The Art of Brand Strategy is of vital importance to your business. It is a matter of profitability and loss, a road to either safety or to ruin.
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Businesses aggressively strive to establish trust with their customers but often neglect the need to cultivate confidence in their workplaces. Economist John Helliwell researched the determinants of workplace happiness and found that trust is the greatest contributor, beating out pay, workload, or perks. A one-point increase on the trust scale can mean the equivalent of the psychological benefits associated with a 40% wage increase.
Malcolm Gladwell tells a famous story about Howard Moskowitz, the food scientist who discovered for Prego that what customers wanted was a chunky spaghetti sauce. Armed with this information, Prego introduced a chunky sauce and had some of its most profitable years ever. Part of the reason Moskowitz was so successful in his research was that he was willing to question everything. No variable was fixed. Everything that could be questioned would be questioned.
Your best customers are your Brand Lovers.
Understanding the needs of your Brand Lovers and serving them better than anyone else is critical if you want to outmaneuver the competition and grow a long-term sustainable business.
By the former Chief Marketing Officer of Walmart, Paul Higham
I suspect that most 13-year-olds are curious about their future—I know I was. One day, my mother brought home a little black and yellow hard-backed book called Careers (I’m not entirely sure of the title, as this was nearly 50 years ago). I found a quiet place and devoured the book.
