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The Chief Outsider
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Recent Posts
From Loyalty Programs to Leadership: What 20 Years in CRM Taught Me About Organizational Growth
Loyalty programs taught many of us how to turn casual buyers into raving fans. My 20 years in CRM and loyalty for brands like Marriott, Amazon, and American Express—and leading a $3B customer platform—taught me something bigger: The same system that keeps customers coming back also keeps your best people from leaving. When growth stalls, most CEOs reach for the usual levers: more demand gen, more recruiting, more channels.
Delivering on Your Brand’s Promise through Lifestyle and Culture
Thu, Jun 2, 2016 — Today’s brands offer a rich means of consumer self-expression. Like digital bumper stickers, the blogs and pages we follow and interact with on the Internet and social media are beginning to serve as a reflection of what culturally defines us as people. Whether or not we, as consumers, build a personal connection with the barrage of brands around us, can ultimately impact the fate of the brand itself. As former IBM chairman and CEO Lou Gerstner said in his interview with Spencer Stuart, “Culture isn’t just one aspect of the game, it is the game.” Since a brand’s authenticity and lifestyle fit is so important to today’s customers, we know that we have to fortify our brand’s promise, so it means much more than a set of two-dimensional, written benefits on our website, social media pages, and product packaging. There are two distinct ways we can achieve this:
Are You Marketing An Organism Or An Ecosystem?
Wed, Jun 1, 2016 — People like to use metaphors. When we are trying to explain something, describe a situation, or develop an idea, we often compare the subject at hand to another thing that the listener may already know. Marketers use metaphors in many situations to reduce the amount of time and effort it takes to grasp a concept or an idea behind a product. Terms like bandwidth, information highway, the cloud, data mining, and even internet and web are all attempts to transfer what we know about one thing to something inherently dissimilar – the definition of metaphor.
Making It Easy: Three Steps To Creating the Ultimate Customer Experience
Tue, May 24, 2016 — Why a commitment to consistent, small improvements in customer experience will lure customers back and cement customer loyalty over time Your nightmare has come true – someone has fraudulently charged a sheaf of frivolous, online purchases to your trusty Visa card. Luckily, the credit card company’s algorithms caught it and shut the scam down – but of course, nobody told you. You actually found out in a bustling grocery store on a Sunday morning, with a cart full of perishable food, two kids in tow, and a long, impatient line behind you. As a warm, gripping panic begins to squeeze your insides, you hope that a simple call to the card service center will be able to fix everything in a flash.
Position Your Brand: Three Questions to Power Growth & Profit
Wed, May 11, 2016 — In Step 1, we began paving our road to a winning brand strategy with the basics. We determined that in order to win in a competitive consumer marketplace, we must first establish an emotional connection with our target audience. We also decided that remaining focused on emotional motivators is the key to the development of that critical connection. It’s time, now, to make sure we are winning with our “head,” as well as our “heart.” For the second step in our quest, we’ll don our lab coats and, utilizing the data from our emotional motivators and target audience surveys, we’ll now engage our sales and marketing teams to develop our company’s positioning statement and brand promise. If we can nail this critical “statement of purpose,” we’ll effectively stand out from our rivals and drive our company forward in the process.
The Marketing Power of Three
Tue, May 10, 2016 — Variety may be the spice of life, but having too many choices turns people away. Our brains have evolved so that we perceive three main things about options presented to us, and the rest gets chucked aside. Give us only two choices, we feel torn. Give us four, we’re confused. Give us three, we pick one easily. Curious, isn't it? When we write about things, talk about things, look at things, we instinctively seek out three options. It's pleasant, this power of three. We don't feel forced to choose between two things and it doesn't feel overwhelming. It feels just right.
Positioning Your Brand to Make an Emotional Connection
Fri, Apr 29, 2016 — According to an old adage, it is implored that we of the human species should “help yourself before you help others.” While this strategy is particularly important in oxygen-depleted aircraft cabin emergencies and personal matters (but was not great for people like Bernie Madoff), it also represents the foundation of modern marketing strategy.
Branding Like A Boss: How to Leave Your Mark
Wed, Apr 13, 2016 — Pity the CEO who has the misfortune of trying to build a corporate brand in the modern era. You see, way back in ancient times, when slow connection speeds had more to do with your supply ship being robbed by pirates; and broadcast advertisements were limited by the decibel levels of the hawker’s voice, branding was quite simple. A couple of strokes with a paintbrush or the sizzle of a hot iron was all that was needed to denote the origin of the goods.
New Challenger Brand Tees Off with Hilarious Video
Thu, Apr 7, 2016 — As they say, “Dumb as a fox.” Attitudinally provocative “Challenger” brands have long been around for decades using contrarian positioning (The UNCOLA!) to separate them from the more normative incumbent brands in a given category. But in recent years with disruption strategy almost becoming the expected method of launching every new product, we seem to see more brands becoming the champions for disaffected consumer segments by promising a substantially better product or deal and by attacking the category leader with advertising featuring a loud, irreverent or downright outrageous brand persona. More or less censorship free online media have also opened the door to the use of profanity and lowbrow bathroom humor by some Challenger brands to create even greater juxtaposition between the new upstarts and the brands they mean to steal share from.
Creating a Logo 101
Tue, Apr 5, 2016 — Branding began with cattle during the Industrial Revolution. The more goods people produced, the more they needed a simple way to identify ownership. If you knew that John Smith had the best cows in the village, how could you find his cuts at the city butcher? How to know which cow was which, who it belonged to, how it was raised? People started branding cows with paint or pine tar or, yikes, hot iron. Perhaps not a cheery picture, but the most memorable logos of today could be easily converted to a traditional cow brand. Nike. Target. NBC. McDonalds. Playboy. What do all of them have in common? They are very simple and they use primary colors.