Brand strategy: one customer at a time

brand strategy: one customer at a time

If you look at the successful marketing strategies of companies like Apple, Lego, South West Airlines and Monster you’ll find brands built one customer at a time. By changing the metrics from share of market to share of customer, the culture and the people within the organization change too. When your people are measured on the loyalty and repeat business of one customer, they’ll think hard about the practices that can build relationships and conversations rather than campaigns.

Last updated: October 1, 2014 at 9:49 am

Manifesto

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Our 10 point brand and marketing manifesto: how to turn customers into fans and how to build brands without advertising. This manifesto will form the basis of the book I am currently writing on and it’s the book that I discuss with my colleagues Jamal and Paul in the weekly Inside Out Radio Show.

Last updated: October 1, 2014 at 9:47 am

Richard Branson Quote on Brand Management

Richard Brason Quote on Brand Management

“Your brand name is only as good as your reputation” – Richard Branson. So this is it, the end of brand management. Successful marketing strategies focus on how your brand story is told in the marketplace, not in the creative works of the agency. Your reputation counts for everything. Dialogue is out there whether you like it or not.

Last updated: October 1, 2014 at 9:50 am

Zappos Customer Experience: How the Right Metrics make it Amazing

How Zappos creates an amazing cusotmer experience

Experience is the product of People, Culture and Metrics. If you want to create an amazing experience, employ metrics conducive to experience.

Last updated: September 16, 2014 at 4:44 am

Seth Godin Quotes

seth godin quotes

Remarkable ideas spread, and ideas that spread, win. None of hat has changed due to Facebook – Seth Godin quotes

Last updated: September 16, 2014 at 1:07 am

Brand Experience: Your entire company is your brand

Branding is no longer the prerogative of the marketing department

Brand is a product of PEOPLE, CULTURE and METRICS – the core DNA of your organization. You can’t transplant a good brand on top of a toxic organization. Brand experience isn’t a strategy or a marketing campaign, it’s the experience a customer feels when they interact with your organization on a daily basis.

Last updated: September 19, 2014 at 5:22 am

You brand is what other people say about you – Jeff Bezos, CEO Amazon

You brand is what other people say about you - Jeff Bezos, CEO Amazon

You brand is what other people say about you – Jeff Bezos, CEO Amazon. Amazon leads the retail category by a fair mile because of its brands. And think back to when you last saw an Amazon advert on TV. That’s right, keep thinking…

Last updated: September 18, 2014 at 23:54 pm

Zappos Customer Experience: Brand starts with culture and culture starts with how you treat people

Brand starts with culture and culture starts with how you treat people

Brand starts with culture and culture starts with how you treat people. You can’t fake brand any more. You can’t transplant a healthy, vibrant brand onto a toxic culture. Zappos Customer Experience isn’t defined in what happens outside the brand, but inside its People, Culture and Metrics. Zappos doesn’t define its brand through ad campaigns, brand templates and logos but in how it treats its people day in, day out.

Last updated: September 17, 2014 at 13:21 pm

You can’t copy heart and soul: CEO Howard Schultz on Starbucks brand strategy

you can't copy heart and soul - Starbucks

What is the secret of success behind the Starbucks brand strategy? We live in an era where anything can be copied – ideas, Lego bricks and even cups of coffee. Great companies like Lego and Starbucks know this so how are they able to charge significantly more than their knockoff rivals?

Last updated: September 18, 2014 at 23:53 pm

Successful marketing strategies today require a different approach – from brand management to brand curation

I define old marketing as the act of interrupting masses of people - Seth Godin

Successful marketing strategies today require a different approach. Brand strategy today needs to move on from brand management to brand curation, from campaigns to conversations and from viewing customers as destinations for our marketing messages to treating them as partners in its production.

Last updated: September 17, 2014 at 7:24 am
How to create POWERFUL brand connections
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Do you want to know how to turn customers into FANS?
SUBSCRIBE to my DIGITAL APE newsletter to get weekly updates on:
  • Successful marketing strategies
  • Brand experience
  • Consumer psychology
  • Case studies of leading brands like Lego, Monster Energy, Red Bull, South West Airlines, Zappos and Apple
* we never share your e-mail with third parties.