Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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We Studied Brands Around the World. What Consumers Want Isn’t What You Think

We Studied Brands Around the World. What Consumers Want Isn’t What You Think | Public Relations & Social Marketing Insight | Scoop.it
From www.fastcodesign.com - May 31, 2017 10:08 AM

Traditional advertising went after “share of mind”–the idea was to get you to associate a brand with a single idea, a single emotion. Volvo: safety. Jaguar: speed. Coke: happiness. The Economist: success. Bang, bang, bang, went the ads, hammering the same idea into your mind every time you saw one.


Advertising briefs evolved to focus the creatives on a single USP and a single message. Tell them we’re the Ultimate Driving Machine. Tell them in a thrilling way. It worked when you saw ads infrequently on television, in a Sunday magazine, or on a billboard on your morning commute.


It hasn’t worked online. Audiences have stopped engaging with advertising. Big brands like Pepsi and P&G have slashed investment in Facebook spending. The agencies’ response has been to create new formats of ads that take over a page, dominate our mobiles’ screens, and generally scream at us. And when somebody screams at you for long enough, you put in earplugs and ignore them. Or, in the case of the online world, you install an ad blocker, as much of the U.K. population has now done.


Yet there are many brands online that people don’t want to block. We asked over 5,000 people around the world to tell us about the brands whose content they actively sought out, then analyzed what those brands did. The results were surprisingly consistent. Popular brands had multifaceted personalities. They could make you laugh, or cheer, or lean forward and take notes. They’d stopped hammering away at a share of mind, and were expanding to achieve a share of emotion....

Jeff Domansky's insight:

Fast Company asked more than 5,000 people to tell us about the brands they sought out, then we analyzed what those brands did. The results were surprisingly consistent. A must-read for PR, marketing, advertising pros.  10/10

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Study Finds Brand Reputation More Important to Consumers than Price

Study Finds Brand Reputation More Important to Consumers than Price | Public Relations & Social Marketing Insight | Scoop.it
From www.skyword.com - May 17, 2015 2:22 AM

Everyone knows price matters to consumers, but a new study suggests the lowest price doesn’t always win. Even more important to consumers is the reputation of retailers—and how prices correlate to that brand reputation.


Price Still Matters


This guideline comes from Concordia University’s John Molson School of Business, which does agree that price remains an important factor for businesses. But price is a relative figure that relates to the reputation of a business, and consumers typically gauge whether a price is good based on how it compares to a brand’s reputation.


In other words, a high price isn’t a deterrent to many consumers, as long as it corresponds to a positive reputation. When price and reputation seem misaligned, consumers are turned off....

Jeff Domansky's insight:

The results are in: When price and brand reputation seem misaligned, consumers are turned off. But when reputation soars, pricing becomes secondary.

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Marco Favero's curator insight, May 17, 2015 6:22 AM

aggiungi la tua intuizione ...
Clark Stott's curator insight, June 1, 2015 12:02 PM

Move your business away from price wars and discounting! Build your reputation so you can work with your ideal clients more often and start building your prices! Almost all of us will pay more for a better product or service, but we have to believe it is better and also better value. Being expensive is fine, being over-priced is not! Show your value by becoming a leading authority and an educator in your field. The better you become at educating your ideal clients the more you can charge for your services.
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8 Psychological Principles Advertisers Should Use

8 Psychological Principles Advertisers Should Use | Public Relations & Social Marketing Insight | Scoop.it
From www.ivyclique.in - June 7, 2015 1:13 AM

Producing great marketing campaigns and advertisements is more than just informing people about a new product – a successful ad taps into the unconscious of the consumers and directs them to make a purchase. An understanding of behavioural psychology and its principles is vital to develop an emotional connect between the product and the consumer.


Here is a list of simple practices that will help you exploit the psychology of a consumer and boost your marketing campaign....

Jeff Domansky's insight:

Classic advertising psychology is worth studying.

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How to lay out your 5-year brand strategic plan on one page | Beloved Brands

How to lay out your 5-year brand strategic plan on one page | Beloved Brands | Public Relations & Social Marketing Insight | Scoop.it
From beloved-brands.com - May 17, 2015 1:10 AM

The same leaders who use the phrase: “Let’s all get on the same page”, then send out 110 slide Powerpoint presentations. We take it serious enough to create a Brand Strategy Roadmap that you can use to frame the next 5 years of your brand strategy, and fit it on one page. This way,  you really can get everyone on the same page.  


The master brand strategy roadmap


Having the brand road map on one page can help align everyone that works on a brand. This is especially useful when managing a Branded House or Master Brand where there are various people in your organization that each run a small part of the brand. The road map helps guide everyone and keep them aligned.


Here’s the one I use that has all the key elements....

Jeff Domansky's insight:

Graham Robertson shows how to get your brand strategy and team onto one page. Recommended reading. 9/10

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