Hard to define, brand loyaltyOne of the most powerful things a brand can do is align its values with its customer’s values. While brands can promise functional, emotional, experiential or self-expressive benefits, those whose values are aligned with their customers’ values are much more likely to achieve a deeper and longer lasting loyalty. This coupled with today’s competitive environment makes brand values alignment a priority of every brand marketer.
One of the most powerful things a brand can do is align its values with its customer’s values. While brands can promise functional, emotional, experiential or self-expressive benefits, those whose values are aligned with their customers’ values are much more likely to achieve a deeper and longer lasting loyalty. This coupled with today’s competitive environment makes brand values alignment a priority of every brand marketer.
As early humans, we learned and adapted within the context of our surroundings. When humans first learned that fire makes life easier (like cooking meat and keeping warm) the idea of fire was eagerly embraced as necessary for survival.
I’ll bet before people figured out the “use value” of fire, it probably was a very frightening thing to experience – consequently something one should avoid.
Crazy ideas are like that.
The music industry fought tooth and nail to avoid the crazy idea of digitally produced, reproduced and distributed music. Looking back, it’s hard to imagine the folly of their resistance to this crazy idea. But they did for nearly a decade at great harm to their shareholders.
Consumers weren’t demanding the crazy idea of digital music be created out of their unmet need for digital music. Yet once its use value was realized, the crazy idea changed an industry and the world.
The same is true for more commonplace crazy ideas like the Swiffer, which changed how people clean their homes. Netflix which destroyed its established brick and mortar video rental competitors. Even DiGiorno Pizza, which elevated the idea of frozen pizza to freshly delivered pizza status. Nobody was asking for these crazy ideas, yet each one proved massively successful.
Excerpt from our friends at Branding Strategy Insider | The Blake Project
National Geographic (magazine) (Photo credit: Wikipedia)
Come and enjoy an evening of literature and wine with Caraccioli Cellars. This reoccurring event takes place the last Thursday of each month.
On March 28 from 6 – 8 PM Caraccioli presents local author, Stuart Brown MD.
Trained in general and internal medicine, psychiatry and clinical research, Dr. Brown, with the support of the National Geographic Society and Jane Goodall, observed animal play in the wild. After years of studying Dr. Brown began to publish what he was learning. In 1994, he published “Animals at Play” the cover story for National Geographic magazine. He became acquainted with the premier animal play experts in the world, and began to see play as a long evolved behavior important for the well-being and survival of animals. Brown came to understand that humans are uniquely designed by nature to enjoy and participate in play throughout life.
Caraccioli Cellars will be offering 10% off all flights and bottles for all Wine Club Members and for those that purchase a book during the event.
No reservations are necessary.
Fun way to celebrate Wine Wednesday & Spring! @CarmelWineWalk Wine Crawl 2nite. 5-7PM start at @CarmelChamber $10 members/$20 non #WineCrawl
Your Sanctuary TV Contest
Enter the @SanctuaryTV sweepstakes weekly on Facebook to win a $100 gift certificate at Cafe Fina, on Old Fisherman’s Wharf in Monterey, CA or a $60 Gift Certificate good for Kayaking For Two , or Two Tickets to the Monterey Symphony..Enter several times and every week!
March 15, 2013 in AMP Media
Tagged amp media, Cafe Fina, California, Contest, Facebook, Fisherman's Wharf, Fisherman's Wharf San Francisco, Kayak, monterey, Monterey California, Monterey Symphony, Scrip, Sweepstakes, United States, Your Sanctuary TV
Enter 4 a chance 2 win a $100 gift certificate @Cafe Fina, or Kayaking For 2, or 2 Tix 2 Monterey Symphony! Enter weekly! http://ow.ly/iW6Pj
In what ways does developing a strong brand increase a company’s growth potential?
A strong brand helps a company grow in three specific ways. First, companies can charge a higher price — which hopefully leads to higher profits, thereby resulting in more cash to expand the business further.
Secondly, a company with a strong name has an easier time getting into distribution channels. You can find Coca-Cola in supermarkets, vending machines, gas stations, restaurants, and many other venues. A brand name’s strength determines how quickly and successfully a company can expand its business.
Third, once the brand gains trust and respect, companies can put that same brand name on—and then launch—more new items. This is why Campbell Soup Company doesn’t need to invent a new brand name for each new soup that it launches. And because it is easier to launch new products under the same name, the company can achieve much faster market penetration.
Contributed to Branding Strategy Insider by: Philip and Milton Kotler, excerpted from their book, Market Your Way To Growth with permission from Wiley Publishing.
The Carmel Wine Walk by-the-Sea™ will be hosting their annual Wine Crawl Mixer with the Carmel Chamber of Commerce on Wednesday, March 20th from 5 – 7 PM.
The cost of the event is $10 Carmel Chamber Members, $20 Community Members.
The Wine Crawl will start at the Carmel Chamber of Commerce Visitor Center on San Carlos between 5th and 6th and guests will have the opportunity to sample two tastes at any 5 (of the 10) tasting rooms of their choosing.
The Carmel Wine Walk-by-the-Sea™ is a group of ten vintner and grower tasting rooms in Carmel-by-the-Sea village that have banded together to market and promote walkable, small lot, Monterey County wine tasting in the 1×1 square mile village of Carmel.
Wine Crawlers have the opportunity to choose from two pours at any 5 of the 10 tasting rooms of Caraccioli Cellars, Figge Cellars, Galante Vineyards, Manzoni Cellars, Blaire Estate, Shale Canyon, Scheid Vineyards, Wrath Wines, Vino Napoli and DeTierra Vineyards.
For more information visit http://www.facebook.com/carmlewinewalkbythesea or follow them on twitter @CarmelWineWalk.
Posted in Carmel-by-the-Sea, Food, Monterey, travel, Wine
Tagged Carmel, Carmel Ca, Carmel Chamber, Carmel Wine Walk, Carmel Wine Walk by-the-Sea, Carmel-by-the-Sea, Wine, Wine tasting, Wine Walk