The document summarizes key points from a presentation on marketing 3.0 and values-driven marketing. It discusses challenges facing businesses like distrust of business and economic issues. It also covers opportunities like globalization and technological advances. The presentation emphasizes engaging customers, stakeholders, and sustainability to build strong brands and reputations.
IMAGE IS INDEED EVERYTHING: AN ANALYSIS OF HOW AMERICANS VIEW LEADING COMPANI...ijmpict
In today’s economy, a substantial part of the value of a consumer-facing company is tied-up in the value of its corporate image and its brand. As such, major companies today have both a great opportunity and a significant challenge at hand in managing their corporate reputations. In recent years, we have seen numerous instances of how the public perception of companies - and their brands - can be either positively or negatively impacted almost overnight by a wide range of events, social media, and more. As such, “reputational risk” is - and will continue to be - a significant managerial concern. In this study, we explore recent survey data on how the American public regards leading companies today in regard to their reputations. Using data from a major national consumer survey, we examine the seven dimensions of corporate reputation and assess how the public views the “best” and “worst” companies today on each reputational aspect. The article concludes with a look at the managerial implications of the present research and a look ahead to how further research could both deepen our understanding of consumer perceptions of corporate reputation and connect the reputation construct to actual corporate performance.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Strategy Magazine wrote about the SPC Card study “Pulse of the Canadian Student Shopper” study.
With 1 million+ cardholders aged 14-24 per year, SPC Card - Canada’s leading student loyalty program, enjoys robust and privileged access to young Canadian shoppers.
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
IMAGE IS INDEED EVERYTHING: AN ANALYSIS OF HOW AMERICANS VIEW LEADING COMPANI...ijmpict
In today’s economy, a substantial part of the value of a consumer-facing company is tied-up in the value of its corporate image and its brand. As such, major companies today have both a great opportunity and a significant challenge at hand in managing their corporate reputations. In recent years, we have seen numerous instances of how the public perception of companies - and their brands - can be either positively or negatively impacted almost overnight by a wide range of events, social media, and more. As such, “reputational risk” is - and will continue to be - a significant managerial concern. In this study, we explore recent survey data on how the American public regards leading companies today in regard to their reputations. Using data from a major national consumer survey, we examine the seven dimensions of corporate reputation and assess how the public views the “best” and “worst” companies today on each reputational aspect. The article concludes with a look at the managerial implications of the present research and a look ahead to how further research could both deepen our understanding of consumer perceptions of corporate reputation and connect the reputation construct to actual corporate performance.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Strategy Magazine wrote about the SPC Card study “Pulse of the Canadian Student Shopper” study.
With 1 million+ cardholders aged 14-24 per year, SPC Card - Canada’s leading student loyalty program, enjoys robust and privileged access to young Canadian shoppers.
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
Social Business Design is the intentional creation of dynamic and socially calibrated systems, process, and culture.
Its goal: helping organizations improve value exchange among constituents.
Social Business Design is a registered service mark of the Dachis Group.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
BrandZ Top 50 Most Valuable Latin American Brands 2014Kantar
The BrandZTM Top 50 Most Valuable Latin American Brands 2014 analyses and determines the value of brands from Argentina, Brazil, Chile, Colombia, Peru and Mexico. Together, these nations represent around US$5 trillion in GDP, the equivalent of the world’s third largest economy ahead of Japan. It is the only ranking that takes into account the views of potential and current buyers of a brand, alongside financial data, to calculate its value.
Presentation on Brand Strategy for The Economist Magazine in May 2013. Brand Strategy class at NYU Stern taught by Prof. Scott Galloway. A special video on brand identity was created and embedded into the presentation which can be viewed here http://youtu.be/lpo4us8kfG8.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
CEI’s Values Based Communications Project
Our Challenge: Make Good Policy Good Politics
Our Question: Just because we’re right, do we have to lose?
CEI’s communication work suggests the answer should be a resounding NO!
Capitalism creates a massive middle class
Produces entrepreneurs and intellectuals
Intellectuals criticize (envy) and de-legitimize entrepreneurs
Culture grows skeptical of business, support for government intervention grows.
Wealth creation suffers, individuals suffer.
Eighty percent of companies think their brands have superior experiences. Unfortunately, only eight percent of their customers agree.
It’s time for brands to tackle the experience gap – the gap between how consumers want to experience brands, and what brands are actually doing.
It’s not just a marketing imperative; it’s a business imperative. That’s why we’re proud to share our latest research looking at brand experience examples and ideas that you can apply to your brand.
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
Social Business Design is the intentional creation of dynamic and socially calibrated systems, process, and culture.
Its goal: helping organizations improve value exchange among constituents.
Social Business Design is a registered service mark of the Dachis Group.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
BrandZ Top 50 Most Valuable Latin American Brands 2014Kantar
The BrandZTM Top 50 Most Valuable Latin American Brands 2014 analyses and determines the value of brands from Argentina, Brazil, Chile, Colombia, Peru and Mexico. Together, these nations represent around US$5 trillion in GDP, the equivalent of the world’s third largest economy ahead of Japan. It is the only ranking that takes into account the views of potential and current buyers of a brand, alongside financial data, to calculate its value.
Presentation on Brand Strategy for The Economist Magazine in May 2013. Brand Strategy class at NYU Stern taught by Prof. Scott Galloway. A special video on brand identity was created and embedded into the presentation which can be viewed here http://youtu.be/lpo4us8kfG8.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
CEI’s Values Based Communications Project
Our Challenge: Make Good Policy Good Politics
Our Question: Just because we’re right, do we have to lose?
CEI’s communication work suggests the answer should be a resounding NO!
Capitalism creates a massive middle class
Produces entrepreneurs and intellectuals
Intellectuals criticize (envy) and de-legitimize entrepreneurs
Culture grows skeptical of business, support for government intervention grows.
Wealth creation suffers, individuals suffer.
Eighty percent of companies think their brands have superior experiences. Unfortunately, only eight percent of their customers agree.
It’s time for brands to tackle the experience gap – the gap between how consumers want to experience brands, and what brands are actually doing.
It’s not just a marketing imperative; it’s a business imperative. That’s why we’re proud to share our latest research looking at brand experience examples and ideas that you can apply to your brand.
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
A definition and proposed solution for the problem of Toxic Leadership in the business world by establishing consequences for all licensed managers, CEO\'s and the like.
"Should I provide health insurance for my employees?" The process for determining the cost of providing health care benefits and the impact of health benefits an retaining and attracting best-in-class employees.
10Responsible MarketingThree arrows in a circle representingBenitoSumpter862
10
Responsible Marketing
Three arrows in a circle representing sustainable development.
Petmal/Thinkstock
Learning Outcomes
After reading this chapter, you should be able to
Discuss corporate social responsibility as a response to major criticisms of marketing.
Describe practitioners’ duty to the marketing discipline.
Discuss the impact of a green marketing strategy on the marketing mix.
Summarize the ethical obligations of individuals inherent in the employer–employee relationship.
List three marketing principles that apply to managing your personal brand for on-the-job success.
Describe three professional career paths in marketing.
Introduction
The moment you begin working in marketing, you assume responsibility for practicing high ethical standards with regard to your responsibility to the public, the marketing profession, the company that employs you, and the industry in which it functions. In addition, you must take responsibility for yourself—your individual performance on the job, your contribution to workplace teams, and your preparation for advancement. In this chapter you’ll learn to apply what you’ve learned about marketing to managing your personal brand while on the job.
This chapter approaches responsible marketing beginning with a wide-angle view of the effect of marketing practices on the public and the planet. Then the lens narrows with each section in turn to focus on concerns of the profession, organizational employers, and individual contributors.
The marketing field offers careers in many roles, suitable to a wide variety of personalities from analytical to creative. Where will you find your niche? This chapter ends with an exploration of the newest skills needed and the emerging locales where marketing practitioners will thrive. With an understanding of your role in responsible industry practices, this chapter concludes our study of the basic principles of marketing.
10.1 Responsibility to the Public
Over the past 50 years, the Super Bowl has become a shared American cultural experience, but not just because of love for football. Millions of people tune in to watch the advertisements. Since the rise of social media, Super Bowl advertising has become the centerpiece of integrated marketing campaigns that extend over many months (Sanburn, 2016). On social media, we’re drawn to the many ads that require our clicks to reveal a reward of some kind, whether it’s the punch line to a joke or our score on a game or quiz. We’ve grown accustomed to the blurring of the lines between entertainment and promotions, and not just on television.
As marketing communications move into new message channels, new forms of promotions have proliferated that bear little resemblance to paid advertising. The many forms of “advertainment” in today’s social media (branded videos, quizzes, and so on) place the burden on the public to decide whether products are being pitched—and in which instances that is appropriate ...
10Responsible MarketingThree arrows in a circle representingSantosConleyha
10
Responsible Marketing
Three arrows in a circle representing sustainable development.
Petmal/Thinkstock
Learning Outcomes
After reading this chapter, you should be able to
Discuss corporate social responsibility as a response to major criticisms of marketing.
Describe practitioners’ duty to the marketing discipline.
Discuss the impact of a green marketing strategy on the marketing mix.
Summarize the ethical obligations of individuals inherent in the employer–employee relationship.
List three marketing principles that apply to managing your personal brand for on-the-job success.
Describe three professional career paths in marketing.
Introduction
The moment you begin working in marketing, you assume responsibility for practicing high ethical standards with regard to your responsibility to the public, the marketing profession, the company that employs you, and the industry in which it functions. In addition, you must take responsibility for yourself—your individual performance on the job, your contribution to workplace teams, and your preparation for advancement. In this chapter you’ll learn to apply what you’ve learned about marketing to managing your personal brand while on the job.
This chapter approaches responsible marketing beginning with a wide-angle view of the effect of marketing practices on the public and the planet. Then the lens narrows with each section in turn to focus on concerns of the profession, organizational employers, and individual contributors.
The marketing field offers careers in many roles, suitable to a wide variety of personalities from analytical to creative. Where will you find your niche? This chapter ends with an exploration of the newest skills needed and the emerging locales where marketing practitioners will thrive. With an understanding of your role in responsible industry practices, this chapter concludes our study of the basic principles of marketing.
10.1 Responsibility to the Public
Over the past 50 years, the Super Bowl has become a shared American cultural experience, but not just because of love for football. Millions of people tune in to watch the advertisements. Since the rise of social media, Super Bowl advertising has become the centerpiece of integrated marketing campaigns that extend over many months (Sanburn, 2016). On social media, we’re drawn to the many ads that require our clicks to reveal a reward of some kind, whether it’s the punch line to a joke or our score on a game or quiz. We’ve grown accustomed to the blurring of the lines between entertainment and promotions, and not just on television.
As marketing communications move into new message channels, new forms of promotions have proliferated that bear little resemblance to paid advertising. The many forms of “advertainment” in today’s social media (branded videos, quizzes, and so on) place the burden on the public to decide whether products are being pitched—and in which instances that is appropriate ...
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
8. An optimist is a person who sees an opportunity in every calamity. A pessimist is a person who sees a calamity in every opportunity. Winston Churchill
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15. Tomorrow Will Be Different Source: Clayton Christensen Yesterday Today Tomorrow Ford Toyota Cherry Department stores Wal-Mart Internet retail Digital Equipment Dell RIM Blackberry Delta Southwest, Ryan Air SkyWest, Air taxis IBM Microsoft Linux At&T Cingular Skype Sony DiskMan Apple iPod Cell Phones
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21. MUST MARKETING BE RE-INVENTED? MARKETERS are prisoners of an OLD PARADIGM MARKETERS are operating in a TIME WARP Companies aim to maximize profits Company investors are more important than other stakeholders Customers buy rationally to maximize value Customers get most of their information from sellers and don’t talk to each other about products Don’t acknowledge the growing power of the customers Don’t acknowledge the growing power of the channels and other stakeholders Don’t acknowledge the new social media world and their growing social responsibilities WE NEED TO….
22. You Need Two Marketing Departments!! Most marketing departments are engaged in tactical brand-maintenance instead of brand-building. Strategic marketing is missing in many marketing departments. Strategic marketing requires taking a 3-5 year view of the business . Downstream Marketing Upstream Marketing Markets TODAY’s Product Create TOMORROW’s Product SOLUTION
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27. MARKETING 1.0 vs 2.0 vs 3.0 Product-centric Marketing Customer-oriented Marketing Value-driven Marketing Objective Enabling Forces How companies see the market Key marketing concept Company marketing guidelines Value propositions Interaction with consumers MARKETING 1.0 MARKETING 2.0 MARKETING 3.0 Sell products Satisfy and retain the consumers Make the world a better place Industrial Revolution Information Technology New Wave Technology Mass Buyers with Physical Needs Smarter Consumer with Mind and Heart Whole Human with Mind, Heart, and Spirit Product development Differentiation Values Product specification Corporate and Product Positioning Corporate , Vision, Values Functional Functional and Emotional Functional, Emotional, and Spiritual One-to-Many Transaction One-to-One Relationship Many-to-Many Collaboration
29. S. C. JOHNSON VALUE-BASED MATRIX For SC Johnson, creating sustainable economic value means helping communities prosper while achieving profitable growth for the company. Sustaining Values: SC Johnson Public Report We believe our fundamental strength lies in our people. MIND HEART SPIRIT Promoting reusable shopping bags Base of the Pyramid Mission Contributing to the community well –being as well as sustaining and protecting the environment Vision To be a world leader in delivering innovative solutions to meet human needs through sustainability principles Values Sustainability We create economic value We strive for environmental health We advance social progress
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31. Companies Americans Love Amazon, Best Buy, BMW, CarMax, Caterpillar, Commerce Bank, Container Store, Costco, eBay, Google, Harley-Davidson, Honda, IDEO, IKEA, JetBlue Johnson & Johnson, Jordan's Furniture, L L Bean, New Balance, Patagonia, Progressive Insurance, REI, Southwest, Starbucks, Timberland, Toyota, Trader Joe's, UPS, Wegmans, Whole Foods. The researchers found these “firms of endearment” to be highly profitable. They also found eight characteristics common to these firms.
42. CUSTOMER RESEARCH Ethnographic Studies In-store Observation Quantitative Surveys Focus Groups/ Consumer Panels NeuroScienceand ZMET In home & shopping trips Orientation & Environment Why do you buy? Awareness, Attitudes, & Behavior Listening for insights & trends Customer Research
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44. There are so many brands in some categories that it is difficult to stand out.
45. The brand name may account for more than half of the brand value on the balance sheet . Almost 70% of the market capitalization of such brands as Nike and Prada lie in its intangibles, especially the brand. The former chairman of Quaker Oats said: “If the business were split up, I would take the brands, trademarks, and goodwill, and you could have all the bricks and mortar—and I would fare better than you.”
55. Creating genuine customer value: Progressive Insurance Name Your Price lets customers customize their policy to fit their budget. “ I want an easier way to see how I can meet my insurance needs at a great price.” MyRate rewards lower risk drivers with lower rates. “ I don’t drive a lot of miles, I’m a safe driver, and I’m not usually on the road late at night when accidents are most likely to happen. Since I’m less likely to be in an accident, shouldn’t I pay less for car insurance?”
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60. How Will Your Company Be Measured? Indices now measure how well a company performs in the triple bottom line: profit, planet, and people . The AIM : To encourage companies to improve their economic, environmental, and social impact on the society . Company Approach FTSE4Good Index Good companies work toward environmental sustainability, have positive relationship with all stakeholders, protect universal human rights, possess good supply chain labor standards, and counter bribery practices Dow Jones Sustainability Index Corporate sustainability as “a business approach that creates long-term shareholder value by embracing opportunities and managing risks deriving from economic, environmental and social developments.” Goldman Sachs Introduce the GS Sustain Focus List, which includes the list of companies with sustainable practices
61. SUSTAINABILITY AND SHAREHOLDER VALUE There is a link between corporate sustainability and strong share price performance . Companies that put more emphasis on social and environmental impacts reported annual profit growth of 16% and share price growth of 45% while those from companies that did not put a lot of emphasis reported annual profit growth of only 7% and share price growth of only 12% . (Economist Intelligence, 2008) Moreover, executives believe that the concept of sustainability is good for corporations in attracting consumers and employees and improving shareholder value.
62. Selling Sustainability to Investors To convince shareholders, the company needs to provide tangible evidence that the practice of sustainability will improve shareholder value by creating a competitive advantage . The issue is to find a linkage of between sustainability, profitability, and returnability THREE important metrics that can be quantified financially: Improved cost productivity Higher revenue from new market opportunities Higher corporate brand value (For details, see Marketing 3.0). ? Sustainability Profitability Returnability
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64. Wal-Mart Turns Green Wal-Mart announced in 2005 that it will be a “good steward to the environment” and will spend $500 million a year to increase fuel efficiency in Wal-Mart’s truck fleet by 25% over three years ; reduce greenhouse gases by 20% in seven years ; reduce energy use at stores by 30% ; and cut solid waste from U.S. stores and Sam’s Clubs by 25% in three years . Critics see Wal-Mart’s move being mainly done for economic purposes —to save energy , save costs , and increase revenue from increasing demand for green products. This describes an “Investor Orientation.”
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69. “ Within five years, if you run your business in the same way as you do now, you’re going to be out of business.” Philip Kotler