What is Branding All About?

Management guru Peter Drucker explained that the purpose of business is to create a customer. 

In contemporary marketing, your job is to create a repeat customer who will likely build a relationship with you and buy from you year after year. 

To accomplish this magnificent feat, you must develop a brand. 

A brand is a customer’s association with certain feelings and images a company represents, not simply a company name or logo. 

You cannot create a brand alone because branding is a co-authored experience between you and your customers.

When a group of customers strongly associate your brand with a desired feeling, the brand has “equity” it can leverage to grow.

May 14, 2024 by

Kobe Bryant Brand Nerd

I recently had the privilege of being a guest on the latest episode of the dynamic marketing podcast, “Brands, Beats & Bytes,” hosted by the brilliant minds of Darryl “DC” Cobbin and Larry Taman. Titled “Album 6 Track 13 – Cult Branding: Kobe Bryant Brand Nerd,” our discussion delved into the captivating realm of cult branding, fueled by insights drawn from our collaborative journey with Darryl, Rob Pelinka, and the late Kobe Bryant.

Our efforts in rebranding Kobe from number 8 to 24 marked a transformative chapter. Kobe’s decision to transition his jersey number symbolized not only a change in his playing style but also a profound shift in mindset. As he eloquently stated, “24 is a growth from [No. 8].” It represented maturity, wisdom gained through life experiences such as marriage and fatherhood, and a broader perspective on leadership within the team. Our work illuminated the deeper narrative of Kobe’s evolution, resonating with fans worldwide who saw him not just as an athlete but as a symbol of resilience and growth. 

Moreover, our exploration revealed that the LA Lakers serve as a beacon of hope for their cult brand followers, embodying the spirit of resilience, perseverance, and championship legacy. Through strategic branding initiatives, we uncovered the profound connection between the Lakers and their devoted fan base, cementing their status as an iconic franchise in the NBA.

Darryl “DC” Cobbin and Larry Taman are the driving forces behind the marketing consultancy, Brand Positioning Doctors. Their combined expertise and experience have left an indelible mark on the industry, having spearheaded transformative campaigns and initiatives for some of the biggest names in business.

Darryl, as Managing Partner, has an impressive track record, including his time as EVP of Marketing at 20th Century Fox Films, VP of Sprite Brand Business Unit, and CMO/VP at Boost Mobile, where he significantly grew the brands. 

Larry, also a Managing Partner, combines his expertise in brands, media, and technology with past roles at major companies like Chivas Regal, Powerade and consulting projects with ABC and Paramount. 

The “Brands, Beats & Bytes” podcast is a must-listen for anyone interested in the dynamics of marketing, offering a blend of professional insights, cultural discussions, and expert interviews. 

A big thank you to Darryl and Larry for having me on the show—it was an enlightening experience, and I’m excited about what we can create together in the future. 

Connect with Darryl on LinkedIn: Darryl “DC” Cobbin and Larry on LinkedIn: Larry Taman. 

Listen to our insightful episode and join us in exploring the fascinating world of branding!

May 12, 2024 by

Focus On Your Best Customers

The secret ingredient to a sustainable enterprise is called Brand Lovers: 

The customers who love you the most. Brand Lovers emotionally connect with what you do and want to celebrate who you are. 

Their connection with your brand is so strong that they often do not consider doing business with anyone else. Apple’s Mac users, for example, do not consider purchasing a PC. To them, there is no alternative.

At the very least, your Brand Lovers choose you more often than your competitors. 

For many companies, their best customers drive a significant part of their profitability through purchasing and acting as evangelists to convert others into customers—yet the business generally knows very little about them. 

Primary market research does not offer insights into your best customers. 

Emotional connections to your brand are the drivers of choice for your best customers.

Certain brands have a legion of Brand Lovers – Cult Brands. 

In a Cult Brand like Apple, CEO Steve Jobs knew he was selling a unique, intelligent, creative, and memorable way of life—he was not just selling computers, digital music players, and mobile phones. 

Oprah became a Cult Brand by being more than just another talk show host: 

Genuine, honest, and loving. 

Oprah radiates hope and the promise of a better tomorrow.

What do your best customers help you focus on? 

May 8, 2024 by

Identify Your Brand Lovers

Perhaps your enterprise does not have Brand Lovers like Apple or Oprah, but you have your best customers – customers who give you repeat business and may tell their friends and colleagues about your brand.

So, how do you find your best customers? 

They often find you, congregate at your stores, send you emails, and call you occasionally to tell you how great you are doing. 

Some customers might even blog about your products or services or create videos and post them on social media.

On the financial side, if you maintain a customer database, you can sift through it and determine who purchases from you with the most significant frequency and for the longest period.

What if you need help locating them? 

Then, get creative. 

Carefully crafted surveys might help, or you may need to hire a firm to help you identify your best customers.

May 7, 2024 by

Small Acts of Kindness You Can Perform Any Time

Small acts of kindness often have the most profound impact. 

As inspired leaders, our journey is not just about steering our teams towards success but also about enriching their journey with moments of genuine care and support. 

Let us explore simple yet powerful acts of kindness that can be seamlessly incorporated into your daily leadership practice, creating ripples of positive change.

Start with a Smile

Never underestimate the power of a warm smile. A sincere smile can be a beacon of light in the rush of meetings and deadlines. It is a universal sign of goodwill that can brighten someone’s day and make them feel valued and seen. A smile is your first step towards creating a more welcoming and positive workplace.

A Personal Touch

In digital communication, a handwritten note can feel like a rare treasure. Giving a thank you note or a word of encouragement to a team member can leave a lasting impression. It is a tangible expression of appreciation that people can hold onto, literally and figuratively.

Listen with Intent

Active listening is a gift of your presence. It involves listening not just to respond but to understand. You validate their feelings and perspectives by giving team members your undivided attention. This fosters a culture of trust and openness, where everyone feels comfortable sharing their ideas and concerns.

Acknowledge the Small Wins

Celebration does not always require grand gestures. Acknowledging your team’s small wins and efforts can be incredibly motivating. It shows that you recognize and value their hard work, encouraging them to continue pushing forward. Whether it is a quick shout-out in a meeting or a celebratory message on the team chat, these acknowledgments make a difference.

Offer Your Support

Leadership involves guiding and supporting your team through challenges. Offering your help through mentoring or simply being there to bounce off ideas can significantly alleviate stress and build resilience. It is about letting your team know they are not alone and you are there to support them in any way you can.

Encourage Breaks

Promoting a healthy work-life balance is a kindness that benefits everyone. Encourage your team to take breaks, step outside, or engage in activities that rejuvenate them. This will remind them that their well-being is a priority and that taking time for themselves is not just allowed but encouraged.

Random Acts of Kindness

Sometimes, it is the unexpected gestures that leave the most significant impact. Surprising your team with treats, organizing a spontaneous team outing, or simply offering a helping hand during a busy period can inject joy and energy into the workplace.

The Ripple Effect

Each act of kindness, no matter how small, has the potential to spark a chain reaction. It creates an environment where compassion, appreciation, and mutual respect flourish. As leaders, we have the unique opportunity to set the tone for our teams and organizations. By integrating these small acts of kindness into our daily leadership practice, we not only enhance the well-being of our teams but also inspire them to pay it forward, cultivating a culture of kindness that transcends the workplace.

In the end, inspired leadership is about making a positive difference in the lives of those we lead. It is about showing that kindness is a strength in the grand scheme of things, and authentic leadership shines brightest within these moments of genuine connection.

May 6, 2024 by

Give Employees a Chance to Reflect on the Future

In a world where the future seems uncertain, guiding our teams to contemplate what lies ahead is a gesture and a strategic move akin to presenting them with a treasure map.

This is not merely about the tangible rewards of profits and productivity but rather about uncovering the riches of engagement, fulfillment, and personal growth. 

When your employees envision a promising future within your organization, they naturally invest their efforts with more zest and innovation.

May 1, 2024 by

The Power of Retail Marketing

From boosting brand awareness to driving sales and profitability, retail marketing isn’t just about flashy ads and catchy slogans. It’s a strategic endeavor that touches every aspect of your business, from the layout of your physical store to your online presence. In our newest video, we take you on a journey through the philosophy behind retail marketing, showcasing its pivotal role in fostering lasting connections with your audience and alleviating buyer’s remorse.

Curious to learn more about the secrets of retail marketing? Dive deeper into the topic on our dedicated page: What is Retail Marketing?

April 30, 2024 by

Serving Your Team Requires Scheduling, Not Open Doors

Hey there!

So, we have all heard about that classic leadership move: 

The open door policy. 

It is like saying, “Hey, anytime you need me, just pop in!” It sounds super welcoming and chill, right? However, let us get real for a second. As much as we love the idea of being able to stroll into our boss’s office whenever it might not be the best way to get things done. 

Having scheduled times to chat could be a game-changer. 

Let us dive into why having a plan might be the more relaxed cousin of the open-door policy.

Why the Open Door Can Be a Bit of a Bummer

The open door aims to make bosses seem more approachable and make it easier for us to share ideas or concerns. However, here is the catch: 

It can lead to many interruptions and even a bit of chaos. 

Imagine trying to focus and constantly having folks come in with “just a quick question” (which is never quick). Plus, when we drop in on the fly, we might not be as prepared to have those big, important chats.

Why Planning Rocks

Setting up times to talk does more than just keep things organized. 

It makes our conversations way more meaningful. 

Here is why making plans is pretty awesome:

Getting Ready: When a meeting is scheduled, we arrive ready to dive deep. We have had time to think about what we want to say, which means we can get straight to the good stuff.

Time is Precious: By scheduling, we show that we respect each other’s time. It means we are making space for focused chats without random interruptions.

Making Things Matter: When planning our talks, we can ensure we hit the important topics, not just the urgent “fire drill” stuff that can often take over.

Shout-out to Our Remote Pals: An open door means little to those not in the office. Scheduled meetings ensure everyone, no matter where they are, gets some face time.

Building Trust and Good Vibes: Planning time with our team shows we care about their thoughts and feelings. It is all about creating a vibe of trust and respect, which is the heart of a great team.

Making the Switch to Scheduling

Are you thinking about ditching the open door for a calendar? 

Here is how to make it smooth:

Check-in Like a Pro: Set up regular times to catch up one-on-one or with the whole team. It could be weekly, every other week—whatever works for your squad.

Keep Some “Open Hours”: You can still have times when you are up for drop-ins. It is like having a mixtape of both worlds.

Tech to the Rescue: Use those scheduling tools to make booking time a breeze. The goal is to make it easy for everyone.

Come Prepared: Encourage your team to think about what they want to discuss beforehand. This will make every minute of your meeting count.

Switching from an “always open” to a “let us plan it” approach is like upgrading to leadership 2.0. It is all about making our time together count, being fully there for each other, and building a tight-knit team on the ball. So, let us embrace those calendars and make every chat one that moves us forward. 

After all, good vibes and excellent teamwork are what we are all about.

April 29, 2024 by

Turner Classic Movies + Cult Branding Company: A Case Study

Cult brands are not just born. 

They are made through strategic vision and passionate execution. 

This truth is vividly illustrated in the journey of the Turner Classic Movies Festival, an event that transformed classic film appreciation into a vibrant, community-driven movement. Today, we explore the remarkable case study of TCM.

The Spark That Ignited a Movement:

It all began with an idea, a seedling that found fertile ground in the collaboration between the Turner Classic Movies (TCM) team and myself. With a seven-person team at the helm, the TCM Festival was more than just an event; it was a revolution in fan engagement, celebrating classic cinema with an enthusiasm that had not been seen before.

Achievements That Defined an Era:

The Annual TCM Festival: Lauded as the pinnacle of fan events, it celebrated the timeless charm of classic films, attracting enthusiasts from around the globe.

TCM Classic Cruise: In partnership with Disney, this endeavor brought fans together for a high-seas adventure, combining the magic of Disney with the nostalgia of classic cinema.

Literary Legacy: Collaborating with Running Press, created over 40 film books, establishing a tangible legacy that aficionados could treasure forever.

Community Building: The TCM Backlot fan club and the TCM Wine Club created unique spaces for fans to connect and share their passion.

Testimonial:

“Hi BJ, Well, where do I start? The ideas we worked on with you and your team took off like a rocket ship once we launched the festival. I got to grow a team of 7 people who did the following: produce the annual TCM Festival (best-in-class fan event, if I do say so), produce an annual TCM Classic Cruise (for our last 6 cruises we chartered and partnered with Disney- ultimate fan crossover!), produced a publishing partnership of film books with Running Press (40+ books and counting), launched a fan club, TCM Backlot (sadly a casualty of the pandemic), built a profitable national screening series of classic films with Fathom Events (2015-2022), launched the TCM Wine Club, and partnered with several auction houses to present auctions of entertainment memorabilia. I am so glad to tell you this and what came of the seeds of that work with you so many years ago. Thank you!” 

Genevieve McGillicudy, TCM Vice President of Enterprises and Strategic Partnerships

The TCM case study serves as a beacon, guiding future endeavors to capture consumers’ hearts. It is a testament to the power of vision, community, and the enduring love for classic cinema.

The story of TCM is far from over. 

Its legacy will continue to inspire us at the Cult Branding blog and anyone passionate about cultivating a brand that goes beyond products and services to touch the very hearts of its community.

April 24, 2024 by

Marketing Strategy Insights from Iconic Brands

Unlock the secrets of marketing success with our latest video! Join us as we journey through the captivating stories of iconic brands like Starbucks, Nike, Dove, and Tesla, discovering the essence of their unparalleled marketing strategies.

From Starbucks’ creation of a comforting “third place” to Nike’s strategic embrace of celebrity endorsements, each narrative offers invaluable lessons for brand elevation. Dive into Dove’s revolutionary embrace of diversity and inclusion, and Tesla’s audacious departure from traditional advertising.

At The Cult Branding Company, we understand that effective marketing is about more than just being the loudest voice—it’s about resonating with the right audience, in the most authentic way possible.

Want to learn more? Join us as we explore the diverse landscape of marketing strategies that drive success. For an in-depth look at the 52 types of marketing strategies that can elevate your brand, head over to https://cultbranding.com/ceo/52-types-of-marketing-strategies

April 23, 2024 by