Tuesday, March 25, 2008

Night and day

Though often negative in the news, night shops are becoming an important distribution channel. The consultancy and market research company, Food in Mind, calculated the importance of the shops. It seems that they are worth a turnover of 1,364 billion euro.

Read all about it in this week's column.

Tuesday, March 18, 2008

Under fire

The storm against advertising and marketing continues. Last week, a brand of clothes got critized for a picture they used, in which 2 young boys were holding a cigar. Clients and organizations like Vlaams Instituut voor Gezondheid or Vlaamse Liga tegen Kanker protested. Some weeks ago, we wrote on the ban of alcohol advertising before 9 o’ clock in the Netherlands. And at the same moment, environmental organizations are fighting for a correct practice of the car advertising legislation.
It is clear that no sector or brand is left untouched. Alcohol, tobacco, cars, … what’s next?
It is clear that brands will have to be inventive with governmental regulations. See an example of BIC beneath.

Read the column of this week here .

Under fir

Monday, March 10, 2008

Complaint index

Complaint management enters a new decade. In our flat world, it has never been easier for unhappy customers to express their unhappiness and managers can thus easily calculate their ‘complaint index’ through Google. In the past, brands tried to remain silent about these customers, today the opposite strategy is more efficient. Some weeks ago, Business Week wrote 'Love the customers who hate you'. The message is clear: managers need to embrace customers who complain about their products or services instead of denying or cursing them.

Read all about it in this week's column.

Tuesday, March 04, 2008

Adapt or die

Lately, alcohol advertising has become the subject of much debate. With sensitization campaigns running about side effects of alcohol, banning of advertising targeted at specific groups and increased pressure on organizations to promote responsible consumption, what should alcoholic drink brands do?

Read all about it in this week's column.