High profile brands have struggled to maintain market share during the recent recession. Consumers have been trading down to less expensive products. In addition to pricing pressures, brand managers must contend with a lack of brand awareness, more competition and changing demographics. As a result, brand managers are looking for more effective ways to capture consumer attention. And while many managers are using online formats, not everyone is convinced that social media can help. These are the preliminary findings of the 2010 State of the Brand Report.

Brand managers definitely believe that an online presence builds reputation and consumer awareness. According to the survey findings:

• Online strategies help improve brand awareness: 70%
• Online communications are the most valuable strategy for reaching consumers: 68%

But managers remain concerned that one online format, social media, lacks an important element. Scott Mires, Principal and Creative Director, MiresBall says, “Simply building awareness is not enough today. What consumers are told — and how they respond — are most important.” This explains why brand managers continue to rely on what they know has worked. The following formats, currently, provide the best return on investment in the brand management game: Online communications (68%), public relations (56%), and social media (40%).

Here’s how the surveyed brand managers feel about social media:

• Reaches consumers who were previously unreachable: 52%
• Building customer loyalty is NOT easier through social media: 30%
• Impact of social media is NOT sufficient to change brand strategy: 41%
• Social media present new challenge to  protect brand integrity: 41%

Despite their current hesitation, up to 80% of brand executives say they’ll be effectively using social media in 2 years. Managers should keep one detail in mind. “Brands that continue to tell authentic and relevant stories to their audiences — regardless of the touch point — connect more successfully with their audiences.” Typically, about 6% of a firm’s total marketing budget is allocated for brand management. Companies that spend their money wisely in branding campaigns will impress a clear picture of what they stand for in the mind of the consumer.

[Source: 2010 State of the Brand Report. MiresBall.com. 23 Aug. 2010. Web. 31 Aug. 2010]

What does it mean when 5,000 men fill out a survey on what and where they like to drink?  For one thing, marketers can use this information to recalibrate their ad campaigns to reach the elusive male. The findings of the recent Esquire survey on this topic tell us a bit about the differences between older and younger men when it comes to drinking, too.

For example, men who are age 55+ enjoy one 1-2 drinks a night. Younger drinkers, those between the ages of 21-24 claim to drink between 2-4 beverages when they’re out partying.  Based on these answers, perhaps beverage marketers should continue to position their ad campaigns to younger audiences.

Here’s a list of the preferred beverages for this pool of men:

• Beer 47%
• Cocktail 20%
• Straight liquor, rocks 16%
• Straight liquor, neat 8%
• Wine 10%

Here are the forms of marketing that men say are most influential when they choose what to drink:

• TV 24%
• Movies 14%
• Music 6%
• Billboard 1%
• Magazines 26%
• Dear old dad 29%

And to position the beverage of choice, marketers might appeal to the reasons men say they drink. For 24% of survey takers, the reason is to enjoy the drink. Another 25% drink to relax while 39% drink to socialize. Esquire editors refer to the poll as having “scientific-ish results” .  It might not be enough to stake an ROI on but it does offer insights into the thought process of one major customer group for beverage manufacturers.

[Source: The Esquire Survey of Drinking. Esquire.com. 12 Aug. 2010. Web. 31 Aug. 2010]

Highly touted electric cars will be rolling off the assembly lines later this year. And while consumers  are intrigued by this new automotive category and have incentive to buy, thanks to a sizeable tax credit, they also have questions. The findings of a recent Consumer Electronics Association survey show that auto makers are likely to engage in educational ad campaigns to boost sales.

Here’s what consumers like about electric cars:

• Vehicles don’t use gasoline 78%
• Less pollution 67%
• No need for oil-changes or tune-ups 60%

However, consumers are also hesitant to purchase an electric vehicle. Price is an issue. Even with the tax credit, a GM Volt will cost about $33,500 and the Nissan Leaf will cost $25,280.  Some models, for now, may only run 40 miles on a battery charge before the engine switches to the gas engine that allows an additional 300 mile range. And the batteries will need to be charged at home or at work. Here are the specific consumer concerns on this topic:

• Running out of battery power on the road 71%
• Unable to recharge 66%
• Limited mileage range 59%
• Not interested in installing a home-charging station 51%

Bracken Hendricks, a senior fellow at the Center for American Progress, says “[e]lectric vehicles are going to be the dominant automotive technology of the future. All the trends are moving that direction.”  Because of the performance uncertainty and higher prices, manufacturers will be promoting leases as the best way to purchase an electric car. In addition, auto manufacturers are expected to launch educational campaigns in the next few months to generate sales and interest in this category.

[Sources: Clayton, Mark. Chevy Volt vs. Nissan Leaf. Csmonitor.com. 27 Jul. 2010. Web. 27 Aug. 2010; Americans Want to Give Electric Vehicles a Test Drive. CEA.com. 23 Aug. 2010. Web. 27 Aug. 2010]

Marketers know that consumers want their vendors to be environmentally conscious and responsible. But there’s a big difference between claiming to be green and demonstrating the exact steps a marketer is taking to protect the environment. One growth area for marketers lately has been sustainable packaging. Worldwide, the market for sustainable packaging could be worth $142 billion by 2015.

Several research shops noted recently that the growth rate for sustainable packaging is higher than for traditional packaging. Currently, about 27% of the packaging used by U.S. retailers contains some sustainable materials. By 2015, nearly 37% of packaging could meet sustainable standards. Marketers in the cosmetics, personal care, food and beverage, shipping and healthcare sectors are most likely to use sustainable packaging.

As marketers look for sources of sustainable packaging, they often use recycled products. And almost 90% of the global demand for recycled material comes from the U.S.  Earlier this month, CPG giant Procter & Gamble said it will go a step further and use renewable resources in its packaging. The new high density polyethylene packaging will be manufactured from sugarcane. Products packaged in this new materials will include Pantene Pro-V, Covergirl, and Max Factor. The company is excited about the rollout which is planned for early  2011.  Jenny Rushmore, global sustainability director for P&G, says, “ [o]ur goal is to provide more environmentally-friendly products, but without sacrificing product performance or aesthetics, or paying more.” The new plastic packaging will be 100% recyclable.

P&G has already been promoting the steps it has taken with its Future Friendly-label products. The company wants consumers to understand its commitment to staying green. If more manufacturers follow P&G’s lead, campaigns promoting the use of sustainable packaging materials are likely to increase.

[Sources: Stones, Mike. Sustainable packaging market. CosmeticsDesign-europe.com. 19 Aug. 2010. Web. 26 Aug. 2010; Bird, Katie. P&G uses sugarcane-based plastic. Cosmeticsdesign-europe.com. 13 Aug. 2010. Web. 26 Aug. 2010; Alexander, Antoinette. P&G’s ‘green’ initiatives only the tip of the iceberg. DrugStoreNews. Aug. 2010. Web. 26 Aug. 2010]