THE BIG IDEA: All businesses are run by archetypes. Some know it. Most donât. When you understand how archetypes work, you can better position your business in the marketplace, attracting the right employees and loyal customers. __________________ Why do tens of thousands of riders flock to Milwaukee...
THE BIG IDEA: In a demanding retail environment where customers shop online more frequently, retailers with physical spaces have an opportunity to create atmospheres where customers want to gather, not just shop. __________________ You have an hour to meet with a friend to catch up. Or, you and...
THE BIG IDEA: How do you build a marketing program that attracts the maximum number of customers while simultaneously fostering loyalty? You start by segmenting your customers based on their commitment toward your business. __________________ Letâs meet three very different customers: Susan, Lisa, and Stanley. Susan is looking...
THE BIG IDEA: Archetypes are at the core of effective marketing. They provide the most powerful way to attract the right customers. But archetypes are often misunderstood. This week, we examine the archetypal power of one of the worldâs strongest brands. __________________ A line of mindless drones...
Some customers have a religious devotion to a particular brand. They may go so far as to permanently scorch their skin with the logo or image of the brand they love. While this may appear extreme to you, fifteen years of research into Cult Brands has...
A long time ago, humans started telling stories. Our first stories were drawn on cave walls. We started sharing stories even before we developed language. Humans have been obsessed with stories ever since. Stories teach us. They bring order to our lives. In many ways, story define who...
How do the worldâs top brands create loyal customers? Itâs a question our small firm has invested long hours to answer. Deciphering the code to undying, raving fan customer loyalty unlocks powerful strategies for market domination and long-term profitability. Cult brands are businesses that have communities of customers...
Tobacco. It's one of the most addictive substances on the planet. Back in 1987, smokers were first told that it is easier to give up heroin than cigarettes. Today, the CDC reports that nearly 20% of American adults smoke. Nearly one in five. That's pretty bad. In Thailand, the numbers...
The contemporary art world was buzzing about an announced collaboration between UBS Wealth Management and the Guggenheim Museum. Itâs easy to see what the excitement was about, especially from a creative perspective. The five year initiative is going to chart creative activity and contemporary art...
Weâve always been fascinated by the phenomenon of popularity. What causes customers to flock to one brand while remaining coldly indifferent to anotherâeven when the offerings of the companies in question are similar? Years of consumer research have revealed that the single most important factor that...