Misinterpreting Brand Valuation. Most executives like to know how valuable their brand is relative to other brands.
What is its ranking, and has that ranking changed during the last year or so? Positive answers to those questions lead to accolades to the CMO, and negative answers lead to embarrassed silence, at best. The problem is that the data that appears to answer that question really cannot do so. What we actually have is an illusory quantification that means little in the context of these questions. Those that use the valuation numbers and rankings in that way are making a big mistake. To simplify, the value of the brand is based in large part on two numbers: The value of the business and the percent of impact of the intangible assets attributed to the brand. Virgin America singing safety with #VXsafetydance video. Always branding. always on.
IKEA Turns Consumers Into Sustainable Resellers in Norwegian Campaign. Sustainability Posted by Sheila Shayon on October 29, 2013 03:45 PM It seems only right that the company responsible for everyone's love/hate relationship with assembly-required furniture is now helping customers resell their goods.
IKEA created a campaign alongside SMFB, Oslo that asked Norwegian customers to submit requests for their lightly-used furniture to be resold. Starbucks Launches Teavana Cafe as it Looks to Brew More Profit from Beverages. Following its approximately $620 million acquisition last November, Starbucks has opened its first cafe-style Teavana location on Madison Avenue in New York City, betting that the 300-store strong specialty-tea retailer will give the coffee giant a large cut of the $90 billion global tea market.
Simplicity is at the Heart of Great Customer Experience, Survey Shows. Big Data Doesn't Necessarily Mean Better Service, Accenture Study Reveals. Customer relationship management Posted by Sheila Shayon on October 22, 2013 01:52 PM According to the latest research from Accenture, there is a potential $1.3 trillion of revenue at play in the US market represented by the "switching economy" as companies have failed to meaningfully improve customer service.
The findings, released in the ninth annual Accenture Global Consumer Pulse Survey, show that 51 percent of US consumers switched service providers in the past year because of poor customer service, up five percent from 2012. Switching was highest among the retail industry, cable and satellite providers and retail banks according to the 12,867 customers in 32 countries that were surveyed. So while companies are investing in more way to collect consumer data to better understand buying and usage habits, it seems that companies aren't translating the numbers into consumer-facing actions. The Global Innovation 1000: Navigating the Digital Future. At Catalent, a U.S.
-based producer of pharmaceutical products and provider of advanced drug delivery technologies and services, digital tools often support the practices of the company’s 18 research and development sites around the world. Data pours in from R&D, sales and marketing, operations, quality assurance, and regulatory affairs, as well as customers. Evjatar Cohen, vice president for global innovation and portfolio management, and his team make sense of it all with a slate of new market and customer insight enablers.
Tavassoli,%20Sorescu,%20and%20Chandy. Why Do Executives Work for Big Brands? Soda Decline Whacks PepsiCo, but Frito-Lay's Global Growth Provides Offset. The size and speed of the decline in consumption of Pepsi and even Diet Pepsi in the US market has taken PepsiCo by surprise.
Good thing the diversified global snack giant has been able to rely on sales of carbonated soft drinks and other beverages abroad and on improving performance by its Frito-Lay snack business. Those were among the main takeaways from PepsiCo's earnings report and executive conference call with securities analysts on Wednesday, as CEO Indra Nooyi provided some color behind a mostly positive showing of a 2 percent rise in overall second-quarter revenue, a 35 percent gain in net income including some special factors, and $900 million in productivity gains.
PepsiCo posted strong growth in Asia, the Middle East and Africa across the board and in its Americas-wide snack business. Amazon Moving In with CPG Brands to Corner Everyday Essentials Market. Pinterest May Look Sweet and Innocent, but It's a Serious Traffic Driver. Social media watch Posted by Sheila Shayon on October 16, 2013 08:11 PM Pinterest—the visual-heavy darling of social media now drives more traffic to publishers than Twitter, LinkedIn, Reddit and Google+ combined.
The data just released from Shareaholic, a social plugin service that mines data from 200,000 publishers and reaches 250 million monthly unique visitors collectively, shows Facebook in the lead driving 10 percent of overall traffic to publishers in September, far exceeding all other social networks, with Pinterest second at 3.68 percent—three times more than Twitter. The four-year-old ‘virtual pinboard’ is aggressively pursuing a path of global expansion with a 66 percent year-over-year traffic increase as evidenced by a new partnership with international broadband provider Telefónica ensuring a new Pinterest widget will be pre-loaded on Android phones sold by the telecom company in Europe and Latin America to the provider’s 316 million-strong customer base.