A Quote by Nirmalya Kumar
Chinese brands will face many obstacles when marketing to Western consumers. Beyond the associations with poor quality and unsound environmental practices, they generally do not have the marketing capabilities or budgets to build powerful global brands.
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There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?
Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications
Brands are faced with the daily challenge of massively scaling their outreach in order to build personal relationships. While this may seem like a contradiction in terms, it becomes much more possible when brands shift from push to pull dynamics in their marketing.
Content marketing represents the gap between what brands produce and what consumers actually want.
Best Buy is just too Western! They do not stock enough Chinese brands, and Chinese people do not want to buy foreign brands.
I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.
Content marketing is more than a buzzword. It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.
More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized.
In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.
Many large brands are now just marketing machines for what's being made offshore.
Comcast NBCUniversal has an incredible array of brands and ways to deliver those brands and experiences for consumers.
During difficult economic times, consumers gravitate toward the brands they know, the brands they love and trust.
The food industry is spending almost $2 billion a year marketing directly to children and teens. We know that those ads lead to children demanding certain brands, and we know that food and drink marketing gets all of us to consume more calories. If we're going to address diet-related illnesses, talking about marketing to kids is a key step. There should be places like schools that are protected sanctuaries from commercialization and from advertising, especially when it comes to kids' health.
You can totally work with brands. People love seeing that, but you have to build stories. You have to build credibility, and those brands have to really be the perfect fit for yourself.
Most brands that are called luxury brands today are not true luxury brands. The globalization of fashion and luxury means you now find the same luxury brands in every city. The stores look the same, the products are the same. It is still a very good quality product but it is now readily available to everyone. It's a kind of mass luxury.
Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise, brands will be investing in technology that consumers simply won't buy.
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