Branding
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by Karen Freeman, Patrick Spenner and Anna Bird | 9:10 AM May 23, 2012 This post is the last in a three-part series. Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. It turns out that that's rarely true. In a study involving more than 7000 consumers, we found that companies often have dangerously wrong ideas about how best to engage with customers. Consider these three myths.
Three Myths about What Customers Want - Karen Freeman, Patrick Spenner and Anna Bird
Salvador Dalí, the wacky surrealist known for his signature pointy mustache and painting melting clocks, was also graphic designer behind the classic Chupa Chups--an enduringly sweet, bright rendition of a daisy. The Catalan lollipop made its first appearance in 1958, when the company founder Enric Bernat hatched the idea of placing a bonbon on a stick. He called the product "GOL," imagining the candy as a soccer ball and the open mouth a net. It didn’t go over well.
Salvador Dalí's Real Masterpiece: The Logo For Chupa Chups Lollipops
BrandJapan 2012 is an annual tracking study that measures perceptions along 20 dimensions of 1,000 Japanese brands. I have been an advisor during its decade-plus life. There are a few brands at the very top year after year. Why? The answer will vary by brand and by category, but there are some generalizations. Innovation/energy, relevance/involvement, personality and relationships all play a role.
What We Can Learn From Japan's Top Brands
Wolff Olins Offers Branding Lessons For Would-Be Game Changers
For the last couple years, Wolff Olins has been globe trotting, talking to leaders at some of the world’s best companies and trying to learn exactly what separates the best from the merely good. Today, they’ve published their analysis of everything they learned, in a report called Game Changers . Recently, Co.Design sat down with Wolff Olins CEO Karl Heiselman to talk about exactly what they found and how it applies to businesses aiming to grow faster and do better.
