Normally, when we talk about watching paint dry, we're referring to something tedious or boring. But for the leadership at Ace Hardware, paint is pretty exciting. According to this New York Times article, a new product line (coupled with an insightful marketing approach) may be...
Business leaders instinctively know that customer loyalty is important, but many feel it is a fruitless endeavor to try to truly win the hearts and minds of their customers. Instead, the "merchant mind" takes over and the focus becomes on the next transaction instead of...
Learn why brand communities form and what you can do to support them: ...
An Introduction to Cult Branding - the truth behind customer loyalty! View more PowerPoint from Cult Branding ...
The Cult Branding Company has been studying the unique qualities of Cult Brands for over ten years. The initial research introducing the concept of Cult Branding and profiling 9 magnetic brands including Apple, Oprah, and Harley-Davidson was published in The Power of Cult Branding (Random...
Abraham Maslow, one of the founding fathers of humanistic psychology, taught us that human beings have a higher, transcendent nature, which he visualized most eloquently in his Hierarchy of Human Needs. This simple pyramid gives us a framework from which to understand the essence of...
Some called them brave—others, crazy. The American motorcycle manufacturer born in a Milwaukee shed in 1903 drifted out of greatness in 1965. Japanese motorcycle makers began churning out less expensive, superior quality bikes. Worse yet, unreliable engines were plaguing this great American legacy—the curse of...
Why are certain brands so important and meaningful to some customers that they feel compelled to tell the world about them? What makes them go that extra mile? Understanding human behavior—what motivates people to do certain things and act certain ways—is at the very core of...
Most companies try to build brands that no one will hate instead of brands some people will love. Most marketers live in a world where they are constantly searching for the flashy, the splashy—in short, the trivial, often-meaningless brouhaha that has very little to do...