There is no substitute for a relevant, focused brand story that capitalizes on a form of ‘secret sauce’ — conjuring added meaning, purpose and value to support why consumers should join your brand’s “movement.”
Every presidential election cycle of this century has felt like the most important one yet, to the point that saying so has become a cliché. This time around, though, there are differences that matter more than usual, particularly for brands.
It’s no easy feat to build a healthy brand that stands the test of time while continuing to advance category leadership. Focus, persistence, and sound strategy will be required to stay ahead of the drumbeat of constant change and the surprises of unexpected and disruptive business conditions.
There is a lot riding on Brian Niccol’s shoulders as he takes the helm at Starbucks. Barron’s, the financial newspaper, noted this week that Starbucks increased its dividend even though the brand did not have a decent fiscal fourth quarter. Unlike Boeing and General Electric, Starbucks’ new CEO, Chairman and Starbucks’ Board of Directors provided a confident earnings report on Starbucks future with a dividend hike while publicly facing the facts of troubled operations, pricing...
Now more than ever, earning consumer trust is paramount to the growth and development of your business. You can’t claim it. You can’t invoke it. Trust is only earned through credible, verifiable behaviors and openness. We believe this is sufficiently important that it deserves a unique discipline in the marketing eco-system we’re calling “Trust-ology.” Emerging trend: the world around us keeps supplying consumers with reasons to be skeptical, wary and thus more susceptible to perceiving...
