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Hello. I'm Stacey Pilcher. I am a strategic marketer and brand consultant who is passionate about helping my clients build their businesses.
I started my business in 1999 and believe inspiration comes from within - and also within the Grand Canyon - that's why you can find me hiking there every year.
I started this blog to help my clients think about new opportunities. How can I help you?
Keep your head out of the sand.
Wednesday, March 23rd, 2011
Why was 2010 such a banner year for the Publicis Groupe? Is it Maurice Lévy, CEO? “The shock that the Internet caused is still not finished,” Mr Lévy says. “We need to be ahead of the curve; otherwise we will not be able to accompany the client of tomorrow.”
Acquisitions:
2000 Saatchi & Saatchi
2001 Leo Burnett Worldwide
2007 Digitas (online marketing)
2008 Performics (search marketing)
2009 Razorfish (largest digital agency)
It’s not about being all things to all people – it’s about watching the trends and owning brands that are of the future. Advertising agencies are interesting entities, since it is their job to understand consumers and keep clients and their products relevant, yet they struggle to stay relevant themselves. Agencies have always tried to be a one-stop shops, but now the industry is so specialized that no one agency can do it all. It is important to work with a variety of talent.
That’s why Lévy gets it. Sales and margins improved in 2010 and the company purchased a PR firm in China and 49% of a talent agency in Brazil. In 2011, it started by purchasing Chemistry agency in Brazil. Lévy doesn’t rebrand the companies he buys. He buys them so that his holding company has strength in the direction things are going.
Tags: advertising, digital marketing
Posted in 2011, Strategy | No Comments »
Test Your Brand
Monday, January 31st, 2011
Have you measured the status and effectiveness of your company’s brand lately? Answer “Yes” to any of the following questions, and you need to consider new strategies and tactics to keep your brand fresh, relevant and profitable in today’s marketplace.
1. Do you depend on a loyal customer base with few new customers acquired each year?
2. Has your brand identity been consistent over the years, yet never updated?
3. Is social media a mystery to your company?
4. Is consolidation changing the face of your competitive environment?
5. Have distribution points changed for your products?
6. Do you feel that your product is slowly being usurped by new technology or offerings?
7. Have your consumers changed consumption patterns since the recession?
8. Do you have one “star” product outpacing all others?
Over the next few months, I will be discussing these topics and providing insights and suggestions on building brand and market share. Stay tuned.
Tags: brand building, consumer experience, consumer perception, marketing
Posted in 2011, Strategy | No Comments »
Jack LaLanne, the man who met the eight tests of a strong brand.
Tuesday, January 25th, 2011
Jack LaLanne started when he was just 15 with an idea that he could change is life though a nutrition and fitness regime. Doctors called him a quack, but that didn’t stop him. At the time, they thought weight lifting would cause a heart attack. His idea, lead him to develop another idea – the health club.
Jack LaLanne built a movement based on his unwavering belief. He built an ultimate brand.
What makes a strong brand?
1. It is based on a unique idea.
2. It tells a story worth repeating.
3. It is relevant.
4. It is believable.
5. It is memorable.
6. It stands the test of time.
7. It delivers on a promise.
8. It creates something bigger than the original idea.
At 96 Jack LaLanne died on January 23, 2011. He always said, “I can’t die, it will ruin my image!” But I think his image will live long past the man.
Cheers to Jack!
Tags: brand building, brand strategy
Posted in 2011, Strategy | No Comments »
Walk in another’s shoes.
Monday, June 7th, 2010
Today, I was reading a review in The Wall Street Journal of the new book Delivering Happiness by Tony Hsieh, the 36-year old founder and chief executive of Zappos. As the title indicates,he attributes some of the success of Zappos on the company’s approach to customer service, or “delivering happiness.” I’d like to read more.
One of the best things to come out of social media is teaching companies the impact customer service has on a brand. Social media has made our transactions transparent. Those companies that embrace social media and customer complaints, as well as compliments, are finding that honesty truly does build brand equity. Even consumers know that not everything is perfect all of the time.
So take a walk in your customers’ shoes, who knows, after ten years, you might be able to sell your company for $1.2 billion, just like Mr. Hsieh.
Tags: brand building, consumer experience, social media
Posted in 2010, Strategy | No Comments »