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Joel Bines, Author at Branding Strategy Insider

How Brand Communities Power Competitive Advantage

Unless you happen to be a Goth, love punk music, or are into cult-movie merchandise, you probably haven’t heard of the US mall-based retail chain Hot Topic. The stores are aimed at teens and young adults who see themselves as “counterculture,” selling them everything from licensed band T-shirts and skinny jeans to Funko Pop vinyl action figures and other fringe collectibles. Whatever the counterculture kids are into these days, Hot Topic is where they go...

Building Brands On Convenience

I love getting gas at Costco, and not only because it’s the cheapest gas around. It’s because Costco makes its gas hoses extra long. So if I happen to pull up to the pump on the opposite side of the car my gas tank is on, I don’t have the anxiety of having to turn the vehicle around in a tight space with other cars lined up right behind me waiting their turn. Instead, I...

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