In today’s saturated marketplace companies are wearing thin in the pursuit of new customers. They create messages that speak to themselves, enter markets where they don’t belong, and speak to people who don’t care to listen. They target hypothetical demographics instead of targeting Brand Lovers. By...
Many retailers loose a big edge online because they don’t create a pleasurable shopping experience, a place where the customer can enjoy the essence of the brand and even do a little “window shopping.” If you have never visited Ikea.com you don’t know what you’re missing....
Are you on the journey to create a Cult Brand? Then you must understand that respecting the customer is very important. “Treat others as you want to be treated,” As the Golden Rule instructs. It takes a lot more than respect, however, to win the...
It’s significantly slower than competing system. It has less graphic capabilities. Its controller is reminiscent of game play circa 1985. Yet, it has outsold all next-generation video game systems. Nintendo has dominated the video game world because it isn’t exclusively for gamers; it’s exclusively for anyone...
Your brand extends everywhere, especially at the point of purchase. If you have your own retail space make sure your store says, looks, and feels what your brand is trying to communicate. The luxury brand Coach sets up their merchandise as if they were unique art...
Hundreds of thousands of people gather from all corners of the world. Some people take months off of work; others quit their jobs. They come from South America, Europe, Asia, and even Australia—and from all across the United States. You can hear them coming miles...
Monterey, California. It’s early morning. Hundreds of MINI’s line up. It’s not a new shipment of cars; in fact some of these MINI’s have driven from as far as Florida. Why are all these MINI’s gathered? For one of the biggest events in motoring history: MINI...
If you stop and talk to MINI owners about their car, you’ll see their eyes light up with child-like abandon. They’ll tell you driving a MINI is like driving a go-kart on a raceway course. The pick up is quick, the mileage is great, and...
The weekend is finally here. After weeks of hearing co-workers talk about the latest blockbuster hit, you can finally head to your favorite movie rental store and grab the movie you just missed in theatres. You get excited as you enter the store and run...
When the iPhone first released on June 29, 2007 there were lines of people in Mac stores across America waiting to be the first to pay $599—to touch its magical screen and make a phone call to a friend and scream “I got an iPhone!” And...