Top Authentic Brands — Credibility Pays

Why do most people trust those whom they know and .org Web sites? And distrust mass media and .com Web sites? In a word: credibility (authenticity). People’s trust is hard to earn and to retain. Thus, today’s post highlights top authentic brands — credibility pays for 2017. See how popular these brands are.

 

2017’s Top Authentic Brands

Cohn & Wolfe is a communications firm. Each year, it publishes a report on brand authenticity. For the 2017 report, it says:

“The Authentic Brands study covers authenticity in business. And it reviews attributes associated with an authentic brand. Also, it studies authenticity from diverse viewpoints. These include consumer, investor, and employee attitudes and behaviors. We surveyed 15,000+ consumers across 15 markets. And we asked about perceptions of 1,400+ brands. Then we applied our proprietary algorithm to determine the Authentic 100. In sum, this index ranks global brands by perception.”

“In addition, We determined the top authentic brands in 15 countries.” [We note these in the next two sections.]

The top ten global brands show this listing. From a global consumer perspective, American brands dominate.

  1. Amazon.
  2. Apple.
  3. Microsoft.
  4. Google.
  5. PayPal.
  6. Adidas.
  7. Intel.
  8. Lego.
  9. Hewlett-Packard (HP).
  10. Rolex.

Click the image to view the top 100 global brands. MANY are retailers.

Top Authentic Brands -- Credibility Pays. Authentic 100.

 

2017’s Top Authentic Brands in the U.S.

With the 2017 study, Cohn & Wolfe identified 50 U.S. brands. “In the U.S., 62% of respondents said they would buy or be interested in buying a brand viewed as authentic.” And the top five among U.S. consumers:

  1. Amazon.
  2. PayPal.
  3. Burt’s Bees.
  4. Crayola.
  5. M&M’s.

To access the U.S. list, click the Amazon logo. Then, scroll down the page to the United States.

Top Authentic Global Brands -- Credibility Pays. Authentic 100. U.S. Top 50 Listing.
 

2017’s Top Authentic Brands Outside U.S.

Also In the 2017 study, Cohn & Wolfe identified the top 20 brands in 14 other counties:

  • Brazil.
  • Canada.
  • China.
  • France.
  • Germany.
  • Hong Kong.
  • India.
  • Indonesia.
  • Italy.
  • Singapore.
  • Spain.
  • Sweden.
  • United Arab Emirates.
  • United Kingdom.

To access the global list, click the Ikea logo. Then, scroll down the page. And choose a country.

Top Authentic Brands -- Credibility Pays. Authentic 100. Top 20 by Country.ng.

 

Posted in Global Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 7: Communicating with the Customer | Tagged , , , , | Leave a comment

HubSpot’s Insightful Self-Branding Advice

Insightful Self-Branding Advice. We value this topic as one of our favorites. And make it one of YOURS! Great self-brands lead to great careers. 🙂

How would YOU address these comments: I regularly ask my undergraduate and graduate students: Why should an employer want to hire YOU? What distinctive skills do YOU offer?
 

From HubSpot: Insightful Self-Branding Advice

Carly Stec, a senior content strategist at , offers excellent self-branding advice. Definitely worth an in-depth look!

“When you look for a job, expect to be Googled. When you try to land a speaking engagement, expect to be Googled. Send a guest contributor pitch to a blog you admire. And expect to be Googled. Why? Anyone who may work with you wants to know about you. That person wants an idea of your work and your personality. Then, he or she may respond to you.”

“As a result, your personal brand comes in. It refers to how you present or market yourself, your skills, and your work. Want to get past that initial Google search? You need a personal brand that reflects your capabilities. We assembled an A to Z guide. From consistency to networking, we walk you through the elements that define an impressive personal brand. So, you feel good about those Google search results.

The A to Z Guide begins with Authenticity. And it concludes with Zealous. Click the icon. Then, read the in-depth series of tips.

Insightful Self-Branding Advice. A to Z Guide from HubSpot:

 

Click the image for free bio tips and templates to get noticed. Note: Free sign-in required. Worth the effort!


 

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Is a Deliverer Entering Person’s Home OK?

What do YOU think of this: A Deliverer Entering Person’s Home OK? Amazon believes many of its customers will love this practice. And that they will pay for it. But, critics say most people won’t want a stranger in their home if they are away.

We know most shoppers want convenience and speed in having products delivered. People feel OK if home for deliveries and with packages left at their door. But, will they leave a key for a deliverer to enter their home?

 

Amazon Key: A New Form of Delivery

Powerhouse Amazon believes its new in-home delivery will be a big hit:

“Amazon Key is an exclusive service for Prime members. It radically improves the convenience of receiving deliveries. And it allows in-home delivery and secure home access for guests and others. Find out at https://www.amazon.com/key.

Check out the video overview of Amazon Key.

And Amazon sees a bright future for this service. Look at the pricing strategy:

“Amazon Key works for for Prime members in select cities and surrounding areas. To get started, purchase the Amazon Key In-Home Kit, starting at $249.99. The kit includes Amazon’s indoor cloud camera and a smart lock.”

“As a Prime member, get Amazon packages delivered inside your front door. Plus, grant access to the people you trust. Such as your family, friends, dog walker, or house cleaner. No leaving a key under the mat.”

Amazon’s confidence springs from the huge number of Prime Members. And that number grows each year. And each quarter.

 Look at the number of Prime households! Deliverer Entering Person's Home OK?

For further information on Amazon Key, click the animated image.

Amazon Key. Deliverer Entering Person's Home OK? To Shoppers?
 

Is a Deliverer Entering Person’s Home OK?

To date, it seems most things Amazon touches turn to gold. But, will this be the exception? Would YOU subscribe to Amazon Key?

First, a lot of shoppers may find $249.99 pricey for the in-home kit. Second, Amazon does not yet know if shoppers trust in-home delivery.

In sum, consider these eMarketer observations:

“Amazon, Walmart, and shippers seek ways to get items past customers’ front doors. Their latest strategy — to drop packages inside homes. Or, for groceries, inside fridges. But consumers haven’t bought into the concept. Yet. In a Recode survey, 5% of Prime users say they will definitely buy it. Yet, 58% definitely won’t.”

“The percent who’d buy was similar whether or not a person used Prime.”

Deliverer Entering Person's Home OK? To Shoppers? Survey Says NO!

 

Posted in Online Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 6: Merchandise Management and Pricing, Technology in Retailing | Tagged , , , , , , | Leave a comment

Small Business Saturday 2017. Support Local Businesses.

Thanksgiving weekend is a big selling time. Consider that for firms of any size. But, most attention focuses on larger firms. Yet, tomorrow, we encourage you to participate. Small Business Saturday 2017. Support Local Businesses.

As we know, small businesses need all the help they can get:

 

What Is Small Business Saturday?

In 2010, American Express founded Small Business Saturday. The goal: To stimulate local shopping:

“It’s 2010. And small businesses hurt from an economy in recession. To support these firms, American Express launches Small Business Saturday. And schedules it on the Saturday of Thanksgiving week. By one year post-launch, local officials across the nation took notice. And they promoted the day. In 2011, the U.S. Senate passed a resolution for Small Business Saturday.”

“By 2012, officials came from all 50 states. And it got a shout-out from the U.S. President. In 2013, 1,450+ people and entities entered to be Neighborhood Champions. They rallied their communities with events and activities. By 2016, that number increased to 6,700+ Neighborhood Champions. They represented all 50 states. In addition, business groups, nonprofit trade groups, cities, towns, and others engaged. To that end, they formed a Small Business Saturday Coalition. And 100 corporations lend their official support.”

In sum, nestled between Black Friday and Cyber Monday lies “Small Business Saturday.” And it generates billions of dollars in revenues each year.

Small Business Saturday 2017. Support Local Businesses.

 

Small Business Saturday 2017. Support Local Businesses.

Small Business Saturday has come a long way. To start, check out the Facebook page. Click the image.

 

The U.S. Small Business Administration participates. “Saturday, November 25, 2017 is Small Business Saturday®. On that day, celebrate and support small businesses. And all they do for their communities. Please join the SBA and others across the country, Support local small business by shopping there.For shoppers, find small businesses in your area.

.

 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing | Tagged , , , , | Leave a comment

Happy Thanksgiving. Black Friday Shopping Next?

We wish you Happy Thanksgiving. Now, we ask you a question. Is Black Friday shopping next?

 

Happy Thanksgiving. Black Friday Shopping Next?

 

And remember to look at our holiday shopping tips.

 

Black Friday Shopping Next?

Despite many shoppers avoiding Black Friday, millions are getting revved up. And they spend billions of dollars over Thanksgiving weekend. What about YOU?

Statista has two excellent infographics on Black Friday shopping. One covers the hours people shop. The other looks at impulsive shopping.

As Rebekka Keuss reports:

“A Statista survey on purchasing habits during the holiday season revealed that those participating in the Black Friday madness plan to make use of the many doorbuster deals, traditionally – is it a tradition already? – offered only during the early hours of the day. Being an early bird literally pays off, so that’s the logic of many holiday shoppers. Accordingly, pre-Black Friday advertising does too. So, if you don’t belong to the 47 percent planning to stay at home and you are looking for a new smartphone, some new swanky clothes or expensive toys for your kids, prepare to get up early; otherwise the Black Friday deals might be gone before you can make it to the stores.”

Black Friday Shopping Next? How early will you shop?

And Martin Armstrong notes:

“Eager deal hunters will be going out with specific purchases in their crosshairs. Once in the stores, however, there is always the chance of stumbling across a great bargain which proves just too good to resist. The results of the Statista Thanksgiving & Holiday Survey 2016 showed that the product types most likely to spontaneously jump off the shelves and into U.S. shoppers’ carts are clothing, consumer electronics, and games/toys. 43 percent of respondents said that they would make an impulse purchase of ‘clothing, textiles, or shoes if they saw a good offer on Black Friday.”

Black Friday Shopping Next? How are impulsive are you?

 

Posted in Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Social Media and Retailing | Tagged , , , , , | Leave a comment

John Lewis’ Fun Christmas 2017 Ad

John Lewis is a British retailer that operates department stores, home goods stores, supermarkets, and online and catalog businesses. Each year, it starts the Christmas season early. Let’s look at John Lewis’ fun Christmas 2017 ad.

 

John Lewis’ Fun Christmas 2017 Ad

For Christmas 2017, John Lewis features Moz the Monster.

As reported by Alexandra Jardine for Advertising Age:

“This year’s much-anticipated John Lewis Christmas spot is the story of a huge, friendly monster who hides out under a child’s bed and becomes his best friend. The story concerns Joe, a little boy who first hears the snoring, farting monster under his bed and crossly puts up a sign on his door saying “No Monsters Allowed.” However, he comes to be friends with the seven-foot creature, playing with him every night — although when his father looks in, all he can see is Joe alone in his bed.”

“The nighttime fun takes its toll when he starts falling asleep in class and even during a soccer game. On Christmas morning, he finds a badly-wrapped gift under the tree — could it be from the monster? It’s a night light, which has the miraculous effect of making the monster disappear and letting him get some sleep — although he can still get his friend back in a second by switching the nightlight off.”

John Lewis posted a YouTube video on November 9, 2017. Within 10 days, there were well over 8.2 million views! Here’s the video.

 

In addition to the video, John Lewis operates a dedicated, interactive Moz the Monster Web site. Click Moz’s image to create your own monster, play with the monster, and take a selfie. 

John Lewis' Fun Christmas Ads. This one features Moz the Monster.

 

Posted in Online Retailing, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 7: Communicating with the Customer, Social Media and Retailing | Tagged , , , , | Leave a comment

Target, American Eagle Offer Free Shopping Day

For retailers such as Amazon, free shipping is a year-round strategy. Free shipping lures millions of shoppers to pay $99 per year for Amazon Prime. They get free two-day shipping, sometimes even on Sundays.

 

Free Shopping Day

To compete, hundreds of other retailers offer free shipping for limited periods (some tied to minimum purchase amounts). One example of this is “Free Shipping Day.”

As Jacqueline Renfrow reports for Retail Wire:

“Target and American Eagle are just two of 225 retailers that have already signed up to be a part of Free Shipping Day on Friday, Dec. 15. Originally launched by entrepreneur Luke Knowles 10 years ago, the one-day online shopping event offers free shipping on all orders and a promise that items will be delivered by Christmas Eve.”

“Free shipping continues to be a top priority for online shoppers, according to Adobe, and among the top drivers for sales growth this holiday season — estimated to reach $107.4 billion in 2017.”

This strategy will generate shopper enthusiasm for mid-December shopping at participating retailers. BUT, free shipping is provided by many retailers for longer periods than one day. So, will “Free Shopping Day” really be impactful?

Click the image to read more.

Target, American Eagle Offer Free Shopping Day. 225+ retailers in all. December 15.
 

Posted in Online Retailing, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Social Media and Retailing | Tagged , , , , , | Leave a comment