Facebook Reaches Top Ranking in US
Facebook reached an important milestone for the week ending March 13, 2010 and surpassed Google in the US to become the most visited website for the week.
via weblogs.hitwise.com & socialmediagraphics.posterous.com
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When thinking about the Whole Foods brand what comes to mind? Organic, natural, fresh, good-for-you, locally grown, responsible food? Now, picture its target market or regular Whole Foods shopper. How would you describe them? Conscious food eaters, health/nutrition valuers, responsible, image strivers. Many of these shoppers like to frequent farmer’s markets, as well. I believe I am making a safe assumption when I state that most Whole Foods shoppers understand that they are paying a premium for the goods served at the store; yet, that does not deter them—they shop at Whole Food for a reason.
Recently, a local TV news item has hit the Internet regarding specific Whole Foods products. It has become viral. Quite simply it shows that some of Whole Foods’ store brand frozen foods, 365 Organic, are from China. It has become viral as it has shocked people. It raises concerns—how are they assured these products are organic? (Different governments may set different regulations, etc.). It raises doubt about the brand. It leaves customers reconciling their perception and beliefs about the brand with reality.
At the core of Whole Foods’ brand is its product: food. As a society, we trust that our food is safe. At Whole Foods’, we trust even more…that the 365 Organic food line is free from pesticides, grown environmentally responsibly, and possibly is as fresh (i.e. local) as possible. Like the farmer’s markets, we believe the small, independent farmers are being patronized. Realizing that this food is grown in China conjures up different images (for right or wrong) such as not-fresh (it traveled over thousands of miles, over many days), unsafe (how can the USDA really regulate these farms, what are China’s food supply laws?), and not local. For some, it goes against the Organic food principles that they have established in their own mind. Thus, has Whole Food’s diverted from its core positioning or core brand that the consumers hold…the one that has created fanatics, loyalists, believers, and shoppers?
Whole Foods states their organic commitment as“Some things are just no brainers, like knowing you can always find a lot of organic food at our stores. We offer you the biggest and best choice we possibly can because it’s an important part — perhaps the most important part — of our commitment to you and the planet. Choosing organic supports farmers and producers who believe in good health, quality foods and earth-friendly sustainable agricultural practices. And that’s good for everyone, from the farm worker to the planet to your family – and future generations too.”
Yet, as I questioned family and friends in a discussion regarding this, again the aspirations of this statement become fallible with the “Product of China” label. Concerns raised were the fossil fuels and pollution created during the trans-continent journey of the food; do I truly trust that it is organic; and why isn’t Whole Foods impacting and helping the organic farmers in this country. (Note this was non-scientific discussion; thus the concerns cannot be applied to American or target market; yet provide a starting point for discussion.)
Right or wrong, Whole Foods’ customers and the public at large have placed expectations on the retailer. Most of these expectations result from the company’s positioning in the marketplace. Consumers feel misled and disappointed (the opposite of a delighted customer) when these expectations are not met. Fanatics, loyalists and even sporadic shoppers may become disappointed when their Whole Foods’ brand perception nor image is not met.
Positioning and imaging is much more than copy on a website, a slick advertising campaign, and the experience at the store…it gets to the heart and soul of everything you do and provide to your customers and society-at-large. An image reflects how you treat your employees, how and where you source materials from, and the products you stock for purchase. When you lose sight of this or cut corners, you have broken that promise with your fanatics, loyalists, and shoppers. It then depends how your customers feel and react to this.
I would love to hear your opinion…has Whole Foods broken its “marketing promise” or perception? Do customers have a right to create their own image/perception of Whole Foods and hold Whole Foods (or any company) responsible for it? Is this a non-issue?
Burnett shakes up Chicago’s St. Patty’s Day
Leo Burnett celebrated St. Patrick’s Day yesterday by dumping a giant McDonald’s Shamrock Shake into the Chicago River, which the city turns green every March 17 as part of the Irish celebration. Some think it looks like littering, but minty ice cream is surely among the least objectionable substances to have been emitted onto the streets of America yesterday. Plus, unlike in Tennessee, no leprechauns were harmed.
—Posted by Tim Nudd
via adweek.blogs.com
Chicago loves the Irish. A good portion of the city is Irish…there is Beverly the historic Irish neighborhood, the Daley mayors (Richard Sr. & Jr. both of Irish descent), Irish-Catholic churches (and pubs) found every few city blocks, the green ivy at Wrigley….I could go on. Not surprising, for a city that loves and has strong ties to Ireland, Chicago goes all out for St. Patrick’s Day. It is a big holiday here. Every year, the Chicago River is died kelly green (it is a must-see if you live or are visiting Chicago at the time). McDonald’s is a Chicago-based company and its ad agency, Leo Burnett, is also headquartered in Chicago. Thus, a brilliant collaboration reflecting the city’s culture and heritage…display a Shamrock Shake spilling into the river…a site to see for tourists, business workers, parade-goers, shoppers, and Chicagoans.
I have been asked by visitors why the river has a strong greenish tint to it…years of temporary dying it has that effect. Enjoy!
via zoomsystems.com
Experiencing downtime in an airport, I could not help but notice a vending machine selling iPods and other Apple fit-for-travel gear. Recently in a convention center, I also saw and pondered the Best Buy vending machine hawking products next to the soda machine. Interesting. They definitely fulfilled human communication and entertainment needs at specific needs-based points.
What has really caught my eyes is how the vending machine has transitioned to serve brands and products of the luxury set. Sephora boutiques can be found in JCPenney department stores; yet, the store-within-the-store concept may very well be in the form of a vending machine experience; albeit upscale.
The Body Shop is now venturing into the marketplace with its own ZoomShop. The Body Shop’s products will be available at grocery stores, convenience shops, airports, and potentially more stores.
To the first glance eye, providing access and convenience to shoppers are the main benefits served by brands venturing into this sales model.
As a brand strategist, I cannot help but to inquire the following:
What is the overall brand experience received by shoppers through this sales mode?
Does this mode stay true to the brand’s values? personality? brand promise?
How does the brand best live in this space?
Does access and convenience trump other key brand variables?
With which customers do you gain reach by using this service? Who will participate with this mode? what type of customer will not? What do your customers need? expect from your brand (thresholds of expectations)?
Where will the vending machines be located? Does this reflect your customer well? If at needs-based pulse touch-points, are the products and services reflecting these core needs?
What is the brand experience?
There are wonderful marketing opportunities to be had with this tool…point-of-sales promotions, mobile marketing, and promotions. Yet, it is important that this tool does not dilute your brand. It should garner the participation of key customer groups to strengthen the overall brand.
8 Things Your Phone Will (Probably) Replace
By
Matt Brian
March 1, 2010
Phones have evolved to allow us to take everyday tools and gadgets and incorporate them into a little device in our pockets.
Just as the first handsets replaced long distance radio receivers, smartphones are allowing us to replace a whole host of devices in and around the home. In this article we look into some of the less obvious objects we can expect our smartphones to help improve and ultimately replace.
1. Satellite Navigation SystemsIf you have bought a new phone in the last couple of years, it is highly likely that it will have a Global Positioning Satellite (GPS) chip built into it. Most smartphones have incorporated maps into their software but the availability of turn-by-turn directions is lacking on the majority of devices. The newer Android and Nokia powered handsets feature satellite navigation, aswell as the Apple iPhone via third party apps.
Satellite Navigation manufacturers have downplayed the effect of mobile phones on the satellite navigation market, highlighting the development of integrated solutions in vehicles that deliver more advanced features to it’s users. Whilst navigation features on a mobile phone are limited to the size and processing power of the handset, the sheer existence of GPS equipped mobile devices can only drive competition and feature development, benefiting the consumer.
Over the next couple of years we can expect nearly all phones available in affluent countries to feature a satellite navigation application, possibly eradicating the demand for portable GPS devices in the process.
2. The Humble Alarm ClockGone are the days of waking up to the bells ringing on your beside table, early-risers these days choosing to startle themselves into alertness using it’s digital counterpart. For many, a mobile phone serves as a completely viable and useful alternative to an alarm clock.
Alarm clock applications are two-a-penny on the Apple App Store offering more functionality than the inbuilt clock application on the device, some bringing you a more soothing way to start your day.
Whilst older generations will stick to the methods they know and love, the sheer number and diversity of alarm applications available to smartphone owners could ensure the use of the alarm clocks are drastically reduced, if not revised to offer similar functionality at a reasonable price.
3. Remote ControlsRemote controls, at least in my home, used to dominate my coffee table until I invested in a Logitech Harmony remote to consolidated them all. Mobile handsets have featured infra-red ports for a number of years now but have been gradually phased out in favour of WIFI and Bluetooth connectivity.
As television sets and associated hardware evolve to incorporate IP functionality and wireless technologies, we can expect a number of apps being made available to mimic devices such as the Logitech Harmony.
It’s difficult to imagine the infra-red remote being completely replaced but would definitely benefit people who will appreciate being able to change the channel/song/DVD chapter from another room.
4. Payment TerminalsSmartphones are “always on”, by default they are accessing information from networks at all times. Handsets already connect to the same networks as mobile payment terminals so to think they will be able to mimic the same functionality isn’t too hard to imagine.
Twitter co-founder Jack Dorsey has already ventured into mobile-payments via his new startup called Square. Square is a service that allows a person to attach a small device to an Apple iPhone to process credit card payments, geotag the payment locations on a map, and e-mail a receipt to the buyer.
Smartphones could soon begin to incorporate compact card readers allowing it’s owner to take payments from friends and customers (it is already available in Japan). It might not be a sustainable alternative for larger businesses but the small readers could help friends settle bets, tabs and loans in a matter of seconds.
5. Your WalletTo think a smartphone could replace your wallet is a little far-fetched, if not a little scary. In reality, your identification is already digitally stored by government databases so why wouldn’t you be able to store all of your cards and cash digitally?
As we have mentioned above, smartphones may soon have the capacity to take mobile payments and banking apps are already available for devices such as the Apple iPhone. Being able to access, authorize and make payments using your smartphone is a very real possibility.
Smartphone screens are beginning to harness AMOLED technology, delivering clearer and significantly brighter images. This could open the possibility to simply wave your smartphone in front of a reader to access travel routes and identify yourself in sensitive areas.
Soon you could leave the house with your phone and your keys, leaving your wallet at home.
6. Car KeysThe automotive industry are beginning to move away from physical car keys, instead utilising wireless fobs and proximity sensors to unlock and start a car.
The most popular smartphones don’t have the capability to remotely start a car but it has been successfully implemented in Japan. Japanese car giant Nissan, along with NTT DoCoMo Inc, Japan’s biggest mobile operator, worked together to incorporate an “Intelligent Key” into it’s mobile phones. This allowed Nissan car owners to open their car doors by standing in close proximity of the car and turn on the ignition when the driver was sitting in the driving seat.
Knowing the technology is already there in Japan, it can only be a matter of time until car manufacturers and mobile operators combine to do the same on a large scale in Europe and The Americas.
7. Portable USB StorageSmartphones are beginning to offer large amounts of storage by incorporating both integrated storage and the ability to add extra space by way of an external SD card. External memory cards are consistently lowering in price, making it a very cheap alternative to a physical USB key.
Mobile operating systems are beginning to be deployed with file managers, allowing you to effectively deal with different types of files you have on your device. They help facilitate the transferring of files between storage card and the integrated disk, much like a PC.
Smartphones communicate with The Cloud to serve your email and social networking information, a method that services such as Dropbox employ for the backing up and serving of photos, files and music.
You wouldn’t need a USB key if your smartphone could automatically pull all of your files from The Cloud.
8. Video Conferencing/ProjectorsWhen you think of 3D presentations, you will automatically imagine wearing a pair of 3D glasses.
As the first 3D enabled high definition televisions are being rolled out, without the need for glasses, you can’t help but imagine being able to view a 3D presentation projected from the screen of your smartphone.
Mobile operators around the world are beginning to mobilise their 4G networks, offering super-fast connections to connected devices. If smartphones could pack in the technology, 4G networks would be able to provide significant bandwidth to allow businesses to connect with their staff and clients by way of a mobile 3D tele-conference.
Consumers would see the benefits, connecting to friends and family by way of a 3D video chat.
ConclusionIt’s logical to assume smartphones could reduce the need for dedicated gadgets like point-and-click cameras, mini-camcorders and MP3 players, all of which are already fully featured in most smartphones today.
The scope for innovation in smartphone technology is huge, there are lots of different features that smartphones will offer in the future. All we can do is speculate what will be the next must-have feature will be.
What do you feel your phone will end up replacing? Leave your thoughts in the comments below.
phone, smartphone —>
Matt Brian
Matt is based near London and is the Mobile Editor for TheNextWeb. He is the founder of WillINeedIt.com and enjoys all things internet. You can follow him on Twitter, Facebook and on his personal blog.
via thenextweb.com
