Strategies for using content to build brand communities that increase brand attraction, i.e., turning prospects into customers, and customers into enthusiasts for a brand.
After a year of driving my Subaru Impreza, I was surprised to receive an issue of Subaru’s brand magazine, Drive. It’s smart: using print as a push vehicle cuts through a lot of social media noise. The magazine offers solid customer focus, with useful info and some decent photography for the Subaru aficionado. You can […]
When Starbucks announced its June 2012 acquisition of San Francisco-based Bread, LLC and its La Boulange® bakery brand I thought, “nice move.” As a customer of both Starbucks and La Boulange, I envisioned a well-deserved expansion of the French-themed bakery/restaurant into new markets under the guidance of Starbucks’ location wizards. Unfortunately, Starbucks seems to have […]
Re-post: This article first appeared March 3, 2006. As home entertainment evolves and subscriber acquisition costs grow, customer loyalty will have a greater profit impact With more than 3 million subscribers (and climbing), Netflix is the leader in online DVD rentals. Founded in 1999 and rising out of the flames of the dot com bust, […]
Sadly, it doesn’t appear that this incident was an oversight (we can forgive mistakes), but it looks like this is the Cooks Source business model, as clueless as that may seem.
Online event management company EventBrite.com has named the Eichler Remodeling Faire among five finalists in its MyEventRocked contest.