“You can’t manage what you don’t measure.” ~ Peter Drucker This is especially true of a brand and its equity. Having a data-driven view of how your brand is perceived and what customers need will put you in possession of the truth, the insight you need to construct a powerful brand strategy for competitive advantage.
These metrics — grabbed from two isolated sources, have proven to be the two most important things key stakeholders need to understand as they get ready for launch.
Walgreen’s’ CFO told The Wall Street Journal that the pharmacy’s almost two-year focus on Covid-19 was at the expense of its established customer base. While selling hand sanitizer rubbing alcohol, masks and dispensing vaccinations, Walgreen’s lost relevance with its core customers’ other needs. Walgreens’ is clearly unhappy about this situation. Now that the urgency of coronavirus has abated, Walgreen’s is planning a marketing surge to regain its lost customers and convert vaccination-only people into “permanent”...
There are a lot of brand building opportunities that await marketers if we allow ourselves to consider other possibilities. To illustrate the advantages of a broader perspective, let’s take a little quiz (indulge me): What do white wine, Brie cheese, a squash racket, a Brooks Brothers suit, fresh pesto, a Rolex and a BMW have in common?
The modern Mini Cooper—offered in a variety of eye-popping colors—burst onto the scene in 2001 as a chic version of an old British classic. It quickly became a fixture in trendy urban neighborhoods around the globe. Today, nearly twenty years later, the car still hasn’t lost its freshness: demand for Minis has remained robust with annual sales increasing at a steady pace of 5.2% per year.
