Brand Architect

Mary Meeker’s Internet Trends 2011

KPCB Internet Trends (2011)

Mary Meeker, a partner at Kleiner Perkins Caufield & Byers venture capital firm, is a person that one listens to when she speaks about the Internet and where it is going. In the presentation above Meeker explores and examines the significant trends shaping the Internet today.

The introductory note accompany the presentation states: “Backed by hard data and decades of technology analysis, Mary posits that the mobile revolution is still in its infancy and poised for tremendous growth.

"Her presentation also zeroes in on the newest breakout trends driving e-commerce, including the rejuvenating effects of local commerce, the global race to adopt mobile devices and apps, and the latest innovations in online payments.

"The evolving social space comes under Mary’s scrutiny as well. She observes that social networking is proving to be not just a powerful engagement model, but also a pervasive new wave of opportunity that spans the online experience.”

Steve Jobs on Positioning a Brand

 

In the days following his death, much has been written about Steve Jobs and what he achieved and said. I particularly like this 1997 clip, which I came across on Ad Age Digital, were Jobs introduces and explains the rationale behind the “Think Different” campaign. The campaign was not about selling features and benefits but about positioning the Apple brand in the minds and hearts of his target market.

Ecommerce in South Africa in 2011

Nice graphic on ecommerce in South Africa. Data supplied by internet research firm World Wide Worx from the Online Retail in South Africa 2011 report. Came across this via a tweet from @DaveDuarte.

Steve Jobs

If we could all build brands as he did. Unfortunately very few can, but we can all learn from his legacy.

Frugal Consumers Who Can’t, or Won’t, Trade Up

During the recession there was much speculation about whether consumers who traded down on what they purchased would trade up when the worst of the recession had past. The emerging answer to the question is that many consumers can’t or don’t want to trade up.

“Buffeted by high unemployment, heavy debt loads, falling home values and high food and gas prices, these shoppers have been whipped into a permanent state of consumer caution. They buy only what they need, avoid premium labels, clip coupons and scour sales,” The Wall Street Journal reported.

The reality is forcing retailers and retail brands to prepare for a significant segment of “forever frugal” consumers with strategies such as smaller size offerings, discounting and the introduction of more private-label products.

Whilst some consumers, facing the prospect of a double-dip recession, can’t afford to trade up there is also those who don’t want to. US retail executive Rick Dreiling told analysts during a recent conference call that they “are the new consumer, who exercises frugality and smart shopping”.

The Mobility of our Post-PC Future

Mobile Trends - June 2011 - Trending The Future

View more presentations from space150

Above is a great presentation deck on mobile trends, put together by digital agency space150, that tackles key mobile issues such as proximity and context. I found the deck on Faris Yakob’s always brilliant blog.

The Fading Allure of Internet Coupons

Internet coupons were never going to deliver on their promise to merchants of converting discount buyers into long-term customers who would pay full price. What the merchants get is an expensive (in terms of discounts offered) brand awareness campaign attracting discount shoppers only loyal to the next discount, as well as longer term reputational risk as a discount brand.

As market leader Groupon struggles with its initial public offering, the internet coupon fad appears to be fading with disappointed merchants abandoning the concept and coupon companies folding or changing their business model. Reporting on developments The New York Times wrote:

“Just a few months ago, daily deal coupons were the new big thing. The biggest dealmaker, Groupon, was preparing to go public at a valuation as high as $30 billion, which would have been a record amount for a start-up less than three years old. Hundreds of copycat coupon sites sprung up in Groupon’s wake, including DoubleTakeDeals, YourBestDeals, DealFind, DoodleDeals, DealOn, DealSwarm and GoDailyDeals. Deal sites were widely praised as a replacement for local advertising.

“Now coupon fatigue is setting in. Groupon’s public offering has repeatedly been put off amid stock market turmoil and internal missteps; the company says it is back on track, but some analysts say it may never happen. Dozens of copycats are closing, reformulating or merging, including Local Twist in San Diego, RelishNYC and Crowd Cut in Atlanta. Facebook and Yelp, two powerhouse Internet firms that had big plans for deals, quickly backed off.”

How Far Can You Stretch That Brand?

Expanding brands into new categories is a temptation facing many brand managers. However, far too many stretch their brands into categories so removed from the original category that the brand’s equity to influence consumers in the new category is negligible and, worse, the brand’s misstep is perceived as greed and/or desperation.

Brilliant management cartoonist (better described as marketoonist) Tom Fishburne sums it up in the cartoon above and elaborates in the notes accompanying the cartoon.

“Deciding how far to stretch a brand is a conundrum. The answer is not one-size-fits-all. Just because the Virgin brand stretches from music to airlines to bridal wear to cell phone service doesn’t mean that every brand can. It can confuse consumers and it can erode the brand.

“But the greatest risk of stretching a brand too far is that it creates a distraction from the main business. Chasing a new category can leave the core neglected.”