Deep insight in consumer behaviour is what marketing should offer, writes branding guru Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, on his LinkedIn page. Cluttering that insight with “exaggerated faith in algorithms, programmatic efficacy and hyper-personalization,” is not helpful he adds. And: “Insights are not observations.”
Category Archives: Unilever
Sales of big Western brands like Unilever, Nestle, P&G and Beiersdorf have dropped in China. Not a declining market is to be blamed – since people do not stop washing their hair – but e-commerce. Branding guru Tom Doctoroff looks for the Huffington Post at “the great leveler”.
A larger number of foreign companies have been accused of price-fixing. For all the wrong reasons, and based on little proof, argues author Paul French in Ethical Corporation. They include “Unilever, Qualcomm, Mercedes-Benz, Audi, Chrysler, Microsoft, BMW, Nike, a whole bunch of Japanese car parts manufacturers and quite a few other corporations”.
The problem with big data is that they need interpretation, argued sociologist Tricia Wang on the recent EPIC2013 in London. In the way they seem like the oracles in Ancient Greek. More numbers does not mean we are better in predicting the future. A report by Erin Taylor.