Going from Good to Great Branding
Not too long ago, I read The Tipping Point by Malcolm Gladwell, in which he explores how a brand goes viral. He gave several examples throughout the book including his introductory example of shoes called Hush Puppies that started trending in SoHo, Manhattan in late '94 and early '95.
Without reason or promotion, the shoe that once dwindled to sales of only 30,000 per year gain popularity in the clubs and bars of downtown Manhattan. It began with unknown fashion designer Isaac Mizrahi, then the once outdated shoes gained a little more notice with fashion designer John Bartlett, and then Anne Sui and Joel Fitzgerald decided to use Hush Puppies with their fashion lineups.
While there is not one magic formula …show more content…
And I would not be surprised if Ariana and Vanessa promoted the brand because of SpiritHoods' commitment to donating 10% of their proceeds to helping endangered animals. And sometimes, such as in the case of restaurants, it's about positioning your restaurant in a popular area. I talk about that in this blog on restaurant branding.
Key 4: Great Branding is about Listening
Whether you send out surveys, interview people over the phone, or find out information in another way, great branding begins with asking questions. To make your product or service great, it's important to know what is the most important thing to your target audience.
To know that, it's important to get into conversations with them and to ask them what their problems are. Your products and services should offer solutions to their problems, and those solutions should be better than your competitors'.
Key 5: Great Branding is about Personalization
In today's culture, people are so used to businesses getting their branding and their marketing confused. Marketing is about automation, but branding is about personalization. Or, at least, it should be about
Not too long ago, I read The Tipping Point by Malcolm Gladwell, in which he explores how a brand goes viral. He gave several examples throughout the book including his introductory example of shoes called Hush Puppies that started trending in SoHo, Manhattan in late '94 and early '95.
Without reason or promotion, the shoe that once dwindled to sales of only 30,000 per year gain popularity in the clubs and bars of downtown Manhattan. It began with unknown fashion designer Isaac Mizrahi, then the once outdated shoes gained a little more notice with fashion designer John Bartlett, and then Anne Sui and Joel Fitzgerald decided to use Hush Puppies with their fashion lineups.
While there is not one magic formula …show more content…
And I would not be surprised if Ariana and Vanessa promoted the brand because of SpiritHoods' commitment to donating 10% of their proceeds to helping endangered animals. And sometimes, such as in the case of restaurants, it's about positioning your restaurant in a popular area. I talk about that in this blog on restaurant branding.
Key 4: Great Branding is about Listening
Whether you send out surveys, interview people over the phone, or find out information in another way, great branding begins with asking questions. To make your product or service great, it's important to know what is the most important thing to your target audience.
To know that, it's important to get into conversations with them and to ask them what their problems are. Your products and services should offer solutions to their problems, and those solutions should be better than your competitors'.
Key 5: Great Branding is about Personalization
In today's culture, people are so used to businesses getting their branding and their marketing confused. Marketing is about automation, but branding is about personalization. Or, at least, it should be about