Content Marketing Gives Customers a Reason to Believe

“People don’t buy what you do; people buy why you do it,” according to author Simon Sinek.  The best brands give customers reasons to care about them.  Unless your brand can climb into your prospect’s consideration set, that prospect will not seriously...

Tasti D Lite: The Flavor of Social Branding

Create a brand customers crave  “The sidelines are a dangerous place to be in this environment,” write James Amos and BJ Emerson in their new book The Tasti D Lite Way: Social Media Marketing Lessons for Building Loyalty and a Brand Customers Crave.  This sentiment is...

Recalculating Route: The New Customer Journey

Everything changes. You might say that even change itself changes. For years, marketers have focused on what is called the AIDA model, in which brands drive Awareness, Interest, and Desire for products to achieve Action (purchase).  The fundamental problem with the...