Archive for the ‘Branding’ Category

13
Sep

Imagine you want to create a movie. The only requirement is that its story should be based on a specific book. The good news are that this book contains a great variety of amazing stories: The creation of a world by a rather interventionist almighty god, successful and disastrous adventures of whole nations under the guidance of inspiring leaders, wise prophets who fight against unfaithful monarchs, and an old man saving animals from a great rainfall.

Now, why would anyone pick the last story? Well, it may have a great brand name: Noah!

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Why is this important? If you ask people about important elements of movies they would enjoy watching, you will get the answer “a good story” very frequently, but the answer “a story that I am familiar with” very rarely, if ever. Yet, the movie industry knows that what will make people watch a movie is (at least in many cases) the latter. The abundance of remakes and sequels attest to this fact.

Let’s take the case of science fiction films. Why experiment with an original and unknown story like this:

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When you can make remakes, sequels, or prequels of a story that science fiction fans are familiar with, like this:

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In conclusion, a strong brand is without a doubt a very strong marketing tool, sometimes the most important one for market success. It may be even stronger than the product itself, even if in many cases consumers will be reluctant to admit it. This fact becomes even stronger with the wide use of social media. It is a lot easier and cooler for anyone to twit “Check out the new Spiderman movie” than “Check out this new movie that I find interesting, but you have never heard about before”.

 

Antonios (Adoni) Stamatogiannakis, Ph.D.
Assistant Professor of Marketing
IE Business School – IE University

Antonios . Stamatogiannakis @ ie . edu

29
Aug

Also if you are not a gallery lovers, likewise can not disregard gallery in London, due to the fact that it is too much. You will certainly locate an unusual vintage snapbacks, also if the slack in the exhibit, the museum’s coffee shop is particularly active, due to the fact that we all understand the truth, the London museum of coffee will not be bad where to go.

In a Soho has Hazlitt called’s hotel, outright through rocks! The construction began in 1718 became an exclusive residence, made use of to live a vintage snapbacks called William Hazlitt paper authors, thus the name. Coldplay approach most via a night feeling antique 9 hotels and resort.

All the furniture of the display inside the hotels and resort there are hundreds of years record, is full of precious ancient publications, even the commode closestool is social antiques. Resort intro of words there is a very worth contemplating: “please address these aged individual in the space, yet if they didn’t manage you, please be sure to inform us!” Hello, cannot be haunted? You understand live an evening. Absolute rate is below you pictured.

Coldplay technique 10 in the gallery store window “tao” for baby. Do you recognize where London really rich people are shopping? Is that there are several shops yet vacant shopping arcade. This is a special can top place, even if you don’t buy things, also have to be in to see exactly what is asked for child. Located in the Piccadilly Burlington Arcade is such a location. All the shop location is little, but the standard only marketing antiques, limited edition and haute couture. Price tag in the browse home window alone, is enough to make a hassle over you for a while. The British folks will be pleased to tell you, this is the real London shop.

Love to climb, can go to the juyongguan Great Wall surface, after the vacation without checking out the man’s head, could discover creative conception. North along the Great Wall in Beijing jingbei-changcheng line nonetheless, forget on camels. See the bird’s nest, water cube, 798, could perceive the contemporary Beijing.

Along with go to all-natural surroundings, still can really feel the palate beat, to the outskirts of Beijing orchard picking fresh fruit, wonderful as well as tasty preference of fresh fruit; To wangfujing street, DongHuaMen flavor snack street, free tasks, in blend treat street documents throughout the nation to find can trigger the idea of the tongue thoughts elantra.

Also if you are not a gallery enthusiasts, also can not ignore museum in London, due to the fact that it is too much. If go worn out, could as well into the tiny New Era Hats relax to a gallery. Museum in London even ask for, the cost is not higher also, enough inside air conditioning and comfortable environment. You will certainly find an odd vintage snapbacks, also if the slack in the exhibition, the museum’s coffee shop is specifically active, because we all know the fact, the London museum of coffee will not be bad where to go.

16
Aug

Should you bet on Sustainability? Does it make business and financial sense to go for a green positioning? What can companies and brand expect for these sort of approaches?

sustainability

I could actually write a book about these questions, but would rather keep it simple today. According to a research from Havas Media Group, Brands must be meaningful. In the sense that they need to embrace values that resonate with customers. If not, you risk becoming part of the mainstream (7 out of 10 brands according to this research) and become irrelevant to your target group… I.e. your customer would not care at all if your brand disappeared…

Meaningul Brands

Bearing this is in mind, there are quite a few possible approaches here. You can create a Corporate Brand Identity around sustainability like the one of Unilever, or you could keep it simple and go step by step. And, if you opt for the latter, then the approach would be simple: Take one value that resonates with your customers and build upon it.

Meaningul Brands Info

One of the possible values is everything related to playing it Green, to positioning yourself as an Environmentally Friendly Company, who cares about Nature and the Ecosystem. And one example of this would be what not a company but an Industry has actually done: The Green approach of the Hotel Chains.

You know what I am speaking about, but let me share one recent example I got so that we are all in the same page. I just went to Penn State University for a Symposium on Digital Learning. The event took place in an Event Centre where everybody was hosted. And of course, when in the room, you could find it with signs that were basically telling something like this:

“If you want your towels to be replaced, please leave them on the floor….

If you want your bed sheets not to be changed, please leave this sign on your bed…

When deciding, please consider the amount of resources that are thrown away and the impact is has on Nature…

We are fully committed Hotel with Sustainability and appreciate your support…”

towel save planet

The result?

Firstly, most customers decide to play it green.

Secondly, the Hotel Chain makes a good impact on the brand positioning, as long as customers end up perceiving the brand as committed with sustainability.

And lastly, the Hotel Chain actually saves a lot of money for not having to wash and replace thousands of towels and bed sheets…

Food for thought

Quite simple, isn´t it? But it works and delivers quite good results. So bear in mind two things from here:

  • Brands needs to resonate with customer values, they need to resonate and engage.
  • The latter does not necessarily imply ad multimillion investment. It could be as simple as taking one value and get your message across.

I look for your comments @ignaciogafo

Reset!!!

Ignacio Gafo

 

12
Jul

Today I wanted to paraphrase a well-known business article (It is the Distribution, stupid!) to showcase the importance of managing Media properly when building the Personal Brand Identity. And for doing so we have two perfect examples that reflect what should be and should not be done.

lebron james

IKER CASILLAS AND HIS MISSTEP

Iker Casillas has managed its Personal Branding relatively well for many years. I am not sure how systematic and structured he was in his approach, but in the end of the day he came across to Spaniards as a brilliant goalkeeper, with a human touch (reflected when he gave a call to Xavi from Barcelona to end up a club discussion) and passion for what he did and achieved (just recall what happened with Sara Carbonero 4 years ago upon winning the Soccer Wordlcup).

iker casillas

Moreover, he has managed relatively well his presence in Social Media, where we can find him in Twitter, Facebook and even Instagram, and has actually got really good PR thanks to some of his prizes, such as the one granted by the UNPD:  Goodwill Ambassador for the Millennium Development Goals.

What came out of it? Casillas managed to create a pretty good Personal Brand around himself, as it was reflected in the research by Personality Media, and actually some advertisting contracts with well-known companies such as Liga BBVA and Procter & Gamble.

iker champu

So far so good, till recently… The misstep came two weeks ago when he published a picture of his new-born baby, one “follower” attacked the baby (he basically said that he wished the baby would drown) and Casillas replied with all kind swearing and curse words…

comentario-iker

Had Casillas the right to response back like that? Yes, of course. Was Casillas right when responding like that? Absolutely not. Casillas needs to understand that even if he has the right to do so, he has created a Personal Brand, needs to protect it, take good care about what he does and does not say in public and specially take care of Media and Digital Media. For whatever he says, specially if it is a misstep, is going to be viral and promoted all around the Globe…

 

LEBRON GOES BACK HOME

The story of Lebron is somewhat similar to the one of Iker Casillas in a bigger scale. His Personal Branding started when he was only 17 and made it in the cover of Sports Illustrated: The Chosen one was born.

lebron the chosen one

Number 1 of the NBA draft in 2003, he was really up to the expectations he raised and managed to beat quite a few records during his 7 years in the Cavs, with only something missing: An NBA Championship. In 2010, he became an unrestricted agent and had to decide whether to keep on playing in Cleveland or moving somewhere else… Everybody was awaiting and he finally made his move… A move that he announced in an ESPN TV Program (The Decision)…

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Did he have the right to look for another Team where to win the NBA Championship? Of course. Did he mange it properly from a communication perspective? Definitively not. It was considered a brutal communication misstep, an arrogant move that made him a public enemy in Cleveland and in the minds of big chunk of NBA followers (myself included).

4 years later, Lebron was facing the same situation again. He had spent 4 years with the Heats, won 2 NBA Championships, had the right to choose his team again and got everybody was awaiting his decision. And today, he announced his decision and, in contrast to what happened before, he communicated it smartly: He wrote a well-thought and respectful letter published by Sports Illustrated, where he exposes the reasons for “I´m coming back home”.

lebron coming home

The reactions are yet to come, but I can bet that his Personal Brand Image will be strongly reinforced for:

  • He has amended his previous mistakes.
  • He admits the communication mistakes he made in the past.
  • He comes across as a respectful and considerate person, that looks for something else.

SOME CLOSING THOUGHTS

  • Personal Branding has to do with who you are and specially with how you come across.
  • For the latter Media in a broad sense is critical and needs to be carefully thought and manged.
  • When being a well-known Personal Brand, you need to be mindful and aware that everything your claim is subject to be published, promoted and made viral. This works both for offline and online media.
  • Having said that, you need to define your values and positioning and stick to them, even if rational or irrational critics show up.
  • And last but not least, please consider a professional assessment for managing your Personal Brand. Brand Management well deserves some professional help.

personal branding

Look forward for your comments @ignaciogafo.

Reset!!!

Ignacio Gafo

22
Jun

Can you disrupt the market with a best-in-class shopping experience? Amazon thinks so.

Marketing and Strategy books claim that you should strive to create a Monopoly, to come up with a Blue Ocean where no competition takes place. This approach is also know as becoming a Game Changer, breaking the existing rules and coming up with something that sets you appart.

blue ocean

When analyzing companies that have managed to do so, we mainly encounter companies that came up with innovative products, that outperformed everything available in the market. However, as competition and globalization evolve, this has turned out to be more and more difficult and nowadays, most companies happen to succeed through innovations in the Business Model (Google) or Customer Experience (Apple with the I-phone).

In this context, Amazon has just launched its new Fire Smartphone, an expected move  supported by analysts, that enview it as a Game Changing through a top-notch shoppping experience.

amazon_customer_service

Is it the case?

Before responding, let´s analyze brevely what they have launched and where does Amazon stand.

The launch has been somewhat different from the one done with the Kindle Fire Tablet for two reasons:

a) The smartphone is a top-class one from a spec perspective (compared to a stripped down version from the initial Kindle Fire tablets).

b) The street price has not been undercut (which was the case with the Kindle Fire tablet).

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The latter is basically telling us that Amazon feels more comfortable about its positioning and confident to demand somewhat similar prices than those from Apple and Samsung.

In this regard, it is fair to say that Amazon has done an impressive job in terms of attracting its customer base (mainly the in US) and getting app developers on board (you can now download more than 300k apps through the Amazon Portal), whilst providing a state-of-the-art shopping experience

Being this the case, I do think that Amazon is taking a reasonable risk, that sets the basis for its long term strategy: Reaping the benefits of a loyal customer base, that is expected to keep on purchasing from Amazon, even when discounting is not applied.

Amazon-Phone

My first guess is that the initial results will be positive but will not tell if the bet works. This will be the case for the Phone will be just launched in the US with AT&T, which is where Amazon is stronger and gets most of its loyal customer base. The challenges will show up in the mid-term, when they need to go beyond the american market and convince other markets (like Europe) to pay full price for an Amazon device.

And my second guess is that this will be an all or nothing initiative. For if they are unable to reach in two years to a critical customer base, key app developers and distributors (mainly Telecom Companies) will stop supporting them.

Time to time then. But let´s welcome Amazon Phone on board!

Reset!!!

Ignacio Gafo

PS: This post is dedicated to Teresa Serra, my mentor at IE Business School, and to all my loyal blog readers that have being patient with me. Sorry about so many months without posting. Just needed a small break to Reset!!! and go beyond Think Different!!!

28
Apr

En un entorno de marcas y consumidores hiperconectados se debate con asiduidad sobre la necesidad de que las marcas dialoguen con sus consumidores . El objetivo parece claro: establecer una relación más fluida y continua en el tiempo.

Se habla de dialogar, de conectar, de storytelling; de crear contenidos, de distribuir contenidos, de conseguir recomendaciones, word of mouth, de seguidores, likes, tweets, retweets …

Buscamos community managers, SEO y SEM managers, creamos attribution models y pensamos qué contenido será mejor para atraer más consumidores, más clicks y generar más difusión e impacto.

Sin embargo, en la mayoría de las estrategias de las marcas echo de menos una palabra mágica: empatía.

Para establecer una relación duradera entre personas o entre un marca y sus consumidores no sólo es necesario dialogar, es necesario dialogar mostrando empatía.

El dialogo sin empatía puede ser correcto, circunstancial, incluso muy frecuente; nos hace ser conocidos pero no construye sólidos vínculos afectivos ni entre las personas ni entre las marcas y sus consumidores .

Mostrar empatía significa comprender y tener la palabra justa ante los sentimientos de las personas , anticipar sus reacciones y compartir sus momentos. La empatía implica capacidad de escuchar y de expresar al otro que le hemos entendido, que podemos ver las cosas desde su punto de vista, no sólo desde el nuestro.

Traducido al lenguaje del marketing es importante resaltar que mostrar empatía no es lo mismo que descubrir “insights”. Los insights son revelaciones puntuales para las marcas que les ayudan a hacerse visibles, presentes y relevantes en la consideración de los consumidores.

La empatía es lo que hace que un “insight “perdure en el tiempo y se convierta en una ventaja competitiva sostenible.

Por mi experiencia profesional en marketing e innovación considero de un enorme mérito la estrategia llevada a cabo por la marca Dove en estos años. Alguna vez ya he comentado al respecto en este blog

Sin embargo, lo que más me llama la atención de esta marca es su capacidad de empatía.

Me gustaría que viesen estos tres anuncios.

Probablemente el primero ya lo conocen, Dove Sketches.

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Quizas los otros dos aún no. Dove Selfie y Dove Shy. Echenles un vistazo.

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La transición del primero a los dos últimos es fenomenal.

Para Dove hubiese sido mucho más “simple” exprimir al máximo su exitosa campaña Sketches, buscando mas posibilidades creativas de “sketches”, nuevos targets mas jóvenes; diseñar concursos, promociones y tweets sobre los “sketches” de los consumidores y un sinfín de prolongaciones de la campaña que ustedes pueden imaginar…. Pero esto, aunque diálogo, no es empatía. Sin embargo, con estas nuevas comunicaciones Dove dialoga con sus consumidores con una nueva perspectiva, demuestra que conoce de lo que está hablando, empatiza con sus consumidores mostrando que sabe como se sienten o como se han sentido.

Desde el punto de vista estratégico para la marca el avance es inmejorable. Un target más joven, un tono menos dramático , más alegre y positivo.

Con los buenos amigos las conversaciones no se repiten hasta el aburrimiento. Descubrimos nuevas perspectivas. Hablando con ellos, nos conocemos mejor.

 

Espero que tengan una buena semana, seguiremos dialogando

 

puedes seguir la conversación en @carmenabril1

 

24
Apr

Globalization….

Written on April 24, 2014 by María López Escorial in Bottom of the Pyramid, Branding

taza de cafe con logo

It is amazing how brands become global without even being in the country or close to it. In my recent trip to Ghana to help Financial NGOs to upgrade their microfinance capabilities, I stopped over Starbites Food and Drink, the Ghanaian version of Starbucks…

starbites 1

A similar name (3 letter from one to the other), similar typography, a round logo and a winding waves made us instantaneously think of the well-established Starbucks brand concept, and inmediately stop and try… just an appealing value proposition or nostalgia???

Starbites poste starbucks poste

The localization of Starbucks value proposition (Premium Quality coffee, Physical Environment and Service Philosophy), to local needs has made Starbites not feature only coffee but ambience and service philosophy…

Service, referring to speed is extremely difficult overall in Ghana, (something to work on for consultants), but they have managed a very nice ambience specially compared to the existing offer.
If we take out premium coffee and service…the only element remaining of Starbucks value proposition is .. “Ambiance”.

Starbites 2 starbucks ambience

This made me think. Is Starbucks what is appealing or just the concept of having a drink (coffee was not even promoted) in a nice & different place on a dusty road?

Would then the Starbucks concept as such be successful in Ghana or the Ghanaian Starbites version is more suitable for the Ghanaian average consumer?

What do you think?
Waiting for your comments! Here and @marialescorial

And the most universal concept of all: Soccer!!!!!
soccer 1

12
Apr

Desde el Retail

Se publicaba esta semana  el ranking de la consultora Interbrand sobre los detallistas con más valor de marca, con segmentación de la información tanto por sector en el que operan como por área geográfica http://www.interbrand.com/es/BestRetailBrands/2014/best-retail-brands-2014.aspx.

Los criterios de evaluación de marca incluyen tanto financieros como basados en el consumidor. Los tres factores considerados son: resultados financieros de la enseña, función que la marca desempeña como tal en la decisión de compra del consumidor y la generación de beneficios, y por último, la fuerza de la marca como capacidad de ésta para construir fidelidad

¿Cuáles son las enseñas “ganadoras”?

En función de la posición ocupada, hay pocas sorpresas. Fuerte liderazgo de enseñas americanas, con alguna incursión puntual en el primer puesto de Francia, Méjico, y sobre todo Suecia.

lista

Aparte del criterio de primer puesto destacan algunas enseñas entre las primeras de cada sector por el fuerte crecimiento en valor de marca obtenido. Mencionar las tres primeras marcas en el sector de tiendas de conveniencia y precio englobadas bajo el término Dollar Stores (Dollar General, Dollar Tree y Family Dollar), o la fuerte aparición de enseñas de conveniencia japonesas (Lawson y FamilyMart), o la continua ascensión en valor de marca de Amazon y ebay. Todas ellas asociadas a sectores donde conveniencia y precio se convierten en atributos clave que aportan una clara ventaja competitiva y enlazan con las tendencias del consumidor.

Pero por encima de todas destacarían en evolución de valor dos enseñas. Por una parte WholeFood, líder americano en las categorías de productos naturales y orgánicos para una alimentación sana. En segundo lugar, los grandes almacenes Macy´s, que a  pesar de operar en un formato muy maduro encuentra la vía para incrementar de forma continua su valor a través del refuerzo de su imagen conectada con la moda y el lujo, en un entorno tienda cada vez más experiencial

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En el informe de Interbrand se resumen lo que podrían ser los ejes predominantes en el desarrollo del valor de enseña.

El primero se centra en el refuerzo de la experiencia de marca y compra en el punto de venta. Personalizada y diferencial, y con continuas innovaciones que buscan comunicar emocionalmente con el comprador en las diversas áreas de contacto en lo que se ha llamado experiencias multidimensionales.

Empty Stage

Se concretaría en el uso de formatos pop up, el refuerzo de las experiencias sensoriales, la integración de elementos de arte y diseño, el desarrollo de experiencias multicanal, y el creciente uso de la tecnología. Es lo que el informe califica como teatralización del punto de venta físico, para sorprender y cautivar al consumidor para motivarle a abandonar la comodidad de su hogar y la facilidad de compra online para acudir a un punto de venta. Adjunto el link en este blog al post sobre la enseña Story, espectacular como teatro y experiencia, y en la que realmente costaría definir cuál es su negocio, formato y posicionamiento http://marketing.blogs.ie.edu/archives/2013/10/historias-de-amor-y-retailing.php

El segundo eje del informe se refiere a la explosión digital en la distribución detallista, intentando adaptarse a un consumidor que combina distintas formas de acceso a tienda en función del valor aportado y el momento concreto, y donde el acceso a través de un ordenador se ve complementado por el creciente uso de móviles y tabletas. El fin sería facilitar al cliente una experiencia de compra multicanal con independencia del punto de contacto del cliente con la enseña, integrando de forma creciente la compra física con la digital, eliminado sus barreras, aproximándolas para convertirlas en partes de una misma compra.

digital-shopping-capabilities-retailers

En resumen, foco en valor aportado, teatralización del punto de venta e integración de lo físico y lo virtual

Saludos muy cordiales

 

8
Jan

Escaparatismo y ARTE

Written on January 8, 2014 by Roberto Manzano in Branding, Distribución, Innovation, Trade Marketing & Retailing

Desde el Retail

Hace ya algún tiempo escribía en este blog un post titulado “Escaparatismo espectáculo” (http://marketing.blogs.ie.edu/?s=escaparatismo), donde se recogían algunas tendencias en la utilización de ese espacio tienda con el fin principal de captar la atención de los consumidores y motivar su entrada.

Entre estas tendencias se incluían algunas como la creciente importancia del escaparate para comunicar fuertemente la marca, su personalidad, o sus valores. O la creatividad creciente por dejar de ser un espacio estático e intentar convertirse en una especie de teatro, que asalte al consumidor en su camino y le haga participe de un espectáculo continuo. Destacaban así tanto los escaparates que incluyen personas como los escaparates interactivos por medio de pantallas digitales o de realidad virtual.

Como continuación del tema recojo un escaparate de la firma de lujo Loewe (Gran Via, Madrid) que combina admirablemente los principales elementos de la identidad de su marca. Tradicionalmente los escaparates de Loewe se han movido entre la presentación cuidada y somera de su surtido de productos, donde este era el elemento principal, y la creación de espacios artísticos por medio de la combinación de productos con distintos elementos y materiales, integrando con distinto peso los mensajes de diseño, estilo y exclusividad.

diez 3

Con motivo de la apertura de su Galería Loewe, que incorpora un espacio dedicado a recoger la historia de la firma en su proceso de diseño y producción, la citada tienda de Gran Vía utiliza el escaparate como un museo, y expone una pieza referida al famoso bolso Amazona  realizada en acero por el escultor Jordi Diez Fernandez  (http://www.behance.net/jordidiez)

dos bolsos

Sencillamente espectacular.

Es espectacular como consigue parar al transeúnte, captar su atención e interés, y generar notoriedad hacia la marca. Y debe ser espectacular por el número de personas que se detienen y se hacen una foto enfrente del escaparate, como máxima muestra de su implicación personal, emocional, con un elemento artístico aunque sea en un espacio comercial.

Y es espectacular, sobre todo, por cómo consigue trasmitir la esencia de la imagen de marca en sus elementos más diferenciales frente a la competencia y relevantes para el consumidor. Tradición y proceso artesano. Calidad, exclusividad y lujo actual.

Puro arte en un escaparate. Arte en estrategia.

Saludos muy cordiales

2
Nov

“When a man’s knowledge is sufficient to attain, and his virtue is not sufficient to enable him to hold, whatever he may have gained, he will lose again.”

-          Confucius

Most marketers would be surprised to learn that an important objective they have was so concisely summarized by Confucius many centuries ago. Companies, just like individuals, must strive to attain and hold on their objects of desire. The only difference is that whereas individuals usually have a diverse set of objectives (for consumers’ pursuits to attain and maintain whatever is desirable for them, see my previous posts here, here, and here), companies frequently have only one: CUSTOMERS!

Customer loyalty has been an important focus for both managerial and academic research. Hundreds of reports have been published, dealing both with general loyalty-related issues (e.g., by McKinsey) as well as with loyalty in specific business sectors (e.g., by Bain, on retail banking). This “research frenzy” on loyalty is well justified, as there is little doubt that increased customer loyalty leads to increased profitability. A seminal paper (Reichheld & Sasser 1990; Harvard Business Review) identifies the sources for this increase in profitability. Specifically, loyal customers are usually less costly to have (compared to acquiring new ones), are more likely to buy other products and services from the company, are less price sensitive (allowing the company to charge price premiums), and finally are the best ambassadors for the brand, generating thus additional sales via referrals.    

Despite the great amount of work investigating customer loyalty over the last decades, the topic is still “hot”. Why? Well, first, because it is super-important. And, second, because we still need to understand it better.

2tc_tarjeta

 

 

 

 

 

IE Business School has partnered with Travel-Club (the biggest multi-sponsor loyalty program in Spain, handling loyalty programs of companies such as Repsol and Eroski) to respond to this need for further investigation. They have created a “Loyalty Research Chair”, the purpose of which would be to combine the resources and expertise of Travel-Club with the research capabilities of IE Business School in order to answer questions like:

  • What are the benefits of a customer loyalty program for a company?
  • What are the benefits of a customer loyalty program for loyal customer?
  • How can these benefits be reliably measured?
  • What variations of a loyalty program maximize these benefits? Do they differ by business sector?

IE marketing department has compiled a team of excellent researchers (marketing professors Dilney Gonçalves, Shameek Sinha, and myself), leaded by the head of the marketing department, professor Teresa Serra, to carry this task

If customer loyalty is an interesting topic for you, stay tuned for the exciting outputs of this initiative!

Antonios (Adoni) Stamatogiannakis, Ph.D.
Assistant Professor of Marketing
IE Business School – IE University

Antonios . Stamatogiannakis @ ie . edu

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