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Fit the brand to the social identity
Guy Champniss, Admap, December 2013, pp. 10-12
Using research from social psychology, this article argues that consumer identities frequently change, meaning that by the time a brand has adopted a positioning, the consumer may have moved on.
Using research from social psychology, this article argues that consumer identities frequently change, meaning that by the time a brand has adopted a positioning, the consumer may have moved on. To combat the effect of multiple identities and the dominance of one according to context, brands should create their own social categories. An example of this being done by Jeep, the car manufacturer, is given. To be successful, the group positioning has to be psychologically compelling with distinctive value in being a member.
The beauty and the beast: How can a bank communicate in times of stress
Jochum Stienstra and Tibor van Bekkum, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank.
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank. A narrative method is presented that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped the client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity.
Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election
Roger Mortimore, Paul Baines, Ian Crawford, Robert Worcester and Andrew Zelin, International Journal of Market Research, Digital First, November 2013
Using national survey data on voters’ perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and overall satisfaction for each leader.
Using national survey data on voters’ perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and overall satisfaction for each leader. We find attribute-satisfaction relationships differ in some respects between the three main party leaders, demonstrating that leader image effects are not symmetrical across leaders. We find evidence that negative perceptions have more powerful effects on satisfaction than positive ones, implying that parties should seek to determine a leader’s image attribute perceptions measured against the public’s expectations of them on the same dimensions. The positions that campaigners ought then to choose are those that will have the most beneficial effect in encouraging voting behaviour for each particular leader or discouraging voting behaviour for an opponent.
How Transport for London uses social media to keep a city moving
Matthew Carlton, Event Reports, IPA Eff Fest, October 2013
This event report describes how Transport for London (TfL), the local government organisation, uses social media to update people on transport issues.
This event report describes how Transport for London (TfL), the local government organisation, uses social media to update people on transport issues. The organisation's use of social media has allowed it to reduce customer services costs, gain customer insights, and improve its reputation by appearing more 'human'. Social media is a useful way for the organisation to keep people updated with developments on public transport and road traffic in real time. An important part of its approach is to ensure tweets are responded to rapidly - usually within minutes - maximising the value of the service to customers. It has also been found that responding to queries via Twitter takes significantly less time than by email, letter or telephone, reducing costs for the organisation.
India's soft power as its brand asset
Sangeeta Shrivastava and Pradeep Krishnatray, Warc Exclusive, October 2013
This paper examines the nature of India's 'soft power', arguing that this is a type of national branding, and compares India’s soft power to that of China.
This paper examines the nature of India's 'soft power', arguing that this is a type of national branding, and compares India’s soft power to that of China. Soft power is built on a country's culture, social values, domestic politics, and foreign policy. India is argued to have built soft power through culture, including the popularity of 'Bollywood' films and its cuisine, and through business, with Indian businesses and owners operating around the world. Bollywood, in particular, has helped India to build soft power in Africa and Asia, including the creation of opportunities to promote peace in Afghanistan. The country's low-cost approach to innovation has inspired businesses around the world. India's democracy, free press and independent judiciary are argued to be a soft power advantage over China, though poverty, illiteracy and corruption continue to hold back the country's reputation.
Conspicuous Conservation: Using semiotics to understand sustainable luxury
Marie-Cecile Cervellon, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 695-717
This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands.
This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands. In doing so, it highlights the interest of using a combination of semiotics tools (Peirce's and Greimas' paradigms) to analyse consumers' discourses. Indeed, understanding the sign-value of a brand in relation to the natural environment and society is paramount to the development of CSR activities, in order to avoid, on one side, being perceived as greenwashing and, on the other, losing the brand meaning and authenticity. Findings indicate that the luxury clientele opposes 'ascribed luxury' (discreet and emphasising traditional manufacturing techniques) to 'achieved luxury' (conspicuous and marketed). The contribution of luxury brands to society welfare should be located on a continuum between sustainability in ethos and along the supply chain, and pure philanthropic actions, both being worthy in consumers' views, and both being expected from luxury brands to different degrees, depending on the brand ascribed or achieved status.
Brand engagement: Why optimism is a winning strategy
Vicky Bullen, Market Leader, Quarter 4, 2013, pp. 19-19
This article highlights the benefits of taking a light-hearted approach to brand engagement during difficult times, using examples of activity during the UK Queen's Diamond Jubilee and London 2012 Olympics.
This article highlights the benefits of taking a light-hearted approach to brand engagement during difficult times, using examples of activity during the UK Queen's Diamond Jubilee and London 2012 Olympics. Brands such as Marmite, the food spread, and Kit Kat, the chocolate bar, took the opportunity to boost peoples' mood and in turn gained positive brand appeal. However, some sectors are better suited to a playful approach than others, with finance in particular seen as least suited.
Brand journalism: Brand narrative
Dayna Dion, Admap, September 2013, pp. 16-17
This article advises on how brands can use original content to claim ownership of an information space, using examples from the US and UK.
This article advises on how brands can use original content to claim ownership of an information space, using examples from the US and UK. Brand journalism is the practice of publishing content that delivers information of value. Such content can enhance the reputation of the brand as a leader in its field. The article advises of ways in which brands can maximise the opportunity brand journalism represents and emphasises the need to be transparent about the origin of the content. There is additional value in publishing content alongside more independent editorial content.
You've Got Mobile Ads! Young Consumers' Responses to Mobile Ads with Different Types of Interactivity
Jay (Hyunjae) Yu, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity.
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity. The results indicate that young consumers have significantly different attitudes (positive or negative) toward mobile ads with different levels of interactivity. In other words, companies should reconsider their optimistic view that consumers will welcome all types of mobile ads. The responses from some participants even indicate that they not only dislike mobile ads, but also sometimes dislike the brand of the mobile ad.
Creating a more human brand image: McDonald’s social media strategy
Stephen Whiteside, Event Reports, Corporate Social Media, June 2013
This event report explains how McDonald's uses social media to improve its image. Part of McDonald's social media strategy is to accept that not everyone can be persuaded to like the brand and to ensure focus is on consumers that can be won.
This event report explains how McDonald's uses social media to improve its image. Part of McDonald's social media strategy is to accept that not everyone can be persuaded to like the brand and to ensure focus is on consumers that can be won. The company is also attempting to create a more human brand image through one-to-one conversations with consumers online. This article explains the corporate structures which allow a timely social media response, including communications working closely with legal teams for quick decision making.
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