by Annette Franz | Jun 26, 2012 | brand, brand insistence, brand ownership, brand preference, cult brand, customer experience, customer loyalty, evangelism, evangelists, ladder of mind, raving fans
I read an article yesterday on Business Insider about 16 Brands That Have Fanatical Cult Followings. I love this concept because, ultimately, I think every brand wants to achieve this status. Don’t you want to have raving fans? Evangelists of/for your brand?...
by Annette Franz | Apr 3, 2012 | brand, brand expectations, brand insistence, brand preference, brand promise, ladder of mind
Many years ago, I worked for a market research firm that did a lot of brand research. In our brand studies, we asked respondents to evaluate a brand in accordance with how they placed it on the “ladder of the mind,” as it was referred to then. The ladder,...
