Author Archive

Are We Forgetting The Brand, Again?

Is marketing history repeating itself? 20 years ago, I entered my first real digital marketing job as Head of Digital Marketing at Levi’s® Europe. Right at this time, the evolution of digital media and how brands used them was going from one phase to another.

 

Brand Experience And Innovation

In 2000, we were in a phase of experimentation and creativity in online brand experience where the focus really was on the brand: Developing the brand through digital means to surprise and delight our users.

 

It was all about innovation, interactivity, and involvement between brand and consumers. Remember those flash websites? And all the new online media formats? And the first meager attempts with apps? And what about those silly WAP sites? We extended our brands online and we used these new media opportunities in creative ways that nurtured the brand to get closer to our consumers, and to stand out from the competition.

 

Digital Becomes Business

Alas, this fun phase was ending and in the beginning of the 00’s we entered the ecommerce phase. eCommerce was becoming a channel to reckon with – consumers wanted it, and brands could extend not only their consumer intimacy efforts but also their reach.

 

Suddenly front-end creativity took a step down to make way for back-end improvement, logistics, and optimization. Operations became as important as (creative) strategy. A healthy development if you ask me – because for all the fine consumer-facing ideas to come to fruition, well-oiled IT and supply chain systems to aid loading speed, streamline the shopping process, and support efficient customer service and delivery was obviously necessary. Just as understanding ROI.

 

Bye Bye Brand?

But what happened was also a dismissal of the brand. For years creativity, innovation and distinct experience were paused for the benefit of optimization, scale, reach, and traffic. Brands stopped differentiating themselves, and even stopped understanding themselves. Or in short: Quantity overtook quality. The surefire way to kill a brand.

 

Brand And Sales Fuel Each Other

Digital transformation and eCommerce are once again filling corporate agendas. With this, marketing job descriptions and requirements seem to narrow to ‘Hands-on experience with online sales growth and tools like SEM, SEO, Adwords, and Google Analytics’.

 

I fear we are once again forgetting the brand. It’s not sales growth OR brand building. It’s both. And this is entirely possible. Let’s be wise and not repeat (digital) marketing history.

A Primer in Costumer Loyalty, Part 1

Customer loyalty is an approach to marketing and brand building in which a company focuses on customer retention rather than (just) customer acquisition. In this primer we look at the ins and outs of customer loyalty and programs.

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A Primer in Customer Loyalty, Part 2

How is the concept of customer loyalty developing, what are the trends, and who is doing interesting stuff?

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TESTIMONIAL

“Switchmode helped put a great deal of focus, structure, and strategy to our central marketing organization which helped the organization work in a systematic manner saving time and endless debate. I would highly recommend to work with Switchmode again”.

— Suzanne McKenna
Global Head of Triumph brand

SWITCHMODE SERVICES

SWITCHMODE EXECUTIVE MARKETING SERVICES

— Marketing audits and implementation
— Strategic marketing
— Interim marketing leadership
— Marketing recruitment

THE SWITCHMODE NAME

THE SWITCHMODE NAME

Switchmode takes its name from the switch-mode power supply. This is a type of power supply that achieves more effective electrical output by optimizing the input, thus minimizing wasted energy. In the same way, Switchmode works with senior leaders to transform their marketing function and approach to be more effective.

Levi’s: Improving marketing results with less budget


“We have to do more for less”.

 

I had just been promoted to head of digital for the Levi’s brand in Europe and was participating in the annual strategy seminar at the European headquarters in Brussels, Belgium. (more…)

Choose also what not to do

According to this article in Business Week, the essentials of strategy can be summarized as follows: Ditch the To-Do list and start a Not-To-Do list. (more…)

Branding is dead, Long live the brand!


Branding is dead, long live the brand. What do I mean by that?

 

All companies are building their brand(s) every day, it’s inevitable. But many don’t realize it and have no plan or system for it which can have dire consequences. (more…)

Supporting an executive consulting firm

Switchmode is currently helping a Danish executive consulting firm upgrade their marketing practice. (more…)

Switchmode joins IAA event committee

Switchmode has joined the International Advertising Association‘s Danish Chapter as member of the event committee. (more…)

Will 2013 be ‘the year of the marketer’?

“2013 will be the year of the marketer”, the CMO Council’s new global State of Marketing report declares.  (more…)