background preloader

SBM S2 2019

Facebook Twitter

A Guide to Customer Satisfaction Metrics - NPS vs CSAT and CES. For every complaint you receive from a customer, there are approximately 26 other people who are unhappy with your company, but choose to say nothing.

A Guide to Customer Satisfaction Metrics - NPS vs CSAT and CES

Those are clients you will most likely lose if you don’t take proper action, that is why tracking customer satisfaction metrics is critical. Besides just losing clients and revenue, low customer satisfaction levels can also harm your brand’s image – especially if certain customer complaints go viral online. Luckily, customer satisfaction measurement tools can help you collect valuable feedback, so that you can make the changes and improvements your customer base is actually asking for – all to offer them a better experience and more pleasant customer journey.

For the sake of keeping things simple, we should mention that customer satisfaction metrics are generally also called CX metrics. What Does CX Mean? CX stands for Customer Experience. So, it’s easy to see why CX and customer satisfaction metrics are interchangeable. Free trial 1. 2. Mark Ritson: Direct Line knows the power of characters for branded recall.

In every marketing decade there are a couple of brands that everyone follows.

Mark Ritson: Direct Line knows the power of characters for branded recall

Not just because the brand is brilliant, but because those in charge of it are so far ahead of everyone else that you have to keep an eye on what they do next. Three decades ago we all looked to Levi’s, then to Boddingtons and to Tango, then Gillette, on to Skoda and First Direct, and then spectacular work at Stella Artois and Häagen-Dazs and Cadbury, to Dove, then Tesco and most lately John Lewis. Each brand, and the team behind it, had its moment in the marketing sun. Mark Ritson: Direct Line knows the power of characters for branded recall.

Nouveau duel entre Coca-Cola et PepsiCo, sur le marché des boissons énergisantes. Un nouveau front est ouvert dans la bataille que se livrent les deux géants rivaux, Coca-Cola et PepsiCo.

Nouveau duel entre Coca-Cola et PepsiCo, sur le marché des boissons énergisantes

Cette fois, le duel concerne les boissons énergisantes. En effet, la société PepsiCo a annoncé, mercredi 11 mars, l’acquisition de la marque Rockstar pour 3,85 milliards de dollars (environ 3,4 milliards d’euros). Coca-Cola, de son côté, n’avait pas hésité à débourser 2,15 milliards de dollars en 2014 pour s’offrir 16,7 % du capital de Monster Beverage. Fondée en 1997, la société californienne, avec son logo en lettres gothiques, a suivi le sillage de la firme autrichienne Red Bull. BMW unveils new flat and transparent logo, geared towards openness and digitisation. BMW has unveiled a new logo, ditching its very 90s, 3D version with a black ring and silver type, for a flat version with a white and transparent ring and slimmed down initials.

BMW unveils new flat and transparent logo, geared towards openness and digitisation

The car company says its new brand look and feel “radiates openness and clarity” and has been adapted with digital use in mind. A senior representative from the brand team, Jens Thiemer, says in an article on its website exploring the brand’s history, that the new logo stands for “the mobility of the future.” He goes on to say the new transparent logo is a metaphor for the company becoming a “relationship brand” – implying a less lofty and more personal approach to its marketing – and BMW’s new ethos for being more closely connected with customers, as well as gearing the brand “to the challenges and opportunities for digitisation”. The circular logo retains its blue and white coloured quadrants, which have featured at the centre since its first-ever registered logo in 1917. CX Is Broken: Five Takeaway’s From NTT Ltd’s 2020 Customer Experience Benchmarking Report. CX in its current form is broken.

CX Is Broken: Five Takeaway’s From NTT Ltd’s 2020 Customer Experience Benchmarking Report

That’s one of the main takeaways from NTT Ltd’s Annual 2020 Customer Experience Benchmarking Report. The global study, entitled The Connected Customer: Delivering an Effortless Experience, surveyed over 1,000 participants spanning 13 different verticals. Rob Allman, the Senior Vice President, Customer Experience at NTT commented on the 21st annual report, “The results indicate that most companies still see CX as a competitive edge and primary differentiator in the marketplace. Yet, we’re finding that the aspiration is greater than the execution.” Allman points to the Americas where 81.6% of businesses that participated in the study agree CX offers a competitive edge, but only 14.4% say it forms a crucial part of organization strategy. Mom Is 'Perfect,' Say Pampers Babies Who Know Her Best 02/20/2020. Procter & Gamble’s Pampers diaper brand just launched a new #Share the Love campaign that aims to reassure new moms they’re doing fine raising their adoring and adorable little one.

Mom Is 'Perfect,' Say Pampers Babies Who Know Her Best 02/20/2020

“As a mother myself, I know how easy it is to be critical of ourselves, especially in the early years,” says Fama Francisco, the CEO of P&G’s global baby care and feminine care businesses, in a statement. “And now that my children are grown and have communicated back to me how loved they’ve always felt, I realize how unhelpful my inner critic was.” Instead, a new commercial points out that in the tiny eyes of their newborn children, Mom is an absolute wonder woman. “You are beautiful,” a child’s voiceover says. “You are smart.

SBM S2 part 2

Introduction to Brand Management - Spyros Gkanatsios - Medium. No matter whether a company is big, medium, or small branding is a crucial part for every business.

Introduction to Brand Management - Spyros Gkanatsios - Medium

Branding helps consumers make choices easier, faster and with reduced risk. They prefer to buy a known and trusted brand than buy a new product they have never heard of before. From the point of a business their brand can become a competitive advantage, especially in a complex market. The 5 Most Important Principles for Brand Management Success. Hermès réinvente son carré mythique grâce à une innovation technique encore peu répandue. Brand Architecture and Professional Services. Brand Architecture for Business Growth - brandgym. Brand architecture can be a theoretical and over-intellectual process that takes place in a conceptual vacuum, divorced from business reality.

Brand Architecture for Business Growth - brandgym

One resulting problem is brand proliferation, where a company tries to build more brands or sub-brands than they can realistically support, fragmenting both financial and human resources. However, done well, brand architecture can help you grow your brand and business, with benefits for both the company and consumer. The right brand architecture adds value to any business — Brand Incite. The 2007 MadTV parody of an Apple product launch unveiled the newest iTechnology that would change the world: The iRack.

The right brand architecture adds value to any business — Brand Incite

The not-so-subtle poke at President George Bush for his Iraq policy still feels oddly relevant today. Our news feeds are still full of stories about Middle East turmoil. And most of us still believe Apple has the power to enter and dominate any category it chooses. After all, in the “Internet of Things” age, can the iMicrowave be very far away? Apple does not have this reputation by accident. A Guide to Developing a Brand Strategy with Examples [+ Free Template!] What Is a Branding Strategy?

A Guide to Developing a Brand Strategy with Examples [+ Free Template!]

Branding strategy (or brand development) is how you plan to build and define your business’s brand in a consistent manner. Your brand envelops more than just the visual aspects such as a logo, color palette, product, etc. It includes your reputation, how your clients feel about you, what your message is, and much more. While the sheer number of factors can seem daunting, this simply means the possibilities are endless when coming up with your very own marketing and branding strategies. Coca-Cola goes back to its roots with focus on empathy.

Coca-Cola has unveiled "Unite and uplift" as its new brand purpose – which, as it turns out, isn’t new at all. Following Coke's former president Robert Woodruff, who spearheaded the brand’s focus on emotive content nearly a century ago, Walter Susini, senior vice-president of marketing EMEA, hailed the brand as one that will "never shy away from political or social issues". "The world is more divided than ever because we don’t understand each other," Susini told Campaign. "We’ve had this brand purpose for 134 years. We’ve just been refreshing it depending on what was relevant in society at that moment in time. "There is clearly an empathy gap, so if we are the brand that wants to bring people together, we need to go to the cause – the divisions we have today are consequence to the fact that we don’t talk to each other and share ideas. " Focusing on sustainability, cultural relevance and innovation across the brand, Coke is launching a new campaign exploring the harsh truth: "Can I be wrong?

" How to define your brand strategy in 5 simple steps — Hayley Fiser. Defining your brand strategy as a business or person of influence is a crucial activity to help you start off on the right path. A solid brand direction and identity truly sets the agenda for the rest of your business to prosper, and reassures you that you’re heading exactly where you want to go! If you haven’t yet created your brand strategy or you’re feeling as though you’ve missed a few steps, don’t worry! Coca-Cola introduces new brand platform as it vows to take a stand on social issues. Coca-Cola is launching a brand platform and purpose across Europe as it looks become a brand that has a point of view and create more empathy among consumers.

The positioning, ‘Better when we’re open’, aims to act as a rallying call to unite the world that it believes is becoming increasingly divisive. That will be part of the brand’s marketing platform across Europe. Speaking at an event today (13 February) Coca-Cola’s Western Europe marketing director Walter Susini said: “There is a fundamental truth that no matter where you look today, in any country around the world, we are more divided than ever. How to Create a Brand Essence Wheel. Brands Go Experiential For Valentine’s Day. A number of brands are activating around Valentine’s Day, encouraging everything from pet adoption, Bumble swiping and proposals via branded engagement rings. This year we’re seeing more brands partner up to host experiential pop-ups that encourage in-store visits and activations that serve a good cause while the trend of digital and social media contests around the holiday continues. Mars Wrigley, Bumble Host Sweet ReTREAT Pop-Up.

Brand architecture beyond the houses. An Adaptive Approach to Brand Architecture and Portfolio Strategy. Brands today need to be relentlessly relevant: they need to engage, surprise and connect while seamlessly fitting into customers’ lives. In our experience, the brands that are successful in seamlessly engaging along the customer journey have adaptive brand portfolio and architecture strategies. But let’s back up first and look at the broader context. The key challenge with brand portfolio and architecture has always been to hit the sweet spot between two competing tensions; the need to have as many brands as necessary and as few brands as possible. The sweet spot sits in the middle where you have the right number of brands to capture market opportunities and prioritize investments while presenting the offering to the market in a truly customer-centric way.

Choosing the right Brand Architecture Type & Strategy (with Examples) Brand Architecture: Eliminating Confusion. Providing Structure. What Is Sub Branding? Breaking Down Brand Architecture. No matter what kind of company you run, there’s a good chance that you hope to one day grow bigger, more profitable, and more competitive. Hermès Lipstick: Luxury Giant's Push Into Beauty. Source: Hermes International. The right brand architecture adds value to any business — Brand Incite. Best Brand Strategy: Branded House or House of Brands? 23311975.2018. 1. Introduction. What Is Brand Architecture and Why Does It Matter? You might be confusing the marketplace about what products and services your company offers without even realizing it.

Many companies that have been in business for a long time, especially those that have grown over the years through acquisitions, gradually become a multi-layered mix of new and legacy brands, each with their own verbal and visual identities. Brand Architecture: Creating Clarity From Chaos. As a general rule, chaos is not the best business strategy.

That may seem like an obvious bit of wisdom, but you’d be forgiven for thinking otherwise by looking at the brand architecture of some the today’s brands. Often the result of mergers, acquisitions, or just good old-fashioned unchecked growth, too many companies these days have wound up with a collection of brands, divisions, products, and services that can only be described as chaotic. Brand Architecture and Professional Services - Business 2 Community. Brand architecture may be the most misunderstood concept in branding. Volvic : +6% de CA incrémental grâce au DCO cet été. Pour promouvoir les eaux aromatisées Volvic, Danone Waters et Adot ont mené une campagne display géolocalisée en juillet et août 2019. Disposant d'un volet drive-to-store, elle est à l'origine de 160 000 visites incrémentales en magasin.

Trigger 3: Brand architecture and brand strategy – Branding and Marketing Communication. How Zoopla’s CMO is building a brand from the inside out. Coors Light scales Rocky Mountains in fresh campaign. Bud Light says its new strawberry hard seltzer goes great with...cheesecake. KISS Your NPS Good-Bye. Luxury Daily. Fostering a motivational perspective of. Co-création et RSE, au coeur de l'innovation de Coca-Cola European Partners. Luxury Daily. 2020. Comment-kusmi-tea-protege-les-tigres,190453. L’Occitane teste la recharge de gels douche en boutique. Les marketers de l’industrie du tabac et de l’alcool face à leur conscience - FNEGE MEDIAS. Construire des marques qui donnent du sens auprès des collaborateurs et des consommateurs - FNEGE MEDIAS. Louis Vuitton is opening its first-ever restaurant next month... and a hotel could be next. Lonely Planet Experiences. Opinion - Are influencers losing their influence?, Marketing & Advertising News, ET BrandEquity.

Starbucks eyes less waste, reusable packaging. Customer Satisfaction Metrics cartoon. Mastercard's single is a priceless moment in musical history. Who cares about 8K TVs; here's what you need to know about CES 2020. Year ahead for cultural trends: This is the age of conscious consumerism. ? Tiffany's Newest NYC Flagship Store. In Brands We Trust? New year, new brands - it's a real phenomenon. Lydia lève 40 millions d’euros. Tencent entre au capital - Maddyness - Le Magazine des Startups Françaises. Brand vs. Product Marketing: Which Do You Need? Flying the flag: the growing design trend across regional Scotland. Balenciaga unveils $2,590 Hello Kitty bag. The State of Fashion 2020: Download the Report. Expérience utilisateur : Les 4 tendances incontournables de 2020. Marketing needs a culture of creativity.

Ogilvy Consulting - Global Strategy and Innovation. Www.mondedesgrandesecoles. How digital is powering the next wave of growth in key-account management. Coca-Cola takes full ownership of ultra-filtered milk fairlife. NPS is being misused, says measurement's founder. Is NPS a true measure of customer sentiment? The Top 20 Reasons Startups Fail. Why behaviour beats demographics when it comes to segmentation. Marketing trends 2020: Loyalty means more than a transaction. The key marketing trends in 2020. 4 Branding Design Trends Set to Dominate 2020 12/09/2019. BRANDZ. McDonald’s New Online Pop-Up Store Will Sell Merch Year-Round. Selfridges UK, Instagram To Throw Immersive Pop-Up Shop. Saint Laurent’s Francesca Bellettini on empowerment and brand identity - News : creation (#1162156)

Is NPS a true measure of customer sentiment? Kellogg's: FMCGs make mistakes when they just check the digital box. Robbreport. Www.edie. The Ripple Effect - IAS Insider. The State of Fashion 2020 Report: In Troubled Times, Fortune Favours the Bold. NPS is being misused, says measurement's founder. The Crucial Difference Between KPI and ROI Metrics. What’s Trending: New Philosophies of Marketing. Polo Builds Ice Lounge Inside Bloomingdale’s To Promote Outerwear. Il suffit de 10% des collaborateurs pour changer toute l'entreprise - HBR. G. Swindells : "Costco espère compter une dizaine de sites en France dans les dix prochaines années" Amp.businessinsider. M&S Food aims to 'debunk pricing myths' in campaign focused on value.

What's Working Right Now In AR Marketing. Recommended reading: Thinking forward and outsourcing dilemmas. Coca Cola Sparkling Water Release Date, Details as AHA Becomes Company's First New Drink in 13 Years. Une collection limitée du designer de Louis Vuitton crée la cohue chez Ikea.