Found/Owner Freakshow
...becoming brand fans. This didn’t happen because the founders were star gazing or frozen into indecisiveness. They understood that Sahale had greater potential but they had to do something to... Read more
Cultural Transformation: The Ultimate Brand Strategy
...Turning around the culture turned around REI. That turn-around created a cult following among consumers who became rabid fans of the brand. Now think about how you can transform your... Read more
5 Ways Sports & Outdoor Enthusiasts Craft Their Sense of Self with Brand
...but you get the sense that the attachment has to do more with the way their minds work than their hearts. Ask most fans about their favorite sports team and... Read more
Your Better-For-You Brand is Not a Commodity
...brand. The way out, to what we call Beloved & Dominant status where you have an army of loyal fans and a position of category leadership, is to lead with... Read more
Food & Wellness Brands, Beware: How Redesigns Go Wrong
...fans. New boxes feature super-close product photography on a stark white background. A primary typography system reinforces the brand’s iconic green. It’s a pretty major redesign, but still completely in... Read more
Consumer Research: Ask the Right Questions of the Right People to Yield the Right Insights
...both backward-looking information about your loyalists and future-gazing data about the segments and psychographics of a broader audience. Then, based on what we know about your fans, we can invite... Read more
What Looks Risky Might Actually Be Really Smart
...unexpected or controversial, it’ll likely pick up a new cohort of fans, too. Patagonia’s environmental stance was nothing new in 2011. In the company’s early days, it felt more like... Read more
How Marketers Can Influence Innovation in Better-For-You Brands
...brand’s promise from its current state to the future, from current audience to prospective audiences. Without it, you’ll risk peeling off your longtime fans as you chase new ones. Get... Read more
What’s in a Name? Your Brand’s Mission and Meaning
...name is a no-brainer, and it naturally attracts an audience of fans who identify with the brand’s mission. Naming/Renaming? Do Strategy First Notice anything about the three examples above? The... Read more
Your Brand’s Growth Opportunity Is Not Where You Think It Is
...this category-killing plant-based milk brand had data that showed that their stark-raving fans were making coffee drinks with their products. So that led them to RTD cold-brewed coffee — not... Read more