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One of the things that marketing does really well is to make small differences loom large. To believe the ads, the difference between Tide and Sunlight laundry detergents, between Coke and Pepsi colas, Nike and Adidas athletic shoes, and Shell and Exxon gasoline, are so vast and so consequential that you should make your decisions to buy one or the other very very carefully.… Read more
Permanent link to this article: http://blog.insead.edu/2012/11/hobsons-choice-on-tuesday/
The Apple Maps App fiasco is having an interesting effect on the company’s brand and its loyal fan following.
The inevitable “this would not have happened had Steve still been here” conclusion is all over the internet.
Of course, that conclusion ignores the antenna problems with the iPhone 4 when it was launched, and it ignores the fact that Siri was launched under Steve’s watch even though it was (and still is) not ready for prime time.… Read more
Permanent link to this article: http://blog.insead.edu/2012/10/apple-directionless/
Speak to enough brand managers of a global brand in countries around the world and you’ll soon come to expect the all too common refrain: “…but my market is different.”
Ask them to elaborate, and you’ll get the low down on how consumer habits in their market are different, their consumers’ purchase behavior is different, preferences and tastes are different, how the media and the retail trade are different, and how their consumers and customers require unique, tailored, and delicate handling.… Read more
Permanent link to this article: http://blog.insead.edu/2012/09/no-really-my-market-is-different/
Economic slowdowns, recessions, and even depressions are made worse than they should be because of psychological effects. In the expectation of an economic downturn businesses hold off on investments, consumers delay big ticket spending, and save rather than spend. The more talk there is of recession, the more a recession is likely.… Read more
Permanent link to this article: http://blog.insead.edu/2012/07/pink-shades-for-everyone/
With the rise of the web in the 1990s came predictions of disintermediation.
In a world where the upstream players (the makers of products and services) could reach end customers directly through the internet, there was no longer a raison d’être for intermediaries.… Read more
Permanent link to this article: http://blog.insead.edu/2012/07/what-happened-to-disintermediation/
Permanent link to this article: http://blog.insead.edu/2012/06/end-of-social/
Put on your thick skin, your Kevlar vest — this blog post is not for the faint of heart.
The problem is not just that consumers find marketers unsavory, it is also that even within the company marketers get no respect.… Read more
Permanent link to this article: http://blog.insead.edu/2012/05/why-marketers-get-no-respect/
The monarch and the pipevine swallowtail are the Hermès and Louis Vuitton of the butterfly world – other butterflies imitate them.
Non-toxic butterflies, through genetic mutation over generations, come to resemble toxic species so that predators are fooled into leaving them alone.… Read more
Permanent link to this article: http://blog.insead.edu/2012/05/brand-mimicry/