POST SUMMARY: Apple VP of Worldwide Marketing Communication Allison Johnson said the two most “dreaded, hated” words at Apple under Steve Jobs were “branding” and “marketing. “In Steve’s mind,” she recalls, “people associated brands with television advertising and commercials and artificial things. The most important thing was people’s relationship to the product. So any time we said ‘brand’ it was a dirty word.”
The popularity of capsule coffee systems like K-Cups and Nespresso is a marketing marvel. aGreen Mountain Coffee Roasters estimates that around 13% of all U.S. households have one of their devices. But the real money comes from not from the machines but from the single serve capsules. Ounce for ounce, consumers are generally paying anywhere from $35 – 60 a pound for the ground coffee inside these capsules therefore getting consumers to pay for these capsules is very lucrative. However forcing consumers to use your capsules is not a good strategy.
According to Digiday “Gawker commenters can be pretty harsh. So it’s not everyday a big brand woos them — and makes them the stars of an ad campaign. Ford is doing just that. It is running a video-based campaign to promote the Fusion on Gawker auto site Jalopnik and tech site Gizmodo. “The Fusion Project” is three videos that feature six site commenters who have commented, both positively and negatively, on the Fusion. They were flown to Los Angeles, thinking it was part of Gawker market research, to experience the vehicle. The series is hosted by U.S. Top Gear hosts Rutledge Wood and Tanner Foust.” By reaching out to people who have dissed them Ford is rewriting the rules of branding and social media and showing us all how it should and could be done.
According to Nielsen “Globally, respondents say the Internet is very/somewhat important when making a new product purchase decision for electronics (81%), appliances (77%), books (70%) and music (69%). More than half of respondents also consider the Internet’s influence on new product decisions for clothing (69%) and cars (68%) important. However, the Internet’s influence on consumption categories, such as food and beverages (62%), personal hygiene (62%), personal health/ OTC medicines (61%), and hair care (60%) shows promise, with online respondents in Asia-Pacific, Latin America and Middle East/Africa most engaged. Shows promise ?” Maybe people don’t have the time to research consumption products online ?
New products are a key source of growth and profitability for manufacturers. Unfortunately, the vast majority of new products disappear from the shelf within the first three years of their introduction. Nielsen’s evidence suggests about two out of every three products are destined to fail no matter where you operate around the globe. In fact, whether you live in India, Africa or the United States, Nielsen research shows that over half of all products launched will not sustain their year- one sales performance in year two. Yet, millions of dollars are spent each year to develop, market and launch the tens of thousands of new products that will line the shelves in the stores we shop.