Branding

 
Photo by Vinicius Amano on Unsplash

When Customer Referral Programs Backfire

Idea posted: July 2019
  • Marketing

A new study reveals that customer referral programs can sometimes backfire: customers are less likely to recommend innovative products when they are rewarded for finding new customers. The study explores the reasons for this surprising negative impact.

Idea #745
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Image by rawpixel from Pixabay

Existing Customers and Home Markets Drive Growth

Idea posted: June 2019
  • Strategy
  • Marketing

The biannual Duke Fuqua CMO survey highlights growth strategies that are inward-focused, as well as incorporating the strengthening of marketing capabilities, a significant increase in strategic channel partnerships, continued growth in social media spending, and the continuing emergence of AI.

Idea #741
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Anne Bahr Thompson on Doing Good and Brand Citizenship

Podcast Recorded: May 2018
  • CSR & Governance
  • Leadership & Change
  • Marketing
Podcast Guest: Anne Bahr Thompson

Leading brand consultant, Anne Bahr Thompson, has been conducting research over recent years through her CultureQ initiative into, initially how Millennials and then other generations, think about brands. One of the strongest new elements is the power of corporate citizenship and how 'doing good' also helps businesses 'do well'. Her 'Brand Citizenship' model takes customer focus from Me-to-We.

See also the review of her book 'Do Good' .

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Image by Mohamed Hassan on Pixabay

The Relationship of Brand Equity to Behavioural Loyalty

Idea posted: May 2018
  • Marketing

While higher brand equity products will attract greater loyalty from their customers, new research reveals different ways to strengthen the relationship between equity and loyalty. Such efforts to strengthen the link are worthwhile since the relationship does not always hold true. One customer segment, the study shows, perceives a brand’s equity as high but is not loyal — and surprisingly another segment perceives a brand’s equity as low but still remains loyal.

Idea #704
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Source: Pixabay

Is Paid Search Advertising Worth the Money?

Idea posted: April 2018
  • Marketing

Is branded paid advertising worth the money? A 2015 study based on eBay traffic said no: prospects using brand name searches will find their way to the website, with or without paid ads to lead them. A new study, however, using a brand that is not one of the largest in the world, shows a different result: about half of the customers are lost. 

Idea #695
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The Boy in the Red Vest (detail) Cezanne c-1890 (Courtesy: Foundation E.G. Bührle, Zurich)

The Good, Bad and Ugly of Covert Marketing

Idea posted: March 2018
  • Marketing

With traditional marketing losing its impact in today’s overcrowded marketplaces, marketers are developing creative covert campaigns to create buzz around their products. Sometimes, however, these covert campaigns can backfire. 

Idea #694
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Source: Pixabay

Why Promotions Work Better for Luxury and Hedonic Purchases

Idea posted: March 2018
  • Marketing

New research reveals that promotions are more effective with luxury and hedonic products (think Godiva chocolates or that vacation by the sea) than for more utilitarian products. The reason: they help reduce consumer guilt about the purchase. 

Idea #693
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How User Reviews Replace Advertising

Idea posted: February 2018
  • Marketing

Reflecting the impact of customer review sites, new research shows that independent hotels are adjusting their advertising spending based on reader reviews — the better the reviews, the less they spend. 

Idea #692
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Source: Pixabay

Who’s Influencing Your Stakeholders?

Idea posted: February 2018
  • Marketing
  • Operations
Institutions: Henley Business School

Third party influence can have a major impact on a company’s reputation. By replacing the traditional company-centric communication strategy, a new stakeholder-centric Channel Strategy Model helps companies understand stakeholder perspectives that are outside the companies’ sphere of experience — and opens up new avenues of indirect communication.

Idea #691
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Source: Pixabay

Contradictory Attitudes of Consumers to Bundling

Idea posted: February 2018
  • Marketing

The benefit to companies of bundling products and services is complicated. Consumers will demand more compensation and feel greater dissatisfaction if a component is missing from a bundle than if it is missing in isolation. However, consumers will be willing to pay less for an item added to a bundle (and derive less satisfaction from that item) compared to the same item purchased separately.

Idea #690
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