More than a few eyewear companies, like Warby Parker, have taken the gamble – heresy of heresies – to offer consumers more of what they want for less. These so-called eyewear upstarts are placing realistic, yet far from ridiculous, prices on a complete set of glasses. Yet another example of the customer-centric business model gaining huge ground on the old product-driven one.
When it comes to marketing shampoo, much depends on whom the customer is more likely to trust—their hairstylist, or the brand’s marketing department. Why not both?
Smartphone games like Candy Crush have become virtual overnight sensations, prompting game makers to redouble their efforts to feed what seems an insatiable public need to waste time…so long as it’s all done digitally. Apps, and game apps in particular, are big business. But for how long? And on whose terms?
Laundry pods, those compact plastic sacks that contain pre-measured amounts of soap, seem tailor made for people who over-pour and over-use liquid or powdered detergents. Unless you're one of the makers of the pods, the sales of which have resulted in an actual decrease in dollars flowing to corporate coffers. Should product innovation be all about the bottom line – no matter how popular some products might be with customers?
Spring and Summer 2014 fashions, a GQ report suggests, are all about bold – not necessarily screaming -- colors, eye-catching accessories and a fair amount of cheeky snarl. As in Bieberesque, not Brandoesque, snarl. Consider these “must-have” items.
Just when Americans seemed sold on big-box grocery stores as the answer to meeting or beating the monthly food budget, along come several national chains that want to sell people on an idea once thought extinct: Buying household groceries from the friendly neighborhood market. Is a significant change afoot? And will product manufacturers need to change their go-to-market strategies?
The growing trend to ditch the brand mascots of yesteryear – costumed characters, furry animals and/or talking cartoon characters whose playful presence lends a spirit of fun and identity to a brand – has been gathering momentum in recent years. Changing an image is one thing. Erasing an entire brand’s populist/institutional memory is another. What gives?