POINT: Paul Williams “It’s not about customers being loyal to you. It’s about you being loyal to customers. You earn loyalty by giving it.” I love that quote from from “Managing the Customer Experience” […]
POINT: John MooreWow! That’s a meaty question. Let’s simplify this and focus on the importance of communicating to two audiences to make a retail marketing promotion successful. One of the biggest lessons I learned from my retail marketing days at Starbucks [...]
POINT: John MoorePublic Relations plays a role in marketing efforts as it relates to awareness, influence, and credibility. Let’s be clear, for the most part, retail brands view Public Relations as Media Relations. Brands seek to use traditional media (print, television, [...]
POINT: Paul Williams First, it is most important to remember that social media tools are tactics that support a word of mouth marketing strategy. So much excitement lately, how easily companies and customers can directly connect to each other, we forget [...]
POINT: Paul Williams A brand, doing its job well, shows personality in all it does, not just marketing. The way they greet customers. The wording on their packaging. The way they answer the phone. All should show that personality. Problems arise [...]
POINT: John MooreA Brand Style Guide is essentially a internal communication compass. It provides guidance on how a business should communicate the Identity, Personality, and Authenticity of a brand. The rigidness to which a business should follow its communication compass depends [...]
POINT: Paul Williams There are two types of information that may be included in a Brand Style Guide. I’m going to refer to the entire package of tools as Brand Identity & Standards Guide. The first type of information has to [...]
POINT: John MooreA Brand Style Guide is important for businesses of all sizes. It’s a must have when working with outside vendors and with departments inside a company to ensure everyone is using the company’s logo in a consistent and correct [...]
POINT: John MooreThe surest way a brand will form emotional connections with customers is through its unique personality. It’s also the surest (and strongest) way for us to form emotional connections with people. Think about your close circle of friends. Each [...]
POINT: Paul Williams A unique selling proposition or unique selling point, or USP can be described as “what you would advertise that would make customers switch brands.” You’ll also see or hear POD – point of difference, and UPB – unique [...]