Seeking Growth in the World of Conscientious Consumers
...new positioning, Hilary’s didn’t lose much of their core audience but won new fans and market share. Every brand in the naturals category has a subset of passionate fans, people... Read more
What’s the Problem: Your Brand Strategy or Your Marketing Tactics?
...misfires: Lack of awareness — you struggle to reach beyond your core audience of longtime fans; while they’re loyal buyers, they aren’t going to grow your bottom line. Emphasis on... Read more
Leverage Self-Selection Using Brand Ritual
...the sense that its fans are all part of an exclusive group; meaningful, important and treasured members of their tribe. Cabela’s, IKEA, Lululemon, Starbucks, and Tiffany’s expert deployment of these... Read more
Lessons from Retail Brands on How to Thrive During a Recession
...make to consumers and the ways they keep them) were so potent that they became recession-proof. Their loyal fans never balked at paying a premium for their products or defected... Read more
How Food & Beverage Brands Can Stave Off Private Label Competitors
...the bell curve before you hit mass adoption is the group you’re after. These passionate fans will never choose a private label option. Private label brands are by necessity for... Read more
5 Consumer Research Tools & What They Tell You
...GutCheck). It’s a great way to have a conversation with your buyers, and if they are stark-raving fans they’ll likely do it gladly. We’re fans of this kind of research,... Read more
Naturals Brands: Is Your Charismatic Founder Helping or Hurting the Business?
...by Default — a niche brand attracting a growing audience of fans One of Many — a once-darling brand copied by cheaper competitors Beloved & Dominant — a category-crushing superstar... Read more
Transforming Your Brand into a Beloved Icon and Category Leader
When companies come to us seeking help, it’s often because they’re stuck in neutral. Their innovative initial product hooked fans, but then that popularity led to trouble as retailers and... Read more
From Bland to Grand: Packaging that Does More than Sport a New Look
...the most emotive elements that tie the customer to the activities themselves via packaging. As marketing researcher Martin Lindstrom points out: aligning fans’ emotions about favorite sports and aligning them... Read more
Food and Beverage Brands: Enlist Your Retail Reps as Powerful Allies
...fans of your brand and others like it. So your sales and marketing teams’ focus should be on wooing these channel partners. Around here, we talk all the time about showing... Read more