Brand Matters: Marketing With a Pop
Dr. Jeff Cornwall of Belmont University wrote, “Entrepreneurs need to spend much less time at their computers imagining their new businesses and more time out engaging with real, live customers.” I couldn’t agree more.
What kind of novel experience could you create that would allow both your employees and your customers time and space to let brand-related things occur to them?
Too often our transactions with customers are rushed, or they are non-existent with self-serve computerized checkouts. Gone are the days of lingering in a general store where both the owner and the customer spent a few unhurried minutes getting to know each other a bit better, getting to find out what makes the other tick and find out what products would make life better for the customer. Brands need to intentionally create listening and sharing opportunities for their employees and their customers. These pop-up talking points can be brand fuel.
So, why not play this little game of pop-up pretend and see what real-life lessons are in store for your brand?
Andrea Syverson, author of “BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants,” is president of Black Forest, Col.-based IER Partners, a strategic consulting company specializing in innovative brand and merchandising directions. She may be reached at firstname.lastname@example.org
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.