by Scott JeffreySep 08, 2010
Here are five more reasons to focus on your Brand Lovers:
1. In The Loyalty Effect, Frederick Reichheld explains how a 5% increase in customer loyalty can increase a company’s profitability by 40 to 95%.
2. Think about what would happen if you turned just 10% of your occasional customers into Brand Lovers. For large enterprises, this shift represents billions in additional revenue and radically higher profit margins.
3. By focusing on your Brand Lovers, your cost of acquiring a new customer decreases.
4. Your marketing effectiveness soars as a result of building a stronger brand presence focused around the needs of your best customers.
5. By focusing on your Brand Lovers you can build a powerful brand that stands for something meaningful to your special customers. This gives you clear differentiation and helps you organically attract more of your most profitable customers.
The bottom line is that serving your best customers is the surest way to grow a profitable business—in any economic climate. To serve your best customers, you must understand them first. To identify and understand your best customers, you need an effective brand model.
by Scott JeffreyAug 10, 2010
Your best customers are your Brand Lovers. Understanding the needs of your Brand Lovers and serving them better than anyone else is critical if you want to outmaneuver the competition and grow a long-term sustainable business.
Here are five reasons why your Brand Lovers are so important:
1. Your Brand Lovers choose you more often than your competitors. To most Mac users, there’s no alternative competitor to choose from.
2. Your Brand Lovers spread the word about your brand and create new customers for you. Basically, your best customers are the source of your word-of-mouth stream.
3. Your Brand Lovers are by nature loyal customers. Customer loyalty is a better determinant of profitability than mass appeal. (Again, just ask Apple.)
4. Focusing on your Brand Lovers and cultivating customer loyalty can help you double your return on assets (ROA).
5. Similarly, serving your best customers can lead to explosive return on investment (ROI). Example: When Apple opened their retail stores they expected to generate $1,000/square foot. They actually generated $4,000/square foot.
Ultimately, your Brand Lovers drive the profitability of your business. A Brand Model helps you attract more profitable customers.
by BJ BuenoJul 01, 2010
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” – David Ogilvy
Listening to great consumer insight is key to creating a powerful brand.
I am amazed by how many smart advertising and marketing professionals ignore good research. I have found many treasures of insight from “old” and “useless research.”
The key is to dig and connect the dots back to your best customers. It is always important to take these important perspectives before you makes choices for your enterprise. Where will the consumer go next? What should you expect? Simple consumer insights can give you more clarity and direction than ever before. Are you listening to your best customers?
A concise Brand Model synthesizes a diverse range of psychological consumer research into a comprehensive model. Your Brand Model becomes your filter for future market research and a powerful lens to help you make marketing decisions.
by Aaron ShieldsJun 11, 2010
Waiting for a friend outside a rest-stop bathroom on the way to Miami I spotted a sign: “The most creative and fun restaurant on earth!” Now way! How lucky was I to stumble upon this hidden treasure?
I looked over and saw the ingenious name of this amazing find: Cheeburger Cheeburger … Express.
I peered into the kitchen to get a glimpse of Thomas Keller or Ferran Adria or Heston Blumenthal, but I didn’t even see Rachel Ray.
Don’t expect to see Cheeburger Cheeburger winning any awards from Gourmet or being knighted by the Michelin guide with three stars.
The problem with Cheeburger Cheeburger isn’t the place or food, it’s the disparity between the brand promise and the reality.
If Cheeburger Cheeburger isn’t the most creative (I doubt they’re employing the techniques of postmodern molecular gastronomy) and fun dining experience you have when you go, it’s failed to live up to its promise.
If you promise something to your customers, and you should, make sure it’s something you can deliver and want to execute.
by Joze PerezJun 08, 2010
What are archetypes? And why are they important to branding building?
Watch our latest slideshow presentation to learn how to create authentic customer loyalty and develop a powerful brand that customers can’t live without.
by BJ BuenoApr 19, 2010
As humans, we are highly visual creatures. The visual cortex of our brain has over thirty areas dedicated to helping us see and make sense of the world. When we see things, we don’t just see shapes, but we also emotionally experience what we are perceiving.
The connection between emotions and the brain has been clearly demonstrated by modern neuroscience. Brain scans reveal the hidden connections between what we see and how we feel about what we see. Without feelings, objects in our visual field hold no significance and fall into the background of our perception. If an image doesn’t trigger the emotional center of the brain, it’s without meaning. We feel disconnected to what we see, even when it’s people as important as our parents or children. Biologically, all memory is tied to an emotion.
Emotions = Energy
Every image, including your Brand Image, must pass through the thalamus–the relay station in the brain that takes in sensory information and then passes it along to the cerebral cortex. Simply put, the thalamus tells customers how they feel about your brand.
Your Brand Image carries energy, and provides information to the consumer about the brand experience. For example, the
Apple logo is one of the most widely recognized images in the world, associated with creativity and innovation. Empirical studies have shown that subjects exposed to the Apple logo exhibit greater creativity than control subjects. Like
Apple, your Brand Image stands for the sum of the brand promise.
The Brand Image has the power to connect your Brand with the emotional centers in the brain. We are wired to see. And when we see, we believe.
How much POWER does your BRAND IMAGE have today?
