The Cult Branding Company |

08 Sep

Be A Better Brand Manager: Be Willing To Look Within

We all use a mix of rational and irrational criteria when making our purchasing decisions.

An integral part of building a successful retail brand is having a dedicated core of customers who love your store so much that they can't keep themselves from recommending it to their family and friends.

What inspires this behavior?

Many brand managers are stymied by this question. They fall into an all-too-common mistake, acting as if their customers were an alien species of life, prone to completely incomprehensible behaviors that can't possibly be understood, much less predicted.

Nothing could be further from the truth.

09:04 / Marketing / BJ Bueno

17 Aug

How Brand Managers Should Use Humor

Humor is a surprisingly complex phenomenon. At first glance, it seems straightforward: something is funny, we laugh. But upon examination it turns out that humor and laughter play several roles in our lives, influencing the way we communicate with each other and how we see...

16:34 / Marketing / BJ Bueno

13 Aug

Be A Better Brand Manager: Look Your Customers In the Eye

Eye contact is on the decline, according to the Wall Street Journal. There are several reasons why we're not looking at each other as often as we used to: the ubiquity of smartphones, the rise of remote employment, and attention spans that have shrunk like a...

16:36 / Marketing / BJ Bueno

05 Aug

Be A Better Brand Manager: Know The Emotional Landscape

In early May, Target announced a limited roll-out of a new service offering. Shoppers in the Los Angeles and Orange County area will now be able to consult with a brand-agnostic beauty concierge who's there to offer advice and insights about the cosmetics and personal...

16:24 / Marketing / BJ Bueno

30 Jul

Be A Better Brand Manager: Measure Everything

It's pop quiz time! Where do baby Geckos come from? If your answer begins "When a Mommy Gecko and a Daddy Gecko love each other very much...

08:00 / Marketing / BJ Bueno

24 Jul

Be A Better Brand Manager: Understand What Doing Business With You Gives The Customer

Do you recognize that image in the corner? It's a shot from NBC's Today show, covering the Cronut phenomenon. Cronuts, in case you haven't heard, are the legendarily delicious pastry creation of the Dominique Ansel Bakery in New York City. Only 200-250 are produced each...

16:45 / Marketing / BJ Bueno

12 Jul

Be A Better Brand Manager: Know The Narrative and When to Disrupt It

As a brand manager, you're well aware of how difficult it is to capture your customer's attention in the current super-saturated messaging environment. The ubiquity of smartphones and tablet computers means our buyers are always 'plugged in', consuming the content they've chosen for themselves; CNN reports that...

16:38 / Marketing / BJ Bueno

28 May

Be A Better Brand Manager: Know What Time It Is

The Gilt Groupe is a flash sale company. On their website, they host extremely short-term sales events (most last less than two hours!) featuring limited quantities of merchandise from top brands. This approach has proven highly successful, tapping into consumers' competitive spirit—similar to the thrill...

16:20 / Marketing / BJ Bueno

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