We’ve all seen this: A young couple shows up on the stadium JumboTron, and the guy gets down on a knee and pops the question, right there, in front of thousands of cheering and sometimes jeering fans. And the predictable outcome, although a bit sappy, ends happily: The girl says "yes," jumps into his arms and some sweaty guy in a replica jersey toasts the happy couple with a Bud Light. At least that was the plan a poor kid at a recent UCLA basketball game had. Except the girl said "ummmm…no." Ouch. That’s going to leave a mark – a big one.

Somewhere in that young lady’s mind, alarms were going off. She… read more.

We all know developing brand loyalty with a shopper takes more than discounts, promos and programs. Yet, more and more retailers continue serving up this mislabeled combination of shopper benefits.

Shoppers are people and people are relational beings. Learn how to balance your retail-business goals with a shopper’s desire for a personal relationship with your brand. Take a minute and see true loyalty in action.

What is the best loyalty program you have… read more.

Loyalty is a very tricky term to define. And even trickier to achieve.

So, let’s level the playing field here. Brand loyalty is a shopper’s preference for a particular brand, be it a retailer or product, and a commitment to repeatedly purchase that brand in the face of other choices. Traditionally, retailers establish loyalty programs that offer rewards to repeat customers. This allows retailers to keep track of preferences and buying habits, but is this loyalty defined?  It could just as easily be understood as opportunism, transient and fleeting, driven by a transactional relationship rather than long-term engagement.

To… read more.

In 1974, the world thought of the word “brand” as just another term for “logo.” That year, global branding powerhouse Interbrand was formed. Since then, they have changed the world’s view of branding and brand management by creating and managing brands as valuable business assets. Interbrand has positioned itself as the world’s largest brand consultancy, each year publishing a list of America’s most valuable retail brands . In this episode, The Brand Show catches up with Jez Frampton, Group Chief Executive… read more.

With an ad campaign celebrating its tenth year and the launch of a new model, Mazda seems to be moving forward when other car companies are sputtering along at best. Don Romano, President of Mazda Canada and acting CMO of Mazda North America, joins us to talk about ten years of Zoom-Zoom, the new Mazda 2 and the value of the customer-centric strategy behind Mazda’s momentum.

Don shares:

• Why Mazda’s “Zoom Zoom” campaign has worked so well for so long.
• How Mazda’s brand drives… read more.

Disney Consumer Products (DCP) is the segment of The Walt Disney Company that extends the Disney brand to merchandise ranging from apparel, toys and home décor to books, food, electronics and art. Under the leadership of Chairman Andy Mooney, DCP has shifted from a strictly licensed business model to a true consumer products company. They now focus on product innovation, creativity and quality, as well as building relationships with key retailers. Today, Disney continues to reign… read more.

More popular than dental floss and more ubiquitous than Kleenex, WD-40 can be found under sinks and inside toolboxes in four out of five American homes. Not to mention the other 160+ other countries that use it worldwide. Shannon Edwards, Assistant Brand Manager at WD-40, joins us to talk about the brand’s nearly 60-year legacy of legendary customer loyalty. Since joining WD-40 in 2000, Shannon has contributed to the brand’s success by working with its largest national accounts and focusing on new product development. In her current role as Assistant Brand… read more.

Original air-date October 29, 2008

Donna Heckler, co-author of The Truth About Creating Brands People Love joins the Brand Show to talk about the rigors of creating brands people love.  As the Lead Brand Strategist for Monsanto, Donna knows a thing or two about building world-class brands and shares her insight for companies who want to do the same.

Donna’s extensive experience in brand strategy for companies like Energizer Batteries, Cardinal Health, Clorox, Emerson Electrict, Maritz, Inc., The American Redcross and Ralston Purina positions her as one of the best minds in the business. … read more.