Brands must get to grips with online shopping as a "matter of urgency" Neuroscience links messages to purchase. NEW YORK: Psychophysiology – the study of the relationship between the mind and body – could help brands establish when and how ads spur consumers to purchase, according to a paper in the latest issue of the Journal of Advertising Research(JAR).
A team of authors that included Myriam Martínez-Fiestas (ESAN, Graduate School of Business, Peru) as well as María Isabel Viedma del Jesus, Juan Sánchez-Fernández and Francisco J. Montoro-Rios (all from Spain's University of Granada) investigated this subject. More specifically, they addressed whether (and how) a message activates a consumer's defensive motivational system (resulting in inaction) or their appetitive motivational system (inspiring positive physical action).
The findings, their research proposed, offer evidence as to what type of messages are better at provoking the emotions which increase the potential of such campaigns to elicit positive changes in behaviour. How ethical innovations boost brand perceptions. Added value: How Harvard Business Review thinks it can add subscribers while getting more expensive.
Harvard Business Review is trying to walk a fine line: The magazine thinks it can raise the price for a subscription and still attract close to 100,000 new subscribers.
“Basic economics says you lower prices and get more customers; you raise prices you get fewer,” Harvard Business Review Group publisher Joshua Macht told me. “And our board members point this out to me. But there’s this defying gravity idea, and the reason why I think it’s possible…is for the last five years, at least, we’ve been in this conversation with subscribers.” As of the end of 2014, HBR had a paid circulation (print plus digital) of 263,645, according to the Association for Audited Media. A yearlong U.S. subscription to the magazine, including access to its tablet edition, costs $99 annually.
HBR thinks readers will be willing to pay more for a subscription because the magazine is adding new products it hopes will offer readers additional value for the added cost.
Learn How Ads Get Zapped to Cellphones With This Infographic. Leo Burnett and Contagious: Wildfire / Full of Tomorrow - Scenario 2. MOBILE: Unilever trials Grabyo. BRAND PERSONALITY. Coca-Cola's New Can Splits in Half So You Can Really Share the Happiness. Colgate Looks to Reinvent Toothbrushes With Caffeine, Flavors, Diet Aids. Martha Stewart Living, JCPenney, Volvo, WNBA, Nook, Make List of 10 Brands That Will Die by 2014. As new brands are brought to life in the evolution of various verticals, others will inevitably give up the ghost.
While obsolesence related to industrial shifts is the No. 1 killer of outdated concepts or companies, other factors may guide the executioner's hand, including failure to innovate, cash flow issues and heavy competition. Each year, 24/7 Wall St. identifies 10 important brands sold in America that it predicts will disappear within a year's time. This year's list reflects the brutally competitive nature of certain industries. Among those potentially headed into obscurity are two magazines—Martha Stewart Living and Road & Track. While some magazines weathered the multi-year decline, these two suffered sharp drops in advertising revenue over the past five years. In the realm of consumer electronics, the Barnes & Noble Nook may be done for, as the e-reader business is shrinking and the Nook competes with better-selling products made by Apple and Amazon. Pampers Reframes Disposable Diapers In China. P&G’s Pampers completely reframed the diaper category in China, and in doing so created enormous growth for the category and for the brand.
Ad of the Day: Wallace and Gromit Stump for VisitEngland. Everyone's favorite British Claymation characters are famously fond of taking trips to far-flung places.
Calvin Klein Sheds the 'CK' for Platinum Line Rebranding. Calvin Klein is doing a little spring cleaning and the company has put one big thing out on the curb: ck Calvin Klein.
In the hopes of unifying its brand under one name, the company is rebranding its “ck Calvin Klein” bridge apparel and accessories tier to simply “Calvin Klein” on a platinum label, starting this fall, according to a company release. Dannon Turns Yogurt Marketing On Its Head with Men's Health Oikos Ad. Many a dairy brand have been trying to figure out how to pivot their offerings toward the perceived protein needs of men.
That’s how the whole phenomenon of chocolate milk as a workout “recovery” drink got started, and that’s the positioning that has made hits out of tailored dairy-based products such as Muscle Milk. Now a major brand known for a whole other kind of dairy wants to muscle in on the action. Dannon USA as been advertising in Men’s Health magazine depicting its Oikos yogurt as a dose of protein that even men can appreciate. Why A&F's 'Cool Kids' Stance Will Damage the Brand Now More Than Ever. "No fatties.
" That's the underlying concept of the latest outrage about fashion brand Abercrombie & Fitch. But what's the bigger threat for the brand? Some controversial comments the CEO made seven years ago, or cultural irrelevance? The fact that Abercrombie has to go back more than a half decade to gin up some outrage about its brand may demonstrate that the brand's most significant days are in the past. Abercrombie & Fitch's latest "scandal" is some years-old quotes from the company's CEO about only wanting attractive, "cool" young customers combined with the revelation that the brand does not make size XL or above for women. "On the one hand, I'm surprised that people are now up-in-arms about a fairly pedestrian and undeniably ancient quote," Jenna Sauers , a former model who covers fashion regularly for Bookforum, the Village Voice, the New York Observer, and Jezebel.com told brandchannel . Abercrombie & Fitch Doesn't Even Look Cool To Its Investors as Brand Hits Low Point.
Brand targets Posted by Dale Buss on May 27, 2013 05:08 PM The beautiful people haven't been coming through very well lately for Abercrombie & Fitch. Or maybe it's just the inventory and supply problems the company cited or the European economy. In any event, the Columbus-based retailer that tries to live on the edge of teen fashion reported a 13 percent drop in same-stores sales at its namesake stores during the first quarter and an 18 percent drop at its Hollister chain. Budweiser's New Bow-Tie Can Is Skinny in the Middle, Unlike Its Target Market. "Word-of-Mouth Marketing. Brand owners never really own the brand. Consumers do. I recently spoke at two events for Destination Marketing Association International. Their members are marketers tasked with driving tourism to their regions.
I came across a tourism case study about who really “owns” a brand. Kellogg's Special K Makes a Bid for Healthy Foodies with New Nourish Line. Red Bull: The Ultimate Brand Builder. A pioneer in energy drinks three decades ago, Red Bull is now the world sales leader with estimated 2012 fiscal sales of over $3 billion, profits over $400 million, and a 43% leading US dollar market. To establish a new category in the face of Coke and Pepsi and then hold it for decades is very impressive. Four quick observations about Red Bull’s unique approach to brand building: Red Bull’s brand building is largely based on associating its brand with an amazingly wide range of people, teams and events. Red Bull believes in owning teams and events rather than being one of several sponsors. Because of this ownership model, they can and have turned this buzz machine into a profit center. Little Debbie Gets Subtle Makeover to Keep Snack Brand Fresh.
What Your Company Logo Says About Your Brand (Infographic)