Posted on 01. Oct, 2013 by Jon Bird.
Tweet There’s a tug of war going on in retail between “art” and “science” and science is starting to win. The traditional intuitive skill of the merchant is being matched by the research-based deftness of the data jockey. As one marker, Harvard Business Review headlined an article last October, “Data Scientist: The Sexiest Job of [...]
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 17. Sep, 2013 by Jon Bird.
Tweet Fascinating fact: the word “brand” comes from the ancient Norse word “brandr” meaning “to burn”. One of the earliest uses of brands was to identify the ownership of cattle, searing a distinctive mark into the flesh of an animal. Translated into the language of contemporary marketing, a great brand makes a burning impression in [...]
Posted on 16. Sep, 2013 by Jon Bird.
Tweet You have a smartphone and precisely 6 seconds to communicate a meaningful message about your brand. Mission impossible? Well, US home improvement giant Lowes took the challenge, and created a series of oddly mesmerizing and engaging 6-second stop-motion videos with DIY tips for customers. Called “Fix In Six”, the initiative is billed as “a [...]
Posted on 10. Sep, 2013 by Jon Bird.
Tweet In the religion that is Shopper Marketing, one of the central beliefs is the “Path to Purchase”. For many marketers, the 5 or 6 step Path to Purchase (P2P) is writ in stone like the 10 Commandments. But is it time for non-believers to smash the P2P and come up with a new model? [...]
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 27. Aug, 2013 by Jon Bird.
Tweet In the midst of a dynamic retail landscape, it’s important to continually evolve your retail brand. “It’s constant reinvention, not just once, it’s constant”, as J. Crew’s Mickey Drexler told last year’s attendees on the Westfield World Retail Study Tour in New York. Part of the process of brand evolution is looking at your [...]
Posted on 19. Aug, 2013 by Jon Bird.
Tweet So the purveyor of the electronic Kindle has purchased one of the most revered newspapers in the United States – the 135 year-old Washington Post. And the blogosphere is abuzz with what Amazon’s Jeff Bezos will do with such an institution. (Home ‘Kindle Printers’ anyone?) One thing’s for sure: it won’t be news as [...]
Posted on 14. Aug, 2013 by Jon Bird.
Tweet FMOT, SMOT, ZMOT…WTF? The first three acronyms are from the lexicon of “shopper marketing”, the last one a humble retailer’s exasperated “what the?” response. What does it all mean? And to use another truncation, is shopper marketing just so much BS from a bunch of (likely) MBA’s? I’ve spent a lot of time over [...]
Posted on 13. Aug, 2013 by Jon Bird.
Tweet Once upon a time…New York Times columnist Rob Walker set out to find out whether a story could add significance and value to a near-worthless object. I read about Walker’s study in a recent HBR Blog by Ty Montague and thought it was one of the most interesting retail experiments of all time. Here’s [...]