John Morawski - Brand coaching & Marketing research management

Surprise - Invite - Connect - Embrace - Give and you will receive emotional warmth

Brands and persons can learn some things from this video is'nt it?

Thank you, Jan Mulder, because i've found this video link on your Website.

McKinsey & Company conducted a frequently-quoted analysis of the typical S&P 500 company and concluded that pricing right is the fastest and most effective way to increase profits. They found a 1 percent price rise, if volumes remained stable, would generate an 8 percent increase in operating profit. This impact is 50 percent greater than a 1 percent drop in variable costs such as materials and direct labor. It is also more than 300 percent greater than the impact of a 1 percent increase in volume. (The sword also cuts the other way - a 1 percent decrease in price brings down operating profits by 8 percent.)

Source: Quirk's E-Newletter

I have stolen them from Dan Heath.

Simplicity - Unexpectedness - Concreteness - Credibility - Emotions - Stories.

They can be usefull for branding and communication.

I was in charge for several marketing research assignments using marketing research agencies' Internet panels.  These 25 questions to help research buyers can be very usefull.

1. Is it an actively managed panel (nurtured community) or just a database?
2. `Truthfully' how large is it?
3. What is the percentage of `active' members and how are they defined?
4. Where are the respondents sourced from and how are they recruited?
5. Have members clearly opted-in? If so, was this double opt-in?
6. What exactly have they been asked to opt-in to?
7. What do panel members get in return for participating?
8. Is the panel used solely for market research?
9. Is there a Privacy Policy in place? If so, what does it state?
10. What research industry standards are complied with?
11. Is the panel compliant with all regional, national and local laws with respect to privacy, data protection and children e.g. EU Safe Harbour, and COPPA in the US? (Provide hotlinks for reference)
12. What basic socio-demographic profile information, usership, interests data, etc. is kept on members?
13. How often is it updated?
14. In what other ways can users be profiled (e.g. source of data)?
15. What is the (minimum and typical) turn-around time from initial request to first deployment of the emails to activate a study?
16. What are likely response rates and how is response rate calculated?
17. Are or can panel members who have recently participated in a survey on the same subject be excluded from a new sample?
18. Is a response rate (over and above screening) guaranteed?
19. How often are individual members contacted for market research or anything else in a given time period?
20. How is the sample selection process for a particular survey undertaken?
21. Can samples be deployed as batches/replicates, by time zones, geography, etc? If so, how is this controlled?
22. Is the sample randomized before deployment?
23. Can the time of sample deployment be controlled and, if so, how?
24. Can panel members be directed to specific sites for the survey questionnaire to be undertaken?
25. What guarantees are there to guard against bad data i.e. respondent cheating or not concentrating/caring in their responses (e.g. click happy)?

Source: ESOMAR Guideline on Conducting Market and Opinion Research Using the Internet

Regarding self-regulation Esomar (The world organisation for enabling better research into markets, consumers and societies) promotes the use of a code of practice that governs the way market and opinion research using the Internet is conducted.

But only the +/- 4,600 ESOMAR members worldwide are committed to this code of practice and the definition of Internet research is restricted. Internet research is defined as research in which a respondent – either on a single occasion or as part of a panel:
• Completes a questionnaire online via the Internet on a server belonging to the research agency or a provider
• Downloads a questionnaire from a server on the Internet and returns it by e-mail, or
• Receives the questionnaire incorporated into an e-mail and returns it in the same way or
• Participates in an online qualitative interview or discussion.
• Or takes part in a measurement system which tracks web usage by such means as specialist software installed on the user's p.c.
These guidelines also apply to research conducted via WAP and 3rd generation technology, though when collecting data in this way, special care must be taken to ensure that it is convenient and safe for the respondent to proceed.

Sites Feed Personal Details To New Tracking Industry.

"The largest U.S. websites are installing new and intrusive consumer-tracking technologies on the computers of people visiting their sites—in some cases, more than 100 tracking tools at a time—a Wall Street Journal investigation has found.

The tracking files represent the leading edge of a lightly regulated, emerging industry of data-gatherers who are in effect establishing a new business model for the Internet: one based on intensive surveillance of people to sell data about, and predictions of, their interests and activities, in real time.  ... The growing use and power of tracking technology have begun to raise regulatory concerns. Congress is considering laws to limit tracking. The Federal Trade Commission is developing privacy guidelines for the industry. 

If "you were in the Gap, and the sales associate said to you, 'OK, from now on, since you shopped here today, we are going to follow you around the mall and view your consumer transactions,' no person would ever agree to that," Sen. George LeMieux, R-Florida, said this week in a Senate hearing on Internet privacy."                     

Look also for an example (Consumer Watchdog's "Inside Google") of the growing critisism (rightly or wrongly, I don't know, but for some it is their perception) on Google's privacy policy.

And what's the opinion of Facebook founder Zuckerberg about privacy?

I'm a kind of dummy regarding this subject. But I can see something is moving. In my opinion the industry needs to start thinking and take actions on self-regulation in order to avoid loosing trust from consumers.

From the Blog of Tom H.C. Anderson.

Forget the world cup, the Olympics, even the miss universe pageant.

These are the globe’s true national champions.

Click here

Last Tuesday, Juny 17th, our expert group Branding organized a seminar on building brands using the Internet.

The following is a synopsis of the presentation from Kristof Gheskens, researcher Branding at the Vlerick Leuven Gent Management School.

"The Web 2.0 concept is

• a platform
• harnessing collective intelligence
• with user-generated content and decentralization
• resulting in co-creation and remixability

...

Accidental influentials, a term coined by Watts & Dodd (Harvard, 2007), in reaction to traditional influence thinking and spreading of social epidemics, is the new model of influence, the network model.

...

How to manage social media?

• today consumers are talking about your brand with their peers online
• they are also making their own advertisements (positive and negative) for your brand
• they are using the Internet in ways you might not like, and they are acting as if they own the brand themselves
• BUT: the most exciting thing about community participation and the new, easy-to-use, low-cost tools available on the Internet is that you don't you don't need to hire a PR agency to join the conversation and manage your own image online

...

What can you do?

• monitor the Web
• join the conversation by 
  • listening: learn what people are talking about and what their concerns, problems or questions are
  • talking: it means a two-way communication; it does not mean
  • pushing a lot of advertising towards them
  • energizing: offer existing customers the possibility to act as brand advocates, and to help them convincing others to buy your brand; rating or review possibilities of your brand; herding mechanism of consumers: the more people buy a certain book on Amazon, and the more positive comments or ratings it gets, the more other onsumers will also buy the book; keep in mind that the consumer is in control, which means that you as a brand need to give up some of your control; So do not try to censor what consumers say (learn from negative comments, and proactively work to make them isappear)
  • supporting: companies who are focused on customer support may find that online communities will help them achieving greater customer satisfaction; often, other customers can offer better answers to question from customers than your own employees at the customer support department. So why not welcoming the help from these other customers?
  • embracing: let customers participate in new product development; these people are using your products/services in everyday life! They know the real issues!
    

A G.f.K. survey on 8000 shoppers in Feb-March 2008 showed D&L ranking at the second place within a list of 50 FMCG brands in Belgium.

The brands were selected on turnover and penetration. The calculation base for ranking was a combination of functional, social and emotional benefits  (questionnaire  with 11 questions).

The Côte d'Or brand scored first, second D&L, third Nivea, fourth Douwe Egberts, fifth Lotus Bakeries, sixth Tiense Suiker.

After our revitalisation workshops in 2000 using the Brand Concept Platform our continuous efforts to build and develop the D&L brand showed to be succesfull.

If you want the full survey results, don't hesitate to contact me. 

After the succesful deepening of "Brand loyalty" our expert group Branding this year will concentrate on the issues "Brand building on the Web" and "Sustainable enterprising".

If you are interested in joining our group, please don't hesitate to contact me.

I integrated the  needs model of Maslow in the  motivational model.

This shows to be  a  powerfull tool for understanding human behavior.

Several clients reached in deptht insights in what psychological and emotional mechanisms lie on the basis of their consumer's/customer's perceptions, attitudes and behavior.

I developped The Brand Concept Platform during my job as Marketing Intelligence Manager at Sara Lee/Douwe Egberts.

In the 90ties Douwe Egberts planned the acquisition of Jacqmotte and Chat Noir, two competing coffee manufacturers in Belgium.  At once we had to commercialize 3 A-brands instead of 1. In order to build a 3-brands strategy, a clear and distinctive positioning of the brands was needed.                       

While using The Brand Concept Platform and based on marketing research activities we defined for each one of the brands the benefits, reason why, supporting evidence, brand added value and tone of voice. 
This resulted in clear and distinctive brand DNA's and identities providing the basis for positioning, price-, communication- and promotionstrategy, and for the development of new products.

In 1995, when I was Marketing Intelligence Manager at Sara Lee/Douwe Egberts Belgium, we started developing a new product that today has shown to be a huge success: Senseo.

At that time, the Belgian coffee market showed a stabilization since many years. The coffee's share of stomach in terms of liquid intake was declining due to the increase of water and soft drinks. Although our new product launches were able to defend our market position in the coffee market, they didn't resulted in an increase in coffee liquid intake.

Several brainstormings led to the following idea: make consumers able to have a good quality coffee after a time span of one minute after the moment they feel the need for a cup of coffee. Senseo was born.

The seminar on Brand Loyalty, our Expert group organized on Thursday March 20th 2008, was a huge succes.

105 attendees listened to the testemonials of following experts:

• Kristof De Wulf, Associate Professor, Vlerick Gent presented an introduction in Brand Loyalty management.       
  He spoke about the challenges, his learning’s and the different ways of measuring brand loyalty.

• Jan Drijvers, Client Service Manager, TNS Dimarso shared with us his insights and learnings on brand loyalty in the market of politics.

• GertJan Keg, Executive Vice President EMEA, Carlson Marketing, revealed the place, the meaning and the function of customer relations and experiences in the Brand Iceberg.

• Sophie Pladec, Directrice Marketing, Delvaux Maroquinerie, told us how Delvaux seduces women and also men in the very competitive market of fine leather goods.

If you want to receive the transcripts of these presentations, don't hesitate to e-mail me.

Most accepted conceptual definition in marketing literature comes from Jacoby and Kyner (1973, p.8):

• Biased: systematic and not at random 
• Behavioral response: verbal expressions of preference or purchase intention are insufficient; so psychological standards are unable for identifying brand loyalty; repeat purchase behavior should be observed and measured 
• Expressed over time: not punctual but during a certain period with several purchase situations 
• Decision making unit: could be the actual purchasing person, but also other decision makers; not always the individual, but also the household or the organization
• Alternative brands: not possible in monopolistic situations; multiple brand loyalty based on situational brand loyalty, or on compromises
• Psychological processes: attitudes, former evaluations and decisions, commitment (rational and emotional dimension)

Here is a “shopping list” of do’s. Pick up the items that could be useful for your own thinking and doing regarding brand loyalty.

• Know who you are. Start with an introspective look. What do your brand stands for?
• When necessary rebuild your brand in order to become a good, strong brand.
• Differentiate yourself. Stand out in the crowded field. Focus on something that sets you apart. What the customer believes they can buy from your "brand" that they don't believe they can buy from any other product or service. What are your promises, brand values, DNA?
• Create a personality with an own identity, tone of voice.
• Create a position. Positioning is the place a product or service occupies in the minds and hearts of people.
  Be consistent and persistent in all the brand’s touch points. Consistently deliver value. The brand values should be reflected in the elements making up the overall experience. Poorly articulated or woolly brand values will yield poorly articulated and woolly customers.
• After determining the differentiator and position, create the brand by advertising and promotion.
  
• Repetition in more than one medium is key. Print ads, direct mail, radio, the Internet, speaking engagements, newspaper articles—any available medium should be used to communicate on a consistent way the brand’s promise, values, and personality to the target audience.
• Build a trustful relationship. Remain true to your promises in a believable way. Don’t disappoint your customers. Every direct or indirect contact you have with your customers will be measured against their expectations.
• Be consistent in the quality of products and services.
• Know to whom you address. Define your target group and make a first segmentation in terms of loyalty parameters.
• Shift your focus and look at things from the customer’s perspective.
• Define for what kind of loyalty you strive for? Behavioural and/or attitudinal loyalty?
• Aim for 100% loyalty but don’t expect to get it. Many consumers refuse to be exclusively loyal in a variety of categories – there is too much choice, too many bargains, and a self-image need to experiment.
• Decide for each target audience segment the relation you wish to create and the strategy to meet the loyalty objectives.
• Find the optimal balance between short term strategies versus long term strategies.
• Increase your brand's presence and prominence in the consumer's life by being there more often, on more places, via more media offering new value (content offering).
• Transform your customers into friends, advisors, and partners.
• Connect. Create a community around your brand (forums, blogs, brand clubs, Myspace, your own sub community site, chat rooms, customer generated product reviews and surveys) and allow your customers to interact with others of similar interests. By using two way communication channels you run your business like a democracy.
• Appeal to nostalgia. Be timely and timeless.
• Innovate while keeping the brand character.
• Don't take consumers' loyalty for granted. Don't think that long-term relationships are fixed for life. So continuously work on it.

Jeremiah Owyang catalogs in a comprehensive list the many tools and tactics available for corporate web strategy in 2008.

       1. Brand ownership

        Your brand is your most valuable asset.                                                                  
        But there are many stakeholders: your customers, you, your colleagues, your business
        relations, the community.

     2.  Commitment to branding

          Everybody can have an influence on the brand. But someone should be the brand champion.

    3.  Think analytically

         Consider all aspects of your brand.                                                                            
        A logo is not a brand, but one single element of your brand.

    4.  Know who you really are

        Don’t provide something that you aren’t.                                                               
       Know your strengths and weaknesses through honest analysis of what you do the best.

    5.  Don’t try too hard to be different

       Branding is not being different for the sake of being different.

    6.  Don’t try to please everyone

        You will never be able to get liked by everyone.                                                          
       Put a focus by targeting and segmentation.

    7.  Consider your brand as a person.

        A brand can be compared with a person.                                                                     
       Consider your brand as an individual building and maintaining a mutual satisfying relationship
       with others.

    8.  Maintain your brand.

        A brand is a living thing in a changing environment.                                              
       Continuously monitor and be open for changes.

When starting a brand audit I always invite my client to do the following exercise.

Contact some key people responsible and/or involved with the development of the brand.

Internal people could be the product manager, the brand manager, the marketing manager, the marketing director and the CEO, and external people could be the providers of advertising, packaging and promotion.

Ask them to write down individually on a piece af paper what the brand should mean for the consumer/customer.

Compare the output. There is a very big chance that you will be surprised.

Veg'Up, a vegetable ketchup made of several vegetables and great tasting. I'm proud of being part of the development team.

Take a look at the Website of Devos Lemmens. 

Hereby the issues our Expert group Branding considers to study in depth.

• Brand building on the Web
• Employer branding
• Corporate social responsability

In your opinion, which of them is the most interesting? 

De expertgroep Branding van Stichting Marketing nodigt op 20 maart 2008 vier prominenten uit die elk vanuit hun expertise zullen getuigen hoe men de merkloyaliteit in stand kan houden. Enerzijds door op een onderscheidende manier merksuperioriteit te behouden, anderzijds door de consument emotioneel te binden aan het merk door een uitgesproken
merkbeleving en productervaring.

Hiermee sluiten we de jaarwerking rond het thema "brand loyalty" af, om ons daarna te verdiepen in een nieuw thema rond "branding".

Meer informatie?  

 

Youtube

If you want to optimize the potential of your brand, I can help you.

I challenge and support you during the entire process: brand diagnosis, brand concept (re-)building, development of the brand strategy and execution, follow up, adjusting and refining.

I consider marketing research as being a fundamental tool to make optimal decisions.