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campaigns

Gap Goes Cute and Dell Goes Cool for Back to School Season Campaigns

Posted by Mark J. Miller on August 13, 2014 11:12 AM

With kids across the US trickling back to school over the next few weeks ahead of Labor Day, Gap is kicking its back-to-school campaign into high gear coming off a 2 percent sales boost in July. This year, the company is pulling out a major social effort tied to the brand's newest social presence, @GapKids

The launch of @GapKids includes a new contest, GapKids Class of 2014, that invites “parents to submit photos of their kids for the chance to be featured in a 2015 GapKids marketing campaign,” according to a company press release. All that enter will receive “a socially sharable moving image video of their child that encapsulates the GapKids aesthetic.” Gap has had a similar program, Casting Call, for the last six years, but this year's marks a much bigger investment in social media marketing.

The hope is that parents, who the National Retail Federation says will spend nearly $75 billion on back-to-school spending, will head to the @GapKids Instagram, Twitter and Pinterest channels to share and comment on parenting-related stories.Continue reading...

survey says

Jeep, Hershey, Coke Rank as Most Patriotic Brands in US

Posted by Dale Buss on July 4, 2013 10:15 AM

Flag waving will come naturally this Fourth of July week for many Americans—and even for some American brands. Jeep and Hershey topped the list of "most patriotic brands" in the US in a new survey covering 197 famous brand names in 35 categories.

Brand Keys surveyed 4,500 consumers about the topic. "As marketers traditionally operate on the Independence Day theory that a patriotic, flag-waving call-to-emotion will motivate consumers to behave more positively toward their brands, we wanted to see which brands actually led when it came to that particular value," said Robert Passikoff, president of Brand Keys, in a statement.

Jeep made a natural No. 1, with its founding association with helping American forces win World War II, its progress as the original lifestyle-SUV brand in the Eighties and its ability to survive all sorts of changes in corporate ownership to remain a vital marque today.Continue reading...

brand loyalty

Brand Loyalty and the Recession: It's All About Passionistas vs. Frugalistas

Posted by Mark J. Miller on September 12, 2011 02:01 PM

When you’re pinching pennies, like most Americans are these days, it’s a lot easier to move from a more expensive laundry detergent to a lower-priced brand — even if you’ve been a dedicated consumer of the first brand for an extended period of time.

A new report from Catalina Marketing’s Pointer Media Network shows that brand loyalty is being thrown out the window by consumers, according to Business Insider — at the same time that Brand Keys' latest ranking of customer loyalty and brands finds that passion can outstrip even the most frugal of consumer impulses.

To be sure, the studies cover different points in time. The Catalina study parses the choices of 32 million consumers and about 685 brands in 2007 and 2008, finding that “52% of ‘high-loyal consumers’ — those who bought 70% or more of goods from the same brand in a year — started buying more from a competitor the following year or left the brand entirely,” Business Insider reports.

“The concern is that consumers who switch will build new brand rituals and allegiances that endure far beyond the recession,” Pointer Media said, the site reports.Continue reading...

The Key to Customer Loyalty: Delight

Posted by Barry Silverstein on February 24, 2011 06:30 PM

When Tony Vernon, the president of Kraft Foods North America, told analysts this week that "we must work even harder at customer and consumer delight," he was mirroring the results of the latest "Customer Loyalty Index." 

According to the 2011 Customer Loyalty Index issued by the customer loyalty consultancy, Brand Keys, today's consumers are looking for the best total experience when they interact with a brand.

Robert Passikoff, Brand Keys founder, says, "Consumers want meaningful innovation that results in a higher level of experience. Satisfaction has never been more cost-of-entry; delight is the new differentiator."Continue reading...

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