What makes art art? Why is art so important to humanity? These are big questions and not ones that come up often in the context of connecting more effectively with your customers. That's a shame. Understanding what art is and why recorded imagery has such a...
Marketing used to be fairly straightforward: Throw money at advertising in order to influence people to buy your products and services. If your advertising campaign was decent, the resulting sales outweighed the cost of advertising. If your campaign was excellent, your business grew like a...
In our book Customers First, we looked at some of the world's biggest brandsâcompanies like Apple and Nikeâto discover how they connect so effectively with their customers. To build powerful, profitable connections, it helps to understand that customer behavior is driven largely by a combination...
How grateful do you feel each day? To what degree do you express your gratitude and appreciation to others around the office? If the answer is ânot a lot,â youâre not alone. The Blessings of Gratitude Weâve previously discussed negativity biasâthe brainâs predisposition to favor negative experiences, thoughts, and...
Harley-Davidson, Nike, Coca-Cola, and Apple logos have been permanently etched into the skins of customers worldwide. Why do they do it? Why do these raving fans, or what we call Brand Lovers, scorch their bodies with a companyâs mark? And what can marketers and brand managers...
Heaven's Gate, Jonestown, Scientology, Manson Family ...
As human beings, we have many different kinds of relationships. The relationship you have with your boss is probably very different than the relationship you have with your romantic partner, and both of these relationships are different from the relationship you have with your favorite...
In 1901, Ivan Pavlov rang a bell and a dog began to salivate. His famous experiment explains much of the mystery behind branding: connect a product or service with the customerâs need and branding occurs. Said another way: create an association in your customerâs mind...
Management guru Peter Drucker coined the term âknowledge workerâ in 1959.[1. Peter F. Drucker, The Landmarks of Tomorrow, 1959.] He differentiated knowledge workers from manual workers, forecasting that new industries will employ mostly the former. Late in his life, Drucker wrote, "The most important contribution management needs...
All brands want more loyal customers. The reasons are clear: more repeat business, more positive word of mouth, and greater customer lifetime value. Customer loyalty for many national brands is in decline. Switching brands in the digital age is easier than ever before. But, thatâs not...