After 40 years, Burger King is abandoning the “Have it Your Way” slogan in favor of the new “Be Your Way.”
In February of this year, Coke announced the first frozen beverage in the 31-year old Diet Coke brand lineup. In an exclusive agreement with 7-Eleven stores, Coke launched Diet Coke Frost Cherry with its usual advertising and media fanfare. And many welcomed the introduction of another diet Slurpee product to 7-Eleven. (Currently, the only diet Slurpees available are Fanta Sugar-Free Mango and Sprite Cranberry.) Indeed, consumer reviews were mostly favorable at Slurpee.com. (Yes, there really is a website devoted to all things Slurpee.)
There's a dilemma in branding, that the value of a brand is diminishing due to the internet and multi social media platforms. Some argue because so much information is out there readily available the research isn't necessary anymore. Well, our branding expert couldn't disagree more. Here are her 3 important functions of a brand and why the research is still more important than ever.
You’ve heard the old saying “what gets measured gets done.” And it’s not very convincing to tell your employees and the marketplace that your company is customer focused if you’re not even taking basic measurements of customer experience, such as satisfaction and loyalty. None the less, I think we can all agree by this time that customer focus pays big dividends and measuring customer satisfaction is worth the investment to gain these benefits.
If you are like me, your Mom had a subscription to at least one of the venerable publications known as the Seven Sisters. Meredith Publishings’ Ladies Home Journal, Better Homes and Gardens, Family Circle and Hearst’s Women’s Day, Redbook and Good Housekeeping all targeted the married-with-children home-maker. In fact, my Mom had a couple subscriptions – or she traded the magazines with her friends. I distinctly remember cutting out the Betsy McCall paper dolls as well as looking at the cartoons in several different magazines.
With summer right around the corner, that means more travel and a lot more travel woes. The airline industry has yet again scored low according to the American Customer Satisfaction Index. And while airlines scored low, another key travel industry is improving their customer experience.
“Under-promise, over-deliver” has been the mantra for brand marketers for decades. Addressing the gap between what consumers expect from your brand and what your brand actually delivers has been touted as the key to the kingdom, whichever kingdom may be in vogue at the time: customer delight (circa 1970’s), customer orientation (circa 1990’s), or customer empathy (circa 2013).
What if you could grocery shop from the comfort of your own home? Well, now you can if you live on the west coast and Amazon Fresh operates in your area. Not surprising that Amazon is aiming at grocery services to dominate it's presence online verus grocery stores (they've practically taken over retail brick and mortar stores).
If Taco Bell for breakfast doesn’t exactly get your taste buds going, it could be that you are not in the target market. Infegy’s sentiment analysis revealed that consumers either love, hate or are completely repulsed by the idea of Taco Bell’s breakfast. But – most importantly – note that there are those consumers who love it! The AM Crunchwrap, Cinnabon Delights, and Waffle Taco are winning points with consumers who have tried them, even if Breakfast Giant McDonald’s isn’t yet feeling the pain. (Ad Age, CMO Strategy, April 23, 2014.)
Taco Bell targeted very specifically young males with their offering, using the following tactics:
- The Breakfast Phone: Taco Bell mailed 1,000 smartphones before the launch, targeting consumers who had been identified as Taco Bell influencers on social media. Taco Bell asked these influencers to keep the phone with them at all times, in case Taco Bell had a secret mission for this elite group. The Twitter reach of the 522 confirmed recipients was more than 20 million!
- Taco Bell launch an advertising campaign featuring real people named Ronald McDonald saying how much they love Taco Bell’s new breakfast items. (Of course McDonald’s answered with a tweet featuring the clown petting a Chihuahua, saying “Imitation is the sincerest form of flattery.” Post and comments on the YouTube channel have come mostly from males, indicating that Taco Bell is hitting their target.
You've either seen or taken surveys enough times that you would think they're all the same! Thanks to the digital era, the language of surveys are starting to change.