Dear Friends and Colleagues, As I look back on 2014, I am thrilled by the success of the launch of my book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass) – and I know I couldn’t have done it without you. So, as a part-thank you and […]
When some people hear me say “Great brands cultivate emotional connections with their customers,” they think this principle doesn’t apply to them. They think their product or service is in a “boring” category — or their customers only make rational purchase decisions — or they’re in a low-cost, transactional business that doesn’t operate on brand appeal. Check […]
When is customer loyalty not really loyalty? When customers face high switching costs when they try to stop doing business with a company. When customers continuing buying only because of low prices and special promotions. When customers can’t find a company’s contact information or come across other roadblocks when they try to cancel a subscription. And when […]
From What Great Brands Do: Managers of great brands view every consumer contact with the brand as an occasion that might either enhance the brand’s value or undermine it. And they take brand touchpoints that are often overlooked or not considered important and use them to express their brand. Looking for inspiration how to transform […]
Only 6% of surveyed companies are doing what great brands do. This and other results were gleaned from participation in the brand assessment that I recently invited my blog readers and newsletter community to take. […]
From What Great Brands Do: To be great, you need to say no. I thought of this insight when I read a recent Businessweek article by Lindsay Rupp, “J. Crew CEO Drexler Says Retailer Will Sit Out Athletic Trend.” J. Crew Group Inc. Chief Executive Officer Mickey Drexler is quoted as explaining the decision, “Where we thought […]
From What Great Brands Do: Emotional brand-building requires you to develop a personal dialogue with your customers on the issues that are most meaningful to them. Remember, when connecting with customers, it’s WIFM — what’s in it for me (the customer)?! other #WGBD quotes: you have nothing worth communicating what business are we really in? […]
Want to know if you’re building your brand the way great brands do? Take this 10-question brand assessment. […]
Today marks the six month anniversary of the launch of my new book, What Great Brands Do! Thank you to all of you who have read the book, given it to friends/colleagues/clients, posted a review or write-up, interviewed me, shared it with your social networks, and otherwise helped make the launch so successful! I am […]
From What Great Brands Do: By connecting internal culture to broader cultural movements, great brands create futures in which they thrive and grow. What do I mean? How about: Lululemon Athletica employees are part of the movement that’s making yoga more than just an exercise routine. Zappos employees are on a mission to “wow” customers at just […]