Dam, another abbreviation to remember. Nice piece, I agree with all you say. BUT as usual there are many exceptions to this "rule". At times, VND (very noticeable differences) are required. So, another abbreviation! One example that I was involved in, was a liquor brand that was the first in its category in SA, but had been declining for 2 years. This meant, get ready for the funeral! Competitors with big budgets had launched sassy brands aimed at the 16 to 24 year old female market. OK, the documents said 18 to 24! JND was not going to stop the funeral, VND was required. We changed the name, positioning and label. The result; 30% increase in sales month 1, with virtually no marketing support. Other times VND can be required are, when a change of target market is needed, or even when it is necessary to kill a brand, Lion Lager comes to mind. So, as usual in the Marketing world, there are no Rules! By the way, the secret regarding the frog, I just put a lid on the pot:
Dam, another abbreviation to remember. Nice piece, I agree with all you say. BUT as usual there are many exceptions to this "rule". At times, VND (very noticeable differences) are required. So, another abbreviation! One example that I was involved in, was a liquor brand that was the first in its category in SA, but had been declining for 2 years. This meant, get ready for the funeral! Competitors with big budgets had launched sassy brands aimed at the 16 to 24 year old female market. OK, the documents said 18 to 24! JND was not going to stop the funeral, VND was required. We changed the name, positioning and label. The result; 30% increase in sales month 1, with virtually no marketing support. Other times VND can be required are, when a change of target market is needed, or even when it is necessary to kill a brand, Lion Lager comes to mind. So, as usual in the Marketing world, there are no Rules! By the way, the secret regarding the frog, I just put a lid on the pot:
Purrfect ... wonderful initiative! Hello Kitty would do SA's cats a favour by encouraging people to adopt the real ones from their local SPCA or animal shelter.
I am an avid reader who likes engaging content. That's why I am here. Your original views on this topic are refreshing and interesting. You've done a great job of expressing your views. Thank you. blog
This term i had to write a research paper about gender advertising. women are more likely to take spontaneous decisions and buy more things. I was thinking if, but i have understood that it will be easier if i write it by myself.
Thanks for the recap. Curation definitely deserves some attention because as the increase in content continues, there's less and less 'white space' for great content to be found. Smart curation with branded annotations to put it into context for an audience is a good supplement to original content. That's why we built PublishThis, a platform that helps brands find the right content mix to engage and delight their customers.
Hello Mr Wood.I think your article is clear and filled with data. I would however like to remind you of three other factors which you have failed to mention concerning Starbucks:1. South Africa has more people but far fewer with the same purchasing power as the Australian purchaser (i.e., 50Mil vs 19Mil with 5mil possible buyers here as opposed to 12Mil there),South Africa (per all major coffee statisticians consumes 5500 tons or roasted coffee per year (2014) and Australia does that every two months,Average price of specialty coffee in Australia is the same as th price of Starbucks coffee but is R15 to R70 more expensive than the highest prices in South Africa.That being said...the Australian coffee market and the South African coffee market are, here's an assumption based on the above, totally different.Starbucks does not subsidise it's franchisees. Starbucks has been asked to come to South Africa twice before (Larry Lipshitz and the Coppin Brothers) and both failed. There was even a Starbucks cafe in a hotel...failed.So...is it time for a shake if you don't like the coffee...not really if it costs R105..and Kauai Juice is around the cornet. Thanks,Jake
Louise, you mentioned news curation and content curation as content marketing trends. timelypick.com which has been launched lately, curates current popular and top shared content, organized by topic. The way the content is displayed enables you to stay updated at a glance in each topic.
Msane you absolute correct when you say 'Township market matter' in that tone who is going do marketing for us?( I am township resident). Instead we are consuming all these commercialize brand that have being in existence as far I can remember but are not producing nothing to the market for ourselves to justify why other society should come to us. Just take look at Ubber transport how innovative and efficient providing transport to their clients that has make Ubber competitor challenge the player not the game. Township is for us to find new methods to make it our market hub and promote it. there are number of business minded and corporate individual who can make an input to channels through correct platforms.
Hi! Thanks for the great article. I especially liked the idea of dividing the customers into 3 groups - MVC's, MVG's and BZ's. When it comes to customer loyalty I would also suggest to focus on sharing the values of the company with the clients. We also wrote about it on our LiveChat blog, take a look if you are interested: Regards!Agnieszka / LiveChat
That's an awesome article.I love such type of posts because it's both useful and fun to read your approach to communicating with dumb clients.We at also are trying both to respect our clients and answer any questions. But really often it's a real mess.
That's an awesome article.I love such type of posts because it's both useful and fun to read your approach to communicating with dumb clients.We at also are trying both to respect our clients and answer any questions. But really often it's a real mess.