En una época en la que la sostenibilidad forma parte de la ecuación, cuando se elige una marca el contexto cultural crea una tensión: ¿Elegimos lo sostenible o lo que ofrece una buena relación calidad-precio?
Para más información contactar con Silvia Moreno en s.moreno@added-value.es
La crisis no sólo ha cambiado cómo se siente la gente sino que ha cambiado la forma en la que la gente procesa la información. Es decir, han cambiado las lentes a través de las cuales los consumidores visualizan las comunicaciones de las marcas. Hemos descubierto que el público responde a la publicidad de otra manera, y eso tiene importantes implicaciones para los profesionales del marketing y para quienes desean crear una conexión emocional duradera con los consumidores.
Dreyer’s makes premium ice cream and frozen dairy desserts under its namesake brand for distribution in western states, and under the Edy’s brand name elsewhere in the US. The company was the first premium ice cream maker to tap the “better-for-you” market, introducing Dreyer’s Grand Light in 1987, followed by frozen yogurt and fat-free ice cream lines.
Pollo Campero means “country chicken” in Spanish, but it may mean “trouble” to competitors in the restaurant industry. The Guatemala-based chain serves a marinated, lightly fried chicken in a setting that emphasizes family dining. Their simple values and flavorful food already draw over 75 million customers a year throughout Central America, as well as selected cities in the US, South America and Mexico.
The economic crisis has not only changed how people are feeling these days, it has changed how they are processing information too. That is, the lens through which people are viewing brand communications has shifted. As we have discovered, the way people are responding to advertising has changed – which has profound implications for marketers interested in creating a lasting emotional connection with consumers.
Contrary to popular belief, a sustainable strategy can be good for business. Profit is one key component of the triple bottom line – if a project is not profitable in the long term, it will not be sustainable. So the new breed of responsible marketers ensures that sustainable projects drive profit potential through cost savings, revenue generation, increased consumer loyalty, or all three! We help our clients develop a sustainable marketing platform by using three building blocks: brand, stakeholders and category.
Each month News invites an expert to give us their view on a topical issue. Ben Stimson, Director of Reputation and Responsibility, at BSkyB shares their long-term goals on tackling climate change. Read more…
Grow Your Own - the Landshare campaign – promoted by Channel 4 series River Cottage – aims to convert underused land in the UK back into productive use for growing fresh fruit and vegetables. Visitors can register as a Grower, Landowner, Land-spotter—someone who knows of some unused land—or Facilitator, helping elderly gardeners and others in need of assistance. (spotted by www.springwise.com)
As the dust refuses to settle from the global financial crisis, the temptation is to batten down the hatches. Focusing on value creation – or just survival – by exploiting existing assets and equities intuitively makes sense.
