5 Ways Cult Brands Bridge the Gap in the Customers’ Mind

It’s easy to spot the brands who seized the imagination of a small group and then taught that group how to spread the word, make converts and turn their fringe offering into a mainstream way of seeing the world.

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Retailers: Customers Don’t Want a Relationship with You, They Want Relevance

No amount of discounting, promotional activity, sweetening incentives in loyalty programs and streamlining the purchasing experience will cajole the customer into a relationship with a retail brand that isn’t relevant to them. Aren’t retailers working these angles with varying degrees of success these days? It’s obvious that customers are wary—and weary—of all the hype out there.

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Use Design as Theater to Create User-Centered Packaging Experience

It is no longer enough to be merely purchased and consumed, products have to relate to customers in a way that creates brand loyalty and longevity as an expression of the consumers’ life.

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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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The Cult of Personality of Sports and Outdoor Brands

“Build it and they will come.” That’s what many brand owners think. Producers and retailers hope that cash infusions, quality products or glitzy retail environments, and a marketing campaign are going to result in fame, fortune and fandom.

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Design is Transformational: But Only if Strategy & Execution Marry

The problem with retail environments today is that they’re still transactional in nature. Most retailers really haven’t changed much in their thinking or their approach to retail design. Retailing is understood as environments to sell merchandise; that seek to drive sales the old-fashioned way. Advertising lures customers in and the store layout, merchandise selections and services are expected to close the sale. Same old approach with a few new high tech toys thrown in without a lot of thought.

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Brand Strategy is a Short-Term Investment with Long-Term Benefits

If brand strategy is an intangible concept, how can we measure ROI on it? Learn how investing in brand strategy is one of the best uses of your money.

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Making the Most Out of Your Trade Show Investment

While the benefits of participating in trade events are well-documented, trade shows can be an expensive investment. Standing out and delivering a memorable impression on the floor at Expo West, Fancy Foods, or even Outdoor Retailer can seem daunting. And yes, the pressure to deliver on ROI goals – while ever-present – can be elusive at best. As a strategic consulting firm and long-time attendee of these shows, we’ve seen a lot and learned a lot over the years. Through it all, we’ve emerged with a point-of-view on how to get the most out of these investments.

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From Data to Insight: Measuring the Warmth of a Smile

As a brand owner, it’s no secret you’ve been entrusted with your company’s most valuable asset: your brand. Data plays a significant role in your drive to understand your most valued customer.

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