Comments on: Branding strategies: Finding the cult in culture http://cultureby.com/2006/03/finding_the_cul.html This Blog Sits At the Intersection of Anthropology and Economics Sat, 20 Mar 2010 11:33:19 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Jack Yan http://cultureby.com/2006/03/finding_the_cul.html/comment-page-1#comment-4640 Jack Yan Wed, 15 Mar 2006 22:53:40 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4640 <p>My apologies, Grant; it was a long day: I meant the intersection between staff and customer is blurred.</p> My apologies, Grant; it was a long day: I meant the intersection between staff and customer is blurred.

]]> By: Grant http://cultureby.com/2006/03/finding_the_cul.html/comment-page-1#comment-4639 Grant Wed, 15 Mar 2006 17:52:24 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4639 <p>AJ, thanks, so noted! Thanks, Grant </p> <p>Jim, coming from the master phrasemaker, I take that as a compliment. Best, Grant</p> <p>Amy, great point, distribution was well managed, like putting Snapple in Mom and Pop stores, that the brand might draw meaning from this point of sale. Thanks, Grant</p> <p>Jack, forgive me, I'm missing something, what do you mean by "groups of staff"? Thanks (sorry) Grant</p> AJ, thanks, so noted! Thanks, Grant

Jim, coming from the master phrasemaker, I take that as a compliment. Best, Grant

Amy, great point, distribution was well managed, like putting Snapple in Mom and Pop stores, that the brand might draw meaning from this point of sale. Thanks, Grant

Jack, forgive me, I'm missing something, what do you mean by "groups of staff"? Thanks (sorry) Grant

]]> By: Corante Marketing Hub http://cultureby.com/2006/03/finding_the_cul.html/comment-page-1#comment-4641 Corante Marketing Hub Wed, 15 Mar 2006 15:18:19 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4641 <strong>Today's Marketing Hub Menu:</strong> Ah, so many topics, so little time. How about we keep things simple today: We'll give you a list of best bets, and you pick the ones you want to read. (Don't you wish everything were that simple?) Okay, here... Today’s Marketing Hub Menu:

Ah, so many topics, so little time. How about we keep things simple today: We’ll give you a list of best bets, and you pick the ones you want to read. (Don’t you wish everything were that simple?) Okay, here…

]]> By: Jack Yan http://cultureby.com/2006/03/finding_the_cul.html/comment-page-1#comment-4638 Jack Yan Wed, 15 Mar 2006 10:42:48 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4638 <p>I think it’s less about limiting the market than nding ones where the groups of staff and wearer are blurred. That blurring becomes so appealing that existing customers see it as brand engagement, and new customers are drawn to it because it is a relationship they cannot have with their present brands. Still, it will be hard tempting me from my Daytons.</p> I think it’s less about limiting the market than nding ones where the groups of staff and wearer are blurred. That blurring becomes so appealing that existing customers see it as brand engagement, and new customers are drawn to it because it is a relationship they cannot have with their present brands. Still, it will be hard tempting me from my Daytons.

]]> By: Amy Scissons http://cultureby.com/2006/03/finding_the_cul.html/comment-page-1#comment-4637 Amy Scissons Wed, 15 Mar 2006 08:59:39 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4637 <p>Love this piece on Birks, I used to have a pair in college and loved them. I think another strategy that worked well for the company was distribution. They almost exclusively worked through sales agents who were essentially brand gurus, at least in Canada anyway. I remember having to know someone,... how knew someone,... to get a pair. </p> <p>I agree that creating polarization is a great technique, especially for a highly distinctive brand like Birks. We use Marmite, the British toast spread, as a classic example of polarizing opinions on the brand,... and how effective it can be. Marmite: ¨You either love it or hate it.¨ If your customers love it,... why not build on the sentiment?</p> <p>-Amy</p> Love this piece on Birks, I used to have a pair in college and loved them. I think another strategy that worked well for the company was distribution. They almost exclusively worked through sales agents who were essentially brand gurus, at least in Canada anyway. I remember having to know someone,… how knew someone,… to get a pair.

I agree that creating polarization is a great technique, especially for a highly distinctive brand like Birks. We use Marmite, the British toast spread, as a classic example of polarizing opinions on the brand,… and how effective it can be. Marmite: ¨You either love it or hate it.¨ If your customers love it,… why not build on the sentiment?

-Amy

]]> By: Jim Dingwall http://cultureby.com/2006/03/finding_the_cul.html/comment-page-1#comment-4636 Jim Dingwall Wed, 15 Mar 2006 05:54:26 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4636 <p>Grant: </p> <p>"riches of niches" -- Better copyright or TM that one. It's a keeper. Perfect title for your next... Whoa, sorry, must go, there are baby seals that need saving up here in Canada. Where are my open-toed galoshes?</p> <p>dingwall</p> Grant:

"riches of niches" — Better copyright or TM that one. It's a keeper. Perfect title for your next… Whoa, sorry, must go, there are baby seals that need saving up here in Canada. Where are my open-toed galoshes?

dingwall

]]> By: aj http://cultureby.com/2006/03/finding_the_cul.html/comment-page-1#comment-4635 aj Tue, 14 Mar 2006 16:17:03 +0000 http://grantmccracken.com/cco/http:/grantmccracken/page-title#comment-4635 <p>The movie - based on the book by Christopher Buckley - is actually Thank You *For* Smoking, a satire about a tobacco lobbyist.</p> The movie – based on the book by Christopher Buckley – is actually Thank You *For* Smoking, a satire about a tobacco lobbyist.

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