Attracting New Customers Doesn’t Mean Losing Longtime Fans
...users, your longtime fans, your core customers — they’re a fixed universe. Keeping them, and only them, happy is not the ticket to growth and long-term impact. To thrive, food,... Read more
7 Tips to Expand Your Better-for-You Audience Without Losing Your Fans
It’s the No. 1 concern for every better-for-you company we talk to: How do we rebrand without alienating our current fans? This is an existential question — because growth always... Read more
Your Brand Can Overcome Price Resistance and Create Stark-Raving Fans
Want to Overcome Price and Create Stark-Raving Fans in the Process? Develop Your Brand’s Definitive POV. It’s absolutely amazing to see that so many brands still muddle along without a... Read more
Remaking a Beloved Brand: How to Keep Your Loyalists and Hook New Fans
...fans (and for your employees, too) may just be the attribute that alienates your next generation of customers. Brands have the power to create a small tribe that no competitor... Read more
Want an Unforgettable Brand? Build a Strong Narrative
...for good reason. A story is only as meaningful to brand fans as every experience that they have when they engage with the brand. Coming back to touch points: I’m... Read more
The Cult of Personality of Sports and Outdoor Brands
...Oz of unforgettable customer experiences. The kind that turns customers into rabid fans (read: fanatics.) The kind that creates buzz that spreads like wildfire, attracts more fans and forms a... Read more
Not Everyone Is Your Brand’s Audience, And That’s OK
...that gets you: 1) When you have stark raving fans they prefer you over competitors. You’re not just in their consideration set; you’re their choice, always 2) Your fans are... Read more
5 Ways Cult Brands Bridge the Gap in the Customer’s Mind
...Mark and Carol Pearson. 1. Know why your brand has stark-raving fans Understand what needs your brand fulfills in your best customers. Know who loves your brand and why. Be... Read more
Sports Authority: A Name without a Brand
...brands are in it for the long haul. They can withstand tough times. They can even flourish because they attract customers and then turn them into brand fans. Their fans... Read more
If You’re Not in Alignment, You’re Out of Luck
...with them and become part of their lives. But it’s not just about likes on social media; engaged fans are loyal fans. External alignment overcomes consumers’ price objection and fickle... Read more