However beautiful the strategy, you should occasionally look at the results.
SUMMARY: Prices are rising on almost all consumer products, but consumers often look at alternatives when prices rise. Too many brands feel they have more brand equity than they actually …
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SUMMARY: More brands are going to be raising prices because of supply chain issues. Consumers may have more cash, but they’re not stupid when it comes to paying higher prices. …
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SUMMARY: Moving to an era of too much data has removed many marketers from their audience and see them as a “segment.” Branding is overrated for a lot of products. …
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SKIMMERS SUMMARY: Corporate America is now asking consumers to foot the bill in an effort to protect their bottom lines from inflation and COVID-19 pandemic costs, and their stock prices. …
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KEY POINTS: Brands that ignore brand building in favor of sales can lose both strategically. Focusing on tactics that ensure “sell-through” vs. your brand diminish brand equity and makes it …
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SUMMARY: Stupidity is defined as doing the same thing over and over and expecting different results. 91% of business executives plan to increase their social media budgets over the next …
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QUICK READ: Consumer reviews of products can influence purchase decisions or they can erase months of marketing if not answered quickly and correctly. Too many brands are ignoring bad reviews …
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QUICK READ: 20% of consumers are following brands on social media, but marketers should not apply that blanket statement to all products. It’s more likely that consumers will follow brands …
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QUICK READ: Consumers don’t have time to follow all the brands in their pantry but to say that “in the real world, consumers are massively not joining conversations about our brands. They …
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SUMMARY: The idea that consumers don’t want relationships with brands is not entirely correct. It depends on the product as well as the brand. There are some brands that consumers …
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