The marketing job doesn’t end when the sale is made and the product is purchased or shipped.
Many factors contributing to company image and brand perception continue to be in play after the product leaves your premises. Top of the list is likely product performance. There’s something else though, perhaps underappreciated and deserving of more attention, that contributes to the overall customer experience.
The packaging that comes with your product — whether it’s the retail shopping bag, the shipping box, the actual product contents structure or even the B2B product container — can be a strong influencing factor in how you feel about what you just bought.
Credit: Harvey Chimoff.
Case in point is clothing and sports performance marketer Under Armour. Buy something in one of their factory stores and you’ll take your items home in a bag that boldly declares: Everything here was engineered to make you better. Continue reading
WIFFLE®, the beloved and iconic American brand of white plastic ball and yellow bat, celebrates its 65th birthday this year.
While you can buy other baseball-size, plastic balls, there is no comparison when it comes to the combination of Wiffle’s performance and emotional attachment. These two factors make the 65-year sales run an excellent marketing and brand management achievement. The National Toy Hall of Fame agrees. They inducted the ball last year.
Photo Credit: Harvey Chimoff.
Think about this sales growth opportunity. Companies may calculate their Net Promoter Score, but how many actually ask the customer to take any action?
Rhino Shelf does. The North Carolina company sells DIY garage storage kits. I learned about them recently when assisting my brother install his system.
The product is excellent, and if you’re considering garage storage options and are handy with tools, it might be a good solution for you. (They also offer an installation option.)
This isn’t a product review, so let’s continue with the marketing commentary. Continue reading
Credit: Hess Toy Truck social media.
Both of these marketing statements are true:
- The Hess Toy Truck brand is thriving.
- The Hess consumer-retail brand is dead.
No, this isn’t a strange SAT logic test. It’s an example of how a strong sub-brand can flourish even though the parent brand is essentially defunct.
Keep reading for the explanation, and the eight, winning brand management success factors. Continue reading
Merriam-Webster defines conventional wisdom as “the generally accepted belief, opinion, judgment, or prediction about a particular matter.”
More than ever, we need vigilance and counter-measures to prevent conventional wisdom and the related danger of groupthink from derailing high-performing organizations.
Picture this. Colleagues sitting around a table (or maybe remotely connected by phone or video), giving their views, sharing ideas, making recommendations, or just pontificating. Someone has a question, wants a clarification, or can offer a different point-of-view, or an alternate way forward.
We’ve all been there. But what really happens? Continue reading