Let’s make a series of obvious statements: 1) Your customers are human beings. 2) Human beings share certain values. 3) Human beings, as customers, are attracted to businesses that share their values. Simply enough, isn’t it? Well, sort of. The challenge is not all humans value the same thing....
What is a Brand? Brands are funny things. You can’t just go to the store and pick up a pound of brand. There’s no brand app to download. You can’t go to the Brand Store and buy brands to make your organization more appealing to your...
Cult Brands—companies with unusually high levels of brand loyalty—have learned to serve a special group of customers. Harley riders, Mac users, Parrot Heads, Trekkies, MINI drivers, and the like represent a core group of people at the heart of each brand. We call this special...
Marketing is the practice of allocating resources to gain awareness and consideration from future customers for purchase of a product or service. Marketing is about creating customers. A brand is a relationship, formed and shaped by all the emotions and ideas that the customer associates with...
Not All Cults Are Created Equal For some people, the word “Cult” is enough to make the hair on the back of their neck stand up. Thoughts of Jim Jones and David Koresh spring easily to mind. These renowned cult leaders certainly had their followers, but...
An exclusive focus on the short-term bottom line is the hallmark of brands that will never be great. We call this the merchant mindset. As long as your operation is too tightly focused on generating the next transaction, from the perspective of building brand loyalty, you’re...
Cult Brands have mastered the art of building meaningful, long-term relationships with their customers. Cult Brands exist in every industry. The list of Cult Brands includes companies that have absolutely nothing to do with computers or smartphones: Harley-Davidson is a Cult Brand. They make motorcycles. ...
Many independent retailers worry about big competitors who have significantly larger marketing budgets. Unfortunately, these fears are well-founded. Studies show people purchase a higher percentage of their merchandise from big box retailers. Despite the emergence of these mega businesses, however, many small retailers continue to...
No one wants to own a mediocre brand, but few businesses take the steps necessary to become a dominant brand. Brands that don’t actively work to differentiate are generally defined and controlled by their competitors. In a cluttered marketplace of indistinguishable brands, developing a strong...
Orlando, FL (PRWEB) Savvy marketers from major retail brands and small business owners alike are in constant need of new ideas and methods for attracting customers and building brand loyalty. There are always better go-to-market strategies available and new practices for improving business metrics. The Cult Branding...