22
Mar
Decoding Brand Communities
Learn why brand communities form and what you can do to support them: ...
00:12 /
Marketing
Author: BJ Bueno
19
Mar
What is Cult Branding?
Brands fail for one primary reason: instead of building a brand some people love, companies build brands no one hates. Most marketers live in a world where they are constantly searching for the flashy, the instantâin short, the trivial. We must recognize that brands don't belong to...
17:43 /
Marketing
19
Mar
Ace Hardware: Putting Customers First in a Quest to Double Market Share
Normally, when we talk about watching paint dry, we're referring to something tedious or boring. But for the leadership at Ace Hardware, paint is pretty exciting. According to this New York Times article, a new product line (coupled with an insightful marketing approach) may be...
14:34 /
Marketing
15
Mar
Meet Mr. Maslow: The Father of Cult Branding
Why are certain brands so important and meaningful to some customers that they feel compelled to tell the world about them? What makes them go that extra mile? Understanding human behaviorâwhat motivates people to do certain things and act certain waysâis at the very core of...
19:25 /
Marketing
06
Mar
The Sweet Smell of Success: How Understanding Your Customer’s Unconscious Motivations Can Help Build Your Brand
There is a great article in Forbes discussing how P&G revived the Febreze brand, bringing it back from near-death status to one of the company's leading money makers. It illustrates very well how critical it is to understand the unconscious factors that motivate customer behavior. Febreze,...
18:01 /
Marketing
27
Feb
Success by the Slice: Does Being “Flawsome” Work For Domino’s?
Perfection isn't all it's cracked up to be. Just ask the folks at Domino's Pizza. In 2009, the company's pizza came in last in a national taste testâtying with Chuck E. Cheese, an eatery known more for the presence of video games and children's amusements than...
06:00 /
Marketing
15
Feb
Rotten at the Core? Apple’s Alignment Problem
Work hard on the job today or work hard to find a job tomorrow. That isn't the message most of Apple's Brand Lovers would expect to find hanging on the wall of their favorite tech company's manufacturing facility. It seems a little too Dickensian in sentiment,...
06:00 /
Marketing
08
Feb
Driving Into the Future: Rolls Royce, China, and Brand Lover Expectations
The Rolls Royce Special Edition Year of the Dragon Phantom comes in a distinct maroon color. There are ornate golden dragon details. You can, if you can foot the bill, have your Phantom fully customized, with special embroidery on the upholstery, drinks cabinet, and on...
06:00 /
Marketing
01
Feb
The Sound of One Hand Clapping: Applause and Your Brand Lovers
During the Florida Republican Primary Debate, moderator Brian Williams asked the audience to refrain from applauding or booing anything they hear the candidates say. While this is the norm for presidential debates, the request drew mixed reaction in this instance. There are those who praised the...
13:37 /
Marketing
25
Jan
Beyond Question: Are There Things Your Brand Should Never Ask?
Arthur Brisbane has been having a rough week. On January 12th, the NY Times' public editor (a position created, you may remember, in the wake of the Jayson Blair scandal) used his high-profile soap box to ask the most amazing question: Should the Times be...
15:47 /
Marketing