RadiantBrands

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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Peddlers at the door – why I hate repeat Internet ads

Peddlers at the door – why I hate repeat Internet ads

Time for a rant. Why does it seem like everyone’s following me? Because Internet ads are following me. Is it more important to build sales volume by knowing who I am than caring about who I am? The insane persistence of  Internet ads following me is…

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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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Ask a 10-year-old what your brand is about

Ask a 10-year-old what your brand is about

I was driving my 10 year old son to school one day when he piped up and said that MacDonalds was a company that sold crappy food that made people unhealthy. I asked him why. He said that’s what everyone at school says—his friends, teachers, everybody. You…

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You will do well to expand your horizons

You will do well to expand your horizons

This phrase came from a fortune cookie. A simple statement that says a lot about how we view our world, our work and our goals. Operating from what we already know is common. Brands big and small do more of the same to get more of…

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Customers’ values: the new branding tool

Customers’ values: the new branding tool

You may be paying more but look at all these cool things Whole Foods is supporting! You get the feeling that the extra amount you may be spending is going to something worthy and good, something that you may be connected to or are committed to and is a part of your local community.

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