success

August 12, 2011

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The best brands provide a consistent customer experience that reflects their core value proposition. Everything they do (and how they do it) contributes to the same image of the brand. Unfortunately, many companies fail to recognize the link between the customer experience they generate and what they think their brand stand for. Take Clublink as […]

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A simple (?) measure of brand engagement

July 12, 2011

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As market researchers, we are regularly asked to evaluate a set of brands, companies or organizations. We then talk about brand x is rated better than brand y but behind brand z. This naturally reduces the complexity of our relationships to brands to a very one-dimensional view and forces us to talk about the population […]

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Selling an experience doesn’t matter when you don’t execute

February 16, 2011

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The cruise industry has embraced marketing 101. They are not selling vacations or travel, they are selling something more. Consider two examples. Norwegian (NCL), is selling “freedom” and Carnival is selling “fun.” The selling point is the experience and each cruise line is aimed at a particular market. Delivering on that experience is then built into […]

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What do you “like”?

January 13, 2011

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Internet liking is ubiquitous. It is on my blog, on most social sites, and many others. These like buttons not only offer people the chance to express a positive response but to share this like with their friends. So, what do you like? Are you a supportive friend or brand ambassador? Do you notice what […]

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A time for a new retail format for big consumer brands

April 17, 2010

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Chances are that the following happens to you when it comes to grocery shopping. You were the happy purchaser of product ‘x’ until your store decided not to carry it anymore. Your choice was either to substitute (either with a different brand or different product) or to search for that product in another store (but […]

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