Halara’s Post

Have you ever wondered what makes a brand stand out from the rest? Well, our friends at ADWEEK have recently discussed how Kate Spade and Starface are winning in the world of e-commerce by staying true to their unique brand identity. The main takeaway is that consistency in messaging and staying authentic to your core values is key to building a loyal customer base. Here at Quill, we love helping brands develop a strong foundation and a clear voice that resonates with their audience. #branding #ecommerce #customerloyalty #consistency

[#BrandStrategy] In a new report, the brand performance agency Launchmetrics analyzes the popularity of #brands among #GenerationZ as well as the interest of spokespersons in driving #consumer engagement. #GenZImpact #MarketingTrends #ConsumerBehavior #LuxuryBrands #BrandEngagement #SustainableBrands https://lnkd.in/eGRMK2Us

To Sell BOGO or Not to Sell BOGO, that's the question!! In the ever-changing world of marketing, there are two main strategies: Above-the-Line (ATL) and Below-the-Line (BTL). ATL strategies involve mass media, which creates brand awareness on a large scale, while BTL strategies target a specific audience with more personalized approaches. One of the most popular BTL strategy, especially in the FMCG sector, is the "BUY ONE, GET ONE FREE" aka "BOGO". It is no secret that consumer behavior differs between men and women. It is quoted jokingly that "A man might pay 20 rupees for a 10 rupees product that he needs while a woman might buy a 20 rupees product for 10 rupees, an item that she doesn't even need!" As a result, women are more likely to be drawn to the BOGO DEAL rather than to the product itself. Thus, the cycle of repeat purchases is based on the constant offering of BOGOs. This puts FMCG marketers in a difficult position. The idea of having to suffer initial losses to build a brand may not hold water when the entire strategy revolves around offering BOGOs all the time. It’s time marketers ask themselves if BOGO is really a launch strategy to create brand awareness or a long term compulsion. Long term BOGO dilutes the brand image rendering the whole “BOGO” campaign as nothing but “BOGUS.” So, when it comes to building consumer loyalty, there’s a big difference between creating value and falling into the trap of offering “permanent deals!” #buyonegetone #fmcg #marketing

"We're about to see a huge uplevel of sophistication in how brand home teams measure and experience success." Greg Klingaman, famed former Global Retail Director of Diageo, is back in the journalism saddle with some big brand home trends pulled from our State of Experiential Marketing Report and millions of consumer data points. The top 4 brand home trends from 2023 are: 1. The main goal of brand home experiences is to grow brand loyalty and awareness. 2. Brand home experiences see an average NPS increase of 50 points post-event. 3. The biggest challenge is the need for more team resources. 4. Brand homes are most popular with globe trotters. The most common visitor distance is 400+ miles away. There's even more to unpack and bring into your next strategy meeting. Have a read. https://okt.to/JmwzOR #brandhomes #alcohol #alcoholspirits #CPG #CPGTrends #tours #tastings #BrandAwareness #Loyalty

Without a doubt, one of the most impressive success stories of Q3 2023 was that of Stanley. The long-standing brand's revenue has doubled consistently over the past half-decade and is on pace to exceed recent numbers by a long shot, which has been supported by a recent popularity surge. This is thanks to none other than - TikTok. In recent months, Stanley cups have become a viral sensation due to a few insanely well-performing videos online and a perceived scarcity that has led customers to line up outside of stores in order to acquire one of their limited edition drops. However, this business model is not new. One can look at Supreme's rise in 2016 as a prime example. Even with massive consumer interest, Supreme continued to drop limited time and inventory items that sold out within minutes. This cemented the brand as a status symbol and made it increasingly desireable amongst the communities in which it aimed to target. When massive amounts of buzz are generated around a brand, it's crucial that they play their cards right. As marketers, we should be analyzing these cases carefully as they arise, and learning from each triumph and failure. If you would like to read more on this subject, I recommend checking out this article by Industry Dive: https://lnkd.in/dMW2BV6Z

One of the things I love about working for AnyRoad is having access to millions of consumer data points - demographics, pre- and post-experience brand sentiment, actionable insights, and AI-driven analytics. This provides a unique opportunity to compare what we’re hearing from customers and industry thought leaders, develop hypotheses, and then prove or disprove them with all this data. Brand homes - in my opinion - are the most impactful marketing asset for changing consumer behaviour and influencing post-visit purchase behaviour. Of course, not all brands or categories can do brand homes, but it continues to surprise me how little consumer information many brand homes capture from these potentially valuable guests. If all you’re capturing is the booker name and email and a few marketing opt-ins, you’re missing out on the opportunity to market to consumers in a targeted and loyalty-building way. This is where AnyRoad can help.

There is a frequently untapped dimension of brand loyalty, and it has nothing to do with minds or wallets. Beyond metrics of awareness and purchase frequency lies the deeper, more meaningful measure of how indispensable our brand is to the lives of our consumers. Discover why delving into the "hearts" of our audience might just be the key to unlocking unparalleled brand loyalty and longevity. Capstone 6 #brandloyalty #consumerengagement #emotionalconnection #marketingstrategy https://lnkd.in/gkd_2AqG

Boosting Consumer Engagement Across Platforms With Brand Consistency [Infographic] #consumer #ConsumerEngagement #BrandConsistency #brandpromotion #brandawareness #BrandProtection #brandidentity #personalization #HyperPersonalization #brandstrategy #infographic #BoostRevenue #revenuegrowth #Cyberspace #consumerbehavior #consumerinsights Brand consistency refers to the uniformity of how brands show up on each of their channels. https://lnkd.in/dk25MN9H

Last Friday, we hosted 60+ Consumer Brand founders at our office for our weekly Dugout. The room was packed beyond capacity despite the evening rain & traffic. The panel included Chirag Taneja (CEO & Co-Founder of GoKwik), Romita Mazumdar (CEO & Co-Founder of Foxtale), Chandrasekhar Venugopal (Principal at Matrix Partners India (aka Z47)) & our investments lead Divyanshi Chowdhary There were 5 great takeaways for consumer brand founders ⤵️ 1️⃣ The demand for new-age consumer brands is NOT restricted to metro cities - Foxtail has scaled to > ₹20 crore monthly Sales over 26 months of operations - Romita from Foxtale said that only 25% of her company’s volume comes from Tier 1 cities - And, users from Tier 2 cities have the SAME AOV, retention & funnel conversion metrics. 2️⃣ New-age Consumer Brands are better off targeting females - GoKwik enables over 500 D2C brands to run their digital stores - Chirag from GoKwik said that 70% of the top 1M “spenders” on GoKwik enabled storefronts are female! - By talking to customers, he has realized that a lot of discretionary spend budget lies with females 3️⃣ Improved logistics is one of the key drivers behind the recent consumer brand explosion - CV was a consumer brands founder before becoming an investor - In his early innings, cost of logistics was 12% of GMV which has now come down to 3% to 5% - When you combine this cost reduction with AOV’s increasing from ₹600 to ₹1,500; the spark is ignited for D2C brands - Romita added to CV’s point that since AOV has gone up & logistics cost has gone down. CM-1 has expanded which lets brands spend more on marketing 4️⃣ The importance of insight - All panelists agreed that your “insight” needs to be “unique” i.e. the AHA moment that leads you to start the brand should be the one that evokes questions/doubts from others (especially industry insiders). - In brands, an “insight” is only an insight IF it is unique to you  - 0-1: Insight matters - 1 to 10: Execution matters - 10 to 100: Brand matters 5️⃣ Understanding Channel Arbitrage - Per Chirag, there are 2 channel arbitrage opportunities available: Building brands which are WhatsApp first OR Quick Commerce first - The general rule of thumb is that each time a new channel opens up (print media, cable TV, mobile performance marketing etc), new brands have a chance to tip out incumbents 🍹 After the panel, the audience was treated to bubble tea & burgers from Boba Bhai (one of our portfolio companies) - and Dhruv Kohli (founder of Boba Bhai) was also present to speak with the audience about his journey & get their feedback on his product. ✅ We continue to remain excited about opportunities in the Consumer Brands space (Fashion, F&B and durable goods) - if you are building something in the space - please do reach out! We will be coming to Mumbai & Delhi later this year to meet with Consumer Brands founders - so please keep your eyes out 🙏 #startups #india

Check out my latest piece for The Drum where I talk about how 2024 is “The Year of the Ubiquitous Brand.”