Archive for brands SmartBlogs

“Flat what?” That’s what everyone was asking when Starbucks introduced the flat white to its menu in January. “Starbucks is introducing a new drink to its menu that you’ve probably never heard of,” said ABC News. “Starbucks to serve a coffee Americans know little about,” announced CNN. “The first time I order a flat white, I have no idea what I’ve just asked for,” wrote Fast Company.[…] Continue Reading »

Innovation ain’t easy. For starters, it requires something precious that all consumer product brands must work hard to achieve — trust. And once that trust is finally won, brands naturally tend to stick with the relative safety of the known. Instead of leaping forward with profound innovations — which, after all, could inadvertently alienate those hard-won loyalists — they play it safe and move sideways.[…] Continue Reading »

Google any of the following phrases: real estate, home loan, insurance, handyman, donation, hosting, lawyer, credit. Imagine you offer one of these services.

Recognized names often dominate search results. Service consolidators, companies with many physical locations and firms with magnificent ad budgets can leave smaller brands wondering whether competition is even feasible.

A business owner might take this on as search engine optimization, and go looking for an SEO geek to fight his battles.[…] Continue Reading »

At FMI MidWinter last week in Miami, attendees received a profound message — we are reaching the end of an era in retailing that is fundamentally changing how consumers shop, when they shop and why they shop. Traditional marketing methods have evolved to maximize the capabilities of social media and technology, and consumers are now more educated about the products they consider and buy, as well as where they buy it from.[…] Continue Reading »

As we approach the holiday season, brands will be competing for the attention of customers and every single interaction will be crucial. So what can they do to make the most of their interactions, or what I like to call “atomic moments of truth?”

Let’s begin by examining a typical atomic moment of truth. A fan of your brand posts a tweet one evening in early December that her daughter’s holiday wish list is growing, and she doesn’t know where to begin: a #stressedmommy.[…] Continue Reading »