Make love not war with consumers

cocacola.pngMarket research agency Square Holes is urging big brands to "make love not war" when it comes to marketing. Square Holes Managing Director Jason Dunstone said the consumers involved voiced a warning to marketers that "if you're not relevant, you're invisible" and "don't give me any bullshit!"

"Too many brands were so busy fighting competitors that they‟d forgotten their consumers," Dunstone said. "Consumers are increasingly cynical about mainstream marketing, they're not silly, they can't be manipulated. Brands who understand their consumers and fit in with their lives are triumphing."

The research explored what Australians love.

"A creative and well executed marketing campaign is essential, but even the major brands can get it wrong," said Dunstone. "The consumers contrasted the Coca-Cola's less believable 'No Preservatives' TV commercial with Coca-Cola's more vibrant 'Open Happiness' commercial. Brands shouldn't be afraid to be real or to have fun. It's great to see many marketers starting to move in the right direction. McDonald's adult playground and the new Aerogard Summer Lovin TV commercials are excellent examples."

Data was gained from in-home discussions amongst groups of friends, an online survey of 1,000 Australians aged 16+ selected from MyOpinions panel and ethnography.

 

The top 10 'loved' brands in the Square Holes research were:

1. Sony

2. Apple

3. Holden

4. Telstra

5. Toyota

6. Qantas

7. Coca-Cola

8. Optus

9. Samsung

10. Cadbury

 



 

 

5 Comments

Anonymous said:

I cant think of a more obvious and boring piece of research in years. A classic example of the researcher getting excited about th very obvious.

Anonymous said:

You mean people don't want to hate the products they consume?

Wow.

Anonymous said:

That's insightful genius. Thanks.

Anonymous said:

Sometimes we need to be reminded by consumers of what may seem obvious on reflection

Anonymous said:

Sometimes we need to be reminded by consumers of what may seem obvious on reflection

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