Exactly how wise is it to try and be all things to all people? In my estimation, not so much.
I’ve seen plenty of companies and brands get themselves in hot water because they’re trying to capitalize on every potential customer, every potential market, every potential place they can make a buck. To their detriment.
Diversify your stocks. But when it comes to diversifying your brand, be very careful. Your brand has equity, and those that know it make certain associations. (If they’re not the right associations, that’s a different problem). But haphazardly trying to jump on every bandwagon that presents itself can be hazardous to your brand’s health.
For instance, let’s say you’re a women’s clothing boutique but there’s a huge new trend in men’s fashion for some nifty new brand of jeans. Do you just rush out and pile up some inventory because they’re selling like hot cakes? Maybe, if you have men that frequent your store to shop for the women in their lives. Or women that would buy the jeans for their boyfriends or husbands. But are you certain that the market exists for YOU just because it exists elsewhere? Will your customers be perplexed by a mixed message?
It may seem like you’re narrowing the field of potential customers, and in a way that’s true. But the quote “know thyself” is important as well as its near cousin “know thy customer”. Altitude is a small but smart business that caters to businesses of all sizes, but we specialize in growing businesses and non-profits. We’re a little irreverent and a bit cheeky, but we’re nimble and fun. Some companies will relate to us, some won’t. And that’s ok.
Are you staying true to your roots?
07 May 2008
05 May 2008
Conversation Starters
One of my favorite sites is Trendwatching. They’re the gurus of watching what’s going on in the world and distilling trends and cool stuff into perfectly digestible little packages. You should subscribe to their briefings, if nothing else, for their wit and humor. But pay attention to a particular trend they mention, called Status Stories. We all know that telling a story is so important to attaching your brand, and your message, to your customer, donor, or potential client. They need to not just hear you, but understand you and want to have a conversation. That’s what starts the marketing machine rolling. Check out what Hubwear has created: T-shirts that display the wearer's travel routes via airport codes. Wouldn't you want to know the story behind their trips?
But for smaller businesses and even non profit organizations, telling a story is absolutely critical. And it can’t be the same story, repackaged. Audiences today want to be in touch with something different. Something that expresses their own personality through their choice of brands and businesses. What unique personality does your brand bring to your audience that will make them brag about being in your inner circle?
But for smaller businesses and even non profit organizations, telling a story is absolutely critical. And it can’t be the same story, repackaged. Audiences today want to be in touch with something different. Something that expresses their own personality through their choice of brands and businesses. What unique personality does your brand bring to your audience that will make them brag about being in your inner circle?
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07 May 2008
The Beat of a Different Drummer
Exactly how wise is it to try and be all things to all people? In my estimation, not so much.
I’ve seen plenty of companies and brands get themselves in hot water because they’re trying to capitalize on every potential customer, every potential market, every potential place they can make a buck. To their detriment.
Diversify your stocks. But when it comes to diversifying your brand, be very careful. Your brand has equity, and those that know it make certain associations. (If they’re not the right associations, that’s a different problem). But haphazardly trying to jump on every bandwagon that presents itself can be hazardous to your brand’s health.
For instance, let’s say you’re a women’s clothing boutique but there’s a huge new trend in men’s fashion for some nifty new brand of jeans. Do you just rush out and pile up some inventory because they’re selling like hot cakes? Maybe, if you have men that frequent your store to shop for the women in their lives. Or women that would buy the jeans for their boyfriends or husbands. But are you certain that the market exists for YOU just because it exists elsewhere? Will your customers be perplexed by a mixed message?
It may seem like you’re narrowing the field of potential customers, and in a way that’s true. But the quote “know thyself” is important as well as its near cousin “know thy customer”. Altitude is a small but smart business that caters to businesses of all sizes, but we specialize in growing businesses and non-profits. We’re a little irreverent and a bit cheeky, but we’re nimble and fun. Some companies will relate to us, some won’t. And that’s ok.
Are you staying true to your roots?
I’ve seen plenty of companies and brands get themselves in hot water because they’re trying to capitalize on every potential customer, every potential market, every potential place they can make a buck. To their detriment.
Diversify your stocks. But when it comes to diversifying your brand, be very careful. Your brand has equity, and those that know it make certain associations. (If they’re not the right associations, that’s a different problem). But haphazardly trying to jump on every bandwagon that presents itself can be hazardous to your brand’s health.
For instance, let’s say you’re a women’s clothing boutique but there’s a huge new trend in men’s fashion for some nifty new brand of jeans. Do you just rush out and pile up some inventory because they’re selling like hot cakes? Maybe, if you have men that frequent your store to shop for the women in their lives. Or women that would buy the jeans for their boyfriends or husbands. But are you certain that the market exists for YOU just because it exists elsewhere? Will your customers be perplexed by a mixed message?
It may seem like you’re narrowing the field of potential customers, and in a way that’s true. But the quote “know thyself” is important as well as its near cousin “know thy customer”. Altitude is a small but smart business that caters to businesses of all sizes, but we specialize in growing businesses and non-profits. We’re a little irreverent and a bit cheeky, but we’re nimble and fun. Some companies will relate to us, some won’t. And that’s ok.
Are you staying true to your roots?
05 May 2008
Conversation Starters
One of my favorite sites is Trendwatching. They’re the gurus of watching what’s going on in the world and distilling trends and cool stuff into perfectly digestible little packages. You should subscribe to their briefings, if nothing else, for their wit and humor. But pay attention to a particular trend they mention, called Status Stories. We all know that telling a story is so important to attaching your brand, and your message, to your customer, donor, or potential client. They need to not just hear you, but understand you and want to have a conversation. That’s what starts the marketing machine rolling. Check out what Hubwear has created: T-shirts that display the wearer's travel routes via airport codes. Wouldn't you want to know the story behind their trips?
But for smaller businesses and even non profit organizations, telling a story is absolutely critical. And it can’t be the same story, repackaged. Audiences today want to be in touch with something different. Something that expresses their own personality through their choice of brands and businesses. What unique personality does your brand bring to your audience that will make them brag about being in your inner circle?
But for smaller businesses and even non profit organizations, telling a story is absolutely critical. And it can’t be the same story, repackaged. Audiences today want to be in touch with something different. Something that expresses their own personality through their choice of brands and businesses. What unique personality does your brand bring to your audience that will make them brag about being in your inner circle?
Subscribe to:
Posts (Atom)
07 May 2008
The Beat of a Different Drummer
Exactly how wise is it to try and be all things to all people? In my estimation, not so much.
I’ve seen plenty of companies and brands get themselves in hot water because they’re trying to capitalize on every potential customer, every potential market, every potential place they can make a buck. To their detriment.
Diversify your stocks. But when it comes to diversifying your brand, be very careful. Your brand has equity, and those that know it make certain associations. (If they’re not the right associations, that’s a different problem). But haphazardly trying to jump on every bandwagon that presents itself can be hazardous to your brand’s health.
For instance, let’s say you’re a women’s clothing boutique but there’s a huge new trend in men’s fashion for some nifty new brand of jeans. Do you just rush out and pile up some inventory because they’re selling like hot cakes? Maybe, if you have men that frequent your store to shop for the women in their lives. Or women that would buy the jeans for their boyfriends or husbands. But are you certain that the market exists for YOU just because it exists elsewhere? Will your customers be perplexed by a mixed message?
It may seem like you’re narrowing the field of potential customers, and in a way that’s true. But the quote “know thyself” is important as well as its near cousin “know thy customer”. Altitude is a small but smart business that caters to businesses of all sizes, but we specialize in growing businesses and non-profits. We’re a little irreverent and a bit cheeky, but we’re nimble and fun. Some companies will relate to us, some won’t. And that’s ok.
Are you staying true to your roots?
I’ve seen plenty of companies and brands get themselves in hot water because they’re trying to capitalize on every potential customer, every potential market, every potential place they can make a buck. To their detriment.
Diversify your stocks. But when it comes to diversifying your brand, be very careful. Your brand has equity, and those that know it make certain associations. (If they’re not the right associations, that’s a different problem). But haphazardly trying to jump on every bandwagon that presents itself can be hazardous to your brand’s health.
For instance, let’s say you’re a women’s clothing boutique but there’s a huge new trend in men’s fashion for some nifty new brand of jeans. Do you just rush out and pile up some inventory because they’re selling like hot cakes? Maybe, if you have men that frequent your store to shop for the women in their lives. Or women that would buy the jeans for their boyfriends or husbands. But are you certain that the market exists for YOU just because it exists elsewhere? Will your customers be perplexed by a mixed message?
It may seem like you’re narrowing the field of potential customers, and in a way that’s true. But the quote “know thyself” is important as well as its near cousin “know thy customer”. Altitude is a small but smart business that caters to businesses of all sizes, but we specialize in growing businesses and non-profits. We’re a little irreverent and a bit cheeky, but we’re nimble and fun. Some companies will relate to us, some won’t. And that’s ok.
Are you staying true to your roots?
05 May 2008
Conversation Starters
One of my favorite sites is Trendwatching. They’re the gurus of watching what’s going on in the world and distilling trends and cool stuff into perfectly digestible little packages. You should subscribe to their briefings, if nothing else, for their wit and humor. But pay attention to a particular trend they mention, called Status Stories. We all know that telling a story is so important to attaching your brand, and your message, to your customer, donor, or potential client. They need to not just hear you, but understand you and want to have a conversation. That’s what starts the marketing machine rolling. Check out what Hubwear has created: T-shirts that display the wearer's travel routes via airport codes. Wouldn't you want to know the story behind their trips?
But for smaller businesses and even non profit organizations, telling a story is absolutely critical. And it can’t be the same story, repackaged. Audiences today want to be in touch with something different. Something that expresses their own personality through their choice of brands and businesses. What unique personality does your brand bring to your audience that will make them brag about being in your inner circle?
But for smaller businesses and even non profit organizations, telling a story is absolutely critical. And it can’t be the same story, repackaged. Audiences today want to be in touch with something different. Something that expresses their own personality through their choice of brands and businesses. What unique personality does your brand bring to your audience that will make them brag about being in your inner circle?
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