Innovation changes the world. Think of something as simple as the shape of Toilet Duck. Or disposable pepper grinders. Think of mobile phones, iTunes and iPods. These things have not only changed categories; they’ve altered the way we do things. Brands like Apple and Virgin have built their businesses on the idea that change – often radical change – can be very, very good for business.
On the 26th of November 2010, our colleagues at Icon Added Value held the 18th annual Congress in Nuremburg, Germany. The topics covered at this year’s event provided inspiration for attendees on many of the key areas of strategic brand management and development.
What are the challenges facing clients and agencies in a fast changing world? How can marketers make their budgets work harder? How is digital changing the way we connect with consumers?
We asked Mark Whiting, Director of Marketing Intelligence at Moët Hennessy for his thoughts on the future of marketing and insight – particularly for luxury brands. In these four short video extracts, Mark shares his view on some of the central questions marketers want answered. Read more…
No, this is not another article on health! All around us there is a revolution brewing. Go to any large restaurant in the metros of India and you will find vegetarian sushi on the menu. Almost everyone has added noodles to their table, even adding it into existing dishes and giving them a new name. People are replacing meals with snacks. The kitchen is shut once a week in many urban homes, particularly Sundays. Gujarati’s have become very fond of the Idli/Dosa/Vada combo and have it for dinner. South Indians have discovered chana masala.
The title of this blog entry is a lie. You’ll have to excuse me, I’ve just read All Marketers Are Liars by Seth Godin and I must have gotten a little carried away.
I read the book as part of the Added Value book club. When we started the club a few months ago, I suspected that we would have some heated exchanges and philosophical debates, especially when reading a book entitled All Marketers Are Liars. Read more…
Yesterday, we were finalizing a recommendation for a set of light to dark green segmentation definitions for one of our clients. The definitions are to be based on a set of attitudes and behaviors that we tested for quantitatively with our client’s core target audience and we are currently in the process of using the results to define and develop the size of our strategic opportunity.
The business of good-for-the-earth products suffers from, among many things, a general belief that they are in fact good but typically too expensive and not really something that fits “my needs”. When thinking about how new products can be marketed to a population not quite ready to accept perceived drastic change, a recent study by McKinsey gives us insights into how other products might re-consider their marketing by walking through a case study on the electric car.
By the late Nineties, the buffed-up image of gym bunnies in spandex was feeling a little passé. Health and fitness had moved on, becoming less about how you looked and more about how you felt. Less steroids and Mr America, more lifestyle and balance.
The team at Nestlé were looking to the future. They knew Kit Kat was a long-time favourite of adults and kids, but the team could see new chocs on the block starting to crowd the bar scene.
