The Biggest Risk of Bonding Campaigns
Normally, when a business falls short, customers are merely disappointed or frustrated. Not so with relational customers and businesses to which they’ve bonded.
6 Degrees of Benjamin Franklin
Doing business with — making yourself vulnerable to — a complete stranger feels bad. Nobody wants to put themselves in that situation.
Are You Telling $1 Million Stories?
How do you develop the kinds of quality stories that influence people to surrender their hard-earned cash for your product, service, or cause?
Today’s New Branding
New branding is about having a point of view, sticking to it, and having the courage to stand up for what you believe in.
The 7 Root Objections In Sales
The real trick is to learn how to read between the lines and ascertain the root objection.
Perhaps you’re asking the wrong question
Instead of simply asking what drives the most traffic, ask how you can earn the trust of customers before they need you and inspire loyalty with relational marketing.
Selling like Herb Tarlic
“We will match the price of our competitors on any similar product.” With one sentence, he converted us from relational buyers to transactional ones.
Harnessing The Pure Power of Friendly Familiarity For Owner-Operators
Of course you’ll grab Kellogg’s Frosted Flakes over the (significantly) cheaper, generic and off-brand alternatives.
Fundamental Forces of Business – Part 4
Harley Davidson's use of the Strong Atomic Force earned them $360 million last year -- not on bikes -- on branded merchandise.
Reason To Bond
You know my mother’s parents. Well, at least you know their type of people, because you can’t leave their house without being full.
Distinctiveness vs. Differentiation vs. Bonding
Branding aims at de-commodification: getting the customer to see you as the better, worthier option. And there are three ways of pursuing this goal.
Magical Thinking, Branding, and Chevy’s Christmas Ad
Your love for this small piece of commercial art, which you’ll likely share with others, can’t help but partially rub off onto Chevy.
Customers Of The Month gave me something I never expected
After six months, employees were recognizing each other with little compliments. Staff retention was rising. Sales were up 43% at the end of the year.
Vulnerability is the power tool for storytelling
If you can’t make the audience feel, it’s documenting. No 5-year-old ever asked their mom to read them a documentary before bedtime. Storytelling pulls out an emotion in the audience or customer.
Two Marketing Lessons From William Shatner and Blue Origin
Hell, before this event I hadn’t even heard of Blue Origin. I knew Bezos had a private space program, but never knew the name.