Posts Tagged ‘Brand’

Refreshing Brands: 3 Case Studies on Transitioning Your Customer Base

What happens when your tried and true customers start to age? It seems like that question has been haunting brands, forcing them into a position where they can either refresh the brand and retarget a new customer segment, or watch their profit margins slowly fade quietly into the night. Let’s take a look a look at a few examples if this, shall we? 1.  Your Man Could Smell Like Mustafa I tell this story sometimes when I do talks. Buying Christmas presents for my Paka was always easy. Nick and I knew exactly what he wanted from us every year, since it never changed. Christmas morning, my grandfather would get to the gift marked from Nick and I and the room would echo with jovial comments: “I’ll bet I can guess what that is!” “Looks like Paka will smell good for another year!” His gift, was the timeless scent of Old Spice cologne and he loved it. Paka would immediately open the package, untwist the top and splash a little bit of “smell good” on his neck. We’d smile and then move about opening the rest of the presents. I still keep one of his bottles of Old Spice on my desk for good luck. My Paka was a mover and shaker for American Greetings. All that said, I would have never bought Old Spice for myself. And actually, I kind of enjoy the scent. But, it will forever be the cologne that my grandfather wore and way to senior for my taste. Enter W+K and the now famous viral YouTube campaign centered around Isaiah Mustafa, better known as “the man your man could smell like”. This brilliantly executed campaign that’s still in process today worked to refresh the Old Spice namesake and make it hip and cool once again. I’ll admit — at age 30, I now use Old Spice Swagger body wash as a regular [...]

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3 Cool Kids You Should Stalk This Week #7 — College Edition

Happy Monday, kids! This week is another cool kids of college edition featuring more of the brightest young talent that are getting ready to enter the business world. Remember that you can always go back and catch up on the cool kids you missed from previous weeks as well. Enjoy… – nate 3 Cool Kids You Should Stalk This Week #6: College Edition Chelsea Kovak Twitter: @chelseakovak Blog: ChelseaKovak.wordpress.com Other: LinkedIn Stalkers Debrief: Chelsea Kovak is one of Ohio University’s shining young stars. She’s a communication major who was also chairs the Ralph and Luci Schey Sales Centre — an organization that helps more than 200 students learn the skills needed to move into a career in B-to-B sales roles. She’s currently practicing her tread out in Redwood Shores, CA as a sales intern at Merced Systems. Chelsea is definitely a mover and shaker on the rise, and you ought to keep your eye on her. When you stalk, ask about her love affair with the Dawg Pound. Lawrence Prather Twitter: @Jeenyice Blog: On conversationalmarketinglabs.com Other: LinkedIn Stalkers Debrief: Lawrence Prather is a student up at the University of Akron, with ties to the Taylor Institute of Direct Marketing. He also interns at Incept (former client) helping to create and publish content for two different collaborative blogs. His Twitter handle is pretty accurate in that Lawrence is a genius when it comes to keeping a pulse on all of the new technology that’s out there cause the interwebz to buzz. When you stalk, ask him about how he helped to organize former President Ronald Reagan’s funeral out in DC. Chelsea Castle Twitter: @chelseacastle Site: chelseajordan.wordpress.com Other: LinkedIn About: Aside from being a 4th year journalism at Ohio State University, Chelsea Castle seems to have her hand in just everything these days. If [...]

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On Turning Customers into Regulars – A Breakfast Story

Our family makes it a point to eat breakfast food for dinner at least once a week. And why not? Sarah has this love affair with eggs, and my boys love it when they get to eat pancakes adorned with a smiley face fashioned with eggs, sausage and maple syrup. It works out for me too — I learned how to make a pretty mean breakfast from years of watching my own dad master the electric skillet. Going Out for Breakfast On Wednesday of this week, Sarah and I found ourselves alone in the evening. It was Kaden’s day with his mom and Jacob had gone north to have a sleepover with his grandparents. Taking full advantage of the situation, we decided to go out for dinner. Being that Sarah’s due in a little less than two weeks with our third, we decided to head to our local Bob Evans to enjoy some alone time over breakfast for dinner. Upon arriving, we were greeted by a friendly hostess who seated us right away. Being that the Bob’s was near the Ohio State University campus and it was nearly 7:30PM in the evening, the restaurant was slow with only a few guests in the seats. As we perused over the menu deciding what we would order, the hostess seated two women, most likely in their 60′s in the booth directly behind us. “It’s good to see you tonight! Give me a minute and I’ll be right back with your drinks,” said the hostess with a smile on her face. Without asking any more questions, she quickly scurried away to the back of the house. At about the same time, I noticed the location’s manager talking with another member of Bob Evan’s staff just behind the counter where the drink fountain and [...]

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