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Consumers are more arduous, time-starved, cognizant, and choice-saturated than ever-before (we know you know). For brands to flourish, the key is simple though: turn OBSEQUIOUS. This goes far beyond proposing great customer service. OBSEQUIOUS means turning your brand into a lifestyle servant focused on catering to the needs, desires and whims of your customers, wherever and whenever they are in requirement. The endless abundance and increasing material affluence in contemporary consumer economies (yes, even amongst financially challenged consumers), has led to an increasing emotion of being time-starved. A survey by research company Data-monitor found that 44% of consumers across 14 countries now say that it’s difficult to manage their daily obligations and find time to relax. No wonder then that, consumers are demanding tools and services to help them get the most from the moment of truth, however momentary. In this new world brands have no choice but to satisfy consumer demand for instant gratification and ultra-convenience. That’s why OBSEQUIOUS BRANDS cut to the chase, and save their consumers time. Here’s the new reality: consumers will never again revere brands the way they used to: Only 47% of consumers around the world say they trust paid media (television, magazine and newspaper ads), a decline of over 20% since 2009. 92% of global consumers say they trust earned media (word-of-mouth and recommendations from friends and family) above all other forms of advertising, an increase of 18% since 2007.
(Source: Nielsen, April 2012) Only 29% of consumers in Brazil, China and India say that it pays to be loyal to favored brands.
(Source: COLLOQUY and Epsilon's Cross-Cultural Loyalty Study, 2011) OBSEQUIOUS is something where you let customers try out first To promote the release of Chevrolet's Cobalt model, Orca Chevrolet launched the Rescue Drive campaign in early 2012. The promotion targeted consumers after a breakdown, when they were likely to be exasperated with their own vehicles. Stuck drivers who called participating tow trucks were amazed by an convoying Chevrolet Cobalt, which they were given the chance to test drive. Marks & Spencer's Virtual Manicure is a free online and in-store service which assists customers to test the UK retailer’s nail polish range on their own fingers. Consumers upload an image of their hands and then click on a nail color to see what it would look like before buying it.
all in Mandarin. S3 or Note. So last year. proposing information on flights. Consumers send off their old device in return for a check of up to USD 300. and thus storage items such as cardboard boxes are in high demand. via a recognition system using smartphone cameras. users upload info about their used smartphone to Samsung’s Facebook page and receive a quote for its value.000 cardboard posters around Montreal that could be amassed into moving boxes. even if they didn't realize it yet For many residents of Quebec (Canada). OBSEQUIOUS is aiding customers understand everything concurrently In January 2012. London department store Harrods also launched a free Chinese language smartphone app. added Google Commerce's search functionality to its in-mall mobile app to save customers’ time in their malls. OBSEQUIOUS is being there when customers truly need you. Shoppers can search and compare prices across retailers in their local Westfield shopping mall.OBSEQUIOUS is something where you present a situation to help customers observe and control anything In early June 2012. Volkswagen launched its first eco-awareness mobile app in China. This makes it a standard moving day. The 'Blue Mobility' app is the first in-car mobile app which tracks and analyzes users' real-time driving activities. and where they might be overspending. public transport and product offers. restaurant menus. It then provides guidelines and advice on how to curtail unwarranted fuel usage. IKEA put up 2. the world’s largest shopping centre operator. The posters were printed with slogans that encouraged residents to take them home. OBSEQUIOUS is assisting customers find anything instantaneously Westfield. property leases terminate on July 1st. 22seven is a financial services platform that looks at users’ bank statements to determine where they could save money. and call the local retailers to check availability with one click. The app also enables rendition of signs in the airport. . The Samsung Upgrade promotion boosts US customers to trade in old smartphones in exchange for a Galaxy. Consumers can see where they usually spend money. To use 22seven requires members to disclose full details of bank accounts and passwords. offering customers functions such as cooperative guide to the store. and details on events taking place. as well as maps of the departure lounges. and also included discounts on new furniture. After purchasing the Galaxy S2. Amsterdam's Schiphol airport released a Chinese version of the Schiphol app. OBSEQUIOUS is facilitating customers in saving money Launched in South Africa in January 2012. they are then presented strategies and plans to help them reduce their expenses.
not ALL brands need to be 100% obsequious: certain luxury brands or the Apples of this world can get away with being prevailing BRANDS. It’s not about telling your consumers that you are important. and they can have a slice of you if they pay for it.OBSEQUIOUS is making things more seamless for customers Vodafone UK and Richard Nicoll shaped a handbag that can power a mobile phone while on the move. After the bag is charged from a mains power outlet (using a cable that magnetically attaches to the exterior).For marketers. connecting. UK supermarket Tesco introduced an interactive virtual grocery store at Gatwick Airport in the UK. then you need to get back to the drawing board. which use a smartphone's Bluetooth to connect to the Internet. OBSEQUIOUS BRANDS means thinking about creating marketing that isn’t marketi ng. Once customers have pressed the button on the magnet. The OBSEQUIOUS BRAND Structure: Brand Attention Brand Preference Brand Insistence Brand Loyalty Brand Life Brand Obsequious © Allunare Corporation . Travelers leaving for a holiday can order food supplies from digital displays with their smartphones. service. how to get started? First. The purchased items are delivered to their homes in time for their return. First of all. The VIP Fridge Magnet from Dubai's Red Tomato Pizza allows consumers to order their favorite pizza at the touch of a button. For most brands/business. the pizza is delivered to their registered address. Now. if you're not Gucci or Apple. content etc). Members of the loyalty program were sent free magnets. we’re here to help”. app. this means a drastic change in attitude. accepting. If consumers aren’t searching for. it’s about telling consumers: “Whatever you need or want. realize that obsequious brands always put themselves second. it carries up to two days worth of extra battery. Understand that the days of esteemed brands are over. Instead. or sharing your efforts (in whatever form: product.
and get it as part of brand creation process feel free to mail us on: contactus@allunare. We would be happy to give your brand the lively edge in the cluttered atmosphere of brand management where the life of Brands recognition activity is as long as the next one. shall help brand Managers in structuring a Great Brand structure with long-term business logic and plan.in.co. Happy Obsequing!!! Team Allunare . If you wish to understand more on this plan.The above stated Brand Cycle if reflected well.
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