Cult branding
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The document discusses what cult brands are and how to create them. It defines cult brands as brands that command extreme customer loyalty and devotion. It then lists seven rules for cult branding: 1) appeal to consumers' desire to belong to unique social groups, 2) take risks and push boundaries with new products, 3) make products fun and help customers celebrate lifestyles, 4) focus on serving existing customers, 5) continually give back to loyal customers, 6) openly embrace all interested customers, and 7) promote freedom and nonconformity while consistently delivering memorable experiences. The purpose is to help companies learn how to develop the same kind of intense customer following as cult brands.
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The document discusses the link between organizational culture and brand. It argues that culture defines the brand through how employees behave and the experiences they provide customers. When culture and brand are misaligned, it undermines brand credibility. The examples of banks losing trust after the royal commission show how important culture alignment is. To manage this, companies should understand their current culture and ensure it delivers the organizational purpose in a way that aligns with communicated brand values.
personal_branding_2012.pdf
Personal branding involves marking individuals and their careers as brands through attributes like appearance, reputation, knowledge, and persona. It is important to establish your personal brand by reflecting on your strengths and value, developing a brand statement, and building an online presence. Recruiters often view applicants' social media to assess culture fit, authenticity, communication skills, dependability, focus, and lifestyle factors when evaluating personal brands. Successful personal branding involves actively engaging online communities to market yourself.
Building Relentlessly Relevant Brands
Scott Davis, Chief Growth Officer, discusses building relentlessly relevant brands through five core tenants: knowing and loving your brand's purpose, arming your communities, owning category clarity, driving continuous bold moves, and creating infinite remarkable experiences. When combined, these five tenants can help a brand achieve relentless relevance and enduring loyalty from consumers in today's changing marketplace. Davis uses examples from brands like Apple, Starbucks, Nike, and Disney to illustrate how they embody these principles.
Branding Strategy
The document provides an overview of a course on branding strategy and lifestyle brands given by lecturer Petra Schrott. The course covers various topics including value brand maps, cult brands, brand archetypes, and how SodaStream transformed from a mass brand to a lifestyle brand through premium product design, brand ambassadors, and co-branding with luxury brands. It also outlines the seven rules for creating cult brands, which involve differentiating the brand, being courageous, promoting a lifestyle, listening to customers, supporting customer communities, being inclusive, and promoting personal freedom.
Developing a Brand Essence
DEVELOPING A BRAND ESSENCE TO CAPTURE AND KEEP YOUR CLIENTS 4/8/10
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
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