Search results for: “salience”
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Klarna + more things
Klarna How Klarna’s pastel pink exterior began to crack | Dazed – Klarna isn’t new technology, its unsecured financing. Once you scratch beneath Klarna’s technology veneer you realise that Klarna is like pre-internet business like a shopkeepers lay away or the catalogue agents who used to work for Freemans and Littlewoods. Previously the catalogue companies…
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CNY 2021
February 12, is CNY 2021 (Chinese new year 2021); based on the lunar calendar. It is the year of the ox, the second animal in the Chinese zodiac cycle. It is celebrated by people of Chinese heritage around the world. Some of the best creative in Asia comes out of the new year campaigns. Here…
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VR Headset + more things
Apple’s first VR headset will reportedly be powerful and pricey – CNET – its a rumour so take with a pinch of salt, the approach outlined reminded me of being rather similar the way Oculus was in their early model VR headset devices. It is also interesting how they consider a VR headset as a…
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Things that caught my eye this week
Share of search Les Binet talks about how share of search (organic search queries) volumes is a good indicator of likely interest in a brand. Somewhere between salience and brand consideration. As an idea it isn’t necessarily new, but Binet has put validated it through research. Its a new spin on the idea of people…
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What consumers need + more
What Consumers Need to Hear from You During the COVID Crisis – Harvard Business School Working Knowledge – “NEARLY A QUARTER OF BRANDS HAVE GONE DARK, PAUSING ALL OF THEIR PAID MARKETING COMMUNICATIONS FOR THE FIRST AND SECOND QUARTER OF THE YEAR.” – their emphasis not mine. On the face of it that article is…
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See the unseen & other things that made my day this week
See the Unseen – Volkswagen’s Taureg advert focuses on one feature and creatively sells it. This doesn’t look like your typical car advert. It will be interesting to see if See the Unseen is a one-off or marks an industry departure of from the usual car ads. It has none of the cliches: an anonymous…
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Corona brand + more news
Mark Ritson: Coronavirus won’t hurt Corona, it will actually boost sales – differentiation, particularly at the symbolic level, was overstated. Any evidence that people perceived Brand A as vastly different from Brand B could be largely explained by its size and prior purchase experiences. Purchase caused brand image, not vice versa. Ergo building a brand…
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Juul sales halted in China + more
Juul Sales Halted in China, Days After Launch – WSJ – this could be as much about IP as anything else that caused the Juul sales halted in China. The e-cigarette was invented by a Chinese engineer looking for a healthier option to cigarettes. Secondly tobacco is a monopoly in China run by a state…
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RXBar + more things
RXBar runs anti-ad with quirky campaign featuring Ice-T | CMO Strategy – Ad Age – the brutal honesty is likely to get old fast, but shows how breaking the rules works. RXBar being a challenger brand can afford to get away with this in order to build (temporary) brand salience From laboratory in far west,…