Category — Experiential
Living Loyalty
Emotional connections stir brand passions and seal consumer loyalties. By Brad Bryen. We all know the value of a loyal customer. We also know the 80/20 rule — marketers invest heavily in their most-loyal customers, who in turn drive up to 80 percent of their brand’s value. As a recent Conference Board survey of top CEOs confirms, driving brand loyalty has never been more important. According to the survey, CEOs see brand loyalty ranking first among management concerns.
Why? Because increasing the size of a typical brand’s top-tier customer base by just five percent can drive a 25 percent to 100 percent increase in profit. Increasing a brand’s base of loyal consumers requires brand commitment — the engaged, active selection and re-selection of your brand by consumers. Committed consumers will go out of their way to find your brand. They are less price-sensitive when given the choice between your brand and others … read >>
November 1, 2011 Comments
Secret Sauce
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There’s absolutely nothing about this recession that a little bit of good chocolate and a lot of great retail can’t cure. By Vince Weiner. |
January 1, 2009 Comments
OfficeMax Magic
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Bob Thacker says his plans to make us love OfficeMax are right on target. An exclusive Q&A interview by Tim Manners.
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September 1, 2008 Comments
Screen Test
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Digital-media networks get ready for their close up. A discussion featuring Andy Austin of AT&T Stores, Laura Davis-Taylor of Retail Media Consulting, Suzanne Alecia of OVAB and Stuart Armstrong of EnQii Americas. |
September 1, 2008 Comments
Crazy for Costco
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Marketing chief Paul Latham doesn’t just create loyalty to Costco. He personifies it. An exclusive Q&A interview by Tim Manners. (download pdf) |
November 1, 2007 Comments
The Sensory Potential
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How the five senses create intuition … and build trust and loyalty. By Dori Molitor. (download pdf) |
November 1, 2007 Comments
Shopping Simplified
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A new study reveals eight simple factors driving shopper satisfaction, loyalty and word-of-mouth. By Al Wittemen. (download pdf) |
September 1, 2007 Comments
Across the Divide
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Digital media signage is not just for advertising anymore. By Stuart Armstrong. (download pdf) |
September 1, 2007 Comments
The Green Team
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For Ann Hand of BP, brand identity means making the retail experience "a little better." An exclusive Q&A interview by Tim Manners. (download pdf) |
July 1, 2007 Comments
Path to Purchase
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Forget about brand identity. It’s all about the shopper’s identity. By Al Wittemen. (download pdf) |
July 1, 2007 Comments
Pencils & Towels
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Put the marketing into event marketing and help make CMOs brand heroes again. By Charlie Tarzian. (download pdf)
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May 1, 2007 Comments
Get Fresh at Retail
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Fresh food at retail challenges traditional packaged goods. By Al Wittemen. (download PDF) |
March 1, 2007 Comments
Adidas Disrupts
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Adidas delivers brand experiences to match the passions of World Cup fans. By Laurie Coots. (download PDF) |
January 6, 2007 Comments
Loyalty, Harley Style
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Creating cultural value fosters deep-soul connections with consumers. An analysis of a Reveries.com survey by Dori Molitor, ceo WomanWise. (download PDF) |
November 1, 2006 Comments
The HUB 15
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The entire Nov/Dec ‘06 issue of the HUB magazine (36 pages), featuring interviews with Tom Boyles of Disney Parks & Resorts, Constantine Maroulis of American Idol, and ten other articles. (download PDF) |
November 1, 2006 Comments
Mission Accomplished
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May 1, 2006 Comments
