Understanding customer and brand touchpoints is vital to small business success, but Rick Marton believes too many organisations overlook the importance of touchpoint analysis.
“Many businesses only think of the obvious touchpoints during the customer experience but many other moments enter the mind of the customer, influence their feelings and have an impact on their likelihood to be a fan of what you do.”
Your Friday Entrepreneur Fix this week features Dan Murray, the young gun taking on the underwear market.
Rick Marton takes a look at the many misconceptions about the meaning of ‘brand.’
“Brand is a word often used but rarely understood to it’s full capacity. Have you ever heard people saying – we’re just getting the brand ‘out there’?”
In the early days of Lonely Planet, founder Tony Wheeler quickly learnt the importance of building a brand and protecting his valuable intellectual property (IP) overseas.
New technology and social media are great, but maintaining some old fashioned thoughtful gestures can make a real difference to the way customers view your business and its brand.
The Jamaica Blue franchise has begun rolling out its new-look cafes, which have been designed to better reflect the Caribbean heritage of the brand.
Michelle Gamble blogs about creating a strong brand to better engage with customers.
“You don’t need a huge budget or long established brand to create raving fans.”
How do you manage a rebrand across an entire franchise network? Bakers Delight general manager Chris Caldwell explains.
Blockbuster Australia, operated independently of Blockbuster Inc in the US, will seek to distance itself from it’s beleaguered cousin with a multi-million dollar branding campaign.
Virgin Blue will undertake a complete overhaul of Virgin Blue Holdings’ brands (including V Australia) with Hans Hulsbosch the brains behind Qantas’ flying Kangaroo logo, hired as creative director for the airline.
