Every company wants to be in a position where its customers love and trust them. That's where profits are high and loyalty is strong - critical considerations for the long-term health of the business. But sometimes, companies make choices that diminish the relationship they have with...
No product is appropriate for every market. Clarifying your ideal target markets is a vital element in formulating your Branding strategy. Factors might include demographics, psychographics, ethnographics, drivers of need, buyer personas, online/offline, and geography. Remember you canât profitably pursue every market so you want to determine...
Crocs werenât created to be beautiful. 200 pairs of distinctively shaped, lightweight footwear were created for the 2001 Fort Lauderdale Boat Show. They sold out quickly. This was the brandâs first step to superstardom. More than 720 million pairs of Crocs have been sold since...
Shortly on the heels of the Joe Rogan debacle, in which Spotify found its user base in conflict over the podcasterâs misinformation, the brand announced it was now in partnership with Walmart. In the deal, new and existing customers of Walmart Plus - the membership...
Of all the factors that go into creating Brand Lovers â those shoppers who will come to your store time and time again, even when they have other convenient options â trust is the one thatâs entirely within the brandâs control. No matter whatâs happening...
Because I have small children, I have seen The Walt Disney Company movie Encanto about 37 million times. And this experience has made me wonder: does every brand have a Bruno? We Donât Talk About Bruno - Whatâs That About? A quick summary for those who havenât seen the...
So weâre at an interesting and unique place in our examination of trust and what it means for a brand to be trustworthy. The Russian invasion of Ukraine has had impacts all around the world. What a brand chooses to do or not do now...
Taking into consideration your opens, shares, and clicks, below are our five most popular blogs of 2021. We thank you for your continued readership. We wish you and your family a happy, healthy, and fantastic New Year. BJ, Salim, and Aaron Make Business Matter In August, we launched our...
One of the most frequent questions we get from CEOs is what they can do to build an exceptional company culture. They usually expect the answer to involve costly consulting. But the best advice we can give is a simple technique that improves culture immediately...
The simple âthank youâ is one of the most powerful ways I know to engage people. I noticed in my consulting work how much this means to leadership teams, to associates, and myself. I learned how at the end of a difficult project people leave...