Wednesday, 29 December 2010
Sunday, 19 December 2010
Hot on the heels of writing about BMW yesterday, thanks to Paul Flanigan, I came across this clever interactive Christmas card thingy.
Saturday, 18 December 2010
Saturday, 4 December 2010
It sounds like a must read.
One of Kate’s definitions of a Passion Brand is:
"A product that creates such personal enthusiasm that purchasers badge themselves with it through conversation, apparel, continuous repeat purchase."
These are what I refer to as FANS on the path to advocacy.
Marino does a great job apprising the 7 drivers of Passion Brands.
Here they are:
- Adopt and Promote a Shared Worldview...a brand identity based on a worldview, rather than a demographic, will attract a larger and more culturally diverse customer base.
- Use Design as a Differentiator and Lovemark..think Apple, Porsche, and Flip video cameras
- Hire Passionate Employees...are more likely to positively talk about their work and affiliated brands with other people including family, friends, and the growing circle of online acquaintances.
- Engage Customers and Become More Personal..understand how ineffective advertising has become.. most brands have to become a little more humanistic and/or personal in all touchpoints to stand out. [and drive advocacy]
- Democratize the Brand...allowing folks to customizing the product/service.
- Use Backstories and Arcs.. stories describe how such excellence came to be.
- Brand the Buzz... stimulates word-of-mouth and sales.
If a brand can create consumers like these it is going to win.
In my view a key is to deliver brand experiences that are personal. The best deliver meaningful emotion through the use of human contact. Get this right and you’ll build a sustainable competitive advantage that is hard to copy.