With innovation so important to the general health of our economy and the ability of our businesses to compete in a global environment, why are U.S. consumers not being introduced to a plethora of exciting new products and services? Most of us in the United States tend to feel that quality of life and the innovations that make life easier are miles ahead of those in other countries. Yet, I recently was exposed to a Korean innovation where busy people can buy products from a pharmacy by taking pictures of those products on a computer screen right on the store window. I am sure that most people would be surprised to hear that such innovations exist in Asia that don’t exist here. In Brazil, international clothing retailer C&A recently introduced hangers that have digital displays showing how often each item has been liked on Facebook. Very cool!

 

However, if you ask the average consumer in the U.S. to name an innovative company, the first name that will probably come to mind is Apple. If you ask them to name innovative products, they will probably mention the iPhone or the iPad. Surely with the thousands of companies in the U.S. that are pursuing innovation programs on an ongoing basis, a few more should rise to the top?

 

 

Keep reading at:

https://www.forbes.com/sites/onmarketing/2013/04/10/the-barriers-to-innovation-and-how-to-break-through/#3ced14957fc1

FORBES MAGAZINE; ARTICLE ON INNOVATION

In our hyper data-driven world, where all the focus is on the latest tweet or like on Facebook, emotion in marketing seems to have taken even more of a backseat than it did in the past. For years, agencies battled on, trying to convince clients that making an emotional connection with their audiences was essential to fight against short-term market fluctuations and increased competition. After all, if consumers don't just buy your brand for what it can do for them, but also feel emotionally connected, they are far more likely to stick with you when times get tough.

Keep reading at:

https://www.cogresearch.com/blog/is-emotional-really-a-bad-thing

IS EMOTION A BAD THING? - BLOG POST

The mission of the University of Massachusetts University System is to provide an affordable and accessible education of high quality and to conduct programs of research and public service that advance knowledge and improve the lives of the people of the Commonwealth, the nation and the world.

The current position of the university system is strong in that it focuses on the accessibility of the University of Massachusetts,

 and also highlights the quality of the education and programs that can be found at the institution. It represents a wide-reaching, ambitious and inspirational goal that encompasses all the advantages of the system.

However, despite its strength, it also faces challenges in its ability to differentiate UMass in the marketplace. In today’s fiercely competitive environment, many universities are offering would-be students a quality education at an affordable price, as well as focusing on the influence that graduates can have on their own lives, the lives of those around them and on the world at large.

Additionally, UMass faces challenges from private institutions, most notably in respect to out-of-state students. These private institutions, especially those in Massachusetts, are seen by some to have more desirable reputations and profiles than the Massachusetts system. This in turn pressures UMass to define and articulate its basis for differentiation in a way that no other system or university can emulate.

Finally, UMass needs to identify a basis for differentiation that can not only distinguish it from private institutions, but it also has to be able to able to interpret its positioning at the individual university level, so that each establishment in the system is part of a whole and yet maintains its individual identity.

U MASS: STRATEGIC POV

Although social media marketing has been around for a number of years, it remains a marketing channel that brings with it a certain amount of confusion as to the best way to reach one's target audience and use this channel to drive business. Many clients still struggle with the GMOOT (get me one of those) syndrome; get me a plan with Facebook, Twitter and Instagram without really knowing that it will enable them to reach their most important consumers.

https://www.cogresearch.com/blog/gmoot-get-me-one-of-those

GMOOT - BLOG POST

Africa is innovating. Home to both tremendous opportunity and considerable challenges, African scholars, researchers, and entrepreneurs are taking on some of the world's most daunting problems. In industries such as green-tech, financial services, and healthcare, African businesses are developing locally informed solutions with global applications. However, a lack of awareness of the cutting edge work being done in Africa is keeping the west from taking full advantage of these innovations. We have to reverse this situation - bringing African expertise, knowledge and capabilities to the efforts to tackle the worlds most pressing issues and create global growth. 

 

The Program For African Thought was designed with a single purpose: to bring the innovation, inspiration and insight of African thought leaders to the world. This is not a matter of charity, but one of bringing the new technologies, practices and understandings that are being developed throughout Africa to global efforts to create a prosperous 21st Century. The Program for African Thought identifies thought leaders across multiple disciplines and creates a platform from which they can meaningfully share their ideas with the business and policy communities. Bringing these voices to the table will expose policymakers and business leaders worldwide to new perspectives and opportunities that will put them at the forefront of the 21st century’s most exciting innovations and markets.

WORLD POLICY INSTITUTE - BROCHURE

Marketing healthcare can be challenging in today’s environment because according to a Gallup study in 2015, only 39% of consumers have a positive view of the industry, compared to 45% that have a negative one. That leaves the industry with a net 6% deficit. This is shockingly low when compared to another industry like the computer industry that has a 59% net positive score.

The negative consumer perceptions of the healthcare industry can be linked to a number of things but one of them is the lack of trust caused by the industry’s failure to be transparent. Fortunately, this is starting to change. Healthcare professionals and organizations that embrace transparency have a huge opportunity to connect with patients on a whole new level, especially when it comes to marketing relevance.

Continue reading at: https://www.mediapost.com/publications/article/270788/the-power-of-marketing-transparency.html

MARKETING WEEK - ARTICLE ON HEALTHCARE TRANSPARENCY

If I were to ask which is the most undervalued and misunderstood consumer group in the U.S., one that will control over $1 trillion by 2010, most people would probably mention a minority group or the over-50 segment of the population. What few people would probably come up with is "women." After all, would be the protest, don't women get targeted for nearly every household product and grocery item available?

Well, that is probably true, but when you consider that over 80% of all cross-category purchases are made by women, their influence has to extend past the parameters of the home. However, even on this well-mined, female-centric turf, the mistakes made by marketers are numerous. A recent study conducted by the American Marketing Association showed that 91% of women feel misunderstood and misrepresented by advertisers and marketers. This indicates the huge business opportunity "getting it right" represents.

Keep reading at:

https://www.forbes.com/2009/04/22/selling-women-curtis-cmo-network-curtis.html#4f161fb673b0

FORBES ARTICLE - MARKETING TO WOMEN

Communication Purpose

To motivate consumers to use Walgreens Pharmacy for convenience items, e.g milk and school supplies, rather than exclusively for filling prescriptions.

Consumer Insight:

Consumer insight exploration revealed that the proximity and ease with which it was possible to access Walgreens, meant that it fulfilled 'last minute' needs in a way that mass merchandisers were unable to do.

Strategic Idea:

Walgreens is the antidote to life's realities: it is the prescription for a busy life.

Persona:

An ally: there when you need it, supportive, kind and in touch with life's realities.

WALGREENS PHARMACY: BRAND STRATEGY

Communication Purpose:

To take the Country Time Lemonade brand out of the world of backyard barbecues in the summer, and more effectively compete with year round ready to drink beverages.

Brand Insight:

Lemonade is uniquely associated with a sense of youthful optimism, innocence and joy - a return to a more uncomplicated existence. An eternal summer state.

Strategic Idea

Country Time Lemonade Lifts the Spirits and Returns You To A Summer State Of Mind.

Persona:

Youthful, Joyous and an eternal optimist.

KRAFT COUNTRY TIME LEMONADE STRATEGY

Designed the website for COG Research UK, including writing the web copy and the tagline for the copy - Measuring What Matters.

www.cogresearch.com

COG RESEARCH UK - WEBSITE AND COPY

With so many different brands and products competing for your audience's attention, you need a way to present your company and what you do that is going to make it stand out in the market and differentiate it from the competition.

 

At Kaptiva Group, we use our extensive marketing experience to help our clients learn about their audience's needs and preferences, create a strong brand idea and create marketing solutions that inspire and motivate people to buy.

 

We also work with Kaptiva Photography to bring ideas to life through imagery.

 

Keep reading at: www.kaptivagroup.com

KAPTIVA GROUP - WEBSITE AND COPY

BE AT THE FOREFRONT OF HUMAN EVOLUTIONARY UNDERSTANDING.

 

The work done at PASA is vital not only to the ongoing preservation of primates, but also to get a deeper insight into human evolution. Researchers have already conducted significant studies at PASA, and we need more scientists like yourself to continue to do this valuable and essential work.

 

Scientists who work with us are given easy access to observe diverse primate species living in large forest enclosures and receive logistical support from the sanctuaries. Research conducted through us includes primate cognition, social behaviour and the evolution of tool usage.

PASA - RECRUITMENT POSTER

Come and grow your network at one of the many British- Portuguese Chamber networking events throughout the year.

 

Our networking events are designed with the goal of connecting you and your company with other Chamber members where there is the opportunity to explore high potential new partnerships and business possibilities.

 

We would love you to join us, share your wisdom and experience, meet new people and exchange viewpoints on key business issues.

BRITISH PORTUGUESE CHAMBER - BROCHURE

Communication Purpose

To bring to life the reasons why McDonald’s has a place in people’s hearts that no other fast food restaurant can occupy. A place where everyone can ‘come in out of the cold’ and feel the spirit of humanity while satisfying his or her hunger in a way only McDonald’s can do.

Consumer Insight

The best moments in life are those that enable a shared smile, laugh or a fleeting human connection. When it comes to choosing a fast food restaurant, these things are as important as the food itself.

Strategic Idea

Togetherness Happens at McDonald’s.

Persona

Warm, welcoming, approachable, optimistic and above all REAL. 

MCDONALD'S - BRAND STRATEGY

Communication Purpose

To demonstrate that Aetna understands that the face of retirement has changed for most people and that health insurance plans have to reflect that change.

Consumer Insight

Retirement for Boomers is not about long walks on the beach with a loved one. It's about being able to carry on with life without a sense of 'before and after' retirement.

Strategic Idea

Aetna Medicare: Helping you get on with the business of life.

Persona

Down to Earth, realistic, honest.

AETNA HEALTHCARE - BRAND POSITIONING

In today’s multi-faceted world, people are increasingly refusing to be categorized by broad demographic determinants like age. People are linked more by common mindsets towards life than they are by the fact that they share the same birthday. Consequently, BR has leapt over expertise in broad demographic groups such as Millennials, to identify a wide-reaching mindset that transcends demographics. This audience, called The Hyper Life by BR, represents over one-third of the US population and is a major influencer in terms of driving brand and business success. They are doing this through a lifestyle that embraces today’s fast-paced world with a mindset of living for the moment, being first to try and experience new things and looking for ways to make a difference in the world

 

The Hyper Life consumer earns more than the general population and spends freely, with 49% more likely to buy things on the spur of the moment and 85% saying they like to try new things. This high-value consumer also has a strong influence on the purchases of others with 58% saying their friends and family seek their advice.

HYPER LIFE LAUNCH - PRESS RELEASE

Communication Purpose:

To enable a Kansas City-based charter school, called Della Lamb, more effectively compete for students in the Kansas City area.

Brand Insight:

Della Lamb's key point of difference vs. other area schools was the ability to attract students who were recent immigrants to the United States. The opportunity was to turn this perceived weakness into a strength through the idea of enrichment through multiple cultural perspectives.

Strategic & Naming Idea:

Kansas City International Academy: Many Cultures, One School

Persona:

Welcoming, energetic and inclusive.

KCIA - RE-BRANDING & NAMING

 Marketing to women as an independent practice first reared its head about 10 years ago. Since then, numerous books have been written, conferences held, companies launched, and millions of women interviewed to discover “what they really want.”
But has anything actually changed? A number of commercials I have seen recently that are targeted at women lead me to believe that we haven’t moved very far forward. Indeed, a 2012 review of marketing to women statistics by MediaPost indicated that as many as 91percent of women think that marketers and advertisers don’t understand them. Clearly, a disconnect exists between how women are portrayed by advertisers and marketers and how women see themselves.

 

Continue reading at:

https://www.cmo.com/features/articles/2013/6/4/marketing_to_the_hou.html#gs.NYpPO7Q 

CHIEF MARKETING OFFICER MAGAZINE: ARTICLE ON MARKETING TO WOMEN

kaptivagroup - Portugal - janie@kaptivagroup.com - +351 14 5559

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