Blog Posts

The Simple Key To Consumer Satisfaction

Many marketers incorrectly believe that consumer satisfaction is almost solely a function of product performance. The reality is while whatever you’re selling must offer value, the perception of consumer satisfaction is a bit more complicated.

 

Consumers are actually quite forgiving. People put up with all sorts of products and services that they aren’t truly happy with. The one thing consumers ask, though, is that you simply do what you say. If you say you’re the “quicker picker upper”, then you’d better soak up spills quickly. If you tell people you offer “the antidote to civilization”, then you’d better offer a totally unplugged and relaxing experience. If you say you deliver the “ultimate driving experience”, then you’d better provide an exhilarating ride. You get the point.

 

Consumer satisfaction is really less about actual performance, and much more about brands delivering against their promises. Consumers absolutely hate to feel that they’ve been “had”, or taken advantage of. It’s a negative experience that takes a toll on self esteem. It’s an act that, for many, inspires them to lash back out in karmic retribution. And of course we all know that social media is a potent platform for consumers to exact revenge!

 

What does it mean that satisfaction is less about product performance? For example, when people go to certain fast food restaurants, they know they aren’t going to get gourmet quality food. They’re actually quite fine with mediocre because that’s the expectation that has been established for that experience. The QSR isn’t pretending to be something it is not.…

Continue

Posted by Michael B. Moore on November 19, 2014 at 11:00am

The Samsung Solution

As mentioned in my last blog, Samsung is reevaluating its smartphone business on the heels of disappointing Galaxy S5 sales and profits. The Wall St. Journal summarized their problem by writing that Samsung “lost ground to low-cost Chinese smartphone makers”. In  my opinion, Chinese competition is not the issue itself, but actually a reflection of a broader business problem. Samsung’s smartphone shortcomings are really due to a weak, underdeveloped brand. Samsung lacks a compelling brand positioning and identity, without which they haven’t been able to establish a strong, emotionally resonant relationship with consumers.  As a result, in an extremely competitive market, even though they sell more smartphones than any other company, Samsung finds that it can’t adequately compete.

 

For perspective, in 2013 Samsung spent $14B in marketing.  Nevertheless, because there was no brand positioning to strategically direct that spend around a common identity or message, consumers have no clear idea who Samsung is, who it’s for, how its special and different etc. It sounds almost unbelievable that a company can spend that much money and still not have a strong brand. It underscores the critical nature of defining yourself in the marketplace - beyond mere features and functionality -  in a way that consumers feel emotionally connected to. It’s not enough to merely proclaim what you’re selling and what your products do. You’ve got to engage with consumers in a way that makes them feel good about having a relationship with you.

 

Consumer product companies know that the…

Continue

Posted by Michael B. Moore on November 13, 2014 at 8:00pm

Samsung: Here's What Went Wrong

Last week, Samsung reported significant sales and profit declines due to softness in the Galaxy S5 business. As a result, the world’s largest smartphone maker by shipments is said to be evaluating their smartphone business going forward. While the Wall St. Journal reports pressure from Chinese vendors as a key factor, their smartphone marketing strategy seems at least as much a driver of their current situation. Their competition with Apple’s iPhones represents a crystal clear illustration of the power of brand strategy, even in categories heavily reliant on innovative technology and ‘whiz bang’ features.

 

Despite the recent iPhone 6 launch, many argue that Samsung still has feature and performance advantages over Apple. The Galaxy line has impressively addressed some of the most pressing smartphone performance issues. Where with just about any other phone, immersion in water means almost certain death, the Galaxy S5 is water resistant.  In a world of exploding content, the Galaxy S5 has expandable memory via a MicroSD slot. Moreover, as smartphone users must be intermittently tethered to a power supply, with the Galaxy S5 you can just pop another charged battery in and not miss a beat. The phone also boasts a higher screen resolution and camera pixel count. To be sure, many reviewers have chosen the Galaxy S5 in head-to-head tests versus the iPhone 6.

 

The one obvious area where Samsung isn’t even really competing, though, is its brand. Against one of the strongest brands on…

Continue

Posted by Michael B. Moore on November 3, 2014 at 10:30am

Deconstructing Brand Strategy

Building a strong brand is one of the most difficult tasks in business.  There are so many ‘moving parts’ that marketers must get right - from the strategy to the tactics and the creative.  The good news, though, is that despite the myriad of details, there is critical guidance that can meaningfully direct all branding.  In fact,  the brand model featured in my new book "Bridging The Gaps: The Love of Marketing" suggests that all consumer touch points should support just one broader consumer objective.  



T
o that end, there are two things that first must be uncovered:

 

Know your consumers' current identity.

 

This is a foundation of consumer marketing.  Beyond the demographics, really get in your consumers’ heads.  Understand what they think and what their values are.  What drives them physically and emotionally?  What keeps them up nights?  What gives them joy?  



Moreover, understand what role your brand plays in their lives. It’s easy to know the physical interaction.  Dig deeper to really understand the emotional relationship that they have with your brand and your category.  

 

Know your consumers' aspirational identity.

 

To connect most deeply with consumers, you've got to also understand the aspect of their identity that's focused on their hopes and dreams.   

Identity is a complex blend of “who we…

Continue

Posted by Michael B. Moore on July 12, 2014 at 11:30am

The "Truth" About Beats By Dre

Remember on American Idol when Simon Cowell used to chide singers for being “self indulgent”?  I think he meant that they were more focused on hearing themselves sing than in performing for the audience.  Beats By Dre, the hot headphone company, might be suffering from a similar egotistical malady.

 

To be fair, BBD has every reason to be on high.  They were just bought by Apple and have one of the hottest brands around.  But, sometimes, a sort of “irrational exuberance” can be the first sign of a brand’s downfall and Apple/BBD brass should be mindful of this.

 

As someone who’s been around the brand block a few times my antenna is fairly attuned to the saccharine infused puffery that many marketers and creatives use.  I found recent comments from Beats By Dre EVP Marketing, Omar Johnson, to be of the particularly high octane variety.  The article talks about “fearlessness” being one of the core pillars of the brand and quotes him saying,

 

“Truth is the foundation of our brand – from all we do across sports, headphones and music – it is all based on truth. The difference between us and other brands is we have a relentless passion to tell truth even if unsavoury or uncomfortable for people who don’t want to…

Continue

Posted by Michael B. Moore on June 23, 2014 at 8:30am

Bridging The Gaps, The Love of Marketing - Presentation Deck

Over the past four days I have posted chapter summaries of my just finished book, 'Bridging The Gaps, The Love of Marketing'.  It offers a hypothesis about how and why consumers create emotional attachments to the various brands in their lives.  It sheds light on the 'physiology' of branding, offering keen insight into how to more effectively and efficiently construct marketing efforts to create stronger, more emotionally resonant, and financially rewarding brands.

I invite you to start at the beginning and work your way through the posts.  You can start at the Introduction and Chapters 1 - 3 summaries.  Some of you will prefer to skip the longer form blog posts and explore the hypothesis in much shorter fashion in a presentation deck.  This will also be useful for people who have read the summaries - as this will help to pull it all together.

The deck is the bare bones, stripped down version; no images and not much explanation - just the most salient points.  The deck also has the benefit of presenting the 'Bridging The Gaps' hypothesis in a few graphs.  Some may find this particularly helpful.

Please don't hesitate to reach out with comments and questions.  Feel free to email if you have more personal inquiries: michael{at}b2cgrid.com.  There's obviously lots that I didn't include here about how this hypothesis can help you grow your consumer business.  I'd love to help you!  

Thanks for taking a look!  Please click the link below for a PDF of the presentation.…

Continue

Posted by Michael B. Moore on April 3, 2014 at 10:30pm

 
 
 

© 2014   Created by Michael B. Moore.

Badges  |  Report an Issue  |  Terms of Service