What’s a “brand story” good for?
Like, do you need one? And if you have one, what do you do with it?
I regularly ask people at talks and workshops if they know the brand story of their toilet paper. You know — the stuff you use every. Single. Day. Of. Your. Life.
And maybe 1 in 200 have a clue.
Wanna grow market share?
There are two ways to do it:
Get more buyers
Get your buyers to buy more
Which matters more? Interestingly, the research points to two things — and fairly definitively.
What’s the ingredient to success nobody wants to talk about?
There's a major ingredient to success in business that we often don't want to talk about.
Half of all new businesses fail in the first 5 years.
Often, the reason for their failures — and other companies' success — is a big, fat, steamy scoop of luck.
What’s the breakout brand of the century?
Like, which one is the most unlikely brand in one of the most challenging categories?
I say Tito’s vodka.
I mean, think about it:
Is There Brand Loyalty to Colleges?
We usually think of college (or uni) as a loyalty purchase (if we think of it as a purchase at all).
People pick a school, attend it, graduate from it, love it, bleed red & yellow (go Yeomen!), and even send their kids to their alma mater.
And graduation rate is one of our key quality metrics for how good a school is. Start there: end there.
But the data tell a different story.