I have been part of a few rebranding projects with different companies over the years. They have all basically followed this same formula. Hire an agency to conduct market research Ask your target market what they believe and what is important to them Pick whichever belief gets the most votes Create messaging saying that is…
My kids went to my mother-in-law’s house and they had ice cream while they were there. They couldn’t stop talking about how good the ice cream was. As a special treat, I surprised my kids with the same ice cream. Same brand. Same flavor. Same container. Same size. My kids claimed it wasn’t as good…
Let’s face it, some customers are going to quit your brand. It happens. But will they miss you? I’ve quit brands over the past few years and some I went back to and some I didn’t. I find myself falling into three categories after leaving; remorse, indifference, and elation . Remorse Bose I bought a…
How do you pick a refrigerator? If you ask most people, they will tell you that they are rational shoppers, but we live in a busy and complex world that makes it nearly impossible to be rational. We need to have the ability to make decisions from the gut or we would be in an…
Much is made about brand storytelling and how brands should incorporate storytelling into their content strategy. The truth is, brands can’t stop telling stories. Every brand has a story; the story that’s told and the story that “is” and the story that “is” is ten times more powerful than the story that’s “told”. Dyson Dyson…