What Great Brands Do by Denise Lee Yohn

Author:Denise Lee Yohn
Language: eng
Format: epub
ISBN: 9781118824337
Publisher: Wiley
Published: 2013-11-17T16:00:00+00:00

Great Brands Employ Brand Attraction

Brand managers who chase customers may believe they’re doing the smart thing, seeking to maximize the breadth of customer appeal, but they are often taking risks that aren’t always clear to see. Chasing customers can drive down profits, blur your brand message, and, especially for retailers and other experience-oriented businesses, put your truly loyal and valuable customers at the end of the line behind people who aren’t now and never will be counted among your fans.

Whether it’s Lululemon, American Express, or the Rolling Stones, great brands all share a clear vision of themselves: an internal culture strong enough to resist temptations to stray from the vision in the quest for more customers. As Richard Branson puts it, “Our customers and investors relate to us more as an idea or philosophy than as a company. We offer the Virgin experience, and make sure it is consistent across all sectors. It’s all about the brand.”37 With brand-centered strategic approaches to their businesses, the leaders of great brands are able to position their brands in ways that play to their strengths, so that even customers who are not looking for them will find them anyway, like lighthouses in the fog.

Notes

1. Mattioli, Dana. “Lululemon’s Secret Sauce,” Wall Street Journal, March 22, 2012. http://online.wsj.com/article/SB10001424052702303812904577295882632723066.html.

2. Laura Klauberg, Senior Vice President, Brand and Community, Lululemon Athletica, personal interview with Denise Lee Yohn on January 4, 2013.

3. Sean O’Connor, Owner, Creative Leverage, personal interview with Denise Lee Yohn on December 6, 2012.

4. Malcolm, Hadley. “Lululemon Lovers Buy into Healthy Lifestyle,”USA Today, March 19, 2013. http://www.usatoday.com/story/money/business/2013/03/19/lululemon-yoga-exercise-retail-running/1917659/.

5. Laura Klauberg, personal interview.

6. Ibid.

7. Widlitz, Stacey. “Lululemon Ducks the Radar and Lands in London,” Consumer Nation, April 17, 2012. http://www.cnbc.com/id/47073651.

8. Morgan, Adam. Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (New York: Wiley, 1999).

9. Ibid.

10. “The Rolling Stones Biography,” Rock and Roll Hall of Fame.com, n.d. http://rockhall.com/inductees/the-rolling-stones/bio/.

11. Baskin, Jonathan Salem. “The Branding Secrets of the Rolling Stones,” Forbes.com, December 14, 2012. http://www.forbes.com/sites/jonathansalembaskin/2012/12/14/the-secrets-of-successful-branding-according-to-the-rolling-stones/.

12. Leopold, Todd. “Not ‘the Last Rock ‘n’ Roll Band,’” CNN.com, January 4, 2006. http://www.cnn.com/2006/SHOWBIZ/Music/01/03/marah/index.html.

13. Gerzema, John, and Ed Lebar. “The Trouble with Brands,” Strategy+Business, May 26, 2009. http://www.strategy-business.com/article/09205?pg=all.

14. Kowitt, Beth. “Inside the Secret World of Trader Joe’s,” Fortune, August 23, 2010. http://money.cnn.com/2010/08/20/news/companies/inside_trader_joes_full_version.fortune/index.htm#joe.

15. Ibid.

16. Ibid.

17. Mallinger, Mark, and Gerry Rossy. “The Trader Joe’s Experience,” Graziadio Business Review 10, no 2 (2007). http://gbr.pepperdine.edu/2010/08/the-trader-joes-experience/.

18. Ibid.

19. Garfield, Bob, and Doug Levy. Can’t Buy Me Like: How Authentic Customer Connections Drive Superior Results (London: Portfolio Penguin, 2013).

20. Patton, Leslie, and Bryan Gruley. “Walter Robb on Whole Foods’ Recession Lessons,” Bloomberg Businessweek, August 9, 2012. http://www.businessweek.com/articles/2012-08-09/walter-robb-on-whole-foods-recession-lessons.

21. Ibid.

22. Flynn, Andrew, Jesse Purewal, and Mike Leiser. Prophet’s 2011 State of Marketing Study, Prophet.com, June 7, 2011. http://www.prophet.com/thinking/view/586-prophets-2011-state-of-marketing-study.

23. Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing, Wharton School of the University of Pennsylvania, personal interview with Denise Lee Yohn on March 9, 2012.

24. McDonald, Duff. “Red Bull’s Billionaire Maniac,” Bloomberg Businessweek, May 19, 2011. http://www.businessweek.com/magazine/content/11_22/b4230064852768.htm.

25. Ibid.

26. Hollis, Nigel. “The Red Bull Case Study: Branding Not Marketing,” MillwardBrown.com, June 13, 2007. http://www.

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