Brand Storytelling and Positioning
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Brand Storytelling and Positioning
This is a message for everyone who treats loyalty programs like they're a joke: today's @KITH announcement should be a serious wake-up call for you. Here's why. đź‘€
I've loved Kith for years, so I've already been on the higher end of the LTV spectrum. But there's no doubt in my mind that Kith's new loyalty program is... See more
Alexa Kilroytwitter.comv. thoughtful execution of a loyalty program by Kith
If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.
The Elegance of Nothing
We’ve gotten so damn good at making products with good physical attributes that the commercial war of the future will be about identity rather than value —Iannaccone
“The best approach in over-communicated society is the oversimplified message.” — Al Ries
Sari Azout • From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework
From David Ogilvy:
... See moreThrough maddening repetition, some of my obiter dicta have been woven into our culture. Here are some of them:
(1) “We sell – or else."
(2) “You cannot bore people into buying your product; you can only interest them in buying it.”
(3) "We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a
Tight brands like the ones we’ve surveyed here raise the emotional stakes for their users. They create emotionally provocative norms so that we don’t just know the rules, but feel them deep in our bones.