February 17, 2019

It’s emotional rewards that build loyal relationships

The problem with most loyalty programs is they are based on the wrong kind of rewards. Rewards programs are based on transactional relationships that focus on the goals of the business: repeat sales, customer referrals, long term commitment from the customer. What does the customer get in return? Usually it is a discount based on buying a […]

Branding and the “It” factor

Is there an “it” factor to building a brand and becoming known, or can anybody do it? That’s a question that has haunted Mark Schaefer for some time. So much so that he has decided to write a new book on the subject. Recently I had the opportunity to pick Mark’s brain to find out […]

Brand awareness is earned

The secret to building brand awareness is to start with customer awareness. Companies today are much more likely to invest in advertising to customers rather than understanding what matters to them. On average, they spend $14 on advertising for every dollar spent on gaining customer insights. But in a world of ad blockers and fractured […]

The many ways to create value people care about

There’s more to creating value than adding features and functions to your product. A lot more … Today people have so many choices between comparable products and services that feature functionality is the minimum requirement for consideration. It takes greater value than that to make a difference they care about. The value equation has shifted […]