Every great brand is like a great story. —Kevin Plank, Founder/CEO of Under Armour Breyer’s Girl Scout Thin Mints Ice Cream. What a genius expansion of not–one–but–two–brands. Why did it do so well? First, Breyer’s already had related flavors: It considers mint chocolate chip, cookies and cream, and chocolate chip cookie dough among its …
Continue reading “Taking a Well-Known Brand into New Places: Do’s and Don’ts”
Every human being has to feel part of a tribe. It’s programmed into us. And you have to feel that you’re contributing to something. —Steven Hatfill, Scientist Only 38% percent of customers are truly devoted to a brand. But these core customers are gold. They will go out of their way to get …
The key to local marketing is in knowing, leveraging, reaching, and engaging your key market segments. In the financial sector, this means a mix of general market messaging with an awareness of the areas surrounding your branches. Market segments are a great way of devising personas for your targeted messaging. When providing our marketing services …
