Thursday, October 21, 2010
I love the British company Muller Dairy for the lovely ways that they manage to reinvent their marketing communication. I just came across this recent commercial where Mary the cow is in the spotlight. It's lovely. And I love browsing their website. It's an excellent example of how to create a consumer friendly online presence. They understand the main target for their website (the consumer) and they focus on making the web a consumer friendly, exciting and enticing place. Great stuff!
I promise to write more about Muller Dairy soon - and I would love to tell you more about the Muller brand and innovative dairy products. Until then, enjoy Mary!
Tuesday, October 12, 2010
It was interesting to read in Resume and Adweek about the launch and reactions to the new logo from Gap. After an outbreak of comments from people who hate the (supposedly) new logo, Gap has now changed direction. The story is that they listen to consumers concerns and reactions to the logo change and, instead of simply changing to the new logo, they now want to offer designers all over the world the opportunity to contribute to new logo versions. The idea is to see if any of those new versions will be a better option than the beauty you see above.
Hmmm, is this really a true story? I simply cannot believe it when I look at the 'new' logo that Gap has unveiled. How on earth can anyone view that logo to be something for Gap? From my perspective - harsh reactions... I think any manager that took such a decision should be fired on the spot... Why? Well, the new version does not carry any resemblance to the old logo and none of the current equity is present in the new logo. Why would a brand with such a strong brand recognition and brand equity throw all that in the bin? If they do any consumer or shopper insight work they would now that their current logo carries a lot of power that cannot simply be thrown away. They must be smarter than that - I hope.
So, I opt for the social media experiment. And it sure has been an interesting week for Gap. I don't think that Gap has had this much free buzz for a very long time. And this might be part of a strategy to get Gap more social media savvy. I can't wait to here more about this one.
Tuesday, October 5, 2010
According to BBC Cadbury says it has been planning the move for some time and negotiations are already underway for sites and the first outlets - in London - could be open for business before the end of the year. However, Cadbury stressed that it was "very early days" for the plan. The plans are part of a joint venture with retailer Harrods. Spokespeople say: "We want to build on the Cadbury heritage and the British heritage of Cadbury. All food will be sourced from the UK where possible, and we will really develop that heritage of the brand - from fireplaces and fireside chairs to traditional English afternoon teas."
This is an interesting move by Cadburys and I will be keen to follow the developments. Moving from product brand to service brand is a challenge, not just because the business model is entirely different, but also because the consumer interactions are in many ways more challenging. A service is customised and the service experience is highly dependant on the situation. The challenges are way different from the world of product retailing. And the delivery of the total brand experience is paramount to success. Let's follow this one!