Think about your brand not as a transaction with your consumer, but rather as an experience to delight your consumer. When you think of your brand in this way, it means understanding the consumer experience from start to finish – from when the consumer starts to think about your category or brand, to the actual user experience, and through to the aftermath of the experience....
Read MoreIt’s more important than ever to deal with others with authenticity, kindness, and yeah – love. Consumers are taking to Twitter, Yelp, blogs, social media and websites to get and share information on brands. Thinking about the power of the Internet and how fast information travels, a positive interaction with your brand can be amplified to a high degree. On the flip side, a negative interaction with your brand can have a detrimental effect. That’s why showing the love to your consumers should be part of your brand’s mission and the company’s DNA....
Read MoreMany years ago, when I was a brand manager on a food brand, I commissioned a study on snacking that required us to do some initial exploratory research. I wanted to pick two markets that were different - one that was mainstream and one that was a little more leading edge. When I started brainstorming potential leading-edge markets with my insights manager, I suggested, “What about Portland?”....
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