Marketing in Real Life

Earlier this week, we re-launched the Chadwick Martin Bailey brand and web site internally and I thought I'd offer four tips for a successful re-launch beyond just throwing a party. 1) Tell people why you made the changes and how it supports the business 2) Arm people with all of the tools they need (spend a lot of time thinking this through!) and be responsive to those needs you hadn't anticipated 3) Dont get bogged down in the details at the launch, those can be worked through in smaller groups at another time. 4) Give people hard copies that they can refer back to and show off to others.

We're recently been doing a lot of research around brand charisma - what drives people to thaink of brands as a trusted friend and choose one brand over another in the face of parity or even cost and convenience hurdles. One of the brands that has risen to the top is Corona because of the way the way people want to spend time with Corona and enjoy a relaxing moment in life. They've illustrated this beautifully in the contrast shown between Corona and non-Corona drinkers in this video on their web site. (click to play) Check back for our white paper about brand charisma and a case study on the beer category.

Everyone knows how hard it is to create brand awareness today if you're not the latest greatest thing in a fast moving industry. As pointed out in this article from today's New York Times , there is an inherent value to well known brands of the past. In this case Brim, which through research that stated they had 90% aided awareness and the push of River West in Chicago, is being relaunched in the marketplace. Fill it to the rim! A sampling... "A great deal of what happens in the consumer marketplace does not involve brands with zealous loyalists. What determines whether a brand lives or dies (or can even come back to life) is usually a quieter process that has more to do with mental shortcuts and assumptions and memories — and all the imperfections that come along with each of those things. Stanley hired Beanstalk about nine years ago. Stanley conducted “consumer permission research” to try to determine where the Stanley brand could go. “I remember looking through the focu...