7 Ways to Achieve Brand Loyalty and Turn Your Customers into Advocates
THAT BRAND IS “MY” BRAND!
You can’t go to a supermarket, hardware store, movie, or even buy an airplane ticket without being exposed to some kind of a brand loyalty program. Whether it’s supersaver, club membership, or travel miles, they all think they can keep you loyal with credits and freebees...
How to use Ethos, Pathos, and Logos to Build Your CPG Brand
I WANT IT!
Since before the time of Aristotle, humans have been trying to convince other humans to take action. But it was Aristotle who really defined the three major ways those arguments could be characterized. Were they arguments of “Ethos,” appealing to the advocate’s credentials and authority? Were...
5 Ways to Use Powerful Symbolic Association to Build Your Brand
I GOT THE MESSAGE!
Especially with CPG brands on a crowded retail shelf or on a e-retailer’s page, your message had better be conveyed as short, powerful, and meaningful as possible. You only have a split second to catch your customer’s attention and relay your brand’s value. You don’t have...
The 7 Elements of Brand Identity Build Your CPG Brand
THAT’S MY BRAND!
What identifies your CPG brand? What distinguishes it from the others? It’s not what you think, it’s what your customers think! You may have some influence on what they think, but ultimately, it’s what they think. Contrary to popular belief, most brands are not killed by...
Logos for CPG Brand Builders Require Special Design Considerations
YOU GET WHAT YOU PAY FOR!
Today it seems like you can get everything for “free” on the web, even free logo makers. As an inexperienced, first time CPG brand builder, you can easily get the idea that you know enough to create a logo using one of many free logo creator...
Accelerate Online Brand Building with Physical Distribution
I’VE SEEN THAT BRAND BEFORE!
We spend a lot of time and money these days on online brand building. There are thousands of online marketers who promise to transform your sales. They’ll build you funnels, buy you Facebook ads, and even write compelling copy. But who does it go to? A...
The 4 Stages of Business Development Require Different Strategies for Brand Survival and Growth
BE PREPARED!
As your consumer brand business develops, it will move through 4 distinct stages. It’s critical to the survival of your brand to recognize what stage you are in and what each requires before you get there and run into a wall. Understanding what to look for...
Perceived Value is a Personal Choice
IN RELATION TO WHAT?
It’s really hard to give folks a good deal! This is especially true when your price matches a point that is not known for high quality. We ran into this perceived value challenge when we started Barefoot Wine. Our concept was to produce a product that...
5 Ways to Improve Your Brand’s Key Relationships in the New Year!
BE THERE FOR THEM!
This is the time of year when your key players are thinking about making some changes, changes that may negatively affect you or positively affect you. That’s why this is the best time to recommit yourself to the folks who hold your brand together and show...
5 January Challenges for CPG Brand Builders
DID YOU MAKE THE CUT?
New Year’s means a lot of things to a lot of people, but in the CPG world, it’s life or death! January is by far the most challenging and perplexing month of the year. It is unlike any other month, making it a surprise for most...
Design Your Brand Name, Logo and Catch Phrase to be Clear and Powerful
RUN IT UP THE FLAG POLE – SEE IF ANYONE SALUTES!
When most people think of consumer packaged goods (CPG) branding, they immediately think of brand names, logos and catchphrases. Even though there is a ton more to successful branding, like distribution, merchandising, packaging and positioning, it is the name, logo and slogan that most people remember....
Build Your New Brand One Sale at a Time – Business Skills Require Sales Skills
THE MISSING LINK
A Vital Business Skill Not Taught in Business Schools Guess what skill is most often missing that dooms the greatest number of startups. Ironically, it’s the same critical skill that is generally not taught in entrepreneurial schools. It’s the same skill that drives business, provides the...
Keep Your Brand Current with Crowd Sourced Innovation
DECENTRALIZED MARKETING
Can you crowdsource your next big idea? Can the crowd keep your branded products current and relevant? Crowdsource Week (CSW) certainly thinks so. They want to help you get on top of it! And to prove it, they are going to the top of the world...
Build Your Brand by Thanking Your Customers at Every Level
GET MORE OF WHAT YOU’RE THANKFUL FOR!
The two words that have the biggest impact on your CPG brand building efforts are, “THANK YOU!” This simple acknowledgment sends an important message of appreciation to your customers at every level of distribution - not just your consumers! But who are you thanking? And what...
9 Ways to Get the Most Out of Your Charitable Donation
IT PAYS TO GIVE
“I donated products to a non-profit and it didn’t do us any good!” We hear this all the time. Many brand builders are discouraged from contributing their CPG brands to worthy causes because they don’t get thanked, they don’t get press, and they don’t get brand...
Is Personalized Attention More Important than Instant Gratification?
BONOBOS KNOWS
“Come to our store and we’ll give you a personal guide …but you can’t take your purchases home today!” Sounds counterintuitive, but it’s basically the model of Walmart’s new men’s clothing store, Bonobos. For several years we have been saying that the death of retail has...
Build Your Brand by Helping in Times of Disaster
THANKS FOR THE HELP!
We have never seen so many natural disasters in such a short period of time. It is now obvious that we have developed populations and infrastructure in harm’s way. As the climate changes, it is becoming more apparent that these events will be the norm going...
5 Ways to Love Your Complaining Customers
“THEY TREATED ME RIGHT!”
Nobody likes complainers, right? They can’t be satisfied. They want something for nothing. They called just to annoy someone, and that was you. But many who call are sincere and should be treated like gold because this is a golden opportunity! Most unhappy customers just vote...