Three disparate articles from the business section of the Miami Herald caught my attention today. Not for their actual content, but for the statement they make, collectively, about the state of brands, and the meaning of branding today. Continue reading “Sears Tower, Harley Davidson and Ft Lauderdale’s River House Restaurant”
Supermarket News reports in its June 22 issue that Hispanics in Spanish-dominant households are less likely to buy private label products than Hispanics in English-dominant households. This comes from a study commissioned by FMI (Food Marketing Institute) and sponsored by Marketing Management Inc. Continue reading “First Gen Hispanics Less Interested in Private Label?”
A duo of independently written articles seemed to pose and then suggest an answer to a question that’s been on a lot of peoples minds. First, in MediaPost’s Engage Boomers Blog, a June 22 post entitled Maybe Peter Pan Should Move to Madison Avenue, FiveO Creative Director Brent Bouchez noted that “by 2010, 50% of all consumer spending in America will be by people over the age of 50.” But he noted that marketing budgets are 90% allocated toward reaching the 18-34 demographic, today’s advertising “sweet spot.” There’s lots of other fun backup data here, but that’s the main point, and he notes that “the majority of consumers over 50 feels that advertising and marketing either portrays them negatively or ignores them altogether.” Point taken. Continue reading “Advertising Ignores Boomers, For Good Reason?”
MediaPost reported in its Engage: Teens newsletter today that while teens show a genuine interest in the environment, “when it comes to brand involvement in green issues, however, they have a nuanced view.” The study reports that 67% of teens want to make a difference in this area. But teens 13-17 would choose a less expensive, non-green brand over one that costs more but is not as eco-friendly, while those 18-29 would “pay more for a product if they knew some of their investment was going towards an environmental cause.”
The article includes recommendations for capitalizing on the results of the research. Among them, brand marketers must educate teens on how to take action in their environments, turning their desire to support green causes into meaningful results. Also, adding green content to the brand Website and pushing eco-apps on social media sites are considered worthwhile ventures.
For more, visit www.mediapost.com.
Noah Brier, author of a very interesting and diverse blog, has created a very cool visualization tool at brandtags.net. If you’re into branding, you’ll be into this. Users can view a sort of “word cloud” containing dozens or hundreds of words submitted one at a time by other users in response to views of randomly displayed logos. The larger words in the cloud are those that were used more commonly. Continue reading “Want to Know What Your Brand Stands For?”