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The reinvention of Burberry

Back in 2003, the Burberry brand went through a revitalization that had an uptick in profits and exposure. They did so by focusing on the core target they wanted to pursue as well as slimming down on the product offering. Going forward in 2023, as there are more entrants into this market, Burberry should start looking at itself as a lifestyle brand beyond just apparel.

Careful brand architecture needs to be considered when thinking about the various brands to add to their portfolio. Taking a cue from LVMH where they have built a house of brands to represent more than just luxury bags or clothing, similarly, Burberry can consider doing it. Burberry can consider itself a lifestyle brand that would serve to incept itself into various touch points of a customer's lifestyle. The events that the customers go to, the way they travel, and the technology they use.

Additionally, the brand will not be able to compete upmarket with LVMH in the Parisian context, and nor can it compete with a US brand like Ralph Lauren. It should focus on the heritage of Britain and be as synonymous as a Classic English brand like Aston Martin. Going forward in 2023, it should double down on its focus as a classic english brand, up market and posh.

Classic English James Bond Image

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AI or Human? It's About the Friction

The rapid development of AI is both awe-inspiring and scary. The idea that a chatbot has access to all the knowledge in the world is exciting, but it can also be terrifying. Combined with advances in robotics and computing power, we're edging ever closer to a world that resembles the Terminator movies.

As AI becomes more advanced, it may start to seem too perfect, too well-designed, and too cold. Even though chatbots are incredibly efficient, customers often prefer to speak with an actual human agent. But what if that human agent is really a machine? Who knows? From a user experience perspective, we expect to see cues that aren't "perfect" in our interactions with customer service representatives. Imperfect responses, delays, and filler words make the interaction feel more human. The occasional "um" or "Uh Huh" makes us think the counterpart is processing what we're saying.

From a customer journey perspective, adding "friction" in the form of delays or wait times can actually make AI interactions feel more human. It's the imperfections that make us appreciate our human interactions, and it's these imperfections that we need to bring to AI if we want it to truly connect with customers.

While AI has tremendous potential to improve the customer experience in areas like customer service, it's essential to make the interactions feel human. We want to know we are served and we are served by a company that cared to put a real human on the voice. So for companies thinking of using Ai in an area like customer service which has tremendous benefits to customer experience such as wait times, endless pressing of numbers navigating to the right department, and having the lines cut off, human-like voice answering service is a great proposition, but it needs to be more human. And we can do that by adding friction because after all humans are not perfect and it's the imperfections that make us appreciate our human interactions.

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How i feel about Flying

This when i'm about to go on SQ

This is when i'm about to go on United

Singapore Airlines has been widely recognized for its outstanding customer service and commitment to providing value beyond just utilitarian forms. By focusing on the needs and wants of its customers, SIA has differentiated itself in the highly competitive airline industry and created a loyal customer base.

One strategy that SIA has leveraged to achieve this is its focus on the customer experience. The airline has prioritized staff training to ensure that every interaction with a customer is handled with care and attention to detail.

they have offered personalized experiences, such as customized travel itineraries and recommendations for local experiences. It has also leveraged technology to create a more convenient and seamless travel experience, with features such as mobile check-in and virtual customer service assistants. By focusing on customer experience as a competitive strategy, SIA has created a strong brand image and reputation that differentiates it from other airlines.

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My choice? Or is it?

Do even have the capacity to know when we are being led and when we are not? nudging is in everything we look at, from advertisements to suggestive sounds, and videos to make us buy stuff.

I think at the end of the day, its about the moral responsibility of the people using such tools to understand when a line is going to be crossed.

Mindful nudges can be effective in creating a personalized outreach that highlights the benefits of your product and emphasizes the value of booking a demo. For instance, you could send tailored messages that acknowledge the suppliers' busy schedules while highlighting the advantages of your product in terms of export and scalability. You could also create a sense of urgency by offering limited-time discounts or other incentives to encourage early adoption.

Mindless nudges, on the other hand, can be effective in simplifying the booking process and reducing the effort required for potential customers to take action. This could involve providing a one-click booking link or showcasing social proof, such as success stories or clear calls to action that make it easy for suppliers to book a demo without much thought.

Ultimately, the key to effective nudging is to strike a balance between personalization and simplicity. By tailoring your nudges to the needs and preferences of our target audience, while minimizing the effort required to take action, we can encourage the desired behaviors and achieve our goals.

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Chill or Celebrate?

When I think of Corona, it's definitely an image of the beach as Corona focuses on the relaxing, carefree feeling of being near the ocean with a cold beer in hand. They use visuals of white sand, blue water, and palm trees to create a vacation-like atmosphere. It's all about unwinding and enjoying the moment.

On the other hand, Heineken take a different approach. They market their beer around key events like the World Cup and Formula 1 . They position it as the beverage of choice for social gatherings, where friends come together to watch a big game or celebrate. With Heineken, it's all about the group and the excitement of being part of a event.

It's interesting to see how these two brands have carved out different niches in the beer market. Corona will appeal to those who want to escape their daily routine and feel like they're on vacation, while Heineken appeals to those who want to be part of a community and share experiences with others. Additionally, their advertising campaigns definitely play a big role in shaping these brand identities - As Corona uses Snoop Dogg, the ultimate embodiment of chill, to reinforce their beachy vibe, while Heineken uses event sponsorships to anchor their themes of group gatherings.

What do you think - are you more of a Corona person or a Heineken person?

If we look at the Corona vs Heineken story, it is very much like the IBM and Mac battle where there is an up-and-comer providing a different and more unique value proposition. In order to hold ground, Heineken would have rebrand itself to be a drink for all nonwork occasion instead of celebrations. if you are not at work, you should be drinking a Heineken

Heineken, like any brand, is vulnerable to certain risks that could impact its business. These include increased competition from other players, negative publicity (a rumour), Global pandemic (less social gathering), changing consumer preferences (wanting unique craft beer). To protect against these vulnerabilities, Heineken can focus on building a relevent image that is flexible to adapt to various situation. For example it can also look at acquiring other brands that would be part of the family such as smaller craft beers to target more hyperlocal markets, Healthy beer (to target more health concious individuals), light tasting beer (to target more of the consumers with more unique taste. By doing so, Heineken can mitigate these risks and continue to thrive in the market by positioning itself as a beer Portfolio company instead of just a single beer name.