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Brand Influencers Skilled at Capturing Consumer Trust

Consumers are a fickle bunch, with audiences falling in and out of love with brands every minute. Compounding the challenges - they have trust issues. Lots of trust issues. So, brand influencers who are genuinely skilled at capturing – and keeping - consumer trust are...

Toblerone Netnography

Toblerone chocolate is well-known for its distinctive packaging and its prism shape (triangular prism or pentahedron). For you trivia buffs, here’s a tidbit: People think the triangular shape of the Matterhorn in the Swiss Alps is what gave Theodor Tobler his...

Lindt Netnography

Lindt, actually Lindt & Sprüngli, is a Swiss chocolate maker founded in 1845. The company makes premium quality chocolate, offering a large selection of products in more than 100 countries around the world. Sometimes the taste of their high-cacao-content bars is a...

Red Robin Netnography

Personally, I love Red Robin but wish they were easier to find. I saw a lot of them in southern California but they’re harder to find around here. Their burgers are really hot and juicy. I love the basket of fries, but a story I’m told by my grandma is that as a kid I...

VIZIO Netnography

I’m thinking of getting a new HDTV, so this is the first in a series of netnographies on TV brands. I currently have a Sharp Aquos and I hate that the dark colors in dark movies like Harry Potter are so dark you can’t make anything out. I may as well just listen to...

WebEx Netnography

Sometimes I spend a good portion of my day on WebEx. I’ve met some of the staff at Cisco and when they pass control of the meeting to another participant they say they’re “passing the ball,” because the WebEx icon looks like a ball. According to the Cisco WebEx...

Bobby Flay Netnography

First Martha, then Wolfgang, now Bobby Flay. This is the third installment of our Celebrity Chef series. As with the other two, Bobby Flay does more than one thing. He’s the owner and creative force behind several restaurants—Mesa Grill, Bolo Restaurant & Bar,...

Wolfgang Puck Netnography

Like Martha Stewart, Wolfgang Puck is a conglomerate. He’s an award-winning chef, but also a restaurateur, cookbook author, newspaper columnist, TV personality, and purveyor of a line of branded consumer products and housewares. According to his website, “Central to...

Martha Stewart Netnography

Where to begin with Martha Stewart, “Queen of All Things Domestic”? She’s a person, of course, but she’s also a brand. She’s been a model, stockbroker, caterer, author and TV and radio personality, and is the founder of the multimedia and merchandising empire called...

Wikipedia Entry on Netnography Needs Help

The alerts at the top of the Wikipedia entry on Netnography say it all: “This article is in need of attention from an expert on the subject.” “This article has multiple issues. Please help improve it.” “Very few or no other articles link to it.” “It may require...

Texas Roadhouse Netnography

Most consumers think Texas Roadhouse is doing a good job with steaks and other dishes, but many wish they would turn the music down a notch or two. And please do something about those long waits. Texas Roadhouse is a casual dining restaurant chain that first opened in...

Recipe for the Ideal Supermarket

We’ve used ConsumerBase to gather and analyze consumer opinion in order to publish netnographies on five large supermarket chains: Kroger, Publix, Safeway, Trader Joe’s, and Wegmans. This post combines findings from all five netnographies into a meta-analysis of the...

Finding Insights on Forums

I hear from NetBase customers that although Twitter is all the rage, and blogs have been around since the early 2000s, it’s in forums—the Internet equivalent of the old message board—where one gets the most transparency into people’s lives. Why do people join a forum?...

California Pizza Kitchen Netnography

Founded in 1985, California Pizza Kitchen (CPK) is a leading casual dining chain featuring hearth-baked pizzas, including the original BBQ Chicken Pizza, and a broad selection of pastas, salads, appetizers, soups, sandwiches and desserts. CPK premium pizzas are also...

Wegmans Netnography

Wegmans Food Markets, Inc. is a 77-store supermarket chain with stores in New York, Pennsylvania, New Jersey, Virginia, and Maryland. The family-owned company, founded in 1916, employs over 41,000 people, had 2010 sales of $5.6 billion, and is one of the largest...

Trader Joe’s Netnography

Trader Joe's is a privately held chain of specialty grocery stores headquartered in Monrovia, California. As of December 2010, Trader Joe’s had a total of 353 stores. Approximately half of its stores are in California, with the heaviest concentration in Southern...

Kroger Netnography

Headquartered in Cincinnati, Ohio, Kroger is the nation’s largest traditional grocery retailer, employing more than 334,000 associates who serve customers in 2,461 supermarkets and multi-department stores in 31 states. The company operates under two dozen local banner...

Safeway Netnography

Safeway began in 1915 as a Skaggs store, owned by M.B. Skaggs, in American Falls, Idaho. In 1926, the company merged with 322 Safeway (formerly Selig) stores. In the 1930s, Safeway introduced produce pricing by the pound, dating on perishables to assure freshness,...

Publix Netnography

Publix, a privately-held company operating stores in Florida, Georgia, South Carolina, Alabama and Tennessee, was founded by George W. Jenkins in 1930 in Winter Haven, Florida. It has grown into a Fortune 500 company with more than 1,000 stores and is one of the...