Month: October 2012

SFU Marketing Association had recently hosted their Marketer’s Night.
http://www.facebook.com/events/401830359887299/?fref=ts

Mariah Hamilton, Business Strategist from B3 Communications, was the first speaker of the night.
She was the mind and power behind many large-scale products, the most memorable being  Cloud 9 Specialty Bakery. Cloud 9 has a number of outlets which it sells its products to, including Cafe Artigiano and Costco Wholesale. Personally, I had tried their biscuits before I had met Mariah Hamilton, and I was very impressed by their delicious product. After seeing her entire project with the local business, I was impressed at how professional and thorough she had marketed the product, from e-marketing to the press release of the product.
http://www.cloud9specialtybakery.com/

Another speaker that had been featured was Stephanie Florian, Promotions Director of Happy Water.
Happy Water, a product that is loud and stands out, was carefully crafted by Stephanie Florian. Her strategy included hilarious commercials that air with The Bachelor, to a Happy Truck filled with her Happy Water Team, all wearing bright yellow to roam around Vancouver promoting their product. Her take to the product was very in-your-face, a take which I personally believe is a hit-or-miss. Although the product has been packaged to be very eye-catching and vibrant, the product essentially has many substitutes, which is a large threat to their company.
http://livehapp.whc.ca/index.php/home/

Re: Tim Hortons: A Canadian Icon by Sally Chen

As I sit in my local Tim Hortons in Coquitlam reading this article that Sally had written, it came to my consciousness of the question why Tim Hortons had been so successful.

In Sally’s blog, she has pointed out that Timmies offers:

• national identity and pride via tradition, history, and hockey
• ability to adapt to the demands of consumers and changing trends, in terms of products
• successful brand positioning developed from its slogan, “always fresh”
• legendary Tim Hortons coffee

When Tim Horton’s claim they sell legendary coffee, they’re not kidding.
A good friend of mine from Ireland noted that the only taste that reminded him of home was a good ol’ double-double. More than just the Canadians, the Irish are loving it too.

I have came to realise Tim Horton’s position in the market. They’re the only ones that offer a homely, hearty atmosphere at a low price without the evil, greasy, children-targeting fast food chains that we are commonly used to. As I sip on this cup of hot, delicious double-double, the warm mahogany walls make me feel at home – no matter where “home” is. (Ireland?)

This is a reply to The ugly truth of brand positioning by  Nick Liddell.

In this blog post, he argues that in brand positioning, finding a brand name doesn’t require “truth”. By this, he means that companies often build upon factual “truths”, and will sell their product upon it. Often the most successful brands have used this, in his example of Dove feeding off the truth that women are insecure; or Axe, using the truth that men want to attract the opposite sex.  Arguing that this will be insufficient, because brands need to convey more than just fulfilling the consumer’s needs and wants, the brand needs to communicate quality of their product.

Consumers nowadays are getting smarter. They don’t like to be lied to, and it seems as though manipulation from marketers have been exploited ever since inspiration has led marketers to treat consumers like dogs drooling to the sound of a bell.

Positioning in a consumer’s mind only what consumers are seeking will only get you halfway. It must also be the purpose of the brand and the company must follow through with it’s claims.