The advent of digital media and changes in consumer expectations mean that brands now have to think in terms of the story they want to tell rather than just positioning themselves. This post examines the shift from positioning to story, provides an overview of brand storytelling, and exemplifies this through looking at how the Scotch … Continue reading
The 2012 post Can the Commonwealth Bank’s “Can” beat the other big four banks reviewed the authenticity of the brand promises of the major banks. This made the case that Commbank’s superior technical systems could allow it to credibly build its “Can” positioning to stake out brand leadership amongst the big four. As outlined in … Continue reading
According to Roy Morgan’s February 2013 Consumer Banking in Australia Customer Satisfaction Report, the Commonwealth Bank – for the first time since April 2000 – attained the highest customer satisfaction rating of the big four banks. This achievement adds further support to the case made previously on this blog that the authenticity of its “Can” … Continue reading
The post Why brand authenticity is critical for customer satisfaction outlined the perspective that customer satisfaction is a product of brand authenticity. That is, if what a brand has and does clearly supports and lives up to its brand promise then its customers are more likely to be satisfied. This post explores the validity of … Continue reading
If customer satisfaction is about meeting or exceeding expectations, then why do so many companies measure satisfaction without considering what they are actually promising their customers? This post draws on recent observations by Simon Wood, Head of Stakeholder Management Research for TNS UK, to explore the relationship between brand authenticity and customer satisfaction. There are … Continue reading
In general Australian FMCG brands were late starters in the use of digital media. Now many have used their mass market penetration to play ‘catch up’ through promotions and other incentives to generate Facebook fans. The results, according to social media analysts, are Facebook pages that are high on fans but low on engagement. Essentially, … Continue reading
Despite its questionable launch strategy the Commonwealth Bank’s new “Can” brand positioning may have the ability to stake out a real point of difference that will leave its competitors behind. Australia’s ‘big four’ banks have traditionally been perceived by consumers as a largely undifferentiated group of institutions. A group that has also be seen as … Continue reading
Similar to the idea of dressing for the job you want rather than job you have, sometimes brands can accelerate their growth by signalling their ambition to their customers and business partners. This appears to the case with Glorious Foods!, a relatively small UK brand that has just launched (at least conceptually) a very impressive … Continue reading
Over the past decade businesses that compete in the mass middle market of their industries have seen increasing pressure on sales and margins. ‘Death in the middle’ as it has been called has been caused by competitors taking either value positions or premium positions. This has shrunk the space in the middle and made the … Continue reading
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