Masstige brands or the problem of being the ham of the sandwich


Last month we organized an online survey asking about masstige brands. The survey was open during two weeks.

Before results

  • We consider only 12 brands that were mentioned as masstige ones (with global presence) in different media
    • We excluded those brand that were, in certain way, at the top and bottom pricing levels of the masstige category (if we can call it ‘category’). E.g.: Porsche Boxter or Sam Adams beer
    • We considered the following brands: Burberry. Codorníu, Commes des Garçons, Hermes, La Perla, Lladró, Majórica, Manolo Blahnik, Möet & Chandon, Swarovski, Tiffany and Vivienne Westwood. (please, do not kill the messenger, we only took brands mentioned several times in different magazines, off and online, during the last four months)
  • There were 404 completed answers and 915 uncompleted (people leaved the survey before ending it)
  • Participants came from 25 countries
    • 50% of answers came from Germany, Portugal, Spain, UK and USA
    • 30% of the answers came from Argentina, Brazil, Canada, France and Italy
  • 90% of the people who answered were between 26 and 55 years old

Yahoo Gives Update on Alliance with Microsoft Yahoo Microsoft Integration to Be Ready Before Holidays

By Chris Crum

We haven’t heard much about the long-awaited Microsoft-Yahoo Search Alliance in a while, but reminding everybody that the integration is still on the way, Yahoo posted an update today via its Search Marketing Blog.

The company says priority one is to make the transition to Microsoft’s adCenter as smooth as possible, and that includes the following steps:

* Protect the holiday period – We know how important the holiday selling season is to many of you, so our aim is to complete the transition in the U.S. and Canada before the start of the 2010 holiday season.
* Ensure a quality transition – If we determine that we cannot transition with quality before the holiday period, we’ll defer the transition until the early part of 2011.
* Provide a window-of-time – To provide as much flexibility as possible, we intend to offer a window of several weeks in late summer, during which you can choose the time to initiate and complete your transition.


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We haven’t heard much about the long-awaited MicrosoftYahoo Search Alliance in a while, but reminding everybody that the integration is still on the way, Yahoo posted an update today via its Search Marketing Blog.

The company says priority one is to make the transition to Microsoft’s adCenter as smooth as possible, and that includes the following steps:

  • Protect the holiday period – We know how important the holiday selling season is to many of you, so our aim is to complete the transition in the U.S. and Canada before the start of the 2010 holiday season.
  • Ensure a quality transition – If we determine that we cannot transition with quality before the holiday period, we’ll defer the transition until the early part of 2011.
  • Provide a window-of-time – To provide as much flexibility as possible, we intend to offer a window of several weeks in late summer, during which you can choose the time to initiate and complete your transition. Leer más “Yahoo Gives Update on Alliance with Microsoft Yahoo Microsoft Integration to Be Ready Before Holidays”

Do Job Hoppers Really Make the Best Employees? Penelope Trunk Thinks So.

In the 20th century one thing you didn’t want was a reputation as a job hopper. But in the 21st century? Penelope Trunk says it’s a different story. In a blog called Why Job Hoppers Make the Best Employees, she points to the statistics that tell us that people in their 20s change jobs approximately every 18 months. And people in their 30s change jobs frequently as well, although at a slower pace than the Gen-Yers. [Más…]

But let’s reframe this old issue. Job hoppers are not quitters, nor are they merely opportunists. Penelope argues that job-hoppers make better employees and are generally more satisfied with their work life. So if you think job-hopping is bad stuff, change your thinking.


In the 20th century one thing you didn’t want was a reputation as a job hopper.  But in the 21st centuryPenelope Trunk says it’s a different story.  In a blog called Why Job Hoppers Make the Best Employees, she points to the statistics that tell  us that people in their 20s change jobs approximately every 18 months.  And people in their 30s change jobs frequently as well, although at a slower pace than the Gen-Yers. Leer más “Do Job Hoppers Really Make the Best Employees? Penelope Trunk Thinks So.”

Brand Positioning Fundamentals – Point of Difference

Marketing amateurs believe that positioning is just about what makes a brand different. As I’ve explained in previous posts, it is far more. To recap, positioning done right, includes:… [Más…]

1. Your target customer
2. Their need
3. Their frame of reference
4. Your point of difference(s)
5. Your reason(s) to believe

Why is the point of difference so important? Because it is why a customer will chose to resolve their need with your promise instead of the competition’s.


https://i1.wp.com/www.distility.com/Portals/62026/images//Positioning_Template.jpg

Marketing amateurs believe that positioning is just about what makes a brand different. As I’ve explained in previous posts, it is far more. To recap, positioning done right, includes:… Leer más “Brand Positioning Fundamentals – Point of Difference”

Eye Buy Art, a newly launched Canadian firm


Back in October we covered nAscent Art, which aims to bring original art into the realm of affordability for gift-giving purposes. Another effort that’s similar in spirit is Eye Buy Art, a newly launched Canadian firm that seeks to make art less intimidating and more affordable for everyday consumers. Leer más “Eye Buy Art, a newly launched Canadian firm”