Understanding your product’s key features and benefits is the first step in defining your product’s unique value proposition. You must understand exactly how your product connects with your customers: the context of their use, the solutions it solves, and the benefits they derive. Here are some...
I don’t need to tell you about the many incredible things Elon Musk has already accomplished. Tesla, SpaceX, STARLINK, and The Boring Company - are all groundbreaking brands, each is operating at the frontier of possibility. Now Elon’s buying Twitter with the stated goal of making the site a more trustworthy, functioning...
Obviously, there’s a lot happening in the crypto community right now. Events are developing very rapidly, highlighting many conversations individuals and organizations need to have about the role crypto plays in their finances. That’s what we were talking about last week. At that time, our team was...
I was having a conversation with my good friend and colleague Marcus Thornton, Chief Marketing Officer of Scheels, about the challenges Netflix is facing. So it’s fair to say Netflix is not having the best time ever right now. Instead of achieving 2 million more...
Management guru Peter Drucker reminds us, “The purpose of business is to create a customer.” The driving force behind this step is developing customer intelligence. You want to become masterful at generating actionable consumer insights through web surveys, focus groups, one-on-one in-depth interviews, in-store interactions, and more. Here’s...
Every company wants to be in a position where its customers love and trust them. That's where profits are high and loyalty is strong - critical considerations for the long-term health of the business. But sometimes, companies make choices that diminish the relationship they have with...
No product is appropriate for every market. Clarifying your ideal target markets is a vital element in formulating your Branding strategy. Factors might include demographics, psychographics, ethnographics, drivers of need, buyer personas, online/offline, and geography. Remember you can’t profitably pursue every market so you want to determine...
Crocs weren’t created to be beautiful. 200 pairs of distinctively shaped, lightweight footwear were created for the 2001 Fort Lauderdale Boat Show. They sold out quickly. This was the brand’s first step to superstardom. More than 720 million pairs of Crocs have been sold since...
Shortly on the heels of the Joe Rogan debacle, in which Spotify found its user base in conflict over the podcaster’s misinformation, the brand announced it was now in partnership with Walmart. In the deal, new and existing customers of Walmart Plus - the membership...
Of all the factors that go into creating Brand Lovers – those shoppers who will come to your store time and time again, even when they have other convenient options – trust is the one that’s entirely within the brand’s control. No matter what’s happening...