Added Value’s March edition of the Innovation Inspiration, our monthly email newsletter, showcased a good article by Accenture on How to make your company think like a customer. There were two recommendations I especially liked and that I have seen work with different clients. Read more…
In last month’s edition, we talked about how corporations in a post-crisis world are waking up to an operating environment that has changed forever. This month we go deeper into some of those themes: what it takes to succeed in China and India; how to influence responsible consumer behavior; using social media to reduce customer acquisition costs; ways to re-design your organization to respond to faster innovation cycles; and identifying the best balance between central and local Marketing in an increasingly global environment.
Mark Whiting, Director at Added Value, and Esomar Next, will partner for the second year running at an Esomar conference for students at EM business school Lyon, France on March 29th.
Welcome to Issue 31 of Branding for Good News, Added Value’s newsletter focused exclusively on sustainable marketing; the challenges, opportunities, our solutions and points of view. Read more…
Recyclebank
A master in the principles of gamification and nudge theory to encourage behaviour change. To date, the company has over 3.5 million members (US & UK) who receive reward points based on their level of recycling. They are now taking the principles perfected for recycling and branching out into changing our transport behaviour. In conjunction with Transport for London (Tfl), their new initiative rewards people for ditching the car and choosing to cycle or walk. One to watch – launching next month. Read more…
General Electric recently released an online campaign encouraging Chinese entrepreneurs to partner with them to address China’s most pressing environmental and resource challenges.
A noteworthy aspect of the campaign, titled “Future Folklore”, is how environmental issues are grounded within Chinese history and culture. This departs from a persistent stereotype which encourages local consumers to fight against Chinese tradition to achieve environmental outcomes. The typical tone is often condescending – where normative behaviour is inevitably Western and Chinese are asked to “get in line” and “abandon ancient thinking”. Read more…
In China a common way to distinguish people is by the generation in which they are born. The terms “post 80s” and “post 90s” have become the default to define different values of Chinese who have grown up in the period after the politically disruptive Cultural Revolution (which ended with Chairman Mao’s death in 1976).
These terms are so widely used, that brands have consciously started to deploy them to target specific age groups. Li Ning, a local sports apparel giant, presented a provocative campaign in 2010 that suggested “no-one understands the post 90s”. The relationship between the post 80s and post 90s is relatively caustic. The post 90s argue that the post 80s are out of touch with new China. While the post 80s dismiss the post 90s as selfish brats who are selling out to the “West”. Read more…
Dans le contexte économique actuel, le développement durable n’est pas toujours au centre des débats. Pourtant, à y regarder de plus près, nous assistons bien à une « révolution silencieuse » dans le secteur de l’hygiène et de la beauté.
Stephen Palacios writes for AdAge: We’re at a Tipping Point in the Battle of Effectiveness vs. Efficiency:– In just one week, in very different work settings, Walmart Stores, Kellogg’s, AT&T, Wells Fargo, General Mills and Target were in focus.
The topic? How each is wrestling with new marketing models that try to balance the “total market” vs. ethnic-specific initiatives. “Total market” is defined as an appreciation that the general market has dramatically shifted, and is now defined in large part by ethnic consumers. Read more…
Acculturation:
The growth of the Hispanic market between 2006 and 2016 is estimated to be 31%. In terms of acculturation, the story is:
(Source: Cheskin Added Value/Census Projections/ACS Acculturation proxy) Read more…
