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Marketers call what they do “engagement,” “interaction,” “relationship-building” or worse yet, “encouraging the customer to experience the brand.” However, substitute “brand” with “Tabasco enema,” and you can picture the usefulness of such tactics and how uncomfortable your audience is with them.
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Continue reading "The Myth of Brand Engagement"Walk around any marketing conference and you can hear folks talking about brand. Typically much of the discussion centers around brand tactics: how to create a brand identity, how to build brand messages, how to test for brand penetration, and how to implement a brand, etc. The question I often get…
Continue reading "What Brands Do for Business"Too many. If you have ever needed a plumber you know what I mean. This past week, I needed one. And many calls and voice mails later, one of them finally returned my plea for help. But, of course, after he came to fix my problem, I had to reschedule. Why?
Because I needed a shower valve, about a $…
Continue reading "How Many Plumbers Does It Take to Fix a Leak?"Huh? Am I asking you are from Belgium? Or have a cold… phlegmish? No. No. Do you flemish? To “flemish” is to coil the loose end of the lines* (ropes) used when boating.
It is an attractive and safe way (reduces tripping) to tidy and stow loose line.
Not all boaters do this, but when you see it,…
Continue reading "Do You Flemish?"Scenario: Your client is a large retailer, Cooper’s Pharmacopia. Among their customer group, they are very well known and established. They have done a good job of consistently branding themselves. Both their logo and tagline achieve high marks on recall research. They are the market leader.
The…
Continue reading "A Logo in a Logo = the New Logo?"When we talk or write or read about strategy, you don’t need to look far before you see the word “engagement.” It is everywhere … but is it, like so many other buzz words, becoming tired? Has it reached its use by date? Or does it still have legs?
I was pondering this while watching that beautif…
Continue reading "The Spectacle Is Everywhere"As I’ve mentioned many times before here on MPDailyfix.com, I’m a believer that your brand is the experience your customers have with your product/service/employees/blog/whatever. One of those “things” that is important in an experience with your brand is quality.
For Father’s Day, I requested a t…
Continue reading "The Quality Of the Experience Is Your Brand"As you may have heard, fans of the CBS series Jericho have accomplished their goal of bringing the series back after the network cancelled it. The series, which CBS originally canceled after one season, was saved when its fans rallied together to petition the network via signatures… and nuts.
L…
Continue reading "Driving Your Evangelists ‘Nuts’"