Managing your brand’s relationship with its consumers, is similar to dating. According to leading relationship expert Helen Fisher,
there are three stages of Love: lust, attraction and attachment. The
process often involves: identifying the prospect and strategy that will
inspire desire and land you the first date (promotions and purchase), igniting a spark that inspires more dates (great product leads to repeat business) and being ...
companies need to take a more deliberate and purposeful approach to
branding, with the goal to create a loyal following. It was Socrates who
said “Know thy self”, a simple phrase yet challenging for individuals
and companies alike. In corporate branding, developing the codes (characteristics) of your brand DNA, is a critical part of its long term success. This was one of Steve Jobs (former CEO of Apple) greatest strengths, he knew what his company was “a game changer”, belie...
Photo: Giorgio Armani, Press Office Milan
When a woman buys a designer dress, she isn’t simply
buying a basic need to cover her body. She will purchase clothing from a
brand that she identifies with; one that reflects her self image, a
need to send a particular message in that moment (successful, professional, sexy, fashionable) and
her lifestyle. Brands like Giorgio Armani are known for understated
luxury and elegance, while Versace is the opposite and known for
glamorous luxury and r...