The Big Picture
By Eric Pakurar, G2


The run-of-the-mill “loyalty” program focuses narrowly on encouraging a consumer who has just bought a product or service to repurchase, whether through points, badges, a punch on a 10-punch card, or any number of other similar mechanisms. But loyalty should be considered more broadly — it includes the purchase-repurchase stage, but is not limited to it. Loyalty is a measure of a given person’s willingness to commit to a brand. Beyond buying the next ice cream cone, it also includes the degree to which I am willing to go out of my way to find Lisa and buy ice cream from her, to be willing to pay a premium and to be an advocate for a specific product, vendor or even scooper.

If that broader definition is true, then the idea of commitment has broad implications for how we think about marketing.

A brand is the sum of our collective encounters with and perceptions of it. All of these encounters are likely to be disconnected and interspersed with encounters with other brands. Our lives are not typically experienced in a linear fashion, and the accumulation of various encounters and experiences with brands can often contain conflicting bits of information. Our brains synthesize it all together, coalescing everything into a single consumer perception of the brand.


To read the full article download The Big Picture (pdf).

Source: The Hub, November/December 2010





Tools Print page E-mail page Reading Room Get Acrobat Reader

 
About the Author

Eric Pakurar is head of strategy and integrated planning at G2 USA, responsible for the G2 Pathfinder planning process across experiential, design, interactive, promotional, relationship and shopper marketing. He may be reached at epakurar@g2.com.
 

   Go >
 








A Master Class in Brand Planning: The Timeless Works of Stephen King
In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine.
(Click for details)

Tell the Truth
In "Tell the Truth", Jonathan Baskin and Sue Unerman look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships. Truth truly yields true competitive advantage.
(Click for details)

The Athena Doctrine: How Women (and the Men Who Think Like Them) Will Rule the Future
From acclaimed social theorist, consumer expert, and bestselling author, John Gerzema, and award–winning author, Michael 'Antonio, The Athena Doctrine shows how feminine traits are ascending - and bringing success to people and organizations around the world. By nurturing, listening, collaborating and sharing, women and men are solving problems, finding profits, and redefining success in every realm.
(Click for details)

The Edge: 50 Tips from Brands that Lead
In The Edge, Allen Adamson examines how the leading brands of today maintain their dominance in the market utilizing the strategies put forth in his previous books BrandSimple and BrandDigital. Adamson succinctly accounts specific challenges facing the biggest brands of today, from major companies like Apple and General Mills to celebrity brands like Lady Gaga and Jay Z. He reveals the guiding principles employed to ensure the message stays focused, remains clear, and continues to drive a brand to the top of the market.
(Click for details)

Lifestyle Brands: A Guide to Aspirational Marketing
Antonio Marazza, General Manager of Landor Milan, and Stefania Saviolo, Professor at Bocconi University, investigate the reasons why some brands are adopted by people not for what they do, or what they stand for, but for the inspiration they provide.
(Click for details)

# THOUGHT LEADERSHIP tweet
#THOUGHT LEADERSHIP tweet is part of the THiNKaha series whose slim, easy-to-read-and-absorb books contain 140 thought-provoking and actionable quotes (tweets/ahas). Authors Dr. Liz Alexander and Craig Badings, who have more than 50 years of consulting experience between them, have devised a series of questions that will provoke you to consider all the elements necessary to execute a successful organizational thought leadership campaign. The authors have done the preliminary thinking for you so that your organization can better leverage your value in your industry.
(Click for details)

The Luxury Market in India: Maharajas to Masses
Added Value, the global brand development and marketing insight consultancy, has contributed a chapter to the world’s first authoritative book to be published about the luxury market in India. The Luxury Market in India: Maharajas to Masses, co-edited by Glyn Atwal and Soumya Jain, and published by Palgrave Macmillan, is a window into the highly complex Indian luxury market.
(Click for details)

Turbo Chinese
What can a man from the land of software and street squalor; yogic nirvana and dreamy Bollywood tell over half a million working expats in China, about learning the language? That learning Chinese (and doing it fast!), has less to do with memory and more to do with technique; that Chinese comes alive when learning is organic and inspired by life experiences rather than restricted to templates as books make us believe.
(Click for details)

Raw: Pervasive Creativity in Asia
A sumptuously illustrated look at grassroots creativity in Asia, the conditions that drive it, and what it means to build a business using the power of ideas. There is nothing on the market that is comparable. This is not a dry text business or psychology book. The basis of a creative economy is the recognition that ideas are democratic and come from everyone, followed by the conversion of ideas into financial profitability. This book explains how this is happening in Asia and what, strategically, the West can learn from it.
(Click for details)

Sexy Little Numbers: How to Use the Data You Have to Increase Sales and Grow Your Business at Virtually No Cost
In this book – the first of its kind – Dimitri Maex, Managing Director of global advertising agency OgilvyOne New York and the engine behind the agency’s global analytics practice, reveals how to turn your data - those sexy little numbers that can mean more profit for your business – into actionable strategies that drive real growth and revenues. And he can show you how to do it at virtually no cost.
(Click for details)

Rabbit or Roadkill
Recently, Wunderman West managing director Dan Olson participated in a Hyper Island/Think LA/4As event that yielded some major results. The result was Rabbit or Roadkill: Ad Agency Leaders Write the Book on Speed which Olson contributed Chapter 15 and the title: Rabbit or Roadkill. "We must be quick in bringing an idea to life, test it, and if it doesn’t work, change it." Said Olson. Fast Company Co.CREATE´s Rae Ann Fera wrote about the dinner and book experience. Here´s what she had to say. You can order or download a copy of Rabbit or Roadkill from Hyper Island.
(Click for details)

Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action
With Likeonomics as a guide, readers will get unconventional advice on how to stand out in a good way, avoid the hype and strategic traps of social media, and appeal to customers in a way that secures your company as a trusted and believable resource.
(Click for details)

Velocity: The Seven New Laws for a World Gone Digital
Written as a fascinating and enjoyable conversation between the authors - Stefan Olander, Vice President of Digital Sport from Nike and Ajaz Ahmed founder and Chairman AKQA - Velocity´s up-to-date examples illustrate key lessons, together with insights, ideas and inspiration that individuals and businesses should adopt to thrive.
(Click for details)

The Art of Shopping: How We Shop and Why We Buy
This book is the result of 20 years of pioneering research (from filming shoppers in-store to brain scanning) into how people around the world really shop. It explores what we actually do rather than what we think we do, how we really choose and make decisions to buy, and what really works for brands trying to persuade us to buy.
(Click for details)

Walmart: Key Insights and Practical Lessons from the World's Largest Retailer
offers a comprehensive insight into how the retailer emerged from its humble roots in rural Arkansas to become a global retailing phenomenon.
(Click for details)

I'd Rather Be in Charge
Charlotte Beers is proof that women can achieve power, pride, and joy at work--despite the odds. In the highly competitive and often cutthroat world of advertising, Charlotte became the first female ever to head two giant, multinational advertisingagencies.
(Click for details)

Grow: How Ideals Power Growth and Profit at the World’s 50 Greatest Companies: How Ideals Power Growth and Profit at the World's Greatest Companies
In this, the next big idea book, Stengel deftly blends timeless truths about human behaviour and values into an action framework, to show us how by embracing what he describes as 'brand ideals', the world's best businesses can achieve incredible growth and drastically improve their performance.
(Click for details)

All Business is Local: Why Place Matters More than Ever in a Global, Virtual World
Marketing experts John Quelch and Katherine Jocz offer a new way to think about place in every strategic decision-from how to leverage consumer associations with locations to where to position products on the shelf. They explore case studies such as Nike and The Apple Store, which use place in creative ways.
(Click for details)

The Wiki Man
This book acts as an introduction to Rory Sutherland's key thoughts and ideas, and gives an insight into his unique character and personality-attempting to encapsulate the essence of Rory. The book takes you on a winding journey through blog posts interweaved with snippets of interviews, tweets and reference material to give a rich and engaging introduction to Rory's mind.
(Click for details)

Marketing to the New Majority: Strategies for a Diverse World
David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations.
(Click for details)

How to Use Politicians to Get What You Want
This book is an informal how-to guide for consumers, pressure groups, residents groups, etc to demonstrate how and when to use your national and local politicians to assert your rights as both a consumer and a citizen.
(Click for details)

The Branded Mind
Explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour.
(Click for details)

Consumer India: Inside the Indian Mind and Wallet
In Consumer India, Dheeraj Sinha weaves the narrative of a changing India through examples of Bollywood, our cultural conditioning, today’s role models, our behavior as consumers, and the role of brands and marketing amidst all this.
(Click for details)

Marketing Excellence 2
The first volume of Marketing Excellence was published in 2006, and this second edition contains 34 new case studies, selected from the last four years of The Marketing Society Awards for Excellence. These case studies are the best of the best and although they encompass examples of different marketing techniques in action, all are consistent in one thing: all showcase great strategic thinking, great creativity and perfect execution.
(Click for details)

Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell, and Live
In this book, consumer expert John Gerzema and Pulitzer Prize winning writer Michael D'Antonio point to a revolution in consumer values that will remake the consumer marketplace and revitalize the economy.
(Click for details)

Custom Surveys Within Your Budget
This book acts as a comprehensive guide to cost effectively managing a survey and covers everything from the evaluation of a research program to the actual output and analytics of the research.
(Click for details)

The Big Book of Marketing
The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today.
(Click for details)

Go Logo! 12 Keys to Designing Successful Global Brands
Go Logo! provides both creatives and brand custodians a diagnostic anaylsis of, and a guideline to, the 12 prerequisties for establishing a brand’s emotional benchmarks.
(Click for details)

A-Z Dictionary of Change 2010
Bates 141's "A-Z Dictionary of Change 2010" is an annual handbook containing words and concepts that are changing the way people live, work, play and learn.
(Click for details)

The Future of Marketing
The Future of Marketing is a collection of commentaries from 50 CEOs of some of the world's most successful businesses - who were asked to answer one simple question: 'What role do you see marketing playing in the future success of your company?'
(Click for details)

Shopper Marketing: How to increase purchase decisions at the point of sale
Shopper Marketing explores the subject of shopper marketing, which takes places in the store, aiming to turn shoppers into buyers, at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are increasing each year.
(Click for details)

Vulnerability Management
Vulnerability management proactively prevents the exploitation of IT security gaps and weaknesses that exist particularly within a larger organization. This book demonstrates how prevention can reduce the potential for exploitation and shows that it takes considerably less time and resources to manage potential weaknesses, than to clean up after a violation.
(Click for details)

Black and Green: Black Insights for the Green Movement
Black and Green is a call to action for the Black community to join the green movement. The book offers insights, ideas, and strategies that demonstrate how Black people can benefit from this movement and also fuel the go-green effort.
(Click for details)

The Next Evolution of Marketing: Connect with Your Customers
Marketing guru Bob Gilbreath explains how to inspire customers to truly engage with the marketing message, uncover a spectrum of unmet customer desires, and build a campaign designed to fulfill customers’ needs and move more product than ever.
(Click for details)

Brand Stand: Seven Steps to Thought Leadership
A modern-day bible on thought leadership. It is the first book on the topic which outlines a method, START IP, which provides companies and individuals with a step-by-step process to arrive at a thought leadership position and advises how to take it to market.
(Click for details)

China Beyond
China’s 4th-6th tier towns, which account for 37% of China’s population, have notably different consumer cultures and retail landscapes not only from the major metropolises of Beijing, Shanghai and Guangzhou but also from 2nd-3rd tier cities, according to ’China Beyond’, a new study released by Ogilvy China.
(Click for details)

Inside the Mind of the Shopper: The Science of Retailing
How today's shoppers really think, behave, and buy: Breakthrough insights for creating high-profit retail experiences.
(Click for details)

Survive, Exploit, Disrupt: Action Guidelines for Marketing in a Recession
The first book in Mindshare's new Strategy Applied publication series deals with recession strategies
(Click for details)

Qualitology: Unlocking the Secrets of Qualitative Research
This book centres on offering classical knowledge and techniques which are still used successfully today, as well as emerging trends and innovative techniques adapted to solve contemporary marketing issues.
(Click for details)

Generation Ageless: How Baby Boomers Are Changing the Way We Live Today
An “authoritative and eye-opening” look at the past, present, and future of Baby Boomers.
(Click for details)

Perfect Pitch - The Art of Selling Ideas and Winning New Business
A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business.
(Click for details)

A Smile in the Mind: Witty Thinking in Graphic Design
A Smile in the Mind focuses on the graphics which give the most pleasure - the ideas that prompt a smile. These are the jobs that people remember, the projects that make designers famous.
(Click for details)

Beans and Pearls
Seminal lecture delivered by Martin Sorrell to D&AD in 1996 placing creativity - in its widest sense - at the core of WPP’s offer to clients.
(Click for details)

All Consumers Are Not Created Equal
This book demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program. A previous Atticus winner, it introduces many of the ideas, now widely accepted, about segmenting customers by profitability.
(Click for details)

Public Opinion in a Globalised World
Written by leading political experts across the TNS global network, the book explores the importance of public opinion in informing politics in modern democracies and across our globalised economies. It reveals a rare international perspective on public opinion polling issues that are key to political decision makers.
(Click for details)

Rigorous Magic: Communication Ideas and their Application
In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions.
(Click for details)

Mobile Marketing Essentials, Strategy & Best Practices
Mobile Marketing Essentials is a book for marketing managers, brand managers and their agencies. It helps you developing campaigns or manage both client and agency engagements.
(Click for details)

Action Planning: How to Follow Up On Survey Results to Implement Improvement Strategies
For anyone who needs clarification on what action planning is and how to maximize its effectiveness, this is the perfect resource.
(Click for details)

The Dictionary of Change
Dictionary compiled by Bates 141 identifying new words and phrases that entered into common parlance during 2008.
(Click for details)

The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
In this thorough investigation of brand strength in the accelerated modern business world, Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands.
(Click for details)

Search Engine Marketing, Inc.
In this book, two world-class experts present today's best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.
(Click for details)

Strategic Database Marketing
Strategic Database Marketing details the latest web-focused strategies for unleashing the power in your company's customer database and turning it into a sales-building weapon.
(Click for details)

The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
Your company's stock price depends on the value of your brand. So if consumers aren't valuing it as much as financial markets, the future of your company could be in for big trouble. You could be the victim of a "brand bubble." Customer surveys show that the number of high-performance value-creating brands is diminishing across the board.
(Click for details)

BrandDigital: Simple Ways Top Brands Succeed in the Digital World
In his best-selling book, BrandSimple: How the Best Brands Keep it Simple and Succeed, Allen Adamson explained, in a straightforward manner, how powerful brands get built. Adopting the same engaging style in BrandDigital: Simple Ways Top Brands Succeed in the Digital World, he explains that in the fast accelerating digital marketplace the basic principles of building a powerful brand have not changed (as some may think) but, rather, have been magnified.
(Click for details)

ENTERPRISE 2.0: How Social Software Will Change the Future of Work
Enterprise 2.0 is one of the first books to explain the impact that social software will have inside the corporate firewall, and ultimately how staff will work together in the future. Niall Cook helps you navigate this emerging landscape and introduces the key concepts that make up 'Enterprise 2.0'.
(Click for details)

China's Creative Imperative
Based on interviews with a wide range of creators - designers, musicians, folk artists, painters, discussions with common people about the role that creativity played in their seemingly mundane lives, and extensive trawling of the popular culture scene in China, China's Creative Imperative provides rich evidence and a provocative point-of-view that businesses should find hard to ignore.
(Click for details)

Personality not included: Why Companies Lose Authenticity and How Great Brands Get it Back
In his new book, PERSONALITY NOT INCLUDED, marketing expert, award winning blogger and social media guru Rohit Bhargava explains how faceless companies do not work in today's environment. In a world where consumers have more access to information than ever, and more power to share their voice, a brand's identity is no longer controlled through marketing and advertising.
(Click for details)

Customer Churn Reduction and Retention for Telecoms: Models for All Marketers
Industry expert Arthur Middleton Hughes explains what Telecom enterprises can do to continue to exist. Their salvation rests not in their technologies, Hughes explains, but in their marketing strategies.
(Click for details)

A Brand with Power: Fuelling Success in the Energy Market
Deregulation is causing the utilities market to change across much of the globe. In the free market, state-owned monopolies have been replaced by an array of companies selling gas, electricity and water. From dusty monopoly to Danish Energy giant, this book explores how DONG shook off its outdated image and completely transformed itself into an innovative and dynamic company with a strong brand.
(Click for details)

DigiMarketing: The Essential Guide to New Media and Digital Marketing
Developments in media and digital technology have spawned a new era in marketing.
(Click for details)

Greater Good: How Good Marketing Makes for Better Democracy
Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In Greater Good, the authors contend that marketing performs an essential societal function--and does so democratically. They maintain that people would benefit if the realms of politics and marketing were informed by one another's best principles and practices.
(Click for details)

Actionable Web Analytics: Using Data to Make Smart Business Decisions
Getting ROI from the web is everyone's job. Right now someone is clicking on your website, and knowing everything you can about those clicks and the people that make them is a business imperative. That's the first of a set of compelling business lessons distilled from the authors' decade of experience with the world's most powerful online brands.
(Click for details)

Microtrends: The Small Forces Behind Tomorrow's Big Changes
Bill Gates, Tony Blair and President Clinton are among those who have listened closely to Mark Penn's analysis. In Microtrends, you'll understand why so many influential leaders have sought Mark Penn's counsel. Mark Penn highlights everything from religion to politics, from leisure pursuits to relationships. Microtrends will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.
(Click for details)

Get Ahead by Going Abroad: A Woman's Guide to Fast-Track Career Success
A ground-breaking book that highlights a growing trend among successful, globe-trotting women. Working abroad can fast-track your career, broaden your professional capabilities, increase your pay and expand your personal horizons.
(Click for details)

BrandSimple
Drawing on years of experience with some of the world's top brands, Allen Adamson argues for a return to the basics of good branding and shows how to simply and effectively communicate your brand's message
(Click for details)

Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing
A collection of thought-provoking observations on marketing issues from client management and brand management to strategy and product development. Essential reading for any communications professional
(Click for details)

Space Race
What is communications planning? Where is it going? Who will own it? How will it change things? Planner Jim Taylor sets out to define the structure of tomorrow's agencies by interviewing the leading lights of the industry today
(Click for details)

Brands & Gaming
Added Value marketers on how brands and businesses can understand and harness computer gaming, the huge opportunities available and the unique rules of engagement required
(Click for details)

One Billion Customers
Ogilvy Public Relations advisor and former Wall Street Journal China bureau chief McGregor on the lessons from the front line of doing business in China. Includes case studies of successful, and unsuccessful, ventures
(Click for details)

Pick Me
Ogilvy & Mather Toronto co-creative chiefs on how to land a job in advertising and thrive once you're in. Fourteen industry luminaries share their insights.
(Click for details)

The Future of Men
Charts the evolution of the role of men and what it means for business and culture, arguing that the new definition of male will revolutionise how we define and reach the 'new' male market
(Click for details)

Sponsorship’s Holy Grail
Employs Six Sigma quality improvement programme to enable organisations to understand, conduct and monitor sponsorship activities in line with specific business goals
(Click for details)

The Advertised Mind
Draws on information about the working of the human brain to suggest why emotion is so important a factor in remembering an advertisement and pre-disposing consumers to buy brands
(Click for details)

BRAND sense
Employs Millward Brown research to explore the effects of leveraging all five of the senses - touch, taste, smell, sight and sound - when building brands
(Click for details)

The Business of Brands
Outlines how brands are a source of value for businesses in terms of shareholder value through revenue generation and as a management tool - and for consumers, as a source of trust or predictor of quality
(Click for details)

Being Direct
In his own words, how 'the pioneering father of direct marketing' did it. With a groundbreaking final chapter on marketing in the 'post-present' and a new chapter on the impact of the Internet
(Click for details)

More Bull More
A collection of 70 short essays covering the marketing gamut, from advertising and brands to the people they are aimed at
(Click for details)

The 360 Degree Brand in Asia
With case studies on IBM, American Express, Pond's Institute, Nestle, amongst others, the authors set out a framework by which companies can plan their marketing strategy and budgets as they globalise
(Click for details)

Truth, Lies & Advertising
Describes how successful account planners work in partnership with clients, consumers and agency creatives. Argues that well-thought-out account planning results in better, more effective marketing and advertising
(Click for details)

Ogilvy On Advertising
The timeless reference on what works to create great brands, effective campaigns that make the cash register ring, and a productive agency environment. David Ogilvy pulls no punches, and his advice is priceless.
(Click for details)

 
Share
Be the first of your friends to like this page.
-


 

WPP is a world leader in advertising and marketing services.