Archive for 'Brand Strategy'
Posted on 24. Sep, 2013 by Jon Bird.
Tweet “The past is a foreign country: they do things differently there”. That quote is from L.P. Hartley, and never a truer word was written when applied to the world of brands. Keith Newton, one of Australia’s leading authorities on brands, has just released a report comparing the leading brands of 20 years ago versus [...]
Posted on 09. Sep, 2013 by Jon Bird.
Tweet All you really need to know about the components of a compelling retail Customer Value Proposition (CVP) is contained in the headline above. So, if you are short on time, or have a short attention span, you are excused. Go forth and strategise. But for those who choose to stick around, let me explain [...]
Posted on 09. Oct, 2012 by Jon Bird.
Tweet The tech takeover of our world is almost complete. Interbrand has just released its annual report on the “100 Best Global Brands”, judged on financial performance, consumer preference and ability to command a premium or secure earnings. Six out of the top 10 are tech brands (Apple, IBM, Google, Microsoft, Intel and Samsung), and [...]
Posted on 02. Oct, 2012 by Jon Bird.
Tweet The giants have woken from their slumber. This month, Walmart, the world’s biggest retailer, kicked out Amazon’s Kindle. Although not publicly stated, the retailer’s actions were likely to be in response to the growing “showrooming” trend, with more consumers browsing in stores like Walmart and then buying on Amazon. In May this year, Target [...]
Posted on 17. Jul, 2012 by Jon Bird.
Tweet The demise of Darrell Lea this week is a cautionary tale of the New Retail era. The great old Aussie brand fell victim to a globalised, digitised, polarised retail landscape and failed to keep pace with the changing environment. In Darrell Lea’s heyday, the rest of the world was a long, long way away, [...]
Posted on 03. Jul, 2012 by Jon Bird.
Tweet In the 1980’s, I was happy to pay around $30 for an album on compact disc (upwards of $80 in today’s money), from my local record store. Great sound quality, easier to play than vinyl. That was good. Then along came JB Hi-Fi and I found I could buy a vast array of the [...]
Posted on 28. Feb, 2012 by Jon Bird.
Tweet For way too long, this has been the value equation according to many retailers: Value = Price. The words have somehow become interchangeable in merchants’ minds, and this misinterpretation has resulted in the escalation of price-led offers in the market. As the discount drug has started to wear off on customers in recent times, [...]
Posted on 05. Nov, 2011 by Jon Bird.
Tweet The basic building block of any brand is trust. And when trust is betrayed, the bond between customer and company is broken, sometimes irretrievably. Two high profile examples recently are Qantas in Australia (and around the globe), and Netflix in the United States. I had personal experience of the Qantas crisis. I was on [...]
Posted on 15. Sep, 2011 by Jon Bird.
Tweet The most powerful four-letter word in the entire English language for retailers used to be “Sale”. If you weren’t making your numbers you could easily whack up a big, red Sale sign and watch the punters come in, in their droves. There was a time when that magic, precious word Sale was utilised judiciously. [...]
Posted on 25. Aug, 2011 by Jon Bird.
Tweet There is a natural tension in retailing between the emotional and the rational, the heart and the mind. In times like these, it’s easy to veer towards the latter. Suddenly as a retailer you start focusing so much on whether you’re making your like-for-like store sales that you forget about whether your customers truly [...]