The changing customer-brand relationship | Comment | Research

by marketr | Dec 7, 2015 | Training

While the concepts of ‘brand’ and ‘loyalty’ (of the attitudinal rather than behavioural variety) have historically been hugely important for marketers, technology changes surely mean that their authority as driving principles for the profession needs to be questioned.”

Sourced through Scoop.it from: www.research-live.com

Very interesting article by Colin Strong. A key comment he makes is:  "The idea that attitudinal loyalty has a critical role to play for brands is increasingly debatable …Instead, relationships are built through engaging services that deliver genuine value. Look at the success of Nespresso, which managed to build the home-brewed coffee category from transactional purchasing of ground coffee to the development of an engaging eco-system. And if the brand trips-up on delivery of that engagement then customers are likely to look elsewhere. Because if there are plenty of ways consumers can find out about alternatives, a brand is only a preferred choice if it can keep delivering rather than due to a residual ‘love’ or emotional affinity. "

If you haven’t seen them already, have a look at the Starbucks app and the Oral B SmartSeries toothbrushes example too. 

See on Scoop.it – Cambridge Marketing Review

Lessons for Volkswagen on Organizational Resilience

by marketr | Dec 7, 2015 | Training

Volkswagen shocked the world. The world’s largest automaker admitted to creating software that would deliberately generate false exhaust emission information on many of its popular cars. Making matters worse, Volkswagen’s top leadership seemed unsure about how to respond to the crisis as it threatened the company’s reputation, operations, and long-term strategy.

Sourced through Scoop.it from: blog.oup.com

See on Scoop.it – marketing leadership and planning

Use Storytelling to Explain Your Company’s Purpose

by marketr | Dec 4, 2015 | Training

Three steps for composing a narrative – While purpose is essential to a strong corporate culture, it is often activated and reinforced through narrative. Individuals must learn to connect their drives to the organization’s purpose and to articulate their story to others.”

Sourced through Scoop.it from: hbr.org

Good Scoop by Kenneth Mikkelsen here. The three steps are " Self, Us, Now". Food for thought for all leaders and aspiring leaders. 

See on Scoop.it – Marketing research and why it matters