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: Every business has a unique set of strength-based values that shape the organization. Once uncovered, these âsuperpowersâ help guide your vision, energize your culture, differentiate your business, and attract customers that love you. __________________ Itâs a rainy Wednesday morning. You enter your office an...
THE BIG IDEA: When you know what drives you, you have insight into what motivates your employees and your customers. Calling on the research and motivational theories in behavioral psychology illuminates the answer. __________________ You didnât get where you are by accident. You worked hard. You assimilate...
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...
Itâs Monday morning. Someone on your team enters your office. Thereâs a major problem with your new product release or your store opening or an interdepartmental conflict. It doesnât matter what it is; it only matters how you respond. How well you respond all depends on your mental...
Susan is the CEO of a national chain of fashion apparel department stores. David is the CEO of a competing brand. Both Susan and David have been at the helm for five years. Accomplished and talented professionals, they have each earned their positions. Sharp-minded and effective...
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...