Is NEXT still relevant?

Since moving to Swindon in late-October, I can bet my friends and family would describe me as going a bit 'furniture mad'. I've been scouring every furniture site, warehouse, store for not only the best deals, but my perfect piece of furniture.

I used to sell sofas in NEXT during my first couple of years at university and lust over the beautiful sofas and perfectly matching furniture sets that were bang on-trend. Every colour, pattern, handle or design was so carefully thought out and I used to spend every 4-8pm shift on a Friday planning out my dream lounge or bedroom.

Finally, I have that dream flat! Furniture shopping has become my addiction and therefore I have spent a lot of time in NEXT stores searching for the perfect piece. However, after finding some great pieces, I never ended up actually going through with any of the purchases. I found almost all of NEXT's furniture products cheaper online. There were almost identical items for over half the price- I was not prepared to pay double for a brand name that I wouldn't have even been proud of owning.

One may argue, that although NEXT do not compete on price, they have a range of added-value benefits including fantastic distribution networks (you can click & collect before midnight the day before), great customer service (I remember giving someone a refund on a rug they bought 2 years before) and convenient locations (drive up, pick up). I agree these are fantastic benefits which the customer can see the real value in and perhaps why they can still act as a semi-premium retailer. However, I don't know if customers are really willing to pay double the price.

Not premium or value

There's no argument- NEXT's quality in terms of manufacturing and materials is unmatchable to other retailers on their scale. For such a huge retailer, their products do have that 'personal', do I dare say 'home-made' feel to them. It is evident that they beat the likes of The Range or IKEA when it comes to intricate and careful designs, however NEXT are not on a par with ultra-quality stores such as John Lewis or House of Fraser who have less stores, yet serve more carefully selected items from well-known, luxury brands.

I feel as though constantly acting as the 'middle' guy can be a win in some cases, NEXT for me is for the families who want to tap in to the luxury lifestyles, but aren't quite at the bespoke or tailored levels. However, not really defining your market could also be a real hindrance for NEXT as they are a reachable brand for most, yet I'm not sure how many of us would consider them as a treat if there is no real perceived product satisfaction, i.e. I was just as happy buying my mirrored dressing table from a never-heard-of online retalier than I would have been from NEXT, however had it been John Lewis I might have thought differently.

Discontinuing ranges

Another factor that deterred me from investing in furniture from NEXT, especially having had worked there, was there continual range refreshes. I know how fast paced their ranges are, not just furniture but clothing and accessories too. As I wanted to buy a couple of pieces at a time, I was relunctant to buy from NEXT for fear that the same range may have been discontinued the next month. Online, there is less of a fear due to the level of stock they can actually carry, due to the fact most of the businesses are literally- a warehouse and an office.

Price Promotions

NEXT don't ever do short-term reductions on their products. Other than 'buy two products, get £20 off each' which, as I said earlier, I was not in a position to do. I am a sucker for a reduction, no matter how small and if I see an item with 20% off it is usually the final push for me to click 'buy'. I know I am totally falling for marketing all of the time!

The infamous sale

Finally, one of the reasons I believe NEXT are irrelevant to me, as a consumer, is the fact I know that all of their products will be half price in 4 or 5 months time. It's the classic story of £100 on Christmas Eve, £10 on Boxing Day. I know this can happen with every retailer, but the face that NEXT places so much emphasis on their sales makes me think "Do I really want this enough to warrant not waiting for the sale? The answer is usually no.


I've placed the context of this blog post entirely on NEXT's furniture offering, however I believe it also applies to their clothing too. I am lacking a clear viewpoint of what they can offer me in exchange for hiked-up prices, a lack of confidence in the brand and a determination to get a better deal.

Will the Volkswagen brand ever recover?

I just turned to my father and said "Dad, I'm writing a blog post on VW and whether the brand can recover, what do you think?". My Dad is a loyal VW fan and has driven their cars for years and replied "I hope so, because it's a great brand". The company have created a hugely loyal customer base and have fastly become one of the biggest and most successful car brands in the world holding the largest market share in Europe. We are talking one of the biggest brands in the world here. I myself have a SEAT, one of the VW group brands and have always felt proud in the fact I am driving one of the most reliable, best quality car brands in the world (especially in comparison to my old Renault!).

A few days ago, the world was shocked to hear, a brand they had regarded as ethical, high quality and strong- had been involved in cheating diesel emissions test. I think the fact that the brand was previously seen as producing such reliable products, shocked and outraged the public more. Their stock price has tumbled and they have had to recall millions of vehicles, costing them extensively.

However, aside from the cost implications, the brand reputation has suffered immensely and will potentially continue to suffer now Audi's cars have been announced as part of the scandal. The question is, will they ever recover from this scandal?

People bought the cars in question based on the promise they had low emissions and in lying about this, VW have not only broken their customers trust, but the law! It is not a typical crisis in the fact this was a deliberate defiance, not an accident as we saw in the BP oil spill or a lack of due diligence within standardisation checks such as the Tesco horse meat scandal- no, this was knowingly and deliberately done by certain VW employees.

Volkswagen's CEO has resigned despite claiming to know nothing of the cheat, the company have also pledged over 6 billion euros in restoring consumer's trust and correcting any wrongdoing. They have also pulled any new marketing campaigns- yet this is a small step in restoring not only brand equity, but stop the company from going under as a whole.

It will be an interesting watch to see how and if the brand recover and what steps they take in a case which is not a typical crisis management.

Gamechangers and Rockstar games' resentment towards the BBC

The BBC docu-drama 'Gamechangers' has been receiving countless negative reviews and has created substantial PR around the Rockstar Games brand and the infamous video game 'Grand Theft Auto'. The film is "based on true events" surrounding the story of Devin Moore who killed three police officers, who some believe was due to him continually playing the violent video game.

It's well-worth a watch despite the reviews, I was intrigued to learn about the brand and the story as a whole, especially as it is partly-factual. Grand Theft Auto (GTA) is the best-selling entertainment product ever made and has caused controversy in the past for its violent and graphic nature. The creators- Rockstar Games are a British company who have received multiple awards for their gaming creativity and continue to sell millions of copies upon every release- despite the heightened press coverage surrounding the violent nature of the games. Their is a huge debate within the media as to whether violent video games lead their players to conduct violent acts and this is a key topic explored in the docu-drama.

Rockstar Games filed a lawsuit against the BBC as they felt the film did not show the brand nor the events that took place in a true light. Of course, Rockstar games would be against a film which a) painted them in a negative light and b) a piece of PR which they had no sort of say or control over.

The company reacted strongly to the film once it had ended, publishing this tweet:

@BBC Was Basil Brush busy? What exactly is this random, made up bollocks?

— Rockstar Games (@RockstarGames) September 15, 2015

At first, you would have thought this might be a potential PR crisis for the brand, but in fact, judging by twitter, TV reviews, blog posts and news articles- consumers seem to be siding with Rockstar Games over the BBC:

The gaming industry as a whole is very protective over its makers and they gain a lot of respect by their fans. GTA is also one of Britain's most successful exports and therefore people are very protective over it, especially those who enjoy playing it. Ultimately, if anything, this has painted the BBC in a negative light.

It is interesting to see how something which may be a potential crisis for a brand, can actually leave their customers feeling closer and more positively towards it. Docu-dramas/ documentaries about brands and companies do not usually provide this result- as is the case with Blackfish, the documentary on Sea World which has lead to their profits downfalling ever since. Consumers' morals are so important within marketing and can often erase any sort of positive associations one has with a brand, Sea World was once so loved and had really strong, positive brand associations surrounding family, love, protection and care for animals and what Blackfish has done is detrimental to all of the above. 

However, GTA lovers seem to disagree with what has been presented to them in terms of a moral argument. Perhaps their needs to be further evidence or, sadly, another disaster which can be linked to playing the games, until consumers will react negatively towards them. 

The Sony Experience in Tokyo

I recently got back from a trip to Asia, including a week in Tokyo. Whilst I was there I saw a crazy amount of fascinating things, but one thing that really caught my eye was the way that Japanese people absolutely love brands. I believe over there they have even more emotional connection to brands than we do- however for completely different reasons. For example, they love designer clothes such as Gucci, Prada etc. but not to show status or wealth such as the Western world, but to indicate quality investment and good money management. I also noticed that despite an influence from the Western world- particularly the U.S., Japanese people love Japanese heritage and culture.

One particular brand which is celebrated and appreciated in Japan, one of, if not the most famous brand to come out of Japan- SONY. I was lucky enough to have the chance to visit the SONY experience centre in Ginza, Tokyo- the technology area of the city where the latest innovations are showcased. The SONY building is technically a 'showroom', but it was so different from any showroom I've ever visited before.

SONY have actually been able to create a free, fun and interesting tourist attraction which hundreds of people flock to see and experience. As everything was in Japanese (of course), I had no idea what I was about to experience before I stepped through the doors!

The whole centre was a showcase of the latest SONY products and effectively was a shop, but with a high focus on experience, understanding and a 'try before you buy' attitude. On the bottom floor was a huge aquarium, which I believe acts as a 'hook' to get customers through the door, but each fish tank was filled with beautiful fish and lined with dozens of SONY cameras which could be demoed whilst you tried to take photos of the sea of colours you could see before you.

Me and my cousin Mya in the SONY building aquarium, in a whale shark's jaw!

Camera demos within the SONY aquarium

Then as you went up the various floors within the centre, each floor was dedicated to a 'sense' or in other words a SONY product range, phones, tablets, laptops, speakers, TVs etc.

One of my masterpieces taken with a SONY camera

Each floor was totally interactive and didn't focus on salesy messages or price promotions, just purely letting the products speak for themselves and letting customers experience the SONY brand wholeheartedly- even the lifts were the height of technology (although being absolutely rammed full of Japanese tourists)

A floral display with ultra HD lenses to use

The centre also featured a customer service/ advice centre and lots of staff on hand to help. My favourite floor was the top floor which brought most of the products together to create an absolutely beautiful film, shot on a small island off the coast of Japan, featuring their beautiful marine life and mainly- the whale shark. This not only was shown on their enormous SONY TV, but had music blasting from their speakers, was shot on their underwater camera and used various filming equipment that was all available to buy. This really demonstrated how powerful the products were and what they were capable of. Throughout the film, the camera equipment used in each section popped up at the bottom.

For gadget lovers, the SONY centre is an absolute must, but even for little old-me, it was still worth a visit (not only because my marketing geek sensor was at an all time high) but also just to learn more about the brand, their commitment to innovation in technology and it was fun! There is even a SONY museum, restaurants and souvenir shops- they have really gone out to make this more than just a 'department' store.

Why is this such a great example of a fantastic retail experience?

Of course, this is an extreme example and it would be impossible to turn every retail store in to the phenomenon of the SONY building, but there are lots retailers can learn from SONY.

1. People like to see, hear, touch, smell, taste things

Interaction with products and brands creates an emotional attachment between a person and a brand, by effectively 'playing' with products, we imagine owning them and can remember them much more at points of purchase than seeing a TV advert or a review in a magazine. 

2. A prestigious brand means people will actually want to learn more about you

We all know the SONY brand, the SONY centre is not there to create brand awareness or as a status symbol in the Ginza district. It doesn't need to be, people will actually go to the area just to visit the centre. We've been brought up with SONY products, they are universally considered as valued possessions, back to the walkman and the more recent Xperia products. They create awe-inspiring products which make customers inquisitive about the technology behind them a.k.a. an opportunity for a sales experience. Create a prestigious brand and you can experiment with what you do to explain it.

3. Create loyal customers and you can start to create 'fandom's'

To SONY building was an absolutely technology geek haven- for SONY fans there is nothing better! The fact they have a brand following is any marketers dream! Brand ambassadors are worth much more to any brand than lots of marketing activities!

4. Bring your brand to life

Ultimately, a brand should have a personality and by experiencing this first hand through the SONY building, customers can understand this concept much more clearly.

The amazing role that brand and product heritage can play in marketing

I recently worked for a gin brand at a festival where I was demonstrating and sampling different flavours of gin and explaining the concepts behind them to consumers. One of the style of gins was called 'Old Tom' and the story behind it was that in the Victorian times when gin was made in peoples homes, because of the production methods- it had a foul taste and contained a lot of nasty ingredients, hence a substantial amount of sugar was added which nowadays has lead to the style of gin being much sweeter. This little historical story was really memorable and made the product seem a lot more interesting and from my perspective was a lot easier to sell as I had a little story to sell it with.

Brand heritage is nothing new, from the likes of Kellog's Cornflakes to Vimto Squash, the roles that heritage and history have to play in delivering a likeable brand are invaluable. Long-established brands have a place in consumers' hearts and can in fact help a brand to ensure longevity and relevance.

From a creative perspective, brands who use their heritage to tell stories or communicate their values often succeed. It can really set a brand apart from its consumers, as is the case with these impressive brands:

Baxter of California

This American men's skin care brand produced this beautifully shot ad and their whole brand is built on this rich heritage and they are very true to their roots. Their tagline is 'Grooming generations of gentlemen' and Baxter Finley's story makes the consumer feel as though they are buying in to a person rather than a corporation.  The video really captures the values of the brand and by playing on their years of heritage- Baxters can claim to know a fair bit about skincare. This will also allow Baxter to charge a premium price for their products, make them appear to be more reputable and the brand legacy gives consumers this character to buy in to and appreciate- and also be entertained and driven towards. The fact that Baxters were one of the first brands that got men grooming makes them instantly likeable and still, if you look at their products, they are simple and traditional. This means their entire brand is coherant and consistent. They aren't trying to be the Gilette of innovation or the Clinique of clinical products, but that's OK- you can't be all things to all people- and Baxters stick to what they know which is why they are so successful. They are also choosey about their stockists, sites such as Mr Porter- the male version of net-a-porter, an ultra stylish and premium site, means the brand is never undermined or cheapened by its distribution channels.  Overall- a really classy brand, displaying its brand heritage and playing on the originality of the brand.

Caterpillar

Caterpillar is the world's leading construction equipment manufacturer, fun fact- I was due to go to an interview for their marketing department after my interview at IBM, but turned it down after I got my job offer! This video is a bit long and super cheesy- but it really captures how the brand was started and how it has evolved.  Again, storytelling is key here and the fact Cat helped to build the hoover dam and the golden gate bridge are obviously claims which not many companies can match and the brand would be foolish to not play on this within their marketing activity. They also highlight heartwarming anecdotes like helping to rebuild the U.S. after the world wars and still continue to rebuild societies after natural distasters to this day. This is a really great example of how brands can continue to install faith in their consumers and reflect on heritage in a positive way. Due to the nature of the industry in which Caterpillar operates, of course they must be innovate and evolve to stay relevant and use technology to serve customers. However, it is clever how Cat have used their heritage as their underlying principles and to deliver the same high quality products years on. The yellow trademark vehicles are iconic and Caterpillar should continue to use their extensive heritage within their marketing activity- what a priceless asset.

Nike

This one needs no introduction, the most valuable sports brand in the world. Their brand heritage is firmly embedded in their corporate culture and employees are given extensive training on the history of Nike and what it stands for. This then translates in to what they communicate to consumers- what their foundation was and why they exist, which lead to their longstanding commitment to athlete's performance. Even their offices are designed around their heritage so it is engraved in the corporate culture from the beginning. Despite Nike's controversial setbacks, they still reign as number one over adidas, and one could argue it is their global relevance which gives them this advantage. 'Just Do It' is an absolute success story- no one can argue that the slogan doesn't belong to the iconic brand and it is the memorability of the brand based on its commitment to its heritage which makes consumers continually flock to buy the products. Of course, with sponsorships and TV adverts coming out of their ears, Nike's marketing budget means the brand always stays relevant, but I believe their strong heritage could help them in times of brand crisis- a problem they seem to frequently encounter. Steph

Pick of the ads- July 2015!

Thought I'd return with one of my favourite blog posts to write- my pick of the newest adverts on TV!

Southern Comfort- 'Tan your lemonade'

This is so silly that I actually love it! The Southern Comfort brand show their cheeky side and the ad is just a fine example of creativity in my opinion! Everything just works, the music, the actors and the brand message. The ad reflects pushing boundaries and accepting yourself and fits in to a number of Southern Comfort ads within the same campaign. The Southern Comfort brand is really struggling so it will be interesting to see if their repositioning away from 'Californian drink' to fun and cheeky brand pays off. L'Oreal 'The Waterproof Experience'
Not going to lie- I think this ad is a bit crap. There's a lot of emotional build up without transferring this on to the audience. The ads creative is very fitting with ad trends of real life/ PR stunts being filmed- typical of Dove etc. but without any beautiful filmography, or without getting to know the characters in the story, as other brands have done well. Yes, it gets the functional benefit of the product across just fine, but you'd have been better tipping buckets of water over the women's heads to prove that point! This is supposed to be 'product testing' but I'd say being waterproof is a fairly standard trait held by most waterproof mascaras...wouldn't you? FIAT 'Parking Billboard' Now this is the way to get across your product benefits whilst being creative! Fiat have done an awesome PR stunt here and they've really shown their technology capability- an impressive thing through advertising, whilst keeping it entertaining. Everyone finds parking stressful and this is a great function that Fiat really should be pushing! However, it doesn't really demonstrate the car or showcase it much. Would be interesting to see how well showing the car/ not showing it works in automobile advertising as there tends to be a 50/50 split in car advertising as I've seen. One thing I did pick up on though, despite the idea being really strong- not sure how well I like the stereotypes of the bunny girl being 'sexy' and the young black guy being 'cool' and not sure how well this will go down with a varied audience too. Although, their target audience may be less receptive.  Dove 'Love Life in Full Colour'

And they've done it again! I'm a huge fan of Dove's advertising already- however it was really nice to see a British version of the type of ads! I think it's a really nice idea and adds an element of corporate social responsibility without spending a huge budget or making a really outlandish statement or move. It's simple but really, really effective and will put a smile on the face of any lady who watches it! 
Now I know I have always said how much I love the Dove ads and how much they make me respect Dove as a brand, but I'm not sure how many products these types of ads actually help them to sell. At the end of the day that should be key to any marketing campaign. Yet, potentially Dove are a big enough brand that their products are so heavily integrated in the public domain, they don't actually need to push them to the target audience and can instead focus on painting their brand in a positive light, which they ultimately succeed at.
All in all, a lovely advert and nice to see real women associated with a beauty brand for a change!

Stephanie

Bargain Booze's reaction to the overwhelming surge of discount supermarkets

I'm not sure if I've ever noticed any adverts for Bargain Booze before, certainly none that have made me chuckle as I left the M4 and drove past one of their outdoor adverts on the side of a phone box. However, I thought these adverts were absolutely great and really made me like the brand, especially as the brand had been so far back in my recall.

Aldi's comparison adverts were widely successful and showed their own brands against competitors for a hugely discounted price. However, Bargain Booze does exactly the opposite! They have ALDI's unheard-of alcohol brands against hugely well-known brands Calsberg and Smirnoff quoting the exact same prices! It's almost like 'Brands Fight Back'! 

I love the ballsy headline 'Aldi Shmaldi', it's so captivating and certainly caught my attention! I only since noticed the Who? and I think it's a great joke and no doubt Carling and Smirnoff are benefiting from these adverts too!

Bargain Booze have insisted they are not trying to knock ALDI nor imitate what they do- after all ALDI are brand less yet as you can see Bargain Booze's slogan 'For People Who Like Bargains and Brands' which suggests they are putting the public's faith back in to branded products and conveying their quality! Which is what all we marketers like to hear!

Bargain Booze have begun a print and outdoor campaign with the social media campaign launching in the next few weeks and I wish the best of luck to them as it's a great idea- one from a totally unexpected brand too! Good luck taking on the Germans!!

Steph