A few weeks ago I talked to a roomful of marketers and operators at the Florida Restaurant and Lodging Association Summit. I delivered a version of my GRANDE GROWTH presentation that shares the importance of small businesses needing to look bigger and big businesses needing to act smaller in order to find long-lasting success.
The headline is misleading. Branding isn’t easy but it can be made easy. How? By being simple. Yes, simple.
“Before people buy from you, they’ve got to buy into you.” — Chuck D
According to US Census data, the total amount of retail dollars Americans are expected to spend this year is approximately $4.5T. That’s $4.5 trillion retail dollars spent in physical places (stores, restaurants, etc.) and in digital spaces (online, mobile, etc.).
Conscious Capitalism is a relatively new concept of doing business by leading with empathy, not authority. Sadly, too many businesses are led by fear and stress where bosses lead with fear and inflict stress on employees to get stuff done.
Starbucks marketers use a six-point unwritten code to ensure the marketing programs they create and implement are authentic, that they’re staying on message and on brand, and that they tell the story of what makes the product they are promoting Starbucks-worthy.
A core belief in our PASSION CONVERSATION book is the need to rewire a marketer’s brain to appreciate creating opportunities (online and offline) for the customers you serve to share their own stories. A lot of good can come out of encouraging people to talk about themselves, their lives, their hopes, and their accomplishments.
If your business is caught in the strategic crosshairs of needing to get bigger but remain smaller, the following excerpt from TRIBAL KNOWLEDGE might provide you with boardroom fodder.
In late October I spoke to a roomful of restaurant marketers and shared a little known story about Whole Foods Market. This story has become a Whole Foods company campfire tale and for good reason… it’s a story that helped to shape the culture of the company in its early days.
I know Starbucks Coffee is now just Starbucks. I know Starbucks sells more than just coffee. But…