"Parent" brands systematize customer engagement
In consumer products, where many brands co-exist under one corporate umbrella, it’s especially critical for marketing and technology to work together to influence customer experience across all brands and channels. Some examples:
Proctor & Gamble. Consolidation in the retail industry has adversely affected P&G’s pricing and profitability. In response, P&G consolidated many of its brands marketing into the “Proud Sponsor of Moms” campaign – leveraging not only their scale, but a common communications platform and positioning. The campaign helps drive consumer preference for P&G brands in jumbo-retailers such as Wal-Mart and Target.
Coca-Cola. Untapped customer information resulted in Coca Cola elevating data and insight into individual customers as a key priority. In partnership with IBM Interactive, Coca Cola is leveraging its My Coke Rewards program to develop one-on-one experiences deepening the relationship with consumers, including its popular “Share a Coke” program that lets customers have their own name in Coke’s iconic script on their Coke cans and bottles.
Hilton Hotels. Self-cannibalization led Hilton into focusing its marketing investment on its parent and HHonors brand. The parent brand wanted to avoid having its 9 individual hotel brands compete for the same marketing dollars to target the same customer. Hilton is now working more collaboratively in a more consolidated messaging and contact strategy.
(via Taking Back the Customer Relationship | IBM Interactive)