7 Factors That Affect Customer Loyalty
"I LOVE THESE GUYS!"
When your customers first buy your product, they likely were previously loyal to another product. Something happened that sent them shopping. Maybe it was the price, or maybe they just couldn’t find it anymore. So they tried yours. For whatever reason, you now have an...
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Company Logos Require Careful Strategy to Change
EVOLUTION, NOT REVOLUTION
The Datsun automobile spent five years to rebrand itself into the Nissan. First it was the Datsun, then the Datsun by Nissan, then the Datsun Nissan, then simply the Nissan. Although Nissan wants to bring back the Datsun name for economy cars in emerging markets, the...
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Branding Consultants can be Generalists or Specialists
WHEN ALL YOU HAVE IS A HAMMER, EVERYTHING LOOKS LIKE A NAIL
When it comes to finding a Branding Consultant, choose the right tool for the job. Since the term “branding” became so popular, many folks are now calling themselves Branding Consultants. Branding has always been a big part of marketing, but branding without marketing...
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Worthy Cause Marketing is more than a Check for a Sponsorship
"GOOD LUCK WITH THAT!" VS. "HOW CAN WE HELP?"
With big companies and big non-profits, we often see checks being written for sponsorship rights. This often buys the right to use the non-profits logo on the companies’ products and collateral marketing materials. While many non-profits are reliant on these...
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When it Comes to Brand Development, Reputation Trumps all Else
FAMOUS TO INFAMOUS IS JUST ONE NEWS STORY AWAY
When the Exxon Valdez spilled crude oil into the pristine Prince William Sound in 1989, years of building their name recognition instantly worked against them. Their high profile brand was a household word and the incident became a daily topic of conversation. Even...
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Logo Development is the Discovery of a Solution, not Permission to Get Creative
5 POTHOLES TO AVOID ON THE ROAD TO A LOGO THAT WORKS
Do you ever notice that some logos are easy to understand but others are confusing? You wonder what they are selling or why you should buy it. You can’t quite read the words for the curlicues, or the image just doesn’t make sense. Somebody tried to get cute, clever...
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Cause Marketing is Not Just for Big Business
GIVE YOUR CUSTOMERS A SOCIAL REASON TO BUY YOUR PRODUCT
In 1986, when we started the Barefoot Cellars brand, we were faced with the same problem that vexes most consumer product companies: How to get the word out with limited funds. A commercial advertising campaign was simply out of the question. As a new company, we did...
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Company Branding Should Convey your Message
WHAT’S IT ALL ABOUT, ALFIE? - Burt Bacharach
Michael Caine played a Cockney womanizer in the popular 1966 movie, Alfie. Burt Bacharach’s theme, by the same name, asked the rhetorical question that conveyed the message of the movie. Your company branding starts with a succinct message that communicates what it’s...
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