In some categories, a major component of the brand experience comes from human interaction, such as at premium hotels, restaurants and retailers, to name a few. Brands in these categories need their client-facing employees to be emotionally intelligent, attuned to customers’ needs, knowledgeable about the brand’s offer and motivated to look after customers. Having committed employees kick-starts a chain of benefits.
Don’t let demographics scare you. You’ve seen the alarming headlines. Sure, the ominous trends are ominous, worthy of headlines. But not determinate. There is more to the story. There is always room for growth.
Lately, there has been a lot of hand-wringing over the sales of EVs. EVs are not generating as much interest as expected. US automotive giants, except for Tesla, have backtracked on their EV plans, even going so far as to say that hybrids may be in their futures, just like Toyota. Mercedes is pulling back, too. This is sad because late last year…Mercedes pledged to build 2500 charging stations in the US.
In some companies, brand-building is the sole responsibility of the marketing team. The brand is seen as a consequence of advertising. However, this mode of thinking gets in the way. Every experience someone has in relation to a brand influences how they think or feel about it. The mind doesn’t discriminate between experiences curated by the marketing team and all other brand encounters. Customer experiences, for example, can be especially influential. They should all be...
These guys turned eggs, dates, and almonds into a $600M payday. And they did it in 5 years. Peter Rahal and Jared Smith created RXBAR. This is the protein snack that went from obscurity to ubiquity in 17 minutes. Or at least it felt like that.
