For more than a decade, Donaldson has been working with marquis brands such as Hewlett Packard, Wells Fargo, John Muir Health, Smithsonian, Cost Plus World Market, Pet Food Express, and Ask Jeeves, helping them differentiate their goods and services. In this presentation, Donaldson will talk about what he has learned about what makes a company or label cool, and how to connect with brand evangelists who are most relevant to your target market.
Donaldson has defined a methodology for identifying brand loyalists by defining their key personality characteristics and behaviors. By creating persona profiles, you can identify your most valued customers, including what they are looking for and what you have to offer. For consultants, this means:
- Defining the attributes specific to your practice and that are most valued by your best clients; identifying those factors that add value to what you do.
- Understanding how to develop profiles of your target market, including age, demographics, lifestyle, and more, and how to communicate with each persona
- Determining the best way to reach out to these different target groups, such as by phone, social media, email, word of mouth, or other means.
Building cool brands such as Apple or Trader Joe’s doesn't happen by accident,” sale Donaldson. “These household names are able to create rabid fans because they understand how to describe their unique value and express that value proposition to a targeted group in a manner that turns customers into rabid fans. From there, the rabid fans carry the message to others with the same demographic profile, and the process continues to build until your ‘cool factor’ crystallizes.”
For more information Steven Donaldson’s BACN presentation on October 28th visit http://www.bacnetwork.com.
RadiantBrands is a full-service creative agency with over 25 years of experience in creating and implementing brands in a wide range of environments. Their philosophy of understanding what motivates customer loyalty drives their use of research and interviews in the creation of memorable and compelling brands. RadiantBrands combines disciplines such as strategy, design, and integrated marketing to help their clients reach customers through naming, brand identity, communications, and web and online media - anywhere the customer encounters a brand experience. RadiantBrands works with start-ups to Fortune 500 companies in healthcare, technology, retail, financial services, B2B and B2C and other segments, helping them define and communicate their unique market value.
RadiantBrands is based in Berkeley, California. For more information, visit RadiantBrands online at http://www.radiantbrands.com.
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