brands

The Renaissance Of The Brand

There was a peculiar cult about in the 1980s which, for want of a better name, could be called “brand worship”. Its core belief was that brand names had a great and immutable value that most people had failed to appreciate. The cult found some of its keenest followers in Europe, which was stuffed with fine old-name products suffering a similar fate as its fine old-name aristocrats.

brand 300x188 - The Renaissance  Of The Brand

 

Hidden Assets

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Relationship Marketing

marketing 300x188 - Relationship Marketing

 

The higher level of customer expectations that exists today is one of the reasons behind the fashion for customer relationship management (CRM) programmes. Relationship marketing has caused a great deal of excitement within the marketing industry. The big idea is that companies put their customers at the heart of their marketing efforts, asking for and listening to their wants and needs. Product-focused marketing, which often resulted in a company contacting individuals numerous times with unrelated messages about different products, is being replaced by customer-centered systems aimed at what might be called “joined-up” communications with customers and potential customers. Huge investments are being made in customer databases that collate information on all purchasing behavior. thereby, the theory goes, relationships are created that emulate the bond that customers had with their local shopkeeper in days gone by. Continue reading →

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New Economy, New Consumer

neweconomy 300x188 - New Economy, New Consumer

 

New businesses will have failed to notice that consumers are different these days. They have become more knowledgeable, more demanding and less dependable. These changes are of great significance, but, first, it is helpful to look at the background from which they have sprung.

 

Advertising in its earliest form was promoted by the industrial revolution in the 18th century. As manufacturing hit its stride on both sides of the Atlantic and products rolled off assembly lines, firms needed ways to stimulate demand for the goods they were making. Mass advertising started to appear in the 19th century and took off in the 20th. The consumer society that emerged was one where products and services were clearly branded, and brands were designed to reflect appealing values in a bid to differentiate them in the mind of the average shopper. Emotive characteristics were attributed to goods: “if I buy this soap, I will be happy”. Marketers promoted a lifestyle that people were encouraged to aspire to. Advertising was in the business of selling dreams. Continue reading →

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