A positioning strategy is a way of positioning your retail products and services in the mind of your customers. As marketers, we aspire to build stronger positionsâto create a place in the mind of our prospects and customers where our products are positively recalled. Â We hope...
If you were to conduct an immediate survey right now, this very instant, of all of the leadership of all of the companies you interact with, in one form or another, over the course of any given 24 hour period, I can say, with a...
If marketing is a discipline, consistency is the ultimate marker for success. More importantly, if you want to get the edge over your competitors and retain loyal customers, a consistent customer experience is vital. As you know, making your customers happy in a single transaction simply isnât...
Fairy tales are some of the oldest stories in existence. In one form or another, these stories have been told time and time againâadmittedly to entertain, but also to teach. The details vary from culture to cultureâEurope gave us Hansel and Gretel using their wits to...
You canât manage what you canât measure.W. Edwards Deming Businesses have become obsessed with metrics. More metrics are treated as producing greater the results. And, the better the metrics, the better the results. This metric fixation is the byproduct of an unhealthy obsession with outcomesâthe movement of...
Business archetypes tap into customers' psyches. Psychiatrist Carl Jung considered archetypes the fundamental units of the human mind. Archetypes are like software programs that come preinstalled on your computer (mind). You may not know they exist, but they are always either running in the background or ready...
What drives a person to get a brand tattoo? Think about what the term âbrandingâ really means and youâll have a better appreciation for the importance of the psychology behind brand tattoos. The tattoo is a powerful symbolic image. Symbolic images activate patterns buried in our unconscious....
No matter how the technological and commercial landscape may change, your goal remains the same: to create customers. More specifically, your goal is to build relationships with customers that translate to repeat business and positive word of mouth. This challenging feat is, in large part, accomplished through...
Our culture, and every modern culture since the Age of Enlightenment, praises reason above all else. Reason and logic became the salvation of mankind and ushered in the industrial, technological, and information ages. When humans praise one thing, they have a tendency of doing so at...
Here are eight steps you can take to begin building brand loyalty.
Build your business around your best customersâwhat we call Brand Loversâinstead of trying to aimlessly drive sales. Over time, your return on marketing and innovation efforts will rise.