18 companies with brilliant digital strategies
Amongst the Econsultancy blog team, we certainly have our favourite companies as far as digital ambition and execution are concerned.
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Why Starbucks’ Facebook group for ‘PSL’ lovers is a lesson for brand marketers
People are serious about the pumpkin spice latte (PSL). So much so that this year, Starbucks has launched a members-only Facebook group to foster love and appreciation for its famous seasonal drink.
The reasons a retailer is behind the most successful mobile payments solution
Which mobile payments app has the most users? If you guessed Apple Pay, Google Pay or Samsung Pay – hereafter referred to as the Three Pays – you guessed wrong.
Despite the efforts of three of tech’s biggest names to drive adoption of their mobile payments solutions, it’s a retailer that has the most widely used mobile payments solution as measured by users.
Starbucks: Adapting to changing consumer habits
1. Introduction Welcome to our brand briefing series, which focuses on the marketing strategies and tactics of the most popular brands covered by Econsultancy. Since being founded in the US in the early 1970s, Starbucks has grown to become one of the world’s best known coffee outlets. The last two years has seen the brand […]
How brands can navigate today’s super-political environment
Following Brexit and the US presidential election, many brands have responded to the polarized times by choosing to weigh in on political and social issues.
But brands face numerous challenges in trying to do this successfully. Chief among them: how do brands connect with consumers at a time when so many of them don’t see eye-to-eye on some of the most important issues of our time?
Sentiment analysis: How consumers feel depends on who you ask
Starbucks is one of the brands that isn’t afraid to get political in an increasingly polarized world.
Its most recent political statement: it announced plans to hire 10,000 refugees following US President Donald Trump’s enactment of a temporary travel ban targeting individuals from a number of predominantly Muslim countries.
The growing politicization of brands in a polarized world
From Brexit to the US presidential election, it would seem that we are living in one of the most politically-focused and politically-polarized times in recent memory.
Increasingly, the political discourse is finding its way into the brand world. Or, to be more accurate, brands are joining the political discourse.
Three brands succeeding in connecting online and offline experiences
It’s still sometimes difficult to think of brands that have managed to seamlessly join online and offline experiences.
In this post we look at three such brands doing just that.
Six tips for loyalty program success
Loyalty programs are everywhere.
But while a recent study (PDF) conducted by Bond Brand Loyalty and Visa found that these programs appeal to the majority of consumers, actually building loyalty requires more than just the launch of any old program.
Four ways brands are marketing through dating services
Online dating services might not seem like ideal platforms for marketing.
After all, many are monetized primarily through paid subscriptions, and users, for obvious reasons, are probably more focused on finding a date than clicking on ads.
But in recent years, brands have found ways to insert themselves into the online dating experience. Here are four examples.
Chipotle launches a loyalty scheme to win customers back
The past year has been tough for Chipotle Mexican Grill.
After multi-state E. coli outbreaks infected dozens of customers, the high-flying American fast food chain fell back to earth and has been struggling to heal its brand and encourage consumers to stay loyal.
Five of the all-time best brand tie-ups, including Starbucks, O2 & Zoolander
Last week saw three of the strangest brand tie-ups for a while.
The first was that Nike Starbucks shoe, retailing at $100, the second, a strained Wayne Rooney cameo (see below) in an X-Men adventure (and some blue-faced mascots at a United game), the third, green and red Angry Birds burger buns at McDonald’s.
This got me thinking – what are the best brand tie-ups of the past few years?