The president of Snacking Global at Mars, Andrew Clarke, recently spent some time chatting with The Wall Street Journal. Mr. Clarke articulated some important and exciting areas of innovation and interests that Mars continues to pursue for its snack brands.
The criticism was predictable. A revered luxury watchmaker partners with Swatch, introduces a colorful US $400 pocket watch, and collectors immediately worry about dilution. But the Audemars Piguet x Swatch Royal Pop Collection is not simply a less expensive expression of Royal Oak codes. It is a brand architecture move.
It is just astounding that after more than 35 years, some marketers are still using the flawed funnel approach to how advertising works. This is one reason that real, credible, data-supported brand management must be taught in business schools. For decades, we have known that using the funnel approach to advertising, in hopes of building brand loyalty, is a form of mismarketing on a major scale.
Claire’s, the tween accessory retailer, is in turnaround mode. Again. Claire’s is hoping to pierce the boredom barrier among its target audience of not-yet-teenage girls.
Never confuse the customer. Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that their commercials for Holiday Inn and Holiday Inn Express were confusing. The stated benefits for both brands in the ads seemed too similar. When asked what the agency’s solution would be, the answer was, “More money behind the advertising.” Of course.
