Red Bull’s marketing is one of my favorite case studies from Think Like a Rock Star. In the book I call them this generation’s Nike, and they really are. What separates Red Bull from most brands is its customer-centric marketing. Everything about the brand’s content, marketing and communication efforts is about its customers and what’s […]
Connecting with brand advocates and fans is the ‘hot’ marketing tactic today, and for good reason. While customers as a whole don’t trust brands, they do trust other customers.
Patagonia doesn’t market itself like your company does. Patagonia spends almost no money on traditional advertising, and when it does, it typically does so in a way that makes its competitors shake their heads. For example, a few years ago Patagonia ran an ad telling its customers not to buy its products. Last year it […]
For Black Friday in 2011, Patagonia ran an interesting ‘Don’t Buy This Jacket’ ad in the New York Times. The ad kicked off a campaign by Patagonia to attack ‘consumerism’ head-on, and the brand asked its customers to strongly consider whether or not it was necessary to buy a new piece of clothing, or if […]
For most of us, we write a new blog post, then maybe we share it on Twitter and Facebook, and hope for the best. We tell ourselves that ‘good content will find an audience.’ But is that really true? Can we realistically expect to spend 30 mins writing a blog post that becomes a masterpiece […]