Driving long-term, positive talk requires innovating around what customers love about your brand and exceeding their expectations.
Entries Tagged as 'Branding'
Motivating Positive Word of Mouth
June 16th, 2009 No Comments
Tags: Apple · Branding · Business · buzz · Donna Dubinsky · Ed Colligan · Jeff Hawkins · Marketing · palm · palm pre · word of mouth
Back to Basics: Drivers of Choice and Drivers of Differentiation
June 16th, 2009 No Comments
It’s not enough just to be different; you must be different in ways that matter. Your drivers of differentiation should layer onto your category drivers of choice.
Tags: Branding · Business · Choice · Differentiation · Marketing
Why Neuromarketing Doesn’t Have All The Answers
June 1st, 2009 1 Comment
Neuromarketing helps downstream as a final test, but real power comes from knowing where to start upstream. And, it saves time and money, too.
Tags: Add new tag · Apple · brand · Branding · brands · Business · coke · Innovation · ipod · lindstrom · Marketing · Neuroscience · new coke
Cultivating Customer Loyalty Through Brand Communities
May 27th, 2009 No Comments
A key in driving brand loyalty (which leads to profitability) is the formation of communities around the ideals held in common by the brand and its customers.
Tags: Add new tag · brand · Branding · brands · Business · cult brand · cult branding · Marketing
What the Long Tail Means for Your Business
May 25th, 2009 No Comments
What does the distribution of products look like in the future of retail? This is the question Chris Anderson sought to answer in his bestselling book, [amazon-product text="The Long Tail" type="text"]1243265818[/amazon-product]. Anderson’s answer is that hits will become less significant and niche products will become more important, with millions of products selling a couple copies [...]
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Drucker, Apple, Palm, and The Purpose and Functions of Business
May 22nd, 2009 No Comments
Next time you make a product or design a new marketing strategy, instead of trying to outdo the main competition look to what you do best and what your best customers love about you and innovate from there.
Tags: Add new tag · Apple · brand · Branding · Business · drucker · Innovation · iphone · Marketing · palm · palm pre · steve jobs
The Importance of Consistency in Branding
May 22nd, 2009 No Comments
Too often companies change the heart of their marketing campaigns in an effort to inject newness into their branding strategies in hopes of capturing attention. The latest neuroscience research reveals why changing the core of your messaging can be detrimental to your brand.
Tags: Apple · brand · Branding · Business · Marketing · memory · Neuroscience · Nike
Top Five Books About Branding That Aren’t About Branding
May 20th, 2009 3 Comments
The modern marketer is quickly realizing the decades old business wisdom is not and never really has been enough to truly understand the customer and build an effective brand. Applying insights from different disciplines is becoming a key to modern marketing. With that in mind, I’d thought I’d offer my top five non-business books that [...]
Tags: brand · Branding · Business · campbell · jung · Marketing · maslow · Neuroscience · psychology
The Commoditization of Starbucks
May 19th, 2009 2 Comments
Starbucks has dug itself a pretty deep hole. The only way out is to stop focusing on tactic after tactic in hopes that one will catch on and instead focus on reconnecting with the soul of their business and their customers’ human needs.
Tags: brand · Branding · Business · coffee · schultz · starbucks
Marketing From Within
May 16th, 2009 No Comments
Great marketing also stems from discovering the passions and needs that exist within the customer and then reflecting that need throughout all your brand’s touchpoints.
