Marketing

Our approach to understanding customers is founded on what we call the Brand DNA. Brand DNA is the root of developing all long-term strategies and short-term tactics. The Brand DNA consists of three interlocking parts:

1. Maslow’s Hierarchy of Needs
2. Jungian Archetypes
3. The Cultural Story

People must be motivated by a deeper Cause….I believe that people don’t come to work to earn money for themselves and the company. They come to work because the product does something worthwhile, and this is what gets people inspired.Bill George¹

With increasing competitive pressures from existing businesses and industry disruptors, corporations have turned to place greater emphasis on satisfying their employees to maintain or gain a competitive edge.

This has resulted in everything from Google-esque compensation packages to creating—or more often attempting to create—cultures and business practices based around unique core values, all in an effort to engage and retain employees with more than a paycheck.

The relationship between Cult Brands and their Brand Lovers is mutually beneficial.

Brand Lovers enjoy a real sense of satisfaction, accomplishment, and belonging from the relationship. Their self-image is enhanced significantly: these customers feel better about themselves—and they feel strongly that others view them more positively—because of the brands they openly embrace.

When we coach clients on their branding and marketing strategies, we like to marry best practices with customer data. Although some clients want us to use our research methods to do a deep dive into their customers, most companies want us to use their existing data—either collected by themselves or an outside company—as the source of customer knowledge. Over the years, I’ve noticed some common pitfalls in the ways customer insights are collected and used across companies of all types and sizes.

Here are five ways to avoid some of the most common ones.

When Aeschines spoke, they said,”How well he speaks.” But when Demosthene spoke, they said, “Let us march against Philip.”David Ogilvy, Ogilvy on Advertising

“Damn, Daniel! Back at it again with the white Vans.”

Remember that meme? It took the internet by storm in February 2016. What started on February 15th as a video on Twitter of Josh Holtz commenting on his friend Daniel Lara’s clothing skyrocketed Josh and Daniel to recognition, landing them on Ellen DeGeneres and being crowned one of the 30 most influential people on the internet by Time Magazine.¹

Seeing its popularity and its ability to break through the clutter, many brands started appropriating the meme: Clorox suggested to “get back at it with Clorox” and Axe attempted to link its popularity to their #findyourmagic hashtag.

As in the case with the Damn Daniel memes, companies often try to hijack memes in an effort to gain borrowed visibility. But, all too often they release their memes after popularity has peaked or they misunderstand the meme.^{2 3}