Do you care what people say about you? Sure, you do. We all do, even when we try to shrug it off. Brands, now there's an entity that cares deeply about what people are saying because it ties directly to sales performance. Brands can't afford not to care. The reality is that you are not in control of what people say about you as much as you're … [Read more...]
Jun
22
The Quest For Lionhearted Loyalty
Back in 2003 I wrote an article discussing brand loyalty that introduced a different conceptualization of what brand loyalty was all about, or more accurately, what it should be about. Today's release of a study by the CMO Council and Pointer Media Network reminded me that brand marketers still haven't done much to change their loyalty building … [Read more...]
May
20
Why Marketing Often Gets The First Cut
There are so many conflicting predictions of marketing spending for 2009 that they're not even worth listing, simply because they can't be trusted. When different market research organizations post wildly fluctuating figures it's because decisions aren't being made or we're not hearing the whole story. Both are true right now. What I am hearing … [Read more...]
May
14
Be Better Or Be Different, Always
Here's a scary scenario. GM's market value is about $700 million. Last June it was $7 billion; ten times the value. At its high point in 2000 GM was valued at $56 billion; 80 times more value than today. By the way, Toyota is currently valued around $120 billion. What does it mean to you? If you're the CEO of a giant corporation or a small … [Read more...]
May
03
Remember What It’s Like To Be A Customer
Take a moment to think of an experience you had when someone went far and beyond what you expected to make a real difference for you. You don't have to limit your thinking to a business setting. It could be anything and anyone. I've asked this question in many strategy sessions and the answers that come back are amazing. I've heard stories about … [Read more...]
