How Starbucks Transformed Coffee From A Commodity Into A $4 Splurge. Stanley Hainsworth has been a catalyst for the great brands of modern times. He was creative director at Nike and then Lego. He was vice president global creative at Starbucks in an era when the coffee purveyor was experiencing phenomenal growth. Starbucks has been hailed, acknowledged, and praised again and again for its excellence in branding and marketing, in creating a branded experience that can satisfy the connoisseur, bring in new converts, be accessible to all, and irresistible in its appeal.
Stanley defined the very feel of Starbucks in an era when the brand was becoming a cultural icon. Stanley has a reputation for being extremely rigorous in his work, comprehensively rethinking brands when necessary, and helping them to expand into new areas of endeavor while remaining true to their original identity.
In this interview, Stanley reveals his secrets about the magic that helped to create a brand that conquered the world. Stanley speaks here about the importance of vision. Yes. Beyond The One-Time Click: 6 Social Media Rules For Creating Brand Evangelists. There’s a vast expanse between the transactional moment when a consumer likes, friends, or follows a site and the instant that same consumer becomes a brand evangelist, entering into a state of emotional commitment. The former isn’t difficult to achieve; observe how many sites have hundreds of thousands of friends, very few of whom feel any real passion for the brand, or would go out of their way to recommend it to somehow (least of all defend it in a the social-media equivalent of a barroom brawl.)
The latter is the bell-ringing marketing challenge of today. It’s not surprising that there isn’t more deep-down devotion among the millions of superficial friends and followers. Most brands do very little to cultivate a more meaningful, psychologically grounded relationship. Sure, they can convince a consumer to step into the friend category through some form of social or economic quid pro quo--become a friend and get a discount, or get a badge or incentive. 1. 2. 3. Morning! 4. 5. 6. Video: Rachel Botsman's talk at Wired 2011 - Watch Rachel Botsman's full talk at Wired 2011. Spaceplay / pause escstop ffullscreen shift + ←→slower / faster (latest Chrome and Safari) ←→seek . seek to previous 12…6 seek to 10%, 20%, …60% Full talk now available to watch in the video above. If the 20th century was defined by hyper consumption, the 21st century will be defined by collaborative consumption, according to Rachel Botsman speaking at Wired 2011 this morning. Botsman defines collaborative consumption as being about "reputation, community and shared access" as opposed to "credit, advertising and individual ownership".
One of the cornerstones of collaborative consumption is trust between strangers. She explained: "Social, mobile and location technologies are coming together to make efficiency and trust. She mentioned Airbnb as the posterchild for the trend. Follow the rest of Wired 2011's talks in our live coverage at the Wired 2011 hub. 13 Location-Based Marketing Tips for Entrepreneurs. Scott Gerber is the founder of the Young Entrepreneur Council, a nonprofit organization that promotes youth entrepreneurship as a solution to unemployment and underemployment. The YEC provides young entrepreneurs with access to tools, mentorship, and resources that support each stage of a business's development and growth. You want to deliver marketing content that packs a punch and drives sales, but you don’t have a lot of money to spread around.
You might want to consider geo-targeting, aka location-based marketing. Five years ago “checking in” was unheard of. Today people battle to be Duke or Mayor on sites like Yelp and Foursquare. Marketers, business owners and consumers agree, less area is more. Still, location-based marketing isn’t about jumping on a bandwagon. Check out these 13 tips for leveraging geo-targeting from successful, young entrepreneurs that have already tackled these questions, and more. 1.
. - Anthony Saladino, Kitchen Cabinet Kings. 2. . - Colin Wright, Exile Lifestyle. Shivuk – TheMarker - בין אנשים לעסקים: ההבדל בין מיתוג חברות B2B לחברות B2C - אסטרטגיה שיווקית. הפעם נחרוג ממנהגנו לסקור מחקרים בינלאומיים ונתמקד במחקר מקומי, אך כזה בעל ניחוח גלובלי. השבוע התקיים פורום קיסריה להתוויית מדיניות כלכלית לאומית בקמפוס המסלול האקדמי המכללה למינהל בראשון לציון.
בסיום יומו הראשון של הפורום התקיים מושב שהוקדש לאינטרנט בישראל ובליבו חשיפה של דו"ח מחקר מקיף על כלכלת האינטרנט בישראל אשר בוצע בידי מקינזי ישראל עבור גוגל. הנתונים הנובעים מתוך המחקר מעניינים, חלק מפתיעים, לטובה ולרעה, ובהחלט מכוונים ורלוונטיים למנהלי שיווק, ובמיוחד לעסקים קטנים ובינוניים. אנסה לסקור כמה מהדברים המרכזיים שהוצגו במושב ולממצאים העיקריים של מחקר מקינזי, אשר זמין לצפיה והורדה באתר שהוקם לצורך זה על ידי החברה. המושב שהתמקד באינטרנט התחיל בהרצאתה של סוזן פוינט, אשר מנהלת את תחום המדיניות הציבורית בגוגל העולמית. דנה מאור, מנכ"ל מקינזי ישראל, הציגה את המחקר שנערך בידי מקינזי במימונה של גוגל שכותרתו "פרויקט גוגל לבחינת השפעת האינטרנט על הכלכלה הישראלית". מצד אחד, תושבי ישראל פעילים מאוד באינטרנט, כולל בתחום הצרכני. מהצד הצרכני, ממצאי המחקר מטרידים לא פחות. שיווק באינטרנט. Digital Marketing: 7 Tips for Generating Fresh Ideas. The Digital Marketing Series is supported by HubSpot, an inbound marketing software company based in Cambridge, Mass., that makes a full platform of marketing software, including marketing analytics tools.
We've all been there: You've had a raucous weekend, and now it's Monday morning, time to drag yourself into work. If you have a certain kind of job, it's no big deal. You can coast a bit, maybe surf the web and take a few extra trips to the water cooler until you feel up to really working. But if your job requires you to be creative — and perhaps you're getting paid a decent amount to come up with ideas — then you don't have that option. What to do? Series supported by HubSpot The Digital Marketing Series is supported by HubSpot, an inbound marketing software company based in Cambridge, Mass., that makes a full platform of marketing software, including marketing analytics tools. Image courtesy of iStockphoto, aluxum, Flickr, Alan Light. How To Get The Most Out Of Google's Share-Happy World.
In just over a month, Google will change its privacy policies for all its products. Actually, Google is combining 70 different policies into a single set of rules, defining how the company treats all the personal information you provide. It’s more of a refinement than a brash new move, but it has opened many people’s eyes to what Google can really do with their data--some handy stuff, really, if you’re cool with what Google already does.
At its best, Google’s newly one-bucket data system will make its infant social network, Google+, more useful and relevant, both for surfacing things you care above the chatter, and, perhaps, getting your profile and posts in front of those who might care. The advertising you see could be more relevant to your tastes, which, aside from one-click lapses in willpower, is a nice enough thing. More to the point, Google could already do this, just with slightly less oil in its gears. Next up: How To Claw Back Some Privacy Under Google's New Policy. Simon Sinek: How great leaders inspire action. Brand This Way: 3 Road-Tested Marketing Moves Ripped From Lady Gaga. On July 12, 2011, Lady Gaga’s private jet touched down on Australian soil.
She was in town to promote her new album. The only formal gig planned for her was a mini-concert at the Sydney Town Hall. The venue was renamed Monster Hall in honor of her fans, who she regularly refers to as "Little Monsters. " Within hours of her arrival, she put out her first tweet: "Thinking of going out in Sydney tonight. How I wish we had a show. As the hours ticked by, her many Sydney fans pondered the deeper meaning of her cryptic tweet. Lady Gaga has a thoroughly sophisticated understanding of direct consumer communication. There is much the corporate world can learn from this 25-year-old diva whose talent for building a brand might even surpass her formidable performing chops. 1. Have you ever wondered where the idea for Lady Gaga’s meat dress came from?
Lady Gaga has been quoted as saying that taking away her creative team would be her downfall. 2. Which should resonate with today’s corporate world.