Cultivating consumers who buy more, more often, & tell their friends!
Here's the new positioning and advertising from Reebok with the tagline - "Be More Human".
Reebok is attempting to rise from the ashes; to rebuild themselves in the sports footwear/apparel marketplace. This new campaign and positioning is an ambitious stab at contemporary relevance.
It doesn't work.
Added by Michael B. Moore on January 28, 2015 at 10:00pm — No Comments
If you’ve spent any time on this blog you know that my “thing” is helping companies leverage the rich power of human emotions to build stronger, more profitable brands. Doing so can create legions of emotionally connected consumers who buy more, more often, and tell their friends! And isn’t that the…Continue
Added by Michael B. Moore on January 14, 2015 at 8:00am — No Comments
The carbonated soft drink (CSD) business is reeling. Volume at both Coke and Pepsi has dropped for years and there’s no light at the end of the tunnel. Most point to two causal factors. One, “sodas” have become a prime PR target of the health movement against high calorie, unhealthy food and drinks. Second, soft drinks have lost significant…Continue
Added by Michael B. Moore on January 6, 2015 at 3:30pm — No Comments
The phrase ”culture eats strategy for breakfast” is one of those popular social media memes that, while sophisticated sounding, is actually - for the most part - wrong! It accurately acknowledges the enormous power of corporate culture in driving company performance, but it infers that culture is somehow disconnected from - or more important than - strategy.…Continue
Added by Michael B. Moore on December 27, 2014 at 11:00am — No Comments
People interact with all kinds of brands that do all sorts of things. At the end of the day, the brands that we feel the best about - the most connected and loyal to - are not necessarily the ones that do the most for us, they are the ones that make us feel the best.
The decision ‘to buy’ or…Continue
Added by Michael B. Moore on December 16, 2014 at 5:30pm — No Comments
One of the most powerful laws of marketing is also one of the most counterintuitive. As such, many companies just get it plain wrong - with their brand and sales suffering as a result. Now, you don’t have to:
Added by Michael B. Moore on December 8, 2014 at 10:30am — No Comments
You probably have read the popular quote from a tech exec who said “your brand isn't what you say it is, its what your consumers say it is”. This infers that in today’s increasingly social world, that consumers are the ones who control the dialog and direction of brands.
Added by Michael B. Moore on December 1, 2014 at 3:00pm — No Comments
Many marketers incorrectly believe that consumer satisfaction is almost solely a function of product performance. The reality is while whatever you’re selling must offer value, the perception of consumer satisfaction is a bit more complicated.
Consumers are actually…Continue
Added by Michael B. Moore on November 19, 2014 at 11:00am — No Comments
As mentioned in my last blog, Samsung is reevaluating its smartphone business on the heels of disappointing Galaxy S5 sales and profits. The Wall St. Journal summarized their problem by writing that Samsung “lost ground to…Continue
Last week, Samsung reported significant sales and profit declines due to softness in the Galaxy S5 business. As a result, the world’s largest smartphone maker by shipments is said to be evaluating their smartphone business going forward. While the Wall St. Journal reports pressure from Chinese vendors as a key factor, their smartphone…Continue
Added by Michael B. Moore on November 3, 2014 at 10:30am — No Comments
Building a strong brand is one of the most difficult tasks in business. There are so many ‘moving parts’ that marketers must get right - from the strategy to the tactics and the creative. The good news, though, is that despite the myriad of details, there is critical guidance that can meaningfully direct all branding. In…Continue
Added by Michael B. Moore on July 12, 2014 at 11:30am — No Comments
Remember on American Idol when Simon Cowell used to chide singers for being “self indulgent”? I think he meant that they were more focused on hearing themselves sing than in performing for the audience. Beats By Dre, the hot headphone company, might be suffering from a similar egotistical…Continue
Added by Michael B. Moore on June 23, 2014 at 8:30am — No Comments
Over the past four days I have posted chapter summaries of my just finished book, 'Bridging The Gaps, The Love of Marketing'. It offers a hypothesis about how and why consumers create emotional attachments to the various brands in their lives. It sheds light on the 'physiology' of branding, offering keen insight into how to more effectively…Continue
Added by Michael B. Moore on April 3, 2014 at 10:30pm — No Comments
“Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Added by Michael B. Moore on March 20, 2014 at 12:30pm — No Comments
The Coca-Cola company seems to be at an existential crossroads. As with a number of iconic 19th century companies, its legacy business model is in growing conflict with contemporary consumer realities. Like Kodak, that was forced to close its consumer photography business because it couldn’t muster the strategic…Continue
Added by Michael B. Moore on March 5, 2014 at 10:30am — No Comments
Scott Cook, the founder of Intuit, famously said,
“a brand is no longer what we tell consumers it is, it is what consumers tell each other it is”. …
Added by Michael B. Moore on February 23, 2014 at 11:30am — No Comments
If it takes a village to raise a child, it takes an ecosystem (of suppliers, consultants, and vendors) to grow a business. Whether you’re an entrepreneur or a Fortune 500 executive, you can’t be your best unless you can successfully marshal the talents and resources of…Continue
Added by Michael B. Moore on February 12, 2014 at 10:22am — No Comments
What I mean is that advertising is a subset of the much broader creative world of art. It is a commercial execution of art. It's art for a purpose; to sell stuff. The creativity behind advertising comes from the essence of art.
That said, art…Continue
Added by Michael B. Moore on February 5, 2014 at 3:30pm — No Comments
The idea that brands should create emotional connections with their consumers has grown dramatically over the last 20 years. Most marketers now understand that emotions can be powerful drivers of consumer behavior. The stronger the emotional connection, the…Continue
Added by Michael B. Moore on January 31, 2014 at 11:00pm — No Comments
However small your brand may currently be, whether you realize it or not, it has something profoundly in common with global mega-brands like Apple, Google, and Coca-Cola. At one time they were startups and growing brands just like yours!…Continue
Added by Michael B. Moore on January 28, 2014 at 9:00pm — No Comments