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Marketing Insights

Karen Kerski

Recent Posts

Drive Brand Awareness with Loyalty

Posted by Karen Kerski

Immediately you think of the old loyalty programs, earning points to get a reward. That’s part of what this is about. How does Starbucks and Chic-Fil-A have such loyal of repeat customers that will only buy one brand of coffee and drive an extra mile to get to Chic-Fil-A? These customers want more than convenience. 

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Topics: Branding, brand loyalty

Create a Brand Name to Remember

Posted by Karen Kerski

It’s fascinating looking at all the product and company names that you come across daily whether it’s a B2B or B2C company. There are many companies that have been around 100 years or more that are still highly recognized and respected.

They have persevered the generational changes adapting strategy to the times. Some have made modifications to their name or logo as part of their adapting technique.

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Topics: Branding, rebranding

Can Multiple Brands Be Brought Under One Brand?

Posted by Karen Kerski

The simple answer is yes, but it really isn’t a simple matter. You must understand the “individual product and brand awareness” of each product that you are considering bringing under one brand. You must also consider the individual target audience of each product and brand. Being thorough in looking at these facts will determine which brand is the strongest to use as a single brand and whether it is appropriate main identity for every product.

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Topics: Branding, Packaging Design, Product Development, brand loyalty

It only takes 1 error to change customer's brand impression.

Posted by Karen Kerski

I've been dealing with one reoccurring issue in the last few days, poor customer service. Just today I waited at the drive up window at the major pharmacy to get service. I could see someone at the drive up counter with a tag that said "Team Leader". She was taking a long time typing and looking at a monitor that blocked the view of her face. Then when she was finished on the computer monitor she just turned and left. That wasn't neighborly.

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Topics: Branding, brand loyalty

3 Ways to Boost Brand Loyalty

Posted by Karen Kerski

Consumer impression of your brand value is most often tied directly to your price and the retailer where it is sold. It's why you will never see certain products in Walmart. Even with the massive disruption technology has had on how people shop, sales and discounts still get people in the door leading to customer acquisition and repeat sales. Shoppers will always have a brand preference as long as brands differentiate and engage, but guaranteeing loyalty requires a consistency and engagement.

Many marketing guru’s are putting out false stories that brand loyalty isn’t possible with Gen Xers. They are also stating retail stores are passe, online will kill retail. I’m going to throw down my claim, based on history, experience and closely watching the industry… retail won’t die. Shoppers will always want to touch and see a product as part of the purchasing process. People will always want instant gratification and be able to walk out of a store with their purchase in had without waiting for shipping or a drone delivery.

It’s important that brands step up and innovate the shoppers experience and weave that experience from every marketing portal, mobile to store. Stores are struggling to stay profitable. In some categories the retailers have eliminated branding opportunities in store which accounts for some of their trouble, pushing house brands above the brands that draw consumers. Many are reducing floor staff which harms their reputation and store experience. I’ve heard comedians talk about the rarity of store personnel like spotting a rare white tiger.

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Topics: Branding, Mobile Marketing, market expensive products, brand loyalty

Why it's hard to market expensive products

Posted by Karen Kerski

High priced products have always been a tougher sale. Technology has changed the way we shop but hasn’t shortened the process. What has changed is where people access information and recommendations. It’s easier to get a lot of information quickly without going to the library.

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Topics: Advertising, Branding, Marketing, market expensive products

How To Avoid Failure and Have an Awesome Package Design

Posted by Karen Kerski

I was standing in the grocery store staring at the shelf looking for my brand.

Becoming frustrated, I tracked down an employee to help me find the brand I had to have. They brought me back to where I had been standing and pointed to a box I’d overlooked.

There it was, the product I wanted, but the package had a whole new look. The logo was smaller and the background color had changed.

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Topics: Packaging Design, rebranding

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