Archive - Mar 2011
March 9th
Beer that's different in every sense
Why it matters
Food and drink brands are looking at every aspect of their consumption experience to enhance and differentiate. Can consumers taste, see, smell, hear and feel the uniqueness of you brand?
McDonald's for the end of self-service
McDonald’s is actually testing waited table service in 50 of its French restaurants. If the trial is convincing, this service may become a nationwide practice by 2012. It will be available in Mc Cafés and for customers using the order terminals in restaurants. The aim is to avoid queues and to adapt to French gastronomic habits.
Why it matters
McDonald’s is making a shift in the fast-food model by improving its service and at the same time adapting more to local culture. Are we witnessing the paradoxical birth of the ‘French fast-food concept’?
Maximising fan value
While social media provides a real opportunity for brands to engage with their fans, keeping track of the current state of a social media campaign is still a relatively vague affair. Fangager is a “brand engagement” service that identifies and rewards a brand’s most avid fans.
Why it matters
With the devaluation of the like button, what really matters is not how many fans a brand has but rather which of its fans are most engaged. How do we move from mere size of fanbase measurement to more significant understanding of your brand advocates?
