About John Aves

This author has not yet filled in any details.
So far John Aves has created 64 blog entries.

Why HSBC needs to change more than marketing to become truly customer-centric.

Why HSBC needs to change more than marketing to become truly customer-centric. Posted 11th August 2015. Following the recent article by Amanda Rendle, Global Head of Marketing at HSBC, in Marketing, we look at why one of the UK’s biggest banks needs to change more than just their marketing department and what are the driving [...]

By | August 11th, 2015|Blog, News|Comments Off on Why HSBC needs to change more than marketing to become truly customer-centric.

How do you develop a brand promise that truly meets customer’s expectations?

How do you develop a brand promise that truly meets customer’s expectations? Defining a compelling brand promise is important for any organisation committed to driving increased loyalty from its target customer base. A brand promise is not an advertising strapline, it is a description of what your customers can expect from your organisation. Its purpose [...]

By | July 6th, 2015|Blog, News|Comments Off on How do you develop a brand promise that truly meets customer’s expectations?

How the power of customer insight can stop your company investing in the wrong areas.

Every day companies gather reams of data that they use at Board and operational level to power the way they operate. Sadly, too much of the research large companies commission is backwards looking and gives very little insight into the fast-changing needs and expectations of customers. When you overlay internal interpretation companies sometimes jump to [...]

By | June 16th, 2015|Blog, News|Comments Off on How the power of customer insight can stop your company investing in the wrong areas.

Why do brands with purpose generate more revenue?

Why do brands with purpose generate more revenue? Posted by John Aves, Monday 18th May. In a recent article in Marketing, Unilever has revealed that the brands within its ‘Sustainable Living Plan’ are contributing to over half the overall business growth. Brands such as; Dove, Ben & Jerry’s and Comfort are achieving above average growth [...]

By | May 18th, 2015|Blog, News|Comments Off on Why do brands with purpose generate more revenue?

What is Customer Experience?

What is Customer Experience? Posted by Julie Kemp, Wednesday 22nd April. Implemented well, Customer Experience is all about influencing the buying behaviour of an organisation’s strategically most valuable customers. The functional and emotional experience that an organisation delivers to their customers every day, through every touch-point, tangible or intangible, either builds value for their brand [...]

By | April 22nd, 2015|Blog, News|Comments Off on What is Customer Experience?

Has WHSmith lost it’s way?

Has WHSmith lost its way? Posted by John Aves, Tuesday 21st April 2015. So after WHSmith published it’s interim results, we look at what is going right and what is going wrong one of the UK’s most traditional brands. Thursday’s results highlighted that the magazine and book retailer, is focusing on cutting costs and optimising [...]

By | April 21st, 2015|Blog, News|Comments Off on Has WHSmith lost it’s way?

Is it really all about the best service at the cheapest price?

Is it really all about the best service at the cheapest price? Posted by John Aves Speaking at Advertising Week Europe Philippa Snare, CMO of Microsoft UK, dismisses the idea that consumers want to be champions of brands because of an emotional connection. She asserts she doesn't want an emotional relationship with her insurance company and says [...]

By | April 7th, 2015|Blog, News|Comments Off on Is it really all about the best service at the cheapest price?

What drives brand loyalty?

What drives brand loyalty? Posted by John Aves Last week Marketing reported the top ten, most trusted brands in the UK. The list makes fascinating reading. The AA, the Post Office and Boots occupy the top three slots with Google, the RAC, M&S, Kellogg’s Cornflakes, Johnson’s Baby, Fairy and Dulux following quickly behind. There were [...]

By | April 23rd, 2014|News, Uncategorized|Comments Off on What drives brand loyalty?

Are the ‘Superbrands top 20’ really that super?

Are the ‘Superbrands top 20’ really that super? I have enjoyed browsing through the glossy Superbrands book on the coffee tables of my marketing director friends over the years. The publication of this year’s list of top brands caught my eye because British Airways was featured in the top spot. I have to confess at [...]

By | February 26th, 2014|News|Comments Off on Are the ‘Superbrands top 20’ really that super?

Has Ryanair really had a change of heart?

Has Ryanair really had a change of heart? Helen Edwards writes in the February edition of Marketing that she believes Ryanair has gone through a fundamental change in beliefs. She asserts that Michael O’Leary has recognised the advantage of being automatically seen as the lowest price operator is starting to generate diminishing returns. As a [...]

By | February 24th, 2014|News|Comments Off on Has Ryanair really had a change of heart?