OPINION22 March 2011
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
OPINION22 March 2011
There were lessons in love at Research 2011 today as speakers discussed how to build brand loyalty and advocacy.
GfK Media’s Nick North said: “A brand can improve its chances of winning our love and loyalty by treating us like a lover.”
Catherine Russell of phone and broadband provider TalkTalk shared how the company worked with Spring Research to understand customer advocacy, and the changes it made to its media strategy to better encourage positive word of mouth. Anna Wills of Spring pointed out that people don’t really talk about brands, they talk about themselves and their lives, which happen to have brands in them sometimes.
Rachel Lawes spoke about her company’s work on the rebranding of toilet paper brand Charmin after it was bought from Procter & Gamble by SCA — a tricky exercise because P&G sold the brand on the condition that the Charmin name and its well-known bear mascot would be discontinued within a few years of the sale. The challenge, said Lawes, was to “lose everything that made the brand distinct while appearing to change nothing”.
By changing its name to Cushelle and introducing a new koala mascot (carefully selected as the animal that conveyed the correct signals), the brand managed to beat expectations of a significant deterioration in brand metrics after the change, and actually managed to improve them.
Even when you’re selling toilet roll, it seems, it’s possible to win consumers’ love.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Media evaluation firm Comscore has increased its revenue in the second quarter but has made a net loss of $44.9m, a… https://t.co/rAHZYxiapz
RT @ImpactMRS: Marginalised groups are asserting themselves in Latin America, with diverse creative energy and an embrace of indigenous cul…
There is no evidence that Facebook’s worldwide popularity is linked to widespread psychological harm, according to… https://t.co/wS1Um3JRS5
The world's leading job site for research and insight
Resources Group
Qualitative Research Manager– London / Hybrid working
Up to £37,000 + Benefits
Spalding Goobey Associates
Senior Research Executive – Qualitative –Strategy Consultancy
Up to £36,000 + benefits
Resources Group
Research Manager – Public Policy / Social Research
£37,000–£41,000
Brought to you by:
©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments