KEY TAKEAWAY: Per CNN “LaCroix was once the “it” brand in one of the fastest-growing parts of the beverage market. But bigger, deeper-pocketed companies have caught up, and LaCroix’s popularity is fizzling.” In other words, the brand has been pummeled by competition.
- A study confirmed that 59 percent of all links shared on social networks aren’t actually clicked on at all, implying the majority of article shares aren’t based on actual reading.
- People are sharing articles without ever getting past the headlines.
- Attention spans are at an all-time low, and most users make snap decisions about articles based on their first impressions, which happen to be headlines.
- Influencers have no way to prove they “influence” — neither in quantity nor in quality — and brands have to be very realistic about what they stand to gain from such collaborations, if at all.
KEY IDEA: Trusted corporate brands are being exposed as companies that are putting profits ahead of product quality and safety. Will these continuing issues lead to a mistrust of consumer brands?
- More than half of consumers are loyal to a specific store due to its private label brands, according to a report from retail consulting firm Daymon. The report also found that 85% of consumers say they trust a private brand just as much as a national brand, and 81% say they purchase a private brand product during every shopping trip.
- Private brand dollar sales grew 4% in 2018, nearly six times the growth of national brand sales. This growth was present in food, household, pet, beauty and personal care categories.
- The report also noted that 20% of sales growth in private brands comes from products that are branded premium, trendy or organic. About 41% percent of consumers would like to see more better-for-you products and 44% want more unique attributes.
KEY IDEA: Great brand experiences are about using tech, or digital innovations in general, to remove friction and exceed customer expectations but brands are failing to have a unique conversation with consumers.
IN SUMMARY: Innovation is dead at Apple. This week Apple introduced a credit card and video streaming service. I can’t imagine Steve Jobs taking Apple in this direction and it clearly shows that Apple is out of ideas and is now only interested in making money.
IN SUMMARY: According to Bob Hoffman “despite all the claptrap of marketing quacks, here on planet earth, consumers mostly don’t give a flying shit about most of the brands they buy. As I’ve said about a million times (and Prof. Byron Sharp has said much more articulately in his book, How Brands Grow) most of what we call “brand loyalty” is simply habit, convenience, mild satisfaction or easy availability”. But is this really true?
IN SUMMARY: According to Forbes “in less than two years after merging Kraft with Heinz, its workforce was cut by 20% and overhead by 40%. Critics have long contended that 3G Capital’s cost-cutting went too far and came at the expense of growth”. Yes, the cost-cutting may have hurt but was cutting marketing a reason for the decline in sales and stock price?