Consumer brands are known for tapping bands or popular solo musicians to front their yet another short-term marketing stunt or to become their «brand ambassadors» as part of a longer term content marketing strategy. But does this yield some non-material benefits for brands beyond immediate sales figures? And does it influence artists’ musical careers beyond pouring some hard cold cash into their creative endeavors?
Category Archive: Marketing
This week the global brand consultancy FutureBrand, part of Interpublic Group, have released the sixth annual Country Brand Index 2014-2015 report that ranks 75 countries by seven perceptional dimensions, such as: awareness, familiarity, preference, associations, consideration, decision/visitation and advocacy; where the main factor—associations—is weighted across six more related attributes of status and experience (Value System, Quality of Life, Business Potential, Heritage and Culture, Tourism, and «Made In»).
When British Airways launched its Happiness Blanket, it was clear that ‘happiness’ had become an integral part of the brand’s thinking. No wonder, really; marketers and brand experts are well aware that appealing to consumers’ emotional core is one of the surest ways to engender a positive response—and no emotion is as positive as happiness.
But more than that, its approach is based on human truth and carries a pleasant simplicity. Fly with us, it says, and we’ll keep you safe, secure, protected—figuratively as well as literally wrapped up. It highlights that BA thinks of its passengers not as customers, nor as cargo, but as people.
There used to be a belief in the marketing circles, that millenials (consumer group aged 18-34 years old) don’t care much about personal finance and are rather unclear on their investment goals. Moreover, according to the recently unveiled Millennial Disruption Index, 33% of millenials don’t think that consumer banks, as we know them, will survive in the future.