Companies Must Turn Up the Volume to Leverage New Consumer Voice

The voice of the consumer may be getting louder but too few companies are turning up the volume within their consumer insights organizations to hear it.  While the need for companies to listen to and leverage the new consumer voice is greater than ever, the market research function continues to be run with an old-world mindset that asks market researchers to simply take orders rather than act as strategic partners.

Getting a Grip
Like kids and homework, marketers have an uneasy relationship with innovation these days. Everyone tells them to do it; they know they need to; but they just aren’t always sure what they are going to get out of it other than frustration. Marketers, of course, acknowledge that they have to maintain a steady stream of new products and/or ser­vices to grow—or at least keep up with the competition. The Marketing Executives Networking Group found that marketers view innovation as key to combating down economic and business cycles.

The Digital Party
Digital is full of whiz-bang tactics and technologies. VivaKi innovation expert and noted digital futurist Rishad Tobaccowala recommends which digital parties are worth your attention.

That’s (too) hot! Paris Hilton’s Beer Ad Brews Controversy
A new ad for Devassa beer in Brazil featuring socialite Paris Hilton is prompting inquiries by ad authorities into whether it’s too sexy or sexist to be shown.  Although perhaps tame when compared to her Carls Jr. spot, negative connotations associated with language in the launch campaign, coupled with Hilton’s behavior in the ad, explains why some think the brewer has just gone too far.

If the Culture Fits
In the humorous commercials from California’s Milk Advisory Board, viewers are told that "great cheese comes from happy cows." Whether or not cheerful bovines offer up the best cheddar may be up for debate—but it clearly illustrates that keeping employees happy is essential to creating a successful brand and increasing customer loyalty.

"The measure of a life, after all, is not its duration, but its donation."

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