Eric Moncarz bucked conventional wisdom, stuck to his guns and decided to flat-out refuse his customers’ requests. Today, Outlaws Cafe is not only still in business – it’s thriving. What’s the simple lesson here?
Kent Stones digs into the 10 most compelling consumer insights in a new study from CEB Iconoculture.
It’s not easy, but focusing on your brand’s shared values can be transformative. A beautiful, simple, yet powerful opportunity emerges, allowing the brand to focus on things that matter.
When you need to get to that irresistible idea, that story that ignites a market or gets people talking and sharing, data analysis, even with the advanced analytical tools we have at our disposal, is only part of the equation. You must also discover a deep, emotional and unifying human truth that only comes from studying the intersection of culture, psychology and physical environment.
Optimization never sleeps. So while you shouldn’t need to completely reject an existing marketing strategy, you must constantly question whether it will continue to work as expected. This means exploring new channels that will be complementary to your existing strategy as opposed to simply replacing it.
Powerful forces are altering our world at an unprecedented rate. Some are positive and exciting, while others, quite frankly, are discouraging. Regardless of their positive or negative potential, all are absolutely going to shape how we as marketers will thrive or struggle over the next few years.
For people and brands alike, the pure honest truth has the most power to change your fate.
Lessons from Chobani Greek Yogurt about the Era of Immediacy.
Sure, social media means consumers can have a conversation with brands. But don’t forget, social media is a product of the digital age, which means immediacy is in its DNA.
Being an exclusive brand is not bad. But positioning your brand as exclusive without being aspirational turns it into something else: a divisive brand.
The modern tools of internet research might be helping researchers do their work faster, but those tools won’t make them better at finding meaningful insights.
The anticipated future of marketing is about engaging people with meaningful content, moving as many people as possible toward advocating for your brand.
“Are you making it more complicated than it needs to be?” or “Are we overthinking it?” My answer to these questions is an unqualified “No!”
We are in a remarkable time. New analytical advancements allow us to exploit very deep, complex patterns in our behavior.
Customer Relationship Management (CRM) has been around for a very long time, but it’s no longer Customer Relationship Management, it’s now Complete Relationship Management. Here’s why…
The fact is, data and data analysis has always been fundamentally important in making decisions. Companies have been analyzing data for a long time, but there are several very important changes that have occurred that are putting data and data analysis front and center with executives.
Half the battle in strategy is diagnosing the real problem.
Think mobile devices have had a big impact on our lives? Get ready for that impact to move up the scale to enormous.
The latest technology can make life more efficient, but they cannot replace the value of real human interaction out in the field. Can they?
One of the biggest challenges any marketer faces is knowing how swiftly or strongly to react when the competition introduces something new. This article will provide you with a simple framework for how to respond to innovation and the disruption it can cause for your business.
At Callahan Creek, we tend to spend a lot of time with craft beer drinkers. Part of it is because we work with Free State Brewery here in Lawrence, Kansas. But mostly it’s just because we love craft beer. Even when on vacations, many of us like to frequent brewpubs in different cities and share our discoveries with our friends and colleagues back at the office.
I hope to sear into your brain the importance for specialty brands to pay attention to the details, no matter how small or inconsequential they may seem. It’s these little things, when taken together, that have a huge impact on the psychic income people get from buying products or services. If specialty brands don’t do these things well, they’re really no different than their mass competitors.
Did science just prove that Apple is like a religion to its customers, or is it an example of journalistic hyperbole and faulty logic?
I had the privilege recently of helping a local non-profit art center think about their brand and develop a strategy for increasing the support and use of their facility. They were facing a significant problem: despite their 35 years of service to the community, funding sources and participation were not…
I made two recent specialty brand purchases that were completely unrelated except in one key respect: a major driver in both the sales strategy and in my purchase decision was the fact that the items were made in the USA.
No, ‘BS’ isn’t what you think. This isn’t a rant on social media or a blog questioning its return on investment. It is a calling for us to remember ‘Basic Socialization’ principles as we dive into the world of conversations with shoppers and to not get too caught up in applying the latest and greatest technology rolling off the Silicon Valley assembly line.
When you see how much social media check-in services enhance just about any experience, you start to understand how influential they are going to be on the shopping experience. Specialty brands that learn to use them well will have a tremendous advantage over those that don’t.
As a fan of specialty brands, I generally focus on buying products at retail locations that specialize in the category in which I am interested. I love that employees at specialty stores know more about what I’m interested in and can provide invaluable help in figuring out what to buy because they have experience with the product.
Each of us has a personal balance sheet and income statement, but they go far beyond our financial lives. Specialty brands can learn to
influence a shopper’s personal income statement to improve the probability they will choose your brand over others.
Here at Callahan Creek, we’re always learning. One of the most enjoyable parts of my job as a strategic/account planner are the days when we take a few hours and debate, discuss and challenge each other on the issues our clients are facing. No pressure, no expectations – just a good old-fashioned intellectual exchange. I want to share a recent talk given by fellow Creeker Jennifer Blandi…
“We’ve got to think outside of the box!” This is a common exclamation, heard almost every time a marketing department faces the wrath of an executive not happy with the company’s performance. We’ve all been there before. You’ve held lots of focus groups, conducted more than enough surveys…
I love spy movies. There is just something about the thrill of watching a story about a secret agent that never grows old. The excitement of the chase, the intrigue, the constant misdirection just gets my heart pumping. But there is another type of ‘agent’ we at Callahan Creek love to watch: the shopper agent.
Recently, I experienced something that is fundamentally important to a specialty brand’s success: the importance of the person selling that brand being really smart about the product, competitive options and use of the product.
Yesterday when I arrived home, I spied something on the counter that I have to admit I had been anxiously awaiting. A large, thick envelope with four glorious words on it: ‘Welcome to the AARP.’
I’ve noticed something lately across my work – an increasing tendency for an intense and emotional reaction by executives to competitive activity.
I heard two stories today that were at opposite ends of the spectrum, and it got me thinking about the importance of constantly assessing how your specialty retail brand is fitting into current culture.
Like many, I’m reading all the commentary that’s going back and forth about the iPad and the now, count them, 50 iPad “killers” that are already in the wings. And I have a confession: I’ve pre-ordered one.
I have been amazed at the speed and breadth of the change underway in mobile devices. Truth be told, as a marketer I’m quite worried about this rapid change because of its potential influence on shoppers, particularly specialty store shoppers. Think about it: the iconic value propositions of…
I recently read an advice column by Carolyn Hax (yeah, I know) that contained a remarkable suggestion. The subject had cheated on his girlfriend, yet through hard work regained her trust to a point where she accepted his marriage proposal. His conundrum? He still had thoughts about…
‘Think globally and act locally.’ It’s a catchy and wise-sounding phrase one hears thrown about and seems to be a good thing for any company to do. Most businesspeople understand and desire the ‘think globally’ side of the equation, but just what does ‘act locally’ really mean?
Milton Berle may have been a comedian of the ’50s and ’60s, but his quote about opportunity knocking speaks to many of those facing retail challenges today. Just how does a retailer look at change management and marketing performance of a store, when they are going out of business…