brand development | Force 5

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brand development

Clay-Ali as a metaphor for strategic change

In a recent Facebook post, colleague Marty Heirty took us back in time to remember or learn about the famous confrontation between Muhammad (formerly known at Cassius Clay) Ali and George (before the grill) Foreman. 

Mere Exposure -- Frequency in today's marketing.

I listened to an interesting NPR piece about the brain's preference for repeating music themes earlier this week. 'Play It Again And Again, Sam' by Alix Spiegel, mentioned the “mere exposure effect.” Then I saw "mere exposure effect" again in a blog 'The Popcorn Effect: When Do Brand Ads Fail?', thanks to my neuroscience marketing friend, blogger Roger Dooley.

Importance of Brand Touchpoints

I was reading Marketing Daily this morning and the first paragraph struck me, "The recommendations people make to their friends and family carry more weight than the messages companies put out on their own behalf." The article is about the importance of "word of mouth" which always brings me back to the importance of creating Brand Evangelists and paying attention to the touchpoints within your organization. Brand Evangelists are on board with the message and promise of the company and how that translates to the customer.

A restaurant with no sign…

A restaurant with no sign, no website? Really, these days how do they survive??

Absolutely No Cursing!

I love local. It’s the heart and soul of a community, our neighborhoods, and our social circles.  The term brick and mortar actually means something to me. Now, I am not that person who doesn’t like a good online deal despite my local retailer, but I am that person who feels there is a happy medium.

What's Your Voice?

We have all done it, you see a cute puppy or kitten or any kind of baby animal.  Your voice changes to that of a 4 year old as you try to talk and make this adorable creature smile – “hello little puppy”, “Your soooo cute”, you get the idea.  You’re probably saying it out loud right now as you read this – I did every time I proofed this post.  This honest voice is to be pleasant, soothing, trusting or to just share a smile.  Usually the response is great, you get a purr or a wagging tail or even some polite slobber if you’re lucky.

A Missed Opportunity

I was at one of my favorite weekend spots on Saturday having breakfast. I was waiting to pay my bill and heard a rather loud conversation in front of me between the cashier and a customer. The conversation went something like this; "Why is the bill so much?" "Well, you ordered everything a la carte, you really should have ordered from our specials or regular menu." "It would have been nice if the waitress had told me this, it is our first time here and now it will be our last time here." Then dead silence as the cashier finished the transaction.

Pricing That Shapes Reality

So, what do you think? Does setting high expectations for customers have greater potential to increase their experience with your business or diminish it?

Here a brand touchpoint, there a brand touchpoint

This weekend was not unlike many others. Running errands, working in the yard and the garden. Also common, was a trip to the store for supplies. On one such trip to Lowe's, I was impressed by the customer service. While wandering the many aisles, looking lost, I was asked if I needed help, I certainly did. After being taken to the appropriate place for window well covers I went looking for tomato stakes. On my way across the store carrying cumbersome window well covers I was asked if I needed a cart. At this point I felt really good about my shopping experience.

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