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Sarah Miller

Building brand advocates early

 |  by Sarah Miller

Lowe's "Build and Grow" program is something of a marketing industry double entendre. To the public, it is about introducing kids to DIY culture. But for Lowe's, it might as well be referring to how they create brand advocates.

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John Kuefler

The three keys to communicating authenticity

 |  by John Kuefler

For someone to advocate for your brand, they must be willing to put their own reputation on the line. When customers become brand ambassadors and promote your brand for you, there’s nothing better. But a knowledgeable enthusiast consumer will never take that step without confidence that the brand is for real.

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Kent Stones

The era of immediacy - part II

 |  by Kent Stones

If there is even a small problem or issue with your brand, don’t think it’s going to just blow over or that nobody will notice. All it takes in this era of always-on, always-connected, always-communicating is one person to start a movement.

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Emily Peterson

5 pet specialty brand building strategies

 |  by Emily Peterson

SuperZoo 2013 is almost here, and if you’re like most pet specialty brands you’re probably trying to lay out your plan for tackling the sprawling show. We all know there will be mountains of information, abundant demonstrations and, hopefully, inspiration at every turn. To make the most of your investment, use these 5 Brand Building Tips as your compass in Vegas:

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Chris Ralston

The power of brands that wear in, not out

 |  by Chris Ralston

Products or services that have a successful track record and a positive reputation convey a sense of trust. And that’s one of the most powerful things a brand can inspire in a user—and that a user can share with someone else. Trust nurtures enthusiasm, and enthusiasm is contagious.

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Kent Stones

The craft beer trinity

 |  by Kent Stones

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. 

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Tug McTighe

Specialty brand in-store displays go digital

 |  by Tug McTighe

We’ve been in the specialty brand business for nearly 30 years, and in that time we’ve seen an explosion in the number of choices available in the way these products are marketed to shoppers. This article will discuss the way it was (delicious cardboard displays), the way it is (kind of a hodgepodge of everything) and the way it will be (digital, digital, digital).

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Tug McTighe

What is a category enthusiast?

 |  by Tug McTighe

Category enthusiasts are critical to specialty brands, and we have been studying them and why they’re so important for quite a while. Years in fact. This article will first explain what the category enthusiast is and then let you know why they are so important to specialty brands and specialty retailers.

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Tug McTighe

Self-serve beer stores? O Canada!

 |  by Tug McTighe

With our focus on craft beer here at CC – check out our Boulevard and Free State work if you please – we always have our eyeball on interesting stuff happening in the world of delicious beer. Here is something certainly interesting from the Beer Store in Toronto.

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Chris Marshall

Goose is just the first to fly off the island

 |  by Chris Marshall

Many people were surprised (and angry) to hear the news that Anheuser-Busch had purchased Chicago’s Goose Island Beer Company. We at Callahan Creek were not. Working with great microbreweries and regional brewers like Free State and Boulevard, we understand how successful the craft beer market is and how attractive companies in it are becoming to the bigger players.

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Kent Stones

How great service started with a "no"

 |  by Kent Stones

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.

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Kent Stones

What specialty brands can learn from finance

 |  by Kent Stones

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.

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John Kuefler

Using 2D bar codes

 |  by John Kuefler

When marketing specialty brands to category enthusiasts, it is critical to satisfy consumers' appetite for product information to make informed purchase decisions. This short video explains what a 2D bar code is...

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Kent Stones

Dinner at 4:30 and a 10% discount

 |  by Kent Stones

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."

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Cindy Maude

Paralyzed by too many choices

 |  by Cindy Maude

The number of products on shelves, the number of options we have in our daily lives is beginning to paralyze us. Shoppers are walking out of stores or leaving websites – frustrated, unsatisfied and without buying anything. This has big implications for retailers and marketers.

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Kent Stones

Customer APP-reciation

 |  by Kent Stones

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...

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