We talked about the story that Macy's tells.
What story does Patagonia communicate? Be honest!
Patagonia is asking you to watch a video before you even consider purchasing merchandise.
I'm not saying this is good/bad, how could I possibly know, right?
I am asking you to think about different possibilities. This is pretty much the exact opposite of the Macy's example. Any trained monkey can throw discounts and promotions at a customer, that doesn't take any marketing expertise whatsoever. But to put together a compelling brand story that a customer cares about? That's hard, risky work. If you succeed, and "if" is they key word there, you differentiate yourself.
We're heading toward a world of sameness. Same products, same companies, same channels, same prices, same promotions. The industry is demanding sameness - it helps vendors sell solutions, no doubt about it.
But we're going to have to do something different, aren't we? This is one example. We each need to come up with our own version of being unique, or we're all going to struggle with tepid repurchase rates.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
The Greatest Marketing Analytics Equation of All Time
It's 1992 at Lands' End, and I'm responsible for analyzing mail/holdout tests ... you execute email and/or print mail/holdout te...

-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
It's the story of 2015 among catalogers. "Our housefile performance is reasonable, but our co-op customer acquisition efforts ar...
-
This is where we're headed: Let's say you want to invest an additional $100,000 in paid search. You should be able to see a p&l,...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.