by Benjamin Voyer, ESCP Europe How far are consumers ready to go to show their love to brands? As the BBC recently noted, tattoos representing brands are getting more and more common. But why? And what does it tells us about the psychology of consumers and brand identities?
by Bob Hoffman (@adcontrarian) We know that consumer behaviour is often irrational. We also know that consumers tend to be pragmatic and don’t like to throw their money around on junk. So how do we reconcile these two seeming contradictions?
by Mike Abel. As marketers, our lives have become far harder. In developed markets, the “lift pitch” we call advertising has fewer floors to travel with the customer.
by Dave Duarte. On Sunday 1st May 2011, Barack Obama announced that Osama Bin-Laden had been killed. The strike against his compound in Pakistan was not televised, but it was tweeted. The thing is, Al-Qaida was already looking irrelevant after the “Arab Spring” – the social-media enabled revolutions that occurred throughout the Middle-East in early 2011.
A new survey on levels of trust between the public and governments, business, NGOs and the media has just been released. The Edelman 2011 Trust Barometer tries to gauge the attitudes regarding the state of public trust in these institutions across 23 countries. Although the survey does not extend to Africa, it does draw some interesting conclusions on how, why and when people trust.
The South African cellular market reached a milestone of 50-milion connections at the end of 2008 – but only 68% of these represented individual users.
The traditional concept of ‘an industry’ is crumbling away. It presents the perfect opportunity for breaking the rules of marketing and livin’.
I was speaking to Clem Sunter the other day when he told me that in Darwin’s first edition of Origin of the Species, Darwin didn’t talk about survival of the fittest, rather the survival of the adapted. The short code = those who survive (and thrive) are those that adapt the fastest. What Darwin meant was that survival is ensured for those who best fit the environment as it changes.
If you wanted to launch a serious debate on culture, and your name is Vivian Westwood, you would do it using a men’s fashion magazine. Use what you’ve got. Mark admires that.
Data from the world’s largest study of consumer attitudes and perceptions on brands reveals that investors are increasingly overvaluing brands while at the same time consumers are losing trust and interest in them. Considering that a third of shareholder value is brand value, this growing disconnect should be of urgent concern to CEOs, marketers, analysts and investors.