26
Jul
Marketing
12
Jul
Loyal To You – Lessons Learned in Branding
All major brands try to get their customers to be loyal to their brands. This should be called brand loyalty. Cult Brands focus on being loyal to their customers. This should be distinguished as customer loyalty. Do you see the difference?
13:28 /
Marketing
05
Jul
Cult Brands Have The Highest Customer Loyalty of All Brands
Why is loyalty so high among customers of Cult Brands? A simple but elegant explanation is that modern humans join communities by making purchases. Thatâs the big secret behind Cult Brands: they give their customers the sense that they belong; their brandâs values become part of their own identity.
28
Jun
Is It Time To Change Your Customer Strategy?
The purpose of businessâcreating a customerâand your customersâat a human levelâaren't changing.Â
But for many businesses, it's time to make a change toward having a deep understanding of their true purpose and their customers.
20:30 /
Marketing
21
Jun
Do You Treat Your Customers As Humans or As Numbers?
Is the goal of your business to fulfill needs in your customersâ lives or is it merely to âsell more stuff to more people more often for more money more efficiently?â[1. Sergio Zyman, The End of Advertising as We Know It, 2003.] If the latter is your main goal, you should probably stop reading and go share a New Coke with Sergio Zyman.
20:00 /
Marketing
24
May
The Link Between Customers and Core Values
Having spent nearly twenty years studying and analyzing a unique breed of companies that have an uncanny way of attracting and retaining loyal customers, the topic of values becomes unavoidable.
17
May
Stories Are Taking Over The Customer Journey
The primary ingredient behind compelling stories come down to one thing: problems. The protagonist faces a challenge and tries to overcome it. This is the essence of drama and the key to good storytelling. Without problemsâwithout troubles and tensionsâthereâs no story. Thereâs nothing to engage us.
11
May
How Insightful are Your Customer Insights?
The reason our stories, messaging and marketing fall flat is that the people we want to serve are not motivated by our need to be seen, to be heard or to close a sale. Peopleâyour audience, customers and clientsâare motivated by their need to be seen, heard and understood. Bernadette Jiwa, The Right StoryDespite the amount of money companies spend on customer insights, most companies donât value true insights. Insights should tell you something new; they should change the way you think. Yet, most companies reward predictable results instead of game changers.[1. Gary Klein, Seeing What Others Donât, 2007.] On average, companies value âinsightsâ that confirm what theyâre already doing. At best, they want âinsightsâ that only slightly modify what theyâre already doing. But, are these insights really insightful?
03
May
Customer Relationships: The Driving Force of Your Business
Your greatest asset is your relationship with your customers. If you erode it, youâll play a Sisyphean game of trying to gain sales from new buyers faster than your customers leave you.
17:00 /
Marketing
19
Apr
Archetypal Branding
Cult Branding was founded on Abraham Maslowâs Hierarchy of Human Needs. Maslowâs hierarchy offers a simple framework for understanding customer behavior: humans have inherent needs that they try to fulfillâconsciously or unconsciouslyâin everything they do. Although Maslowâs hierarchy offers significant explanatory power, it does not provide a complete explanation of brand loyalty. A more complete explanation involves taking a step back from Maslow and understanding how humans react when something happens to them.
14:45 /
Marketing