Key to customer loyalty

There are some brands that I find so successful. I call them magnetic. One of those brands is Maui Jim, the sunglass company. The brand is best known for its high quality, reasonably priced and fashionable polarized sunglasses. I bought my first Maui Jim sunglass in 2008. Since then, I bought two more. As rational…

Why do mission statements suck?

“To satisfy our customers’ desires for personal entertainment and information through total customer satisfaction.” Years ago, Seth Godin found and shared the above mission statement. Sure, it is a terrible one. But, at least that one was bad enough to get noticed. Usually, the mission statements that I have to deal with are more like…

What do you stand for?

The author of this blog describes a brand as a promise. This is a universally accepted definition, which will be valid for years to come. However, for marketers to focus solely on the promise is not enough anymore. Here is why…

How to write a mission statement?

What is one thing that all companies have but nobody uses? That’s right, a mission statement. The reason why nobody uses them is because most of them are written very badly. Today, I am going to tackle the world’s mission statement problem.