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Does “Brand” Mean What You Think It Means?

In Fan-centric Marketing, Uncategorized by lisavgray

It’s good to revisit regularly Seth Godin’s definition of brand: “A brand is the set of expectations, memories, stories and relationships that…account for a consumer’s decision to choose one product or service over another. If the consumer…doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” [Read the rest of Seth’s …

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Build a Business That Can Survive on Customer Recommendations Alone

In Build Audience, Fan-centric Marketing, Planning, Uncategorized by lisavgray

Pretend there were no more radio, no more TV, no more print or Twitter, Facebook or coupons, direct mail or robo-calling. Pretend the only way you could win new customers would be via existing customers. And maybe former employees. Could your business sustain itself that way? In his marvelous 2013 book, True Story: How to Combine Story & Action to Transform …

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Day 1 – Top 6 Takeaways

In Build Audience, Fan-centric Marketing, Social Media by lisavgray

What a great first day of speakers and panels at the National Arts Marketing Project’s annual conference here in Charlotte. Before I get lost in another stack of great ideas tomorrow, allow me to share some insights from today’s sessions: From Eric Ryan, co-founder and brand architect at Method: Always ask for participation – create something worth joining. From Charlie …

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Strategic Planning: Are You Hoping for an Extreme Makeover?

In Build Audience by lisavgray

Did you see this recent New York Times article called “After the Cameras Leave the Kitchen,” in which David Segal focuses on the long-term effectiveness of “Restaurant: Impossible” makeovers? If you don’t know the Food Network show (and I didn’t), a family-owned restaurant on life support orders up a two-day extreme makeover by host Robert Irvine. He and his team …

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Good Marketing & Good Deeds

In Build Audience, Fan-centric Marketing, Media, Social Media by lisavgray

I’m just discovering the great work that Robert/Boisen & Like-Minded of Denmark has done for Danish chocolatier Anthon Berg. In February 2012, Anthon Berg created a pop-up “Generous Store.” Open for one day only, the store sold chocolate, but instead of cash, the currency of the day was the pledge of doing a good deed. Watch this terrific video for …