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Posts filed as Marketing Strategy

This week a few hundred marketers will be making a pilgrimage of sorts to attend The Gathering in Banff, AB. The Gathering is a conference that recognizes and celebrates the bravest brands in the land. Every year, since 2014, a

Obsess over Customers

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.

Branding Made Easy

The headline is misleading. Branding isn’t easy but it can be made easy. How? By being simple. Yes, simple.

Keep Your Marketing Authentic

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.

Great Brands Help People Be Great

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.

A Goliath Can Become a David Again

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.

TOUGH LOVE | yours to read

In 2010, I wrote TOUGH LOVE, a business book masquerading as a screenplay. It’s a business book but really… it’s a script that reads just like a Hollywood screenplay with standard script format, seven main characters and two plot lines.

Creating Difference

What makes a brand unique today is the difference it creates—how it affects peoples lives and becomes part of their story. When you are organized to create difference, not just be different, the result is much harder to replicate. — Bernadette Jiwa

The Container Store Retailing Philosophy

The Container Store would love to, in Kip’s words, “hit the triple crown every day—offering a well-edited, carefully curated collection of 10,000 products, free expert advice and service that customers delight in, and prices competitive with the mass merchants.” But they can’t.

The Container Store Vendor Relations Philosophy

Most of the products sold in The Container Store are either proprietary or exclusive. This truly requires a strong vendor/retailer relationship where The Container Store needs to understand how these vendors define success so that everyone wins.