A story alone doesn’t cut it. No brand that enjoys a cult following has succeeded without have a powerful story that is not only shared but delivered across every channel, every customer touch point and every experience, or it doesn’t ring true. We talk about authenticity and honesty all of the time for good reason. A story is only as meaningful to brand fans as every experience that they have when they engage with the brand.Strategies for using brand narrative.
Watching the buzz feed on Outdoor Retailer this week, I find myself oohing and aweing at all the new badge brands that I could make a statement with about who I am in this world.
Should I try this preppy uber-athlete look or maybe bring a little more grungy, “I don’t care but I really do care” into my vibe? It’s more than about fit and finish. It really comes down to the badges I want to associate myself with and who I get to be when I am with your brand.
Am I ready to be a LululeMAN? This is a serious commitment to my expression of my alleged relationship with yoga. Not merely physical and spiritual but it begins to move into a conversation about a word that was inadvertently destroyed by the City of Seattle: Metrosexual. Does my possible desire to sport some “serious Lulu” say something about my manliness or am I just overthinking it?
Laugh if you will but you have got to hand it to Lulu for making me (and you think) about what it means to be a man wearing their female-focused badge. Learn More>>
Retail Voodoo proudly announces that Brand Packaging has published its president, David Lemley’s latest article, “Great Packaging Delivers On A Brand’s Promise”, in its July 2013 issue. The article was posted on the Brand Packaging web site on July 1, 2013, as well. Learn More >>
A 21st century marketing conversation about the value of having an adversary in the marketplace. 3 minutes on Inventing, understanding and leveraging your brand’s enemies.
This fast 3 minutes delves into the psyche of the millennial generation, arguably the most important demographic today's brand steward, CEO and marketer needs to understand. Taken from Retail Voodoo president David Lemley's webcast, Secrets, Symbols & Icons Used in Cult Branding in June. The entire webcast recording is available here.