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. __________________ Let’s 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 world’s 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...
It’s Monday morning. Someone on your team enters your office. There’s a major problem with your new product release or your store opening or an interdepartmental conflict. It doesn’t 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...
Sarah is two months into her new role as CEO of a fast-growing company in the casual dining market. At least, it was fast-growing until recently. The founder of the enterprise built his business by using only natural, GMO-free ingredients and providing a fast, comfortable dining experience. The...
How do the world’s top brands create loyal customers? It’s 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...