Brand
Articles in Brand
August 7, 2017
Research:
Point Of View: ‘Born On The Web’ Brands Understand Customer Service
When everything is going well, no one notices. It is when things go wrong that reputations get built. One of my bosses, the founder of Direct Marketing, R Sridhar, published a booklet titled, ‘Life begins after the coupons come in.’ I think we can safely update it to ‘Brands get built when customer service kicks in.’
August 7, 2017
Research:
Celebrity Brand Ambassadors And Brand Fidelity
A celebrity, signed for a fee and for a period of time to endorse a brand, has the responsibility to do what is right for that brand.
August 7, 2017
Research:
The Social Media Habits Of Top Aviation Brands
Airlines are very heavy users of social media. They vie with competitors to reply to their customers online in the most efficient manner possible, offer the best possible rates and the greatest experience.In addition to redressing consumer concerns, airline brands use social networks to engage their audience with relevant content and pass along information about flight schedules, new routes, discounts etc. This way, social media plays a key role in constructing a brand’s personality online. In order to understand how effectively airline brands used social media, Unmetric took a look at the top 15 brands across Facebook, Twitter, and Instagram during Q1 2017. These include: Aeromexico, Air Canada, Alaska Airlines, Allegiant, American Airlines, Delta, Frontier Airlines, Hawaiian Airlines, JetBlue, Southwest Airlines, Spirit Airlines, United Airlines, Virgin Airlines, Volaris and WestJet. Here’s what we found:
August 7, 2017
Media:
Burning Issues: Does Your Brand Have A Voice?
The voice must be original, interesting and, above all, experimentative. If ever a torrential deluge of content has threatened to drown us, it’s now.
August 5, 2017
Marketing:
Point Of View: The Challenges Of Being A CMO Today
We are seeing a new sort of consumer emerging of late. They are more ‘me centric’, and follow their passion into non-traditional jobs; ownership of assets is unimportant. They are active participants in the sharing economy. Loyalty is not a highly valued virtue. It is, in fact, a different value system altogether. Clearly, this means the traditional ways of looking at brands and brand positioning need to be revisited.
August 5, 2017
Advertising:
Toilet Rolls – How Do We Impress Our Audience?
Toilet paper brands, which essentially have very few marketable qualities, are nailing their social media strategies. This just goes to show that no matter how mundane the product is, with the right strategy and content, any brand can find and impress an audience on social media.