You hear a lot about “Relationship Marketing,” consumers forming visceral partnerships and bonds with brands in the same way we do with other humans. We express powerful emotions toward the companies that fill essential niches in our lives and, as marketers, we throw around concepts like “affinity” and “loyalty” all the time.
The difference between risk and recklessness can come down to a basic marketing premise: take the time to really understand what will make your customers happy. Here's a look at three big brand risks, why two worked and one missed the mark.
If you have strep throat, a lozenge isn't going to provide lasting relief. You need a professional who will diagnose and treat the problem with something more powerful. As a maker of "softish cough drops," Pine Brothers probably knows that about its product.
The digital dependence of kids has escalated every year. They are entranced by a screen of some sort, seamlessly bouncing from iPad to a Kindle Fire to Xbox to the desktop, never missing a beat. Now, an increasingly younger audience is influencing the digital revolution. Thirty-seven percent of U.S. children between 4-5 years-old use a device like the iPad or smartphone. As crazy as it seems, they're an important audience. Learn how to engage them on their terms.
Branding is like dressing for a job interview. It’s a strategic, decisive, and well thought out representation of not only your taste in clothes or style, but also you, as a person – your personality, attitude, and creativity – everything that makes you you. Similarly, a brand’s first impression on a potential customer is crucial in today’s fast-paced, digital age.
Slowly dying are the days of fans writing to their favorite athletes, then checking the mailbox for an autographed photo, ball or letter in return. Instead, Twitter, Facebook and myriad other social networks are giving fans the ability to connect instantly with sports teams and athletes. And now fans are getting responses that no one expected.
The apology on Sunday by Netflix CEO Reed Hastings reminds me of a long overdrawn breakup. Two months ago, Netflix announced a change in its pricing and has been inundated with unhappy customer response since. Then on Monday, Hastings made another announcement that stunned the marketplace.