Marketers might have different priorities from members of the public when it comes to admiring businesses and brands, but according to a new list of the companies most respected for their marketing, those brands that please their customers are also the ones that most impress marketers.
The brands most admired by marketers in the UK
1 John Lewis
5 Procter & Gamble
= 10 Tesco, Virgin Atlantic and Volkswagen
The top brands on the list, compiled by research company Grupo Consultores UK (GCUK) from interviews with more than 200 marketers, would not be out of place on a list of consumers’ favourite brands either. With retailer John Lewis, technology company Apple and Sir Richard Branson’s Virgin group taking the top three places, marketers clearly admire and perhaps envy brands who can generate enthusiasm from their customers.
You have to break out of a straitjacket, one that is slowly wrapping around you in your organisation; how you see yourself, the world, business, customers. You’re framed by habit, by the budget, comparison with last year, last month, last week, meeting targets. These can all slowly suffocate you and your ability to see things fresh and new. You should take a fresh look at yourself, your customers and, above all, the opportunity.
There’s been a lot of brands looking to ride the wave of nostalgia through advertising in the past year or so, but this weekend Tesco is opening a retro store as part of the Goodwood Revival classic car festival which means customers will be immersed in the store’s history.
We have Tesco delivering to us on a fairly regular basis. No problems.
Personally I enjoy physical food shopping at Waitrose. No problem; in fact the experience at Waitrose in Woodley on Christmas Eve was excellent.
So I thought about using Ocado for home deliveries. A quick search and the following article was found quite quickly:
In our fairly short tenure as a customer we’ve had over a dozen deliveries. We’ve also had an unprecedented reoccurring problem with goods turning up damaged. We’ve even had an incident where fresh fruit arrived so mouldy, some items had already turned to mulch, plus a couple of incidents of bakery goods turning up completely stale and a few items that never turned up at all (but remained on the bill). Around £80 of food and non-food items have been compromised across our dozen-or-so deliveries to date. It’s a large amount of money to have to refund to one customer, and can’t be helping Ocado’s bottom line. It is also problematic as it undermines the main point of online grocery ordering – we buy online and have it delivered to our home so we don’t have to go to the store (for various reasons we rarely have time anymore). Yet with the high degree of damaged goods, we still end up regularly hitting a traditional supermarket to replace damaged, missing or otherwise compromised items.
I must immediately declare a personal interest here as I know Andrew Gidden, the founder and managing director, of Red Lion Foods Ltd.
The concept is simple: 100% of the post tax profits go to armed forces charities. At the launch event £100,000 was donated. This money was shared by The Royal British Legion and SSAFA. This created a considerable amount of excitement and positive support for the business straight away. And of course as the business continues to trade and grow the payments to charities will recur…this is not a one off exercise.
What will be interesting here is how fast the brand catches on with minimal ATL activity. Will word of mouth (WOM) get people reaching for Red Lion Foods teabags at Tesco or ham at Morrisons? Personally I think it will take off; here is a way for consumers to support a range of popular causes without spending more or signing a direct debit. Already some pundits are predicting this to be a £150m business in 12 months.