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Success today comes from not only knowing who your customers are, but also why they buy.  It’s not enough to know your customers’ demographics (e.g., adults aged18-54) and category behaviors (what they currently buy, what products/brands they use).  Even knowing your customers’  economic value (e.g., customers who spend $500+ in our category, companies that have […]

ignore trends

Rolling right along in the series of posters of brand-building principles from my new book, What Great Brands Do, we have: Great brands don’t chase customers; they attract people to them.  Great brands know that if you stand for something clearly, some people will love you and some will hate you, but the ones that love you will […]