Comments for UPDATES FROM THE FRONTEER http://www.fronteerstrategy.com/blog Mon, 22 Aug 2011 19:59:01 +0000 hourly 1 http://wordpress.org/?v=3.3.1 Comment on Lovemarks vs Brands That Grow : ‘The Gloves are Off’ by J A M E S http://www.fronteerstrategy.com/blog/lovemarks-vs-brands-that-grow-the-gloves-are-off/comment-page-1/#comment-11869 J A M E S Mon, 22 Aug 2011 19:59:01 +0000 http://www.fronteerstrategy.com/blog/?p=1435#comment-11869 Wow, what an honour to get a reply from the man himself. Thanks Byron, sorry to have noticed it so late. Fascinating to hear about John dawes's research too, i will definitely look up the article. Also thanks for your offer to discuss, Andreas; i'll take you up on it ! I need to reread it all first though. It feels like some of it is so fundamentally contrasting with many deeply held marketing convictions, practices and dogmas its hard to judge which to drop and which to pursue/investigate in more detail. Fascinating stuff, really inspiring as well as unsettling. Mainly though it also feels like a huge, exciting challenge to find ways of beating the theory! Wow, what an honour to get a reply from the man himself. Thanks Byron, sorry to have noticed it so late. Fascinating to hear about John dawes’s research too, i will definitely look up the article. Also thanks for your offer to discuss, Andreas; i’ll take you up on it !

I need to reread it all first though. It feels like some of it is so fundamentally contrasting with many deeply held marketing convictions, practices and dogmas its hard to judge which to drop and which to pursue/investigate in more detail. Fascinating stuff, really inspiring as well as unsettling.

Mainly though it also feels like a huge, exciting challenge to find ways of beating the theory!

]]> Comment on Crowdsourcing for democracy: Iceland takes the lead by Dori Sig http://www.fronteerstrategy.com/blog/crowdsourcing-for-democracy-iceland-takes-the-lead/comment-page-1/#comment-11804 Dori Sig Fri, 19 Aug 2011 10:24:07 +0000 http://www.fronteerstrategy.com/blog/?p=1620#comment-11804 Well, it is still not going to well in Iceland ,as you can see on my blog. Corruption is still doing well Well, it is still not going to well in Iceland ,as you can see on my blog.
Corruption is still doing well

]]> Comment on Lovemarks vs Brands That Grow : ‘The Gloves are Off’ by Hot blood emotions are seldom the route to loyalty « Marketing Science http://www.fronteerstrategy.com/blog/lovemarks-vs-brands-that-grow-the-gloves-are-off/comment-page-1/#comment-11056 Hot blood emotions are seldom the route to loyalty « Marketing Science Fri, 15 Jul 2011 15:54:34 +0000 http://www.fronteerstrategy.com/blog/?p=1435#comment-11056 [...] What did I say that perturbed Kevin?  Well  a few things, here is an account I found by someone in the audience. [...] [...] What did I say that perturbed Kevin?  Well  a few things, here is an account I found by someone in the audience. [...]

]]> Comment on DUTCH DENIM DINER 2011 by cos http://www.fronteerstrategy.com/blog/dutch-denim-diner-2011/comment-page-1/#comment-11019 cos Thu, 14 Jul 2011 15:33:57 +0000 http://www.fronteerstrategy.com/blog/?p=1488#comment-11019 ziet er goed uit ziet er goed uit

]]> Comment on Lovemarks vs Brands That Grow : ‘The Gloves are Off’ by John Dawes http://www.fronteerstrategy.com/blog/lovemarks-vs-brands-that-grow-the-gloves-are-off/comment-page-1/#comment-10646 John Dawes Sun, 03 Jul 2011 23:19:38 +0000 http://www.fronteerstrategy.com/blog/?p=1435#comment-10646 I work with Byron. I analysed brand metrics for one of the brands Roberts says is a 'Lovemark' - namely, Nike. I analysed real purchase data on Nike and competitors from the TNS consumer panel. And guess what, Nike doesn't get "loyalty beyond reason". It gets about as much loyalty as a brand of its size should get*. Not super-loyalty compared to Adidas, Puma, Fila etc. So, so much for the idea of Lovemarks. These brands get loyalty about in-line with their size, as predicted by the Dirichlet model. Lovemarks is all just a story dreamed up by Kevin Roberts to sell advertising. *The study was published in the International Journal of Market Research in 2009. I work with Byron. I analysed brand metrics for one of the brands Roberts says is a ‘Lovemark’ – namely, Nike. I analysed real purchase data on Nike and competitors from the TNS consumer panel. And guess what, Nike doesn’t get “loyalty beyond reason”. It gets about as much loyalty as a brand of its size should get*. Not super-loyalty compared to Adidas, Puma, Fila etc. So, so much for the idea of Lovemarks. These brands get loyalty about in-line with their size, as predicted by the Dirichlet model.
Lovemarks is all just a story dreamed up by Kevin Roberts to sell advertising.

*The study was published in the International Journal of Market Research in 2009.

]]> Comment on Lovemarks vs Brands That Grow : ‘The Gloves are Off’ by Andreas Kahl http://www.fronteerstrategy.com/blog/lovemarks-vs-brands-that-grow-the-gloves-are-off/comment-page-1/#comment-10611 Andreas Kahl Sat, 02 Jul 2011 23:55:51 +0000 http://www.fronteerstrategy.com/blog/?p=1435#comment-10611 James, an excellent article. I read Kevin Roberts book and for a while there I believed the concepts. Then I did a postgraduate program (based on Prof Sharp's work) and realised that there's little evidence to support the "Lovemarks" philosophy. Enjoy the book, I'm happy to discuss it in further detail when you're ready. James, an excellent article. I read Kevin Roberts book and for a while there I believed the concepts. Then I did a postgraduate program (based on Prof Sharp’s work) and realised that there’s little evidence to support the “Lovemarks” philosophy.

Enjoy the book, I’m happy to discuss it in further detail when you’re ready.

]]> Comment on Lovemarks vs Brands That Grow : ‘The Gloves are Off’ by Byron Sharp http://www.fronteerstrategy.com/blog/lovemarks-vs-brands-that-grow-the-gloves-are-off/comment-page-1/#comment-10604 Byron Sharp Sat, 02 Jul 2011 13:17:07 +0000 http://www.fronteerstrategy.com/blog/?p=1435#comment-10604 Kevin Roberts definitely said he'd never heard such scientific claptrap, but then I don't think Kevin's heard much science ever. He seems a nice guy but he clearly didn't like me pointing out that loyalty was natural behaviour and wasn't the outcome of deep emotional commitment. Unfortunately he never presented a counter argument. He largely just showed lots and lots of TV commercials. Lovely creativity, but often miserable branded TV commercials. My summary was that he loves a good story and doesn't let the real world get in the way. Kevin Roberts definitely said he’d never heard such scientific claptrap, but then I don’t think Kevin’s heard much science ever.

He seems a nice guy but he clearly didn’t like me pointing out that loyalty was natural behaviour and wasn’t the outcome of deep emotional commitment.

Unfortunately he never presented a counter argument. He largely just showed lots and lots of TV commercials. Lovely creativity, but often miserable branded TV commercials.

My summary was that he loves a good story and doesn’t let the real world get in the way.

]]> Comment on Taking the fashion industry ‘Beyond Green’ by Amanda Cooley http://www.fronteerstrategy.com/blog/taking-the-fashion-industry-beyond-green/comment-page-1/#comment-5602 Amanda Cooley Wed, 01 Dec 2010 11:47:12 +0000 http://www.fronteerstrategy.com/blog/?p=1159#comment-5602 I liked your idea of "spending time on worthwhile things" which is something I've been focusing on early in my career development. Especially in the sustainability space (within fashion or not), there's "too much preaching to the crowd, not enough inspiration"offered to those who haven't jumped in head first. We need to integrate inspirational storytelling...much like what your 'jean holiday' story achieved. Concrete illustrations (1 pair of jeans = 1/2 swimming pool of water usage) help give visual images that are memorable. I love the project idea in Almere; capitalizing on Dutch denim obsession in a way that brings real economic, social and cultural relevance and value. The presentation was well designed and a great start to the program! I liked your idea of “spending time on worthwhile things” which is something I’ve been focusing on early in my career development. Especially in the sustainability space (within fashion or not), there’s “too much preaching to the crowd, not enough inspiration”offered to those who haven’t jumped in head first. We need to integrate inspirational storytelling…much like what your ‘jean holiday’ story achieved. Concrete illustrations (1 pair of jeans = 1/2 swimming pool of water usage) help give visual images that are memorable.

I love the project idea in Almere; capitalizing on Dutch denim obsession in a way that brings real economic, social and cultural relevance and value.

The presentation was well designed and a great start to the program!

]]> Comment on Co-Creation Workshop: Business Model Generation by ronald van den hoff http://www.fronteerstrategy.com/blog/co-creation-workshop-business-model-generation/comment-page-1/#comment-4387 ronald van den hoff Wed, 15 Sep 2010 08:35:31 +0000 http://www.fronteerstrategy.com/blog/?p=967#comment-4387 @Philippe: check www.seats2meet.com (we are also mentioned in Alex book) @Philippe: check http://www.seats2meet.com (we are also mentioned in Alex book)

]]> Comment on Co-Creation Workshop: Business Model Generation by Philippe http://www.fronteerstrategy.com/blog/co-creation-workshop-business-model-generation/comment-page-1/#comment-3084 Philippe Tue, 13 Jul 2010 18:32:07 +0000 http://www.fronteerstrategy.com/blog/?p=967#comment-3084 Hi, thanks for sharing your interesting experience with the business model co-creation workshop. Did local business model innovation examples came up during the session? We can add them to the list of local initiatives at: www.businessmodelinnovatie.nl Hi, thanks for sharing your interesting experience with the business model co-creation workshop. Did local business model innovation examples came up during the session? We can add them to the list of local initiatives at:

http://www.businessmodelinnovatie.nl

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