Archive for Consumer Brands

Considering a rebrand? It’s not as simple as you think…

Considering a rebrand? It’s not as simple as you think…

Relaunching a brand? It’s never as simple as you might think. Although you have a vision of the final outcome, it’s sort of like that overdue kitchen remodeling project. There are numerous unexpected pitfalls and obstacles (and some real opportunities) to go through to reach…

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Four Things To Fix at Uber—and None of Them were the CEO

Four Things To Fix at Uber—and None of Them were the CEO

Now that the CEO of Uber is out, maybe the company can actually pay attention to what matters to brands: the customers. Brands grow, create loyalty, and stay ahead of the competition by paying attention to how consumers experience and value the brand. Understanding these…

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One Brand, One Experience: 7 essentials of shaping a brand campaign

One Brand, One Experience: 7 essentials of shaping a brand campaign

  In developing a brand strategy and implementing it in real things that customers and partners see, it’s essential to unify what your brand says and looks like and how it shapes the consumer’s experience. Strategy drives the language, design, and marketing channels. Here are…

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A Dis-United Experience

A Dis-United Experience

Every aircraft, every flight, is an opportunity to deliver the brand “experience.” It’s the cumulative effect of flying on time, the condition of the aircraft, the entertainment media provided, the flight attendants, the seats, the smiles or kindness you receive.

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Forget Brand Loyalty: Brand Experience Is How Consumers Connect

Forget Brand Loyalty: Brand Experience Is How Consumers Connect

We make consumer choices constantly. When you go to a great restaurant, or a happening urban center like Oakland’s UpTown, or even Home Depot, what you remember is the experience. It’s how our minds work. The choreography of the interaction sets consumers up for a…

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Marketing to Millennials: It’s Not What You Think

Marketing to Millennials: It’s Not What You Think

What’s the spin on millennials? How do you market to them? They don’t seem to like advertising or being “sold to.” Well, does anyone? When you’ve grown up in a world where the technology is always on, where you control your newsfeed and media, you ignore…

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How Wells Fargo Lost Its Brand

How Wells Fargo Lost Its Brand

Wells Fargo had an amazing reputation prior to the disaster that took down the CEO last summer. It was the friendly stagecoach bank with a historic legacy dating back to 1852. It was the main street bank with friendly service and great folks on the…

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What Donald Trump Can Teach Us about Branding and Marketing

What Donald Trump Can Teach Us about Branding and Marketing

The Not-A-Politician Brand So roughly a year ago, a bunch of friends and I could do nothing but make jokes about Donald Trump running for president. It seemed so silly! This self-promoter from The Apprentice who takes pride in saying he’s rich (very rich), who…

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Amazon Go, a Store with No Checkout and No Customer Engagement

Amazon Go, a Store with No Checkout and No Customer Engagement

Amazon launched an amazing idea: a retail convenience store with no checkout. No cashier takes your money; you just get your stuff and walk out the door. As of now, you have to be an Amazon employee so you have access to the store, and…

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Owning the outdoors – How REI’s brand was redefined by closing on Black Friday

Owning the outdoors – How REI’s brand was redefined by closing on Black Friday

REI’s decision to close on Black Friday this year was a revolutionary and actually anti-retail idea – don’t go shopping the day after Thanksgiving on Black Friday: go outdoors, do something with your friends and family. This move was so dramatic the CEO wasn’t quite…

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