Weekend Essentials – April 11, 2014

Here’s what we learned this week. Sometimes you gotta hide the brand to sell the brand If this experiment was legit, it was probably smart that Dove kept its involvement a secret until the last minute. Its projects (Evolution, Onslaught, Beauty Sketches) have achieved a worldwide familiarity enjoyed by few other companies, and keeping the […]

Here’s what we learned this week.

Sometimes you gotta hide the brand to sell the brand
If this experiment was legit, it was probably smart that Dove kept its involvement a secret until the last minute. Its projects (Evolution, Onslaught, Beauty Sketches) have achieved a worldwide familiarity enjoyed by few other companies, and keeping the brand out of the picture would have preserved that moment of surprise the Ogilvy Brazil filmmakers were after. But surely the participants never saw this as a straight-forward drug test either – they got involved via a casting call, after all, as opposed to public notice for drug testing (which likely would have only yielded a bunch of poor college students).
[Read more in “Dove tries to patch-up beauty issues with new film”]

Quotable: How to win with sociology
“Stop looking at needs. Stop looking at the psychologically orient idea of what the consumer wants. That’s almost Freudian. Start developing a more sociologically oriented understanding of how cultures change and how new energies can be captured and turned into economic capital.”

Markus Giesler, associate professor of marketing at the Schulich School of Business at York University in Toronto who who’s consulted for big international brands, specializes in the study of market system dynamics. Going against the traditional marketing grain, he uses a sociological rather than an economic approach to understand what drives product success.
[Read more about his theory of marketing in “How sociology trumps economics in marketing“]

Experts say Telus might not need to run an agency review
With three of our four Brand Doctors weighing in, the majority opinion is that Telus has strong equity with its current branding. And while there’s certainly more than the critters on the table for the current review, from that standpoint, the doctors’ advice can be summed up as “stay focused.”

“It would be madness to throw away the critters,” said Michael Murray, Blammo’s CCO. David Kincaid at Level5 says, “Let’s try some diagnostics first to ensure the patient has adequately tried to take its big idea to the next level. Until that’s settled, I wouldn’t prescribe an agency search.”
[Read more in “Brand Doctors: Does the Telus brand need new life?”]

Brands Articles

Sobeys surprises customers with pop-up restaurant

Grocer aims to prove food from its take-out kitchen and fresh market could be fine dining

Tim Hortons testing single-origin coffee in five markets

New brew will sell at a 15% premium to a regular cup of coffee

Air Canada makes content play with heartwarming video

Airline promotes Air Canada Foundation with six-minute video from former AOR Marketel

Kiip and MasterCard partner on new app

‘Priceless Surprises’ app rewards customers in the moment

How vending machines are moving beyond junk food

New generation machines dispense everything from doughnuts to eggs

Loyalty programs: what’s in it for marketers?

Survey finds that loyalty matters in consumers’ purchasing decisions

McDonald’s to test all-day breakfast in U.S. next month

Move reflective of food chain's ongoing efforts to keep pace with shifting habits

Can Chip Wilson’s family create another retail phenomenon?

Wife and son of Lululemon founder try their hand at luxury clothing with Kit and Ace

The reinvention of Second Cup (Q&A)

Vanda Provato on how the coffee chain is trying to win back customers