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Automotive
by Karl Greenberg "It's a bold decision to step up to electric vehicles coming out of this recession. It's incredible that they would make that kind of decision. I want to be part of that. I think the Leaf can change the way people look at Nissan, and the kinds of cars they drive. They will look at Leaf like they look at cell phones and laptops." ...Read the whole story >>
Research
by Karlene Lukovitz
Key principle #1 is developing a deep understanding of the lifestyles and primary motivators of the Hispanic consumer prospect segments or universes for specific product categories/brands. Both Tecate and Kraft of course engage in extensive, in-house consumer research, as well as sharing knowledge with other major marketer companies who participate in the Latinum Hispanic marketing business network. ...Read the whole story >>
Packaged Goods
by Sarah Mahoney For smart companies, user comments like these can work "as one big focus group," says Jackie Huba, co-author of Citizen Marketers: When People Are the Message. "This kind of feedback tells a company that if they want to focus on being more green, they could be more aligned with their customers, and take these ideas back to the design team." ...Read the whole story >>
Spirits
by Karlene Lukovitz
The more personalized creative approach represents a "natural evolution" of the "con carácter" positioning launched in 2008, including Tecate's award-winning 2009 radio "Disclaimer" ad, the brand's executives note. That ad used a tongue-in-cheek "disclaimer" message to define which men should not be Tecate drinkers. ...Read the whole story >>
Research
by Aaron Baar
A survey of 3,000 people between 15 and 34 used an 11-point scale to rank consumers' emotional attachment (defined as something they care deeply about and were not willing to give up) to both brands and media. Across several categories, consumers who were emotionally attached to certain brands felt the same way about movies. ...Read the whole story >>
Automotive
by Karl Greenberg
The "Your Ideas" site, a pilot program, is meant to be a community where members can rate others' ideas, and also follow responses to their own suggestions. Ford says its Advanced Product Marketing and Planning teams will sift through the most popular ideas, i.e., those that get the best responses. ...Read the whole story >>
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