Photo Credit: webguy94301
Feature creep is the unfortunate consequence of companies constantly changing perfectly adequate products for “bigger and better” or “new and improved” ones. By adding features that customers don’t need or don’t particularly care for, products become bulkier, confusing and difficult to use.
Why does feature creep happen?
Feature creep can happen for many […]

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Great brands know how to master the concept of Value Curve. By offering products across many different price points, and gradually transitioning customers from the less expensive products to more expensive ones, brands are able to start building their customer base early and keep loyal customers for life.
For example, a brand like […]

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Photo Credit: TRI
A few days ago a friend of mine handed me one of these. They’re called mini cards and they’re made by a British online print shop called Moo. From the moment I saw them I knew it was a classic case of a viral product that markets itself.
They’re about half the […]

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There is probably no stronger bond between customer and brand than the connection between soccer fans and their team.
Brand loyalty like this is hard to top.
Take into account these facts:

Customers (soccer fans) pay money every Sunday to sit for three or four hours on an uncomfortable bench, rain or shine, just to experience their preferred […]

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The results of a search engine query can be a very powerful branding signal. 36% of search engine users believe that companies that appear at the top of the search results are the most relevant for the search terms used.
This has strong implications for branding. When somebody searches for your brand name, […]

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G. Kofi Annan is a man on a mission. As a marketer and entrepreneur he is attempting the ultimate challenge: to change his target market’s perceptions through an elaborate exercise of re-branding. But wait, there’s more: what Kofi is trying to re-brand is not just a product but a continent: he is trying […]

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Jeep® is one of America’s iconic brands, synonymous with adventure, ruggedness and the outdoors. Unfortunately, in the last few years, marketing fads and operational priorities have taken precedence over sound brand strategy and the brand seems to have lost its way.

Strike One: The Cherokee Goes Away
In 2001, Jeep discontinued the legendary Cherokee, after an unprecedented […]

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Creating your brand starts by defining the one thing you stand for in very few words. You need to create an elevator pitch that is shorthand for your brand’s value proposition. Your elevator pitch is your promise to deliver.
Coming up with an elevator pitch is not easy. It takes discipline and focus, and […]

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Customer touch points are the points of interaction between your customers and your brand. A sales call, a voice mail greeting, your business card, your website, your packaging, your in-store service, are all examples of touchpoints.

You can manage your customer touch points so that they are consistent with your brand. A […]

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People seem more aware of environmental issues these days. From the success of Earth Day and Al Gore’s Nobel Peace Prize to the current war on bottled water, everything “green” has been getting great press.
Companies are waking up to the fact that going green can also be an effective competitive advantage. Walmart is […]

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