Brand appreciators will always be there, whether you focus on them or not. They don’t really care (and that’s the whole point), so don’t expend too much time on them. Define what your ‘brand lover’ looks like and focus on continually finding ways to reach out to similar customers.
It was with interest then that this weekend I stumbled across an interview in The Age with the former executive chairman Lyall Gorman discussing the important role the Wanderer’s brand played in the development of the club – including the playing list.
A meaningful brand refresh that can effect real change and enhance business performance begins by pulling the existing brand apart from the inside, and then putting it back together strategically.
Everyone has a story to tell, some just tell them better than others. Make sure the competition isn’t telling their story better than you are.