A powerful brand has a strong foundation, while understanding that its personality is shaped by the people that live and breath the brand's work and identity, every single day.
The signature red cup is one of the many ways Starbucks will create the holiday experience for customers this season. It isn’t simply about the coffee it contains: it’s about the joy and anticipation of the holidays, the customer experience, and how Starbucks capitalizes on the intersection of the two.
Trigger emails get a bad rap from time to time - with good reason. The annoying, automated salesperson is usually the most unwelcome guest in the inbox. But these little customer check-ins/product pushes are designed to do more than just increase your ROI (of course, that should always be a goal). They’re also another avenue by which you circulate your brand’s voice, and should be as eye-catching, personal, and intentional as your website copy.
Keeping it simple isn't simple. It's complicated, and takes work, perseverance, and the ability to adapt to new trends and patterns of behavior. The hardest part is sloughing off what you thought was a slam dunk to try something new.
An important prerequisite to ramping up your strategy is understanding your audience. You have to understand how they think, what they like, what they click on, and when they respond.
More and more brands are starting conversations without anything to say. It’s your responsibility to be constantly delivering on the value your audience saw when they first gave you their attention.