The Brand Credibility Paradox

Is over emphasis on your hard-core credibility limiting your brand’s influence and growth?
I’ve seen it a lot. Brands achieving the level of success they desire by focusing on one thing for a hard-core, loyal following. They excel at specialty-store and are beloved by extreme activity junkies whether they climb, hike, run, swim, tri, skate or board. Then they get stuck by the following question:

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What’s Needed: A Retail Refresh or Total Rebrand?

So many retailers are at a standstill. They often blame it on a sluggish economy. But is that the problem? Consumers are spending. Maybe they’re more judicious about it, but they are buying. If they’re buying less in some retail stores than they used to, there’s a problem. And it usually boils down to a number of maladies: a brand set adrift, a loss of relevance, less than delightful customer experiences, experiences that don’t match up to the hype created by marketing campaigns or a little to a lot of each.

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From Bland to Grand: Packaging that Does More than Sport a New Look

You’d think that when it comes to sports and outdoor merchandise, packaging would pack a punch. But we’re just not feeling it. Can’t even bear to look at the sea of wimpy, tired-looking packaging examples out there that trying to drown consumers with feature and benefit claims. So much packaging to refresh; so little time to get it done before the products they contain—and their brands—fail.

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