Who is MCCP?
Founded by Kay McCarthy, in 2008, MCCP is a leading strategic planning, insight and research agency.
MCCP collaborates with both clients directly or with agencies to help find ways to create brand value through strongly-differentiated strategies rooted in real consumer insight.
Kay has a proven record as an experienced Strategic Planning Director in markets in Ireland, Europe, the Middle East and Africa where she developed many award-winning, effective, growth-led campaigns for numerous now successful local and international brands.
MCCP unites strategic planning with creativity across all disciplines including communications, branding and digital.
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. New Trust Takes More Richard Branson’s Virgin Money recently acquired Northern Rock in the UK. Upon the news of the takeover Branson promised to challenge the big five by offering easy-to-understand financial products and quality customer service all through the filter of the Virgin brand. So what?
Virgin has a history of entering a new area of business & instantly applying their own ethos to the product & service. Is this approach needed in Ireland where more and more people are moving their money to Credit Unions’. Trust is integral in this category & consumers are moving their money where they feel it is safest. Banking needs to change its format & appeal to regain the trust it has lost but will simply removing the tie & adding some colour wash away our opinions of the sector?
2. Recession creates two-tier food brands Our current economic situation has resulted in the development of a two-tier food system. With commodity cost volatility at one end & lower consumer demand at the other this two-tier system results in major manufacturers getting bigger while small & medium producers are left with little room for expansion.
So what?
If your brand falls in between the two models mentioned then the question remains which way will you fall? Domino’s Pizza witnessed the development of a two-tier take away market long before anyone else and released the gourmet range of pizza’s aimed at those who found themselves getting take-away pizza rather than going out for a meal weekly. By creating two differentiated products (one for each tier) Domino’s was offering something for those in the lower tier to aspire to & offering a more familiar taste to those in the top tier. This method of expansion has been heralded a success & watch to see more brands follow suit.
3. Weekend Warrior
