Is “local” the fashionable new mainstay for brands?
At the start of this global COVID-19 pandemic, all levels of government rallied to ask Canadian citizens to turn to buying local. The survival of Quebec businesses was at stake, they had to be given a hand by loosening the purse strings. To ride the wave and attract aware consumers, several brands showed their colors. In just a few months, the “Québec company” label has multiplied on packaging, in advertisements and even in brand messages. BEWARE OF OPPORTUNISM! Brands are often criticized for being too smooth, for promoting universes that are unrealistic or simply for being disconnected from reality. It is obviously essential to follow the spirit of the times and show consumers that we do not live in a bubble far from their priorities and their objectives. However, it is in crafting in-context communications that brands often make a big mistake. Many managers mistakenly believe that their brand is the center of the universe, when the reality is quite different for consumers. Consumers …
Profitability or profitability? Concepts to demystify
“This campaign is slightly less profitable, but much more profitable than before!! » We have just picked up our words on the phone and we are trying, in 15 seconds, to explain to a client who is looking at his report that profitable and profitable are not the same thing. Our client's main objective metric ( 95% of the time it's ROI) is not adequate to measure all of his objectives on the account. How many times have you tried to explain this to a client without feeling lost? Instinctively convinced it's the right thing to do, but unable to ignore the very valid counter argument of plummeting ROI. This has happened to me often, mostly on growing accounts and recently with Banque Nationale Assurances , one of our long-time clients. So I decided to do a test with industry colleagues and realized that not many people could answer with clarity. Here is the conclusion of my research. Stopping at either of these values in our explanations is a mistake! PROFITABILITY Profitability is the relat …
Ctrl+A – Digital transformation, start-ups and business model [S02 E02]
Should big companies take start-ups as their source of inspiration? Managers rarely take the time to examine their business model to find a way to generate more profit with the same number of customers.