‘Friendtelligence’ – Engagement is the New Awareness
The Internet has changed Marketing – from consumers feeling that they needed to have heard of a brand to even consider it, to consideration being driven by recommendation and endorsement. Mass awareness has been replaced by positive word of mouth and viral sharing. Knowing what drives a market, what consumers really want and expect, and … Continue reading
Starbucks’ New Branding Over Simplifies
Don’t get me wrong, I’m the first to advocate simple, iconic branding. The danger with simplification though is that it often, unwittingly, results in the removal of core components of a brand’s identity. Has the Starbucks brand logo redesign revealed last week fallen into this trap? Firstly, I have to question the motivation for conducting … Continue reading
Beyond The Funnel: The Marketing Hourglass
The Marketing Funnel, Sales Funnel or Adoption Funnel, as the concept is commonly referred to, is one of the core marketing models used by companies and consultants to outline the progression of potential customers from first contact with a product or brand through ultimately to purchase. It provides a picture of how customers can be … Continue reading
Brand Evolution
One of the key challenges facing Marketers is how to ‘create’ brands, and consequently how to build ‘value’ in those brands over time. Yet a brand doesn’t merely come into being. It must ‘evolve’ through stages in a process developing from a ‘Concept’, becoming a ‘Product’ and eventually reaching the status of a ‘Brand’. But … Continue reading
Brand Flux and the 5th ‘P’ of Marketing
The historic definition of a brand was one of consistency. The basic premise of what constituted a “brand” was the constant repetition of messages and behaviour to form a promise of future behaviour in the mind of the consumer. The limited media channels available and negligible opportunities for customer feedback or interaction meant that the … Continue reading
Video Killed The Marketing Star
It’s amazing to think that YouTube has been in existence for 5 years – it feels like forever, but in Internet terms, I guess it is. To highlight this anniversary, YouTube announced on their official blog that they’d passed the 2 billion views a day mark, an astounding figure which goes to highlight the demand … Continue reading
VAULT CRM Model – A Conceptual Model for Customer Relationship Management
Many models of Customer Relationship Management (CRM) for online products, sites or services are highly technical and often tied to a specific software package or solution. Too often the fundamentals are overlooked, with a lack of understanding of the needs and considerations of the end user. The VAULT Model provides a simple conceptual framework which … Continue reading
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