Building analytic muscle to learn about your customers is a top priority for todayâs outperforming chief executives. Big data is an unquestionably powerful tool to improve your knowledge about your customers. Many executives are talking about âbig dataâ these days. Another popular term associated with big...
Organizations that foster brand loyaltyâthat place an unusually high level of focus on their customersâon average, demonstrate a more enlightened approach to management. Why is this so? Cult Brands and other customer-centric businesses tend to be more humanistic. That is, they tend to place a greater...
In walking the massive floors of the National Retail Federationâs Big Show in Jacob Javits Center last week, we noticed the same themes and language echoed throughout the great halls of exhibitors serving the retail industry: analytics, big data, and other research toolsâservices and technologies...
It was an enlivening trip to the National Retail Federationâs Big Show this year. With over 30,000 attendees pacing over 800,000 square feet of exhibitors serving the retail market, it was difficult not to marvel at what human consciousness can do in its effort to...
Letâs make a series of obvious statements: 1) Your customers are human beings. 2) Human beings share certain values. 3) Human beings, as customers, are attracted to businesses that share their values. Simply enough, isnât it? Well, sort of. The challenge is not all humans value the same thing....
What is a Brand? Brands are funny things. You canât just go to the store and pick up a pound of brand. Thereâs no brand app to download. You canât go to the Brand Store and buy brands to make your organization more appealing to your...
Cult Brandsâcompanies with unusually high levels of brand loyaltyâhave learned to serve a special group of customers. Harley riders, Mac users, Parrot Heads, Trekkies, MINI drivers, and the like represent a core group of people at the heart of each brand. We call this special...
Marketing is the practice of allocating resources to gain awareness and consideration from future customers for purchase of a product or service. Marketing is about creating customers. A brand is a relationship, formed and shaped by all the emotions and ideas that the customer associates with...
An exclusive focus on the short-term bottom line is the hallmark of brands that will never be great. We call this the merchant mindset. As long as your operation is too tightly focused on generating the next transaction, from the perspective of building brand loyalty, youâre...
Cult Brands have mastered the art of building meaningful, long-term relationships with their customers. Cult Brands exist in every industry. The list of Cult Brands includes companies that have absolutely nothing to do with computers or smartphones: Harley-Davidson is a Cult Brand. They make motorcycles. ...