Brand loyalty doesn’t happen by accident. Brands that cultivate loyalty find ways to emotionally connect with their customers; these brands stand for something meaningful in their customers’ eyes. Harley-Davidson customers love FREEDOM on the open road How do you create and establish a successful brand that brings...
Why spend millions on research that doesn’t help grow your business? Market research provides the wrong answers to the right questions. Over 90% of customer behavior is unconscious. Customers rarely articulate their true motivations even when directly questioned—people simply cannot describe why they really do what...
Learn why brand communities form and what you can do to support them: ...
Brands fail for one primary reason: instead of building a brand some people love, companies build brands no one hates. Most marketers live in a world where they are constantly searching for the flashy, the instant—in short, the trivial. We must recognize that brands don't belong to...
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: ...