by Micah Smith on May 16, 2012
I love the TOMS brand. In fact, I love their entire “One for One” movement. But the truth is this: Even though I think the company is fantastic, I don’t love my TOMS shoes. They’re nice sometimes and I do wear them, but they’re by no means my favorites.
And let me tell you something: If you can love a brand while only liking its product, that brand is doing something right.
What TOMS is doing right is that they’re giving me (and everyone) something to believe in. Because as Hugh MacLeod has aptly stated, “The market for something to believe in is infinite.”
CONTINUE READING
by Micah Smith on May 15, 2012
There’s a pet boarding center in my town called The Farm at Natchez Trace. It’s pretty fancy… I’d probably love going there if I was a dog. There’s a lot of open space for them to run free and they even have different areas for different types of dogs. For example: They have large suites for families of dogs, private rooms for elderly dogs, and a special wing for special needs dogs.
Oh, and every suite includes room service, maid service, in-suite TVs, climate-controlled fresh air system, and comfy beds & blankets. Like I said, it’s fancy.
CONTINUE READING
by Micah Smith on April 26, 2012
There’s this idea that when you’re asking consumers for money, the best way to get it is to ask for less of it. It’s not necessarily a well thought out strategy, but it does seem kind of intuitive, right? People have money they don’t want to give up, and if you ask for too much of it, they’ll move on to find something cheaper.
The problem is that this – like everything else your brand does – sends a message to your potential customers. And while you might get someone’s attention with a cheap product or deep discount, you won’t get much else.
CONTINUE READING
