My friend Shivonne Byrne has just posted a wonderful entry on how to manage your personal brand. Check out her blog: Marketfusions: Everything is a Brand, Including You. She encourages people to think through: Their person vision Their fundamental purpose or reason for being Their values Their passion and then develop a personal brand plan that [...]
Tags: personal branding
So how does Lululemon inspire such cult-like loyalty among its customer base (principally yoga practitioners)? They do the basics really well — for both in-store and online shopping. It’s clear they’re paying attention to customer experience management across many dimensions. A Well-Designed Experience Playbook Here are some of the things they get right: Print PDF
Last month I blogged on the purpose of a business and the problems that can arise when organizations lack a clear sense of purpose, or when they define success narrowly in financial (shareholder-centric) terms. Today’s post focuses on business purpose and its links to corporate brand strategy. In the context of brand strategy, purpose energizes [...]
Tags: Apple·brand strategy·corporate identity·corporate purpose
A while ago, Forrester Research analyst Brian Haven asked who’s at fault when there’s a serious disconnect between the brand promise conveyed by the advertising campaign, and what a person experiences later. Is it the agency or the company (brand owner) that’s accountable? Print PDF
Tags: accountability·advertising·brand experience·brand promise·experience design
I love my iPhone not just because it’s an object of beauty in its own right, but because the experience of using it is so pleasurable, so much of the time. Print PDF
Tags: brand·experience design·iPhone·Treo
The brands I admire most have a long-standing commitment to their core principles, the things the brand stands for in the mind of consumers. Whether you like the brand or not, you know what it stands for. I suspect that one of the reasons brands tend to zig and zag so much is the impact [...]
There’s a real tension in Corporate America between the individual’s desire for creative expression — to make a mark — and the corporation’s desire to cut costs. When that individual happens to be a product manager, a marketing or brand manager, or a “creative,” it’s not uncommon for them to drive new variations in how [...]
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