Case: Bringing Big Mac to the table in Hong Kong
Den första utmaningen jag ställdes inför när jag år 2009 kom till Hong Kong var att tackla det lokala Big Mac-problemet. Globalt är Big Mac en ikon – världens mest sålda hamburgare alla kategorier – men på Hong Kong-marknaden var försäljningen av Big Mac minst sagt blygsam. Och det trots att Hong Kong är världens McDonald’s-tätaste marknad. I det här inlägget kan du läsa om hur vi löste problemet och gjorde Big Mac till ett lika självklart val som i resten av världen. | Gästinlägg av Johan Östlund
The idiot’s guide to marketing, chapter 13
Epilogue. New problems have occurred. New improvements have been made, and new members have joined the team. There is a long way to go and new chapters will, surely, have to be written, but one thing is for certain. It is going steadily forward. Maybe the crazy idea about the sparkling vodka, isn’t so crazy after all?
The idiot’s guide to marketing, chapter 12
The Camitz Manifesto. Nine humble pieces of advice if you want to build a brand that people actually care about.
The idiot’s guide to marketing, chapter 10
The curious fool. Little by little, people of the twenty-first century have started to see that the world is balanced over a steep ravine between two idea cultures. We are on the way out of one of them, the one that belongs to Mr. Spock and his hardboiled cronies. The other one is marching forward. It is Gump’s world, the heart’s and art’s great comeback. Knowledge is conceited and inflexible, but wisdom is humble and always experimental.
The idiot’s guide to marketing, chapter 6
I’m Dirty Harry. Who are you? A brand must be built on a living soul and a genuine dramaturgy. To be cultural and social, it must be based on a narrative, a tale that can be retold. And like all good stories, it should contain some form of heroism, a drama that your target group can identify with. And more importantly, it must stumble across obstacles along the way in its quest for success.
The idiot’s guide to marketing, chapter 4
Spock vs. Gump. When you have the answers to the questions ”What?”, ”How?” and ”Why?” you also have the starting point for the brand’s strategy, tactics and culture. Not one of these three aspects can give a complete picture of the brand, because it doesn’t have one, but together they provide a fairly accurate image. To explain this in a better way and to make it more fun, we can use the assistance of two well-known characters: a callous spaceman and a complete idiot.
The idiot’s guide to marketing, chapter 2
Not nice. Gorgeous. There is a lot of talk about brands these days. But many seem to have a muddled view of what they really are. There are those who still talk about brands as if they were the actual product. Many believe that it’s all about a name and a symbol. Others believe that it is something that can be dissected, analysed, measured and controlled, something that can be captured on paper and stored in a binder. Even others have the conviction that a brand is just a gut feeling or an idea in the mind of the consumer.
The idiot’s guide to marketing, chapter 1 (incl. background)
The idiot’s guide to marketing. I spoke to Per Robert Öhlin the other day about new blog ideas. We decided to publish the last part from his book ”Let’s get gorgeous!”, a branding casebook about Camitz Sparkling Vodka. So here it is, the world’s first branding blog relay, by Micco Grönholm & Per Robert Öhlin. Chapter 1: The idiot’s guide to marketing.