From Knowledge@Wharton: The leaders of several different organizations — including Chick-fil-A, the Salvation Army and Susan G. Komen for the Cure — have been in the news this year for actions or statements that appeared to go against the groups' stated missions. But is the fallout from such controversy different for nonprofits like Komen and the Salvation Army than it is for for-profit businesses like Chick-fil-A? Experts from Wharton and the University of Pennsylvania say yes, noting that the stakes are higher when consumers are spending on a donation that reflects their beliefs.
From Tom Asacker: Repositioning, in the classic sense, is a marketing communication strategy designed to reframe a company’s offerings in a more favorable light to better appeal to changing consumer sensibilities. Today it’s primarily intended to lure customers by emphasizing value for money.
From ChangeThis: “Through extensive research using brand and financial data on thousands of brands, I and my colleagues at Young & Rubicam have found that the multiples that markets place on brand valuations far overstate actual consumer sentiment. This means that the value creation most brands are bringing to their companies, and ultimately to their shareholders, is greatly exaggerated.”
how to quickly spot unsubstantiated claims that threaten to drain the credibility right out of your copy
Business ethics, social responsibility, and environmental awareness are forcing organizations to create new customer strategies — or risk the wrath of today’s cause-driven consumer.
From Gallup: Business leaders need a new way to think about “customer requirements” and a new set of tools to help structure their businesses around them.
From Seth Godin: The closer an issue is to the purchaser, the easier it is to use it with impact.