Here is the one true thing I know about humans having studied them in action and been one myself for many years: we are essentially “good.” Whether we all know it or not, we share a light of truth that binds us to one another in a spirit of belonging whereby we all have the […]
A Letter from James Cash Penney to JCPenney
In recent weeks, the saga over the fate of JCPenney has been all over the media and advertising industry trade publications, most recently with a warranty spat involving a customer unhappy with a defective engagement ring. We’ve been tracking the situation and decided to dig into the history of the brand and its founder, James […]
A World of Customers is Sustainable, a Consumer World Isn’t
We believe that “consumer” is a kind of four-letter word. When we hear it we can’t help but wonder if people are really thinking critically about what they’re saying.
You Must Understand Your Most Valuable Customer
Brands can realize dramatic short term improvements in profitability and long term improvements in brand health by focusing attention on their Most Valuable Customers.
Brand Value is a Direct Result of a Brand’s Values
As customers gain access to more information about brands’ activities in the market and on the global stage, they naturally develop affinity with brands whose values align with their own.
Brands Should Be Who They Say They Are
Successful brands are associated with products, services or offerings that deliver on the brand promise. Brand claims and customer experience must demonstrably coincide.