Category — Brand Touch Points

Building the Next Generation of Consumers thru the Brand Experience

My three boys have never enjoyed grocery shopping with me, and quite frankly, nor have I enjoyed taking them to the grocery store with me.  So imagine my surprise when, after a recent trip to the newly opened Whole Foods Market in our neighborhood, they commented on what a “cool store” it is.  I was even more surprised to hear them say, “can we come”, the next time I announced I was going to Whole Foods.

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July 7, 2011   Comments Off on Building the Next Generation of Consumers thru the Brand Experience

Zero Degress of Separation… Getting a New Dog Food Brand Directly to the Dog.

In Germany, a pet food is being launched by a company that needed an innovative way to launch a new product with a very small budget. They created a novel concept where a dog owner, standing in front of a billboard on the street, checks in by mobile device to Foursquare, and a dispenser instantly delivers the product, right there, at pet level. Dog eats, is happy, and becomes conditioned that this is a place worth visiting. What a brilliant idea to forgo the gatekeeper (pet owner) and get the product sample to the end user. The dog now “commands the owner.” Thanks to financial guru Peter Farnsworth alerted us to GranataPet.


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April 18, 2011   Comments Off on Zero Degress of Separation… Getting a New Dog Food Brand Directly to the Dog.

Santa Claus not in Jeopardy after Centuries of Careful Brand Management

One of the world’s oldest brands is still soaring. Santa Claus, also known as Saint Nicholas, Father Christmas, Kris Kringle, Chriskindl, or Père Noël is geared up to bring gifts to the homes of good children everywhere. So many have asked what are the secrets to sustaining a strong brand over the centuries. This post will attempt to shed light on this superior feat of brand management.

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December 15, 2010   3 Comments

While Automated, Electronic Customer Service 'Voices' are Getting Better, some Brands are Missing a Bigger Opportunity.

Companies around the world continue moving customer service to automated systems to cut costs. But in doing so, they may be damaging their brands instead of helping them. A recent Wall Street Journal article highlights the recent moves to shift these automated voices from “cold to homey”.

In some business categories, customer service is the critical touch point where the brand is actualized. While marketers have been focused on advertising and other traditional marketing tools to define brands, it may well be that customer service is the one place where a company has control of shaping the brand in a tangible and powerful way. The service interaction is an enormous opportunity to build the customer relationship with the brand and engender deeper loyalty and advocacy.

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November 4, 2010   6 Comments

Starbucks of the Future… an Idea that Feels Just Right for the Brand

Starbucks is introducing a new concept idea this week. It will serve regional wine, beer, cheese, soup and other small dishes. While designated by location (e,g, “Olive Way store”), it will indicate it is “by Starbucks”. The interior will be more like a cafe that has been in the neighborhood for years, but extremely eco-friendly. This evolution into an after work, evening business just feels right for the times.

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October 22, 2010   25 Comments

Reinvigorating the Hypermarket… Carrefour has Recognized the Importance of the Shopping Experience.

Carrefour, the French company that is the largest hypermarket chain in the world, has seen the light. Recently they announced a new hypermarket concept that has investors excited. They are revamping stores, to be called Carrefour Planet, to make the shopping experience more user-friendly. They call it recreating “the destination store.” This is good news.

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October 6, 2010   5 Comments

That Moment When a Brand Really Touches You… the Oscar Mayer Wienermobile

Recently, my wife and I were driving in central New York State and passed a Wienermobile on the highway. We smiled and gave the “Hotdogger” a thumbs up. But at that moment, I felt a stronger connection to the Oscar Mayer brand than ever before. No wonder, it was a significant “brand touch point” moment.

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August 30, 2010   2 Comments

Tylenol Redux… Will McNeil handle the FDA's Report?

The FDA recently released a report chastising a McNeil Consumer Healthcare factory for poor conditions where Children’s Tylenol, Motrin, Benadryl and other products are produced. This will be another test to see how McNeil will behave, and whether they will act as responsibly as when Tylenol was pulled off the market decades ago.

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May 11, 2010   24 Comments

Help me save California Pizza Kitchen (CPK)

One of my favorite “casual dining” restaurants announced today that they were looking at strategic alternatives for the company. They need an infusion of capital, but more importantly, they need a better handle on what their brand stands for. [Read more →]

April 12, 2010   9 Comments

Why I’m Giving You Something from Tiffany This Year

It looks like upscale shoppers may lead us out of the recession. Tiffany’s sales are up globally. So are sales at Saks, Neiman Marcus, Bloomingdales and Nordstrom. High-end shoppers are leading the way.

But what is interesting to me is the attraction to these strong brands as the vehicle for higher end spenders. Under the assumption that the wealthy have a great deal of liquidity as they have been hording their cash and not investing in the market, they are apparently spending their money on brands they can trust. [Read more →]

March 23, 2010   36 Comments