Maybe it's just me, but the term "brand loyalist" always seems
to conjure up a mental image of a 1962 businessman staring
earnestly into a movie camera, brandishing a tube of toothpaste and
declaring that he simply wouldn't settle for anything else.
But what if the brand loyalist is not extinct, merely evolved?
In an often-cluttered communication environment, this person might
have just been lost in the din. In many ways, the loyal consumer is
still thriving, but now he belongs to a shiny new breed - brand
Every morning when I pick up my iPhone, I find myself scrolling
through a list of 10-15 email offers. Groupon, Living Social,
Gilt…combine those with the dozens of retail email coupons and
promotions I'm already receiving, and it's out of control.
Consumers now expect discounts. Which
begs the question, is anyone willing to pay full price?
Since 1987, the National Pork Board has used "The Other White
Meat" to promote - in this carnivorous writer's opinion - the
tastiest of all meats. That ended last week when the board
announced a new tagline: "Pork. Be Inspired."
Most companies go through branding processes at some point.
Heck, not at some point. At several points. Brands are created,
launched, dissected, reinterpreted, and eventually revisited.
If you asked most people what they thought of branding, you would
likely be met with some skepticism. Sure, it works for Coke or IBM,
companies with big advertising budgets. But what is this going to
do for me?
Wes Anderson is to Futura as Woody Allen is to...
Mostly good article on branding at Thought
Surefire Ways to Destroy Your Brand.
But, they get one thing wrong. I would disagree with the
upfront premise about how easy it is to destroy a brand. Once you
establish a really strong brand, you can actually weather those
storms if you stay true to the promise.
Last week, I attended my second knitting class, where I learned
how to knit a scarf. At first, I thought that knitting would
be a breeze! You're just looping knots around giant needles, how
hard can that be? You knit. You purl. You
knit. It seems like it's just this repetitive process that
once you get the hang of it, you set your brain in a mode of set it
and forget it. However, once you have knitted a sizable
length of yarn, you begin to realize it looks more like a polka dot
scarf from the many gaps where the fabric
should be. You have to make the
decision to either learn how to fix each mistake and refine them in
order to make the scarf more appealing to wear, or to keep trucking
along, hoping no one will notice the holes. Well, developing
a website can sometimes have the same outcome.
If you think for a second you're not ready to develop a social
media strategy, ask Betty White what she thinks of that. No
story in recent memory better illustrates the impact of social
media than Betty White's recent Facebook success.
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