Kevin Roberts of Saatchi and Saatchi argued that great brands have two advantages: (1) they evoke respect for their technological performance, durability, and effectiveness; and (2) they evoke love because, well, . . . we love them. Brands like HP and Duracell are “respect” brands and Big Data can often help make decisions about increasing respect (Given our history are customers likely to spend 20% more if we make our batteries last 15% longer?), but brands such as Disney, Cheerios, and Geek Squad are respected and loved, and Big Data is pretty incompetent at suggesting how to increase the
...more
