"80% of consumers no longer believes what brands say about themselves"
-- Zenith Optimedia ROI Tracker
October 29, 2009
October 26, 2009
October 22, 2009
"Food for thought"
Sabedoria pop no seu melhor: "There are 3 sides of a story: ours, theirs and the truth"-- Khloé Kardashian
October 21, 2009
Recessão, inovação e marcas brancas
"Consumer goods were once believed to be as recession-proof as any industry can be. Shoppers might not be able to afford Rolex watches and champagne during a downturn, the theory ran, but everyone still needs staples such as soap and toilet paper. Yet sales have fallen in this downturn, thanks largely to growing competition from stores’ own brands, or “private labels”.
"P&G, which has one of the most high-end brand portfolios of any of the packaged-goods firms, has tried to attract customers by launching “basic” versions of its popular brands. It recently released Tide Basic, which costs around a fifth less than its more upmarket cousin. But taking an existing brand downmarket in this way can be dangerous, analysts say. Consumers are unlikely to revert to the more expensive version if they are offered a similar product for less."
"Another strategy would be to sidestep retailers completely and sell directly to consumers through the internet. P&G’s new boss, Bob McDonald, has alluded to this sort of plan. It could be exactly the type of “game-changer” his company desperately needs."
[Fonte: "The game has changed", Economist]
"P&G, which has one of the most high-end brand portfolios of any of the packaged-goods firms, has tried to attract customers by launching “basic” versions of its popular brands. It recently released Tide Basic, which costs around a fifth less than its more upmarket cousin. But taking an existing brand downmarket in this way can be dangerous, analysts say. Consumers are unlikely to revert to the more expensive version if they are offered a similar product for less."
"Another strategy would be to sidestep retailers completely and sell directly to consumers through the internet. P&G’s new boss, Bob McDonald, has alluded to this sort of plan. It could be exactly the type of “game-changer” his company desperately needs."
[Fonte: "The game has changed", Economist]
"Stay on your feet"
Mais um exemplo interessante de branded utility. Num altura de crise e desemprego, a Timberland ajuda-o a "manter-se em pé".
October 20, 2009
Vida para além do desconto
Num contexto de "trading-down", que estratégias podem os retalhistas seguir e implementar para além da convencional (e batida) descida imediata de preços?
[BusinessWeek "The Hard Sell"]
October 16, 2009
October 15, 2009
October 14, 2009
"Insights"
"Out for dinner tonight? Around 27% of UK women compared to 19% of men see eating out as a way to avoid cooking and washing up."
[Via: Mintel News]
[Via: Mintel News]
October 13, 2009
October 09, 2009
"Food for thought"
"As an online culture, people are not reading; they're scanning."-- Stefanie Nelson, Dell
October 08, 2009
O poder de uma boa metáfora
[Imagem via Flickr]
Sobre o poder das Metáforas no nosso discurso e pensamento diário. Interessante, particularmente para quem trabalha em publicidade e comunicação.
--- > "The surprising ways that metaphors shape your world" < ---
[Fica a recomendação pessoal do livro "Metaphors We Live by"]
"Viejos"
Cliente: DirectTV
Agência: Draft FCB, Buenos Aires
Batistuta, Valderrama, Aguinaga e Zamorano velhos demais para "viver o MUndial".
October 06, 2009
"An open mind is advised"
[Clique na imagem para ver filme]
Agência: TBWA\Vancouver
Cliente: VIFF - Vancouver International Film Festival
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