I’ve noticed an increased interest in analyzing customer data. For a long time, I saw it on a decline. Probably due to the Big Data era that promised better results from more data. But it just delivered confusion. The renewed interest makes me happy. However, I still see the same problem that plagued the Big Data era: an unclear path for moving from data to insights to strategy. After 20 years of working with clients on branding and marketing, I’ve noticed common pitfalls in how companies...
13 days ago • 3 min read
For as long as I can remember, I’ve been interested in esoteric subcultures. Early on, it was comic book collecting. Later came Magic: The Gathering. Then, sleight of hand. Followed by cocktails and bartender culture. These subcultures share a common feature: they have conventions to bring like-minded people together. And the events at these conventions usually aren’t the big draw. Instead, it’s meeting new people at the newest cocktail bar. Or reconnecting with old friends and showing some...
20 days ago • 3 min read
Over the past year, I’ve tried to address not only constructing a brand, but what to do after you’ve got one. Because that’s often the hardest part: putting the brand into action, every single day. And doing it both consistently and creatively. Staying true to the brand while still making it feel fresh and relevant to your customers. One reason this is so difficult is because of how we’re taught from an early age. We’re taught how to follow instructions. But we’re rarely taught how to create....
26 days ago • 2 min read
Hi there. Over the next few weeks, I’ll be making some changes to this newsletter. You may have noticed I finally gave it a name: The Brand Strategy Brief. Soon, I’ll be moving off the Beehiiv platform and back to Kit. Beehiiv is a great newsletter platform. I love the interface. And it’s the best option if you’re looking to monetize your newsletter through sponsorships. But, I’m not. And, unfortunately, Beehiiv lacks a lot of functionality in other areas if that isn’t your goal. So, the...
about 1 month ago • 3 min read
Hi there. Ever hear something like this? “If you want to build a strong brand, concentrate on improving customer loyalty.” Or, “Just focus on your best customers. They contribute more revenue.” I see some version of this repeated all the time by brand strategists. But it’s dangerous advice. Not because it’s completely wrong but because it doesn’t capture the true picture of the dynamics of customer behavior. Because it’s partially right, you’ll likely see some results. But they’ll fall short...
about 1 month ago • 4 min read