October 2008
As far as months go, October has been anything but status quo. Just read the headlines from the past few weeks — government bailout plans, political debates, erratic stock performance, presidential campaign speeches, proposed legislation, recession predictions. The list goes on. It’s no wonder there’s widespread fear and uncertainty mounting among the American public. Never in our lifetime have we faced such extreme change. As overwhelming as it can be, it’s important to remind ourselves that change is good. Times of transition force consumers to re-evaluate how they consume, providing challenges and opportunities. So don’t panic — there’s hope in the chaos. You just need to know where to look.
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After the Obama infomercial, Added Value polls the emotional response from Americans: “Our feelings have not changed.”
Added Value today updated its ground-breaking EBC analysis of US citizens’ emotional responses to Presidential candidates following Obama’s half-hour infomercial that aired last night. Despite the millions of dollars spent, Added Value concludes that it had virtually no impact on attitudes towards Obama.
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A recent survey of likely voters by Added Value, reveals the deep-seated emotional triggers that not only predict how people will vote on 4 November but explains the motivations behind their decisions.
The survey was conducted with Added Value’s Emotional Brand Connection (EBC) methodology, which has helped numerous Fortune 100 companies around the world determine why consumers choose one brand over another.
Added Value asked 2,677 likely voters across the USA to envision their daily lives two years from now under four different scenarios: with McCain in office; with Obama in office; with McCain/Palin in office and with Obama/Biden in office.
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As a potential recession looms on the horizon, the wise companies will be those who appreciate that innovation drives growth. It’s important not to be overwhelmed by innovation as a concept. It doesn’t have to be about a big, bold launch.
There are many examples of FMCG companies doing really good incremental innovation through packaging. Take Mars, and its pet food business. Ten years ago everything was in a can and now virtually all wet food for pets is in foil pouches, which are much more convenient.
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Welcome to Issue 16 of News, Added Value’s newsletter on ethical marketing.
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With volatile gas and energy prices and the dreary financial outlook of the US, this year’s fight for the White House received more attention than remembered in past decades. There are high expectations that the next 4 years will show marked progress towards refocusing and redirecting policies related to energy, climate change, the environment and social responsibility.
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With the launch of the ‘We’ Campaign in early April 2008, the Alliance for Climate Protection kicked off an ambitious project to build a new brand and lead a movement around the issue of climate change.
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Recycling bin Ovetto - When should a bin not look like a bin? When interior designer Gianluca Soldi designs a recycling egg. An eco statement for those who want to show off their “green” engagement.” And it’s made of recycled polypropylene.
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Published in: Marke 41 edition 4/2008 (Page 80)
Author: Karin Gebhardt
The success story of franchising in Germany began 30 years ago. At that time pioneers were predicted to only achieve a niche position, today Germany has Europe’s highest density of franchise businesses. So franchise is booming. But how can the enormous economic success be explained? What are the key success factors? And which areas still have growth potential? This study conducted by Icon Added Value and Brand Rating draws a comprehensive picture of this sector. Interviews spread across franchisors, franchisees and consumers. Based on this extensive data pool was the platform key drivers for creating value were identified, for the industry as well as for individual companies. What is the awareness level, whom will consumers attest quality and a good price-performance ratio? Who is perceived as innovative and unique? What emotions does a brand arouse among their clients and do they help brands to reach their target audience? And above all, what are necessary and promising areas for improvement for the individual franchisee and franchisor?
Please click here if you like to receive the complete study (German)
For more information please contact Anne-Kathrin Kirchhof
