Death by complacency: how fear kills brands
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Rinse and repeat. Play it safe. Copy and paste. Save as. Sound familiar? We’re all creatures of habit – and marketers are no different. Many brands are afraid to break away from what they know and what has worked in past (ahem…we’re talking to you, Microsoft). They rely on traditional tactics to gain market share, customer adoration and positive headlines. But what if there were a way to take calculated marketing risks with absolute confidence, instead of, for example, blindly launching a new logo (Hi AirBNB!)? The (un)expected is far more interesting. SurveyMonkey VP Brent Chudoba is breaking down today’s most common branding myths. He will reveal unseen global data exposing how consumers really feel about marketers’ bag of tricks, particularly around emotional exploitation (sorry Hallmark, you’re no longer the ringer).
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- Nirma is the third largest detergent player in India selling after HUL and P&G. It dominates the lower price segment with a growing market share of 43%.
- Nirma believes in positive word-of-mouth from satisfied customers. It creates value for money and markets its affordable products effectively.
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The document provides a case study analysis of the detergent market in Pakistan. It analyzes market share and sales data for major brands like Surf Excel, Ariel, Brite, and Bonus. It then compares Surf Excel and Ariel on factors like target market, price, advertising campaigns, and media spend. Some key points identified are that Ariel targets lower socioeconomic groups despite its higher price, and its market share has remained stagnant despite similar ad spending to Surf Excel. The document proposes repositioning Ariel to target higher SEC groups by emphasizing its time-saving and quality cleaning benefits. It suggests updating Ariel's persona and celebrity endorser to reflect this new positioning.
Consumer Behaviour Research for Surf Product
The document summarizes research conducted on consumer preferences for the detergent brand Surf. A survey of 31 respondents found that 93% were familiar with Surf and 80% had used it before. Surf was among the most familiar and preferred detergent brands. The research also examined consumer purchase behaviors, preferred detergent qualities like cleaning ability and fragrance, and promotional strategies. In conclusion, the study found that consumers generally prefer Surf over other brands and value its effectiveness and fragrance.
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3) It is important for brands to measure meaningful metrics in social media like return visits and actions taken, rather than just numbers of followers.
4) Internal communication is important for social media strategies, and brands must decide who will own and manage their social media presence.
Rapid fire with Douglas Van Praet
The document summarizes an interview with Douglas Van Praet on the future of market research. He argues that market research is missing empathy and an understanding of consumer emotions. It also needs to move beyond post-hoc rationalizations and understand unconscious motivations. Looking ahead, he sees the industry focusing more on cognitive and behavioral sciences to better understand customers. Research also needs to improve how it measures emotions and incorporates that into product development. Overall, Van Praet prefers speaking to consumers directly to read micro-expressions rather than focus groups.
The Advertising Leader
The document provides guidance on developing an effective advertising strategy and creative brief. It emphasizes starting with clear brand vision and strategic objectives, and developing a "big idea" creative strategy that consistently communicates the brand's message over time. The document also stresses evaluating whether the creative expression truly reflects and accomplishes the strategic goals.
Lo1 worbook
Marketing involves market research like focus groups to understand customer needs, and market analysis to identify opportunities. This informs a company's marketing strategy. Advertising is important to raise brand awareness and get customers to remember and choose a brand. Brand promotion uses various methods like TV ads or free samples to influence customers to purchase a brand.
Public relations aims to manage messaging to maintain customer perceptions. Key principles include consistency, truthfulness, and good media relations. Positive publicity from stunts like Red Bull's skydive generate interest. Spin aims to shape audience views, while damage limitation minimizes negative perceptions from crises. Lobbying targets legislators and regulators to influence decisions affecting organizations.
Creating a Marketing Plan
The marketing plan depends on the stage of your business, the marketing budget and the team as a whole. Here are a couple of notes about creating a marketing plan that come from my medium post, "Creating a Marketing Plan" https://medium.com/@staceyferreira/creating-a-marketing-plan-e0869ca454a2
SmartBeemo: The World´s First Smart Posting Tool - David Uribe, Asylum Marketing
SmartBeemo: The World´s First Smart Posting Tool - David Uribe, Asylum MarketingMarketing Network marcus evans
SmartBeemo: The World´s First Smart Posting Tool - Presentation delivered by David Uribe, VP Global y Director Creativo, Asylum Marketing at the marcus evans Latin CMO Summit 2014 held in Panama City, Oct 30-31Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn Hiển
This document discusses brand positioning and communication. It begins by defining consumer insight, market research, and brand positioning. It then provides examples of how to develop a brand key and formulate an effective brand positioning statement. The document also discusses various methods for generating brand communication ideas, such as leveraging common interests or insights. It emphasizes that integrated brand communication should be focused on a single idea, utilize multiple touchpoints, and exploit ideas across appropriate channels to meet objectives.
Rapid fire with douglas van praet
Excelente explicación de cómo es necesario empatizar cn las emociones de nuestros clientes, más allá de las explicaciones racionales que estos dan de sus actos y emociones
Marketing Strategy - Mastery Tool
This document provides summaries and explanations of various marketing tools and frameworks. It discusses strategies, goals, insights, branding, consumer behavior models, and communication planning. Some key topics covered include the SMART goals criteria, brand equity models, consumer decision journeys, Maslow's hierarchy of needs, and AIDA (attention, interest, desire, action) frameworks for evaluating marketing execution. The document is intended as a reference for understanding different approaches to marketing strategy, consumer insights, branding, and communications planning.
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & The Electronics Industry presented at AECOC Madrid, Spain
Jamie Burke: CEO 90:10 Group
Similar to Death by complacency: how fear kills brands (20)
Dr. Irène Kilubi_Tumea Method-Unit 1_Target_Group_March 2021
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Presentation of Q&A Market Research and its Proprietary Models
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Keyhole improve business through social listening course.
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Commercial Marketing Thinking for Government Marketing
Commercial Marketing Thinking for Government Marketing
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SmartBeemo: The World´s First Smart Posting Tool - David Uribe, Asylum Marketing
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Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn Hiển
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Death by complacency: how fear kills brands
- 1. Death by Complacency: How Fear Kills Brands Presented By: Brent Chudoba, Vice President and General Manager, SurveyMonkey Audience
- 3. What Will I Learn Today? How far is too far when it comes to competitive comparison ads How effective are emotions when it comes to altering a brand’s perceptions (research revealed) How brands can react real time to life events Should you trust your gut? What should you hold your ideas against How to know what worked and what didn’t
- 5. When Competition Stops Being Friendly . Apple’s famous “I’m a Mac” advertisement painted a conversational and non-abrasive picture of Apple next to competitors in the PC market. Why?
- 6. When Competition Stops Being Friendly Continued . “Attack ads,” similar to those found during political ad campaigns, are seen as risky and distasteful. Why?
- 7. Risk: Emotional Exploitation (Research Revealed)
- 8. Crying Dogs, Dead Bodies and Sex – Effective?
- 9. Risk: Real Time Reactions
- 10. The Good…
- 11. …The Bad
- 12. Gut Check: Data
- 13. While data insights (surveys, focus groups, customer feedback, etc.) are beneficial to support a position, how can they be used behind the scenes during the beginning stages of the campaign? Explore the power of gut checking prior to committing to an idea. It can be the difference between success and failure. Know Before You Act
- 14. ROI: Was It Worth It?
- 15. What worked, and what didn’t? You’ve tested, run your campaign, now what? A good brand doesn’t stop once the campaign ends until it determines the impact. Did you get 1,000 retweets but no new sales? Or did your new member services triple in 3 days? Learn what emotions work for the right situation – then set out to create the next big idea. Was There an Impact?
- 16. Key Takeaways Know when you’ve crossed the line on competition Know what and when emotions work best for your brand Know when and how is the right time for reaction Know when to rely on your safety net Know how to measure ROI
- 17. Q&A