…ays that produce the specific results you’re looking for. Results from the free online Brand-Culture Fusion Assessment that I introduced with FUSION indicates that companies need a reality check when it comes to employee brand engagement. When asked “How well do each of the following statements describe your company today,” 54% of the assessment takers agreed that “Our company leaders expect everyone, not just the marketing department, to do what… […]
…es and providing a guidepost for future offerings and marketing programs becomes imperative.” Have a compelling brand vision that guides and inspires. “All too common is what I call the product-attribute fixation trap, in which the strategic and tactical management of the brand is excessively focused on product attributes and functional benefits…Functional benefit strategies are limiting because they often confine the brand, especially when it com… […]
…ty bites from others. I hope you will find them worthy of your time and consumption. I’d very much like to hear your feedback to this new feature — feel free to contact me through: http:/deniseleeyohn.com/contact. Thanks for reading!… […]
…: making online and Internet sales the top priority — There’s no doubt the company has lagged in its online experience and it needs to improve. But it has such a large capital investment in its stores, and in-person shopping is still extremely valued by consumers, particularly in the electronics category. I would think more efforts to transform the in-store experience would serve to both differentiate the brand and produce a stronger return on cap… […]
…nish housewares brand, best known for its orange-handled scissors) and its community of One Percenters called the Fiskateers. Fiskars wanted to create a relationship with its customers that went beyond its products, so it researched and eventually embraced the community of passionate scrapbookers who wanted better ways to connect with one another and, according to Fiskars, longed for “a new type of crafting community…that was uplifting and encoura… […]
…ve the business from a video-rental chain to a full-service media delivery company, I would recommend he put more focus on reinvigorating Blockbuster as a retail brand. And Keyes knows how to do this — really well. He signed on to head the movie rental chain after a 21-year stint at 7-11 and is credited with turning around that brand, producing record sales and profits. Three moves from his 7-11 turnaround playbook might actually serve Blockbuster… […]
…hild of former Nike, Pepsi, and Equinox brand builder, Sarah Robb O’Hagan. Combining community, technology, and a music platform, these fitness brands are marketing powerhouses that deserve our attention. QUALCOMM can’t seem to get a break. First its legal battle with Apple over patent licensing fees has been costing it revenue. Then its efforts to purchase NXP Semiconductors NV started facing headwinds. Now Broadcom is considering upping its offe… […]
…’re no less powerful when it comes to generating sales volume, staving off competitive threats, and commanding a price premium. Plus generally speaking it’s easier and more efficient to go deep vs. broad. And given the fickleness of our fad-driven culture, stronger, more focused appeal is more sustainable than broad awareness. This counters much of the prevailing wisdom in business these days. Most companies seem to be fixated on generating buzz –… […]
…ith brick and mortar assets wrestle with as they continue to lose share to online competitors or to those with mobile capabilities (smart phone-enabled mobile commerce as well as IRL roving mobile units and other non-traditional formats). I’ve been tackling these questions through the last six months as I’ve audited over a dozen new and interesting retail and restaurant concepts. I’ve been cataloguing my insights from my audits in a series of Bran… […]
…ce why Sanuk chooses certain athletes to sponsor http://deniseleeyohn.com/wp-content/uploads/2017/04/Brand-As-Business-Bites-070313-Jeff-Kelley-on-Cult-Like-Following-at-Sanuk.mp3 Podcast: Play in new window | Download other interviews: Randy Garutti on the Secrets of Shake Shack’s Success Design Researcher Steve Portigal on Interviewing Users Vickie Achee on the Grand Retail Experiment at Patagonia … […]