Below is an excerpt from ANA Marketing’s The Five Drivers to Creating and Maintaining Brand Loyalty
. Visit the ANA Marketing web site to read this post in its entirety. To discover more tips on using social media to build your brand, register for the ANA’s course on The Art and Science of Brand Building that begins on April 18, 2011 in New York, NY.
Cheryl Riina, independent consultant, discussed the five drivers to creating and maintaining brand loyalty. Riina stated that 80% of business comes from 20% of customers, as brand loyalists are committed “true believers.” Technology has revolutionized the way we do business. Resulting from the combination of a radically transformed marketplace, revolutionized communication, and the challenging economic environment, we now have a “more experienced, more demanding, harder-to-please, and tech savvier consumer.” Given the challenges, one might assume that brand loyalty is a phenomenon of the past, but customers want to be loyal because they save time and simplify their lives with loyalty. Brand loyalty creates many benefits for a company, including the following:
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brand awareness,
brand management,
brand marketing,
branding
Original Post: Teaching an Old Brand New Tricks, Marketing Sherpa
Good news: You don’t have to lose sight of your brand’s tried-and-true persona to participate in the quest for deeper engagement at the new social sites. Just think of the social-media generation as a silver-dish serving of people who already want to talk to you; you just need to make them feel comfortable doing it. Easier said than done? Not necessarily. Here are a couple of older brands that are getting it right:
Sharpie, well past pushin’ 40, managed to tap into an enthusiastic user culture in a way we’re pretty sure no other pen brand has. Its Sharpie Uncapped gallery enables fans far and wide to express, in vivid (and permanent!) color, how they incorporate the inky wonders into their creative undertakings.
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Ben&Jerry's,
brand marketing,
Little Debbie,
Sharpie,
social media marketing
Original Post: Teaching an Old Brand New Tricks, Marketing Sherpa
Good news: You don’t have to lose sight of your brand’s tried-and-true persona to participate in the quest for deeper engagement at the new social sites. Just think of the social-media generation as a silver-dish serving of people who already want to talk to you; you just need to make them feel comfortable doing it. Easier said than done? Not necessarily. Here are a couple of older brands that are getting it right:
Sharpie, well past pushin’ 40, managed to tap into an enthusiastic user culture in a way we’re pretty sure no other pen brand has. Its Sharpie Uncapped gallery enables fans far and wide to express, in vivid (and permanent!) color, how they incorporate the inky wonders into their creative undertakings.
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Ben&Jerry's,
brand marketing,
Little Debbie,
Sharpie,
social media marketing
Original post:
Early: Companies Deputizing Their Employees as Brand Managers
For the longest time, social media enthusiasts have noted that employees represent their companies, whether they realize it or not. This becomes more apparent every day as more people take part in the Grand Conversation.
Two tech behemoths have in recent weeks released their social media guidelines for employees. I’ll describe them a bit below, but I think it’s worth noting what milestones there are. Historically, large companies haven’t really encouraged employees to talk out in the market. But then, historically all you had were newspapers and trade magazines.
Companies have had to figure out how to handle social media. Some are advancing well, others are stuck in the 1990s. Here’s a spectrum of ways companies can handle employees and social media:
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brand management,
brand marketing,
social media
