choice

Marketers Are Partly to Blame for Commodization by Providing too Many Choices. Marketers Need to See 'Less Is More'

by: Idris Mootee

Choices are a two-way sword. Common sense tells the more choices the better and as consumers we welcome more choices. We are all overrun by brand names, product choices, delivery choices, pricing options and payment options. These explosions of choices together with rising mistrust of corporations together; a bland corporatization of the world, and people just don't know what to believe anymore. More choice can mean less consumption. Companies need to rethink their portfolios.

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It's the Donuts, Stupid

by: Jonathan Salem Baskin

Dunkin' Donuts, which has been on a tear recently with no-nonsense, Joe Sixpack branding that is simple, obvious, and direct...is about to confuse everyone with healthy-for-you menu options.

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Microsoft's Delusion

by: Jonathan Salem Baskin

The ad world has weighed in on the new Microsoft commercial that features Jerry Seinfeld shopping for shoes with Bill Gates, and most reviewers think the same thing as most regular folks: it makes no sense

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Entertainment Is Not Branding

by: Jonathan Salem Baskin

The mediasphere has exploded with content, splattering screens of every shape and size, and inspiring pretty much everyone with a computer to contribute their own unique whatever to the mix.

I talk about this disaster for traditional branding in my new book, Branding Only Works on Cattle.

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Personalization Bashing - Almost

by: Gary Hayes

A surprising article from New York times right in the epicentre of personalized media. Entitled “Like This? You’ll Hate That.” the article begins on the personalization-bashing band wagon, citing the recent Wal-Mart fiasco and ends thankfully on the side of ‘this-personalized-thing-seems-to-make-sense’. The article also brings key terms into the readers conciousness by referring to:

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Why More Is Less - The Paradox of Choice

by: Gary Hayes

The LA Times just found me - interesting after only a few days of using Google’s customized front end I am starting to get really useful things thrust my way - useful this ’semi-personalization’ thing - it watches what I search and starts to suggest things I ‘may’ like.

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More Choices, Fewer Sales

Consumers must like lots of choices - why else would there be hundreds of shampoo brands and variants on a typical supermarket shelf? Actually, its been known for years that too many choices can reduce consumer purchases.

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