Articles
Branding Strategies in Marketing
There is More to Building Your Brand Than Just the Initial Marketing
What strategies are you implementing to ensure your customers are using your product, reusing your product and then purchasing your brand agai…
Do customers really want a relationship with your brand?
Relationships are supposed to be reserved for friends, family and colleagues…also known as people! The exception to this is technology. The better technology gets, the more we ar…
Customer Service, Client Journey, Brand Experience, OH MY!
“I know what customer service is.”
“I think I know what customer experience is.”
“What is brand experience?”
That is usually how a conversation about customers relating to a business goes. Companies are familiar with customer service and usually customer experience, although they sometimes conflate the two. Brand experience, on the other hand often draws a blank, or worse, it is lumped in with customer service. Do you see a pattern developing here? There has been a lot of conversation around …
Will Membership-Based Brands be Successful in the Future?
Before we teleport into the future, let’s take a trip into the past. Organizations like Rotary, Girl Scouts, Boy Scouts, United Way, and the Lions Club to name a few, really became popular in the early 1900s. It was a primary resource for socializing, giving back to their community, and even personal or professional development and support. Clearly, these were the days before the internet and we could be “social” with the movement of a mouse or the swipe of a screen. People were expected to work…
Will You Do What is Necessary to Create Your Brand Movement?
It's been said that their perception is your reality.
Many companies believe that they have complete control over their brand. They believe that whatever they say, their customers, prospects and the market will blindly believe! Some of these companies also believe this to be true for their employees—as if it isn’t possible for them to discover the company's skeletons.
There was a time when that may have been true, but in the world of yelp, Facebook, and every other social media tool on the m…
Can You Manage Word-of-Mouth Marketing?
A study done by Ketchum and the University of Southern California’s Annenberg Strategic Public Relations Center proved that word of mouth can make or break a communications campaign. Yikes!
Advice from family and friends is used by 44% of consumers when making purchase decisions, and nearly one in four follows the advice from co-workers. Credibility is …
Is Brand Loyalty the Ultimate Goal of Marketing?
I know you have heard of Brand Loyalty. Many will say you need it—that it is the ultimate goal of marketing. Go ahead, Google it! Read the results and you will say “I have to have it!”
But what you won't find is the truth that brand loyalty is actually a MYTH!
Brand loyalty implies that the consumer is willing, at least on occasion, to put aside their own desires in the interest of the brand. Would you put your own personal needs below the needs of a brand? Not many would--and if they…
How Do You Know When to Update Your Brand?
Everything changes. Birds molt and lizards change colors, styles go in and out of fashion, cartoon characters change with the times—look at Mickey Mouse, he is different now than what he was in 1928. Even established companies’ that are decades old change their identity to match with the times: Aunt Jemima, Prudential, UPS. It is all in the Power of Image! Here are three circumstances that indicate it’s time for you to update your identity:
1. You’re part of a merger.
Without going into the ma…
The Difference Between Microsoft & Apple Marketing
For years, Microsoft has taken heat on their marketing, or their lack of it, to the consumer market, especially when compared to Apple. Simply put—they just don’t get it!
Yes on occasion they come up with a really cool campaign and the market is both surprised and impressed all in one. But those feelings usually don’t last because Microsoft doesn’t stick to any marketing, let alone what works! Don’t get me wrong, I don’t hate Microsoft, in fact, I like them and if you get me talking about OneNo…
How Many Eggs Are In Your Basket?
Marketing is this abstract thing that we have convinced ourselves we can make co…