Americans spent an estimated $17.6 billion this year on Valentine's Day dinners, flowers, chocolates, and other seductive gifts. But in this era when brands struggle to cozy up to their customers 365 days year, it seems like the perfect time to give brands some advice about creating love that lasts year round.
In an atmosphere of economic fear, we tend to prioritize our most basic needs—food, sex, sleep, and survival. You cannot build brands in a recession unless you are able to manage fear and understand how it affects purchasing behavior. Here's how to turn threats into opportunity.
In reading Max Kalehoff's OnlineSpin about how online transparency might affect brand building, I got on my soapbox a bit and wanted to share it with my FC readers. Here's what I had to say:
"I don’t think it’s a matter of whether companies will need to publicize their GOOD deeds. The question is: what will they do to address their BAD deeds? Since, in many cases, negative information that’s communicated about a brand tends to trump good information.