7 essential steps to building a brand strategy
When you observe the trajectory of successful organizations, whether Microsoft, Apple, or upstarts like the Dollar Shave Club and Warby Parker, it’s clear that innovation sets them apart from the competition. But these companies also stand out because they built an effective brand strategy — one that is focused on a deep understanding of their […]
Customer Love Is Not Unconditional – Even When It Comes to Pizza
Everyone yearns for customer love. However, in business, getting customer love may be easier than keeping it. Nurturing customer love often means having to change your organization, and reinventing yourself to rekindle that special feeling. Otherwise, competitors may woo your customers away by better listening to their needs. We recently came across a 2015 Marketplace interview with Domino’s CEO, […]
We love lookalikes, and here’s why you should too.
At Attadale Partners, one of our mantras is “Your Customers Know Best. Listen to them.” We know that there is nothing more valuable than truly understanding your customers – what makes them decide to choose your brand, how they feel about your customer service, what their pain points are, and the list goes on and […]
Driving Growth with Nine Words (and a Picture)
After 17 years of experience as a marketing professor, teaching, doing research, and working with companies, I finally settled on a 9-word imperative to help students understand competitive strategy… Be different from competitors in ways important to customers. I was pretty excited about this phrase – I believed it reduced a lot of important literature […]