Tag: consumer insights
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You have to listen
I’m in the middle of an episode of Process The Podcast, “How Merit Built a Cult Following Before it Had a Name with Aila Morin.” Morin said something that I would have snapped to, if I weren’t driving. Marketing is listening. I say it again and again. Marketing is not just figuring out how many…
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This was supposed to be a makeup charm
It’s a golden beetle. Or really, it’s a decorative ring that adheres to a Carolina Herrera beauty product. There on your pressed powder, it sits making the product look even more beautiful on your counter. It’s just one of the ways that the brand treats their product design like jewelry. And there on the site,…
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Just a bag you say?
“It’s just a bag. I really don’t see what makes this one so special when I can get one for cheaper.” Oh, my sweet summer child, it’s never just a bag. It’s all about value. And to be clear, I’m not even talking about money today, though there is a time and place to discuss…
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Get specific
“We’re not targeting Gen Z. We’re focused on 18-24 year olds” I was listening the president of Victoria’s Secret Pink talk about their strategy for growth. Gen Z as a swath is too broad. That includes 30 year olds. They narrowed their focus even tighter. And by focusing they can get specific in their branding…
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What do walking shoes have to do with marketing?
A few years ago, I developed a walking habit. I went for a 5 mile walk, rain or shine. And on those walks, I wore my running shoes. Because why not? But mostly because I didn’t really think there were other options. Today, I came across an article on WWD, “Why Is Everyone Still Walking…
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A little lesson from Victoria’s Secret’s past
I was doing a deep dive to learn more about the initial launch of Victoria’s Secret Rapture, and then I landed in a pile of marketing info. While there I came across a 2003 article in Brandweek about Victoria’s Secret Beauty. Writer Christine Bittar interviewed executives in Victoria’s Secret Beauty and made this observation about…
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What you can learn from Ring’s Search Party fiasco
Fear was triggered by something that seemed innocent: Let’s all work together to find lost dogs. When the ad Ring’s Search Party debuted during the Super Bowl an ad, many people got concerned. The very thing that they brought to their homes to protect their families could become a mass surveillance tool and threaten the…
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Is a ski vacation enough for a Target turnaround?
Target is still trying to win back customers. That means getting new perspectives. Preferably in a ski chalet or fine dining establishments in upper New York. Or so it was written. In a piece that came out from CNBC, spokespeople from the brand spoke of how the creative team was seeking inspiration. Sales were down…
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A little change in perspective
At the meeting, there was a woman speaking to a group of other attendees, making easy eye contact with them. I get it that’s not special at all. What’s special is that she was in a wheelchair. As she spoke to the group, she lifted her seat to be at eye level with them. Getting…
A Wren Says 