Let’s discuss brand loyalty. It used to be a principle of marketing that a brand needed trial and repeat before you had brand loyalty. In fact, at the haven of marketing, P&G, the concept was three tries before you could feel comfortable that a customer had become a loyal customer.
Brand voice is often described as the words and grammar you use to communicate with people. But, actually, brand voice is not only the grammar and tone of voice but the combination of words, sounds, images, lighting, taste and touch you use to attract — and become cozy with — your brand community.
The start of every New Year is filled with a flurry of forecasts about the year to come. Almost always, these predictions are wrong, which we chalk up to the state of uncertainty in our knowledge of what lies ahead. But ignorance notwithstanding we could do a better job of anticipating what is likely to change and how.
