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The original message has been attached to this so you can view it or label similar future email. If you have any questions, see root\@localhost for details. Content preview: ** How to Stay on Brand (http://cultbranding.us1.list-manage.com/track/click?u=c006bbdcbd27f0420f9c7a066&id=555c117309&e=4ed9cf398d) By BJ Bueno By Retired Chief Marketing Officer of Kohl’s Department Stores, Julie Gardner [...] Content analysis details: (-1.9 points, 3.0 required) pts rule name description ---- ---------------------- -------------------------------------------------- 0.0 URIBL_BLOCKED ADMINISTRATOR NOTICE: The query to URIBL was blocked. See http://wiki.apache.org/spamassassin/DnsBlocklists#dnsbl-block for more information. [URIs: list-manage2.com] -0.0 RP_MATCHES_RCVD Envelope sender domain matches handover relay domain -0.0 SPF_PASS SPF: sender matches SPF record 0.0 T_SPF_HELO_TEMPERROR SPF: test of HELO record failed (temperror) 0.0 HEADER_FROM_DIFFERENT_DOMAINS From and EnvelopeFrom 2nd level mail domains are different -1.9 BAYES_00 BODY: Bayes spam probability is 0 to 1% [score: 0.0000] 0.0 HTML_MESSAGE BODY: HTML included in message 0.1 DKIM_SIGNED Message has a DKIM or DK signature, not necessarily valid -0.1 DKIM_VALID Message has at least one valid DKIM or DK signature X-Spam-Flag: NO This is a multi-part message in MIME format --_----------=_MCPart_139748228 Content-Type: text/plain; charset="utf-8"; format="fixed" Content-Transfer-Encoding: quoted-printable ** How to Stay on Brand (http://cultbranding.us1.list-manage.com/track/cli= ck?u=3Dc006bbdcbd27f0420f9c7a066&id=3D555c117309&e=3D4ed9cf398d) ------------------------------------------------------------ By BJ Bueno By Retired Chief Marketing Officer of Kohl=E2=80=99s Department Stores=2C= Julie Gardner Every Journey requires some kind of compass=E2=80=94a sense of where one i= s headed and an assurance that one is on the right path. This book is=2C in a word=2C a compass. As a marketer=2C keeping the brand that I steward on track is perhaps the= most important and difficult challenge by face daily. The rate of speed a= t which the world is changing require significant insights=2C strategies= =2C and nimbleness. Today=E2=80=99s environment can be a destroyer of bran= ds if one is not constantly in tune with a customer. Having a brand model based on insights into one=E2=80=99s customers is inv= aluable. Even better is having a customer-focused model that is dimensiona= lized so that one can use it as a guide to assess potential scenarios and= strategies=2C allowing for a fluid yet disciplined approach that will gro= w the brand instead of diluting it. BJ=E2=80=99s Brand Modeling process provides a deep understanding of the p= assion that one=E2=80=99s best customers have for the brands they love. Th= is understanding guides the strategies and dialogue within the organizatio= n with confidence and alignment that expedites decisions and provides the= filter through which decisions are made and positive results are achieved= =2E I=E2=80=99ve been a marketer on the agency and client-side for more than 2= 0 years. There are two key brand killers that are always at your doorstep:= apathy and ideation. You can probably understand why apathy kills a brand= (through lack of energy)=2C but you may wonder why I say that ideas can a= lso kill a brand. After all=2C we are in the business of creating ideas=2C= aren=E2=80=99t we? The problem is that we often fall in love with ideas w= ithout properly evaluating whether these ideas are right for the brand. An= d since the customer defines a brand=2C ultimately the question that we mu= st ask is=2C =E2=80=9Cis it right for our best customers=E2=80=94our brand= lovers?=E2=80=9D To answer this question successfully=2C you must first u= nderstand the psychological makeup of your best customers. A customer-cent= ric Brand Model helps you do just that. Marketing is a delicate combination of art and science. The art is a beaut= iful flow of intangible emotions that connects brands and customers in a w= ay that speaks to the customer=E2=80=99s heart. The science of marketing c= an be elusive. A solid Brand Model uses customer insights to identify a br= and=E2=80=99s various dimensions based on evidence and facts. These verifi= able data are undeniably insightful not only for the marketer=2C but for t= he entire organization=2C and they keep an organization from apathy and fr= om falling in love with ideas that don=E2=80=99t fit the brand. Peter Drucker said that the best way to predict the future is to create it= =2E I believe that the best way to predict the future of your brand is to ac= quire an in-depth understanding of your best customers and to use that kno= wledge to predict the future. Your best customers know the most about your= brand; they love you and hold you to high standards. Understanding that l= ove and using it to grow more customers is what BJ=E2=80=99s Brand Modelin= g process is designed to do. In Customers First=2C BJ makes a compelling case not only for Brand Modeli= ng=2C but for the best approach to building a model=2C creating a strong a= nd sustainable compass not only for marketers=2C but for the entire organi= zation as well. (This post is an excerpt from our book Customers First: Dominate Your Mark= et by Winning Them Over Where It Counts the Most (http://cultbranding.us1.= list-manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=3D94d08c73e9&= e=3D4ed9cf398d) .) http://cultbranding.us1.list-manage.com/track/click?u=3Dc006bbdcbd27f0420f= 9c7a066&id=3Dc481f07f3e&e=3D4ed9cf398d http://cultbranding.us1.list-= manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dfb8b609a50&e=3D= 4ed9cf398d http://cultbranding.us1.list-manage2.com/track/click?u=3Dc= 006bbdcbd27f0420f9c7a066&id=3Dd99d8e699f&e=3D4ed9cf398d =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D= =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D= =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D Copyright =C2=A9 2017 The Cult Branding Company=2C All rights reserved. Your subscribed to our mailing list via www.CultBranding.com. Our mailing address is: The Cult Branding Company PO Box 470212 Celebration=2C Florida 34747-9992 USA ** unsubscribe from this list (http://cultbranding.us1.list-manage.com/uns= ubscribe?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dc5a4b39495&e=3D4ed9cf398d&c=3Dab= a0b3e360) ** update subscription preferences (http://cultbranding.us1.list-manage2.c= om/profile?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dc5a4b39495&e=3D4ed9cf398d) --_----------=_MCPart_139748228 Content-Type: text/html; charset="utf-8" Content-Transfer-Encoding: quoted-printable =09 How to Stay on Brand
=09
<= /td>

How to Stay on Brand

By BJ Bueno

By Retired Chief Marketing Office= r of Kohl=E2=80=99s Department Stores=2C Julie Gardner

Ev= ery Journey requires some kind of compass=E2=80=94a sense of where one is= headed and an assurance that one is on the right path.

Th= is book is=2C in a word=2C a compass.

As= a marketer=2C keeping the brand that I steward on track is perhaps the mo= st important and difficult challenge by face daily. The rate of speed at w= hich the world is changing require significant insights=2C strategies=2C a= nd nimbleness. Today’s environment can be a destroyer of brands if o= ne is not constantly in tune with a customer.

Ha= ving a brand model based on insights into one=E2=80=99s customers is inval= uable. Even better is having a customer-focused model that is dimensionali= zed so that one can use it as a guide to assess potential scenarios and st= rategies=2C allowing for a fluid yet disciplined approach that will grow t= he brand instead of diluting it.

BJ= ’s Brand Modeling process provides a deep understanding of the passi= on that one’s best customers have for the brands they love. This und= erstanding guides the strategies and dialogue within the organization with= confidence and alignment that expedites decisions and provides the filter= through which decisions are made and positive results are achieved.

I&= #8217;ve been a marketer on the agency and client-side for more than 20 ye= ars. There are two key brand killers that are always at your doorstep: apa= thy and ideation. You can probably understand why apathy kills a brand (th= rough lack of energy)=2C but you may wonder why I say that ideas can also= kill a brand. After all=2C we are in the business of creating ideas=2C ar= en’t we? The problem is that we often fall in love with ideas withou= t properly evaluating whether these ideas are right for the brand. And sin= ce the customer defines a brand=2C ultimately the question that we must as= k is=2C =E2=80=9Cis it right for our best customers=E2=80=94our brand love= rs?=E2=80=9D To answer this question successfully=2C you must first unders= tand the psychological makeup of your best customers. A customer-centric B= rand Model helps you do just that.

Ma= rketing is a delicate combination of art and science. The art is a beautif= ul flow of intangible emotions that connects brands and customers in a way= that speaks to the customer=E2=80=99s heart. The science of marketing can= be elusive. A solid Brand Model uses customer insights to identify a bran= d=E2=80=99s various dimensions based on evidence and facts. These verifiab= le data are undeniably insightful not only for the marketer=2C but for the= entire organization=2C and they keep an organization from apathy and from= falling in love with ideas that don’t fit the brand.

Pe= ter Drucker said that the best way to predict the future is to create it.= I believe that the best way to predict the future of your brand is to acq= uire an in-depth understanding of your best customers and to use that know= ledge to predict the future. Your best customers know the most about your= brand; they love you and hold you to high standards. Understanding that l= ove and using it to grow more customers is what BJ’s Brand Modeling= process is designed to do.

In= Customers First=2C= BJ makes a compelling case not only for= Brand Modeling=2C but for the best approach to building a model=2C creati= ng a strong and sustainable compass not only for marketers=2C but for the= entire organization as well.

(T= his post is an excerpt from our book Customers= First: Dominate Your Market by Winning Them Over Where It Counts the Most= .)



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