Jan
14
Marketers, take note: the curiosity impulse can lead people to discover and engage with your brand. Curiosity short-circuits the linear funnel from awareness to interest to desire, blah blah. Curiosity leads to purchases that are serendipitous and often spontaneous.
In a long-tail world of choices that are sometimes not very functionally different, perhaps “interesting” is the new “better”.
Nov
6
Baseball has amazing assets to on which to rebuild its brand. In the movie City Slickers, around the campfire one the friends said, “When my father and I had nothing else to talk about, there was always baseball” True dat.
Oct
19
In: branding
Comments Off
In a world of the long-tail of choices that are sometimes not very functionally different, use curiosity as a way of getting people to think about your brand. Being interesting might be a new way of being better.
Sep
1
Trust is the easier part of the branding equation. The harder part of branding-building is creating desire for YOUR brand. Brands are delisted by retailers not because of lack of trust but when they are viewed as redundant.
Jul
13
In: branding
Comments Off
Here’s a better way to gain insight into a market leader’s weaknesses. Compare what your loyal buyers think of you vs. what your competitors’ loyal buyers think of those brands.